Question 1

Example of a "brand symbol" includes all of the following except:

Accepted Answer

A)  date of manufacture on Coca-Cola cans. 
B)  the wave that appears on red Coke cans and bottle labels. 
C)  non-word marks such as the Nike swoosh. 
D)  three-pronged Mercedes star. 
E)  McDonald's golden arches. 
A)  date of manufacture on Coca-Cola cans. 
B)  the wave that appears on red Coke cans and bottle labels. 
C)  non-word marks such as the Nike swoosh. 
D)  three-pronged Mercedes star. 
E)  McDonald's golden arches.

Question 2

By definition,a ________ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.

Accepted Answer

A)  continuous innovation 
B)  dynamically continuous innovation 
C)  discontinuous innovation 
D)  platform-based innovation 
E)  new and improved innovation 
A)  continuous innovation 
B)  dynamically continuous innovation 
C)  discontinuous innovation 
D)  platform-based innovation 
E)  new and improved innovation

Question 3

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom,the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position.This is an example of dual-extension strategy.

Accepted Answer

A) True 
 B)False

Question 4

Packaging aesthetics are particularly important to the:

Accepted Answer

A)  Indian. 
B)  Chinese. 
C)  Japanese. 
D)  American. 
E)  Russian. 
A)  Indian. 
B)  Chinese. 
C)  Japanese. 
D)  American. 
E)  Russian.

Question 5

An express warranty is a written guarantee that assures the buyer:

Accepted Answer

A)  that he or she is getting what he or she desired. 
B)  that he or she will be able to get express response if any defects are found. 
C)  that he or she is getting what he or she has paid for. 
D)  that he or she will be able to contact the manufacturer whenever needed. 
E)  that he or she has limited time for filling out information required by the manufacturer. 
A)  that he or she is getting what he or she desired. 
B)  that he or she will be able to get express response if any defects are found. 
C)  that he or she is getting what he or she has paid for. 
D)  that he or she will be able to contact the manufacturer whenever needed. 
E)  that he or she has limited time for filling out information required by the manufacturer.

Question 6

Generally speaking,which of the following statements is true concerning product attributes?

Accepted Answer

A)  Tangible product attributes are more important than intangible ones. 
B)  Intangible product attributes are more important than tangible ones. 
C)  Both tangible and intangible product attributes are important. 
D)  Neither tangible nor intangible product attributes are important. 
E)  A product has more attributes than tangible and intangible ones. 
A)  Tangible product attributes are more important than intangible ones. 
B)  Intangible product attributes are more important than tangible ones. 
C)  Both tangible and intangible product attributes are important. 
D)  Neither tangible nor intangible product attributes are important. 
E)  A product has more attributes than tangible and intangible ones.

Question 7

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company.When assessing new-product ideas,they look for all of the following except:

Accepted Answer

A)  synergy with existing Virgin products. 
B)  pricing and return on investment. 
C)  marketing opportunities. 
D)  if the idea "uses or abuses" the Virgin brand. 
E)  aesthetic attributes of competitors products. 
A)  synergy with existing Virgin products. 
B)  pricing and return on investment. 
C)  marketing opportunities. 
D)  if the idea "uses or abuses" the Virgin brand. 
E)  aesthetic attributes of competitors products.

Question 8

The introduction of consumer VCRs in the late 1970s initiated a revolutionized in-home electronic entertainment.For example,assuming the user could learn to set the timer,he or she could tape programs to watch at a later time.The VCR's popularity also gave rise to an entirely new retailing concept,the video rental store.What type of innovation did the consumer VCR represent?

Accepted Answer

A)  a continuous innovation 
B)  a dynamically continuous innovation 
C)  a discontinuous innovation 
D)  a comparative innovation 
E)  none of the above 
A)  a continuous innovation 
B)  a dynamically continuous innovation 
C)  a discontinuous innovation 
D)  a comparative innovation 
E)  none of the above

Question 9

Scotland is a country that enjoys strong brand equity but is somewhat misunderstood.

Accepted Answer

A) True 
 B)False

Question 10

China and India take great pride in their manufacturing capabilities but,generally speaking,consumer perception lags behind the reality.

Accepted Answer

A) True 
 B)False

Question 11

Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia,which of the following is correct?

Accepted Answer

A)  The lowest 2 levels of the hierarchy are the same in the traditional and Asian versions. 
B)  The lowest 3 levels of the hierarchy are the same in the traditional and Asian versions. 
C)  The lowest 4 levels of the hierarchy are the same in the traditional and Asian versions. 
D)  The five levels in the traditional formulation apply equally in the West and in Asia. 
E)  The highest levels of the hierarchy are the same in the traditional and Asian versions. 
A)  The lowest 2 levels of the hierarchy are the same in the traditional and Asian versions. 
B)  The lowest 3 levels of the hierarchy are the same in the traditional and Asian versions. 
C)  The lowest 4 levels of the hierarchy are the same in the traditional and Asian versions. 
D)  The five levels in the traditional formulation apply equally in the West and in Asia. 
E)  The highest levels of the hierarchy are the same in the traditional and Asian versions.

