Question 1

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

Accepted Answer

A) negative country-of-origin bias 
B) no possible quality / price positioning 
C) low acceptance of private brands 
D) lack of promotion in global markets 
E) high product saturation levels in global markets 
A) negative country-of-origin bias 
B) no possible quality / price positioning 
C) low acceptance of private brands 
D) lack of promotion in global markets 
E) high product saturation levels in global markets A

Question 2

Nestlé asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

Accepted Answer

A) True 
 B)False  True

Question 3

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. C

Question 4

Coca-Cola has developed several branded drink products for sale only in Japan,including a noncarbonated ginseng-flavored beverage.Using this as an example,outline the differences between local brand and global brand,combination branding,communication-branding,and brand extensions.

Accepted Answer

A local product or local brand is one th

Question 5

Intel inside campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers is an example of:

Accepted Answer

A) brand equity. 
B) brand symbol. 
C) co-branding. 
D) brand extension. 
E) brand loyalty. 
A) brand equity. 
B) brand symbol. 
C) co-branding. 
D) brand extension. 
E) brand loyalty.

Question 6

The benefits of strong brands include all of the following except:

Accepted Answer

A) greater loyalty. 
B) less vulnerability to marketing actions. 
C) less inelastic consumer response to price increases. 
D) more elastic consumer response to price decreases. 
E) larger margins. 
A) greater loyalty. 
B) less vulnerability to marketing actions. 
C) less inelastic consumer response to price increases. 
D) more elastic consumer response to price decreases. 
E) larger margins.

Question 7

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 8

The challenges in bringing the Smart across Atlantic include all of the following except:

Accepted Answer

A) the euro's strength relative to dollar. 
B) DaimlerChrysler merger ended. 
C) Smart was under the ownership of DaimlerChrysler. 
D) Smart was under the ownership of Daimler AG. 
E) distribution and promotion critical to a successful U.S.launch. 
A) the euro's strength relative to dollar. 
B) DaimlerChrysler merger ended. 
C) Smart was under the ownership of DaimlerChrysler. 
D) Smart was under the ownership of Daimler AG. 
E) distribution and promotion critical to a successful U.S.launch.

Question 9

To promote its Centrino wireless chip,Intel launched a global ad campaign that features different combinations of celebrities.These celebrities were chosen because they are widely recognized in the key world markets.This type of strategy is referred to as:

Accepted Answer

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

Question 10

The extension strategy where the product remains virtually unchanged but extending it in markets outside the home country is known as "adaptation strategy."

Accepted Answer

A) True 
 B)False

Question 11

________ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.

Accepted Answer

A) Brand extensions 
B) Co-branding 
C) Brand image 
D) Brand equity 
E) Brand loyalty 
A) Brand extensions 
B) Co-branding 
C) Brand image 
D) Brand equity 
E) Brand loyalty

Question 12

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 13

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology.One benefit of the system is that shutterbugs can choose 3 different print sizes.The APS would best be described as a:

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 14

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 15

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers,the last three levels are affiliation,admiration,and self actualization.

Accepted Answer

A) True 
 B)False

Question 16

Procter & Gamble recently introduced Pampers Rash Guard.Rash Guard does not represent a new product per se;rather,the diapers are being marketed as an alternative to regular Pampers.What type of innovation do Pampers Rash Guard diapers represent?

Accepted Answer

A) a continuous innovation 
B) a dynamically continuous innovation 
C) a discontinuous innovation 
D) a platform-based innovation 
E) none of the above 
A) a continuous innovation 
B) a dynamically continuous innovation 
C) a discontinuous innovation 
D) a platform-based innovation 
E) none of the above

Question 17

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 18

A global brand begins with the foundation of value.

Accepted Answer

A) True 
 B)False

Question 19

People have local tastes based on their unique cultures and traditions-a good candy bar in Brazil is not the same as good candy bar in China.

Accepted Answer

A) True 
 B)False

Question 20

________ represent(s)the cumulative added value of a company's investment in the marketing of a brand over time.

Accepted Answer

A) Brand extensions 
B) Co-branding 
C) Brand image 
D) Brand equity 
E) Brand loyalty 
A) Brand extensions 
B) Co-branding 
C) Brand image 
D) Brand equity 
E) Brand loyalty

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

Nestlé asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

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

Coca-Cola has developed several branded drink products for sale only in Japan,including a noncarbonated ginseng-flavored beverage.Using this as an example,outline the differences between local brand and global brand,combination branding,communication-branding,and brand extensions.

Intel inside campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers is an example of:

The benefits of strong brands include all of the following except:

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

The challenges in bringing the Smart across Atlantic include all of the following except:

To promote its Centrino wireless chip,Intel launched a global ad campaign that features different combinations of celebrities.These celebrities were chosen because they are widely recognized in the key world markets.This type of strategy is referred to as:

The extension strategy where the product remains virtually unchanged but extending it in markets outside the home country is known as "adaptation strategy."

________ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.

Packaging aesthetics are particularly important to the:

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology.One benefit of the system is that shutterbugs can choose 3 different print sizes.The APS would best be described as a:

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

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers,the last three levels are affiliation,admiration,and self actualization.

Procter & Gamble recently introduced Pampers Rash Guard.Rash Guard does not represent a new product per se;rather,the diapers are being marketed as an alternative to regular Pampers.What type of innovation do Pampers Rash Guard diapers represent?

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

A global brand begins with the foundation of value.

People have local tastes based on their unique cultures and traditions-a good candy bar in Brazil is not the same as good candy bar in China.

________ represent(s)the cumulative added value of a company's investment in the marketing of a brand over time.

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

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

Nestlé asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

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

Coca-Cola has developed several branded drink products for sale only in Japan,including a noncarbonated ginseng-flavored beverage.Using this as an example,outline the differences between local brand and global brand,combination branding,communication-branding,and brand extensions.

Intel inside campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers is an example of:

The benefits of strong brands include all of the following except:

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

The challenges in bringing the Smart across Atlantic include all of the following except:

To promote its Centrino wireless chip,Intel launched a global ad campaign that features different combinations of celebrities.These celebrities were chosen because they are widely recognized in the key world markets.This type of strategy is referred to as:

The extension strategy where the product remains virtually unchanged but extending it in markets outside the home country is known as "adaptation strategy."

________ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.

Packaging aesthetics are particularly important to the:

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology.One benefit of the system is that shutterbugs can choose 3 different print sizes.The APS would best be described as a:

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

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers,the last three levels are affiliation,admiration,and self actualization.

Procter & Gamble recently introduced Pampers Rash Guard.Rash Guard does not represent a new product per se;rather,the diapers are being marketed as an alternative to regular Pampers.What type of innovation do Pampers Rash Guard diapers represent?

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

A global brand begins with the foundation of value.

People have local tastes based on their unique cultures and traditions-a good candy bar in Brazil is not the same as good candy bar in China.

________ represent(s)the cumulative added value of a company's investment in the marketing of a brand over time.

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