Question 12

Dry soup mixes that have long been popular in Europe are marketed as sauces or dips in the United States.This is an example of the ________ strategy.

Accepted Answer

A)  product-communications extension 
B)  product extension-communications adaptation 
C)  product adaptation-communications extension 
D)  dual adaptation 
E)  product invention 
A)  product-communications extension 
B)  product extension-communications adaptation 
C)  product adaptation-communications extension 
D)  dual adaptation 
E)  product invention

Question 13

Which of the following consumer products companies experienced a major product failure in Europe due to inadequate test marketing?

Accepted Answer

A)  Procter & Gamble 
B)  Colgate 
C)  Kao 
D)  Unilever 
E)  Seagram 
A)  Procter & Gamble 
B)  Colgate 
C)  Kao 
D)  Unilever 
E)  Seagram

Question 14

According to the top brand rankings,Microsoft is the world's most valuable brand.

Accepted Answer

A) True 
 B)False

Question 15

Around the world,various brands of personal computers are sold with Pentium processors.This fact is often used as a selling point,with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflect?

Accepted Answer

A)  brand equity 
B)  co-branding 
C)  brand image 
D)  brand extension 
E)  tiered branding 
A)  brand equity 
B)  co-branding 
C)  brand image 
D)  brand extension 
E)  tiered branding

Question 16

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," then why do consumers consider the latter to be better than the former? What difference does a label make in the perception of a consumer?

Accepted Answer

In global marketing,consumer perceptions

Question 17

Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value.

Accepted Answer

A) True 
 B)False

Question 18

Generally speaking,which of the following product categories represents the best potential for extension into international markets without adaptation?

Accepted Answer

A)  companion products 
B)  food products 
C)  industrial products 
D)  intangible products 
E)  non-alcoholic drinks 
A)  companion products 
B)  food products 
C)  industrial products 
D)  intangible products 
E)  non-alcoholic drinks

Question 19

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC,and Windows 7 was my idea." This is an example of the dual-extension strategy.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is not in the top five of the world's most valuable brands according to 2012 rankings?

Accepted Answer

A)  Sony 
B)  Microsoft 
C)  Coca-Cola 
D)  GE 
E)  Nokia 
A)  Sony 
B)  Microsoft 
C)  Coca-Cola 
D)  GE 
E)  Nokia

Example of a "brand symbol" includes all of the following except:

By definition,a ________ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom,the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position.This is an example of dual-extension strategy.

Packaging aesthetics are particularly important to the:

An express warranty is a written guarantee that assures the buyer:

Generally speaking,which of the following statements is true concerning product attributes?

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company.When assessing new-product ideas,they look for all of the following except:

Scotland is a country that enjoys strong brand equity but is somewhat misunderstood.

China and India take great pride in their manufacturing capabilities but,generally speaking,consumer perception lags behind the reality.

Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia,which of the following is correct?

Dry soup mixes that have long been popular in Europe are marketed as sauces or dips in the United States.This is an example of the ________ strategy.

Which of the following consumer products companies experienced a major product failure in Europe due to inadequate test marketing?

According to the top brand rankings,Microsoft is the world's most valuable brand.

Around the world,various brands of personal computers are sold with Pentium processors.This fact is often used as a selling point,with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflect?

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," then why do consumers consider the latter to be better than the former? What difference does a label make in the perception of a consumer?

Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value.

Generally speaking,which of the following product categories represents the best potential for extension into international markets without adaptation?

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC,and Windows 7 was my idea." This is an example of the dual-extension strategy.

Which of the following is not in the top five of the world's most valuable brands according to 2012 rankings?

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing,Exporting,and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters

Exam 10: Brand and Product Decisions in Global Marketing

Example of a "brand symbol" includes all of the following except:

By definition,a ________ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom,the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position.This is an example of dual-extension strategy.

Packaging aesthetics are particularly important to the:

An express warranty is a written guarantee that assures the buyer:

Generally speaking,which of the following statements is true concerning product attributes?

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company.When assessing new-product ideas,they look for all of the following except:

Scotland is a country that enjoys strong brand equity but is somewhat misunderstood.

China and India take great pride in their manufacturing capabilities but,generally speaking,consumer perception lags behind the reality.

Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia,which of the following is correct?

Dry soup mixes that have long been popular in Europe are marketed as sauces or dips in the United States.This is an example of the ________ strategy.

Which of the following consumer products companies experienced a major product failure in Europe due to inadequate test marketing?

According to the top brand rankings,Microsoft is the world's most valuable brand.

Around the world,various brands of personal computers are sold with Pentium processors.This fact is often used as a selling point,with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflect?

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," then why do consumers consider the latter to be better than the former? What difference does a label make in the perception of a consumer?

Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value.

Generally speaking,which of the following product categories represents the best potential for extension into international markets without adaptation?

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC,and Windows 7 was my idea." This is an example of the dual-extension strategy.

Which of the following is not in the top five of the world's most valuable brands according to 2012 rankings?

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing,Exporting,and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters