Question 1

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 2

Global brand is synonymous with global product and is often used interchangeably.

Accepted Answer

A) True 
 B)False

Question 3

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 4

Coca-Cola's distinctive contour bottle,which is sold in many countries,illustrates the point that:

Accepted Answer

A) the packaging strategies can vary by country and region. 
B) the packaging helps in storing large sizes in refrigerators. 
C) the packaging strategies do not change by country and region. 
D) the packaging appeals only to Asian consumers. 
E) the packaging helps in brand identification. 
A) the packaging strategies can vary by country and region. 
B) the packaging helps in storing large sizes in refrigerators. 
C) the packaging strategies do not change by country and region. 
D) the packaging appeals only to Asian consumers. 
E) the packaging helps in brand identification.

Question 5

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

Accepted Answer

In the product adaptation-communication

Question 6

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 7

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Accepted Answer

A) basic human needs can drive the development of global products. 
B) "self-actualization" is the highest-order need in Japan as well as Western nations. 
C) status needs in different countries can only be fulfilled with localized products. 
D) "luxury badging" is irrelevant to companies marketing in Asia. 
E) Asians differ from Westerners in their basic physiological needs. 
A) basic human needs can drive the development of global products. 
B) "self-actualization" is the highest-order need in Japan as well as Western nations. 
C) status needs in different countries can only be fulfilled with localized products. 
D) "luxury badging" is irrelevant to companies marketing in Asia. 
E) Asians differ from Westerners in their basic physiological needs.

Question 8

When introduced in the late 1970s,the VCR created new patterns of consumer behavior.For example,assuming the user could learn to set the timer,he or she could tape programs to watch at a later time.DVD,a playback only video system,was introduced in the late 1990s.DVD discs contain full-length movies with digital sound in a format that resembles conventional music compact discs.Which of the following most accurately describes the respective degree of newness of these two global products?

Accepted Answer

A) The VCR is a discontinuous innovation;the DVD is a dynamically continuous innovation. 
B) The VCR is a dynamically continuous innovation;the DVD is a discontinuous innovation. 
C) The VCR and DVD are both dynamically continuous innovations. 
D) The VCR and DVD are both discontinuous innovations. 
E) The VCR and DVD are both continuous innovations. 
A) The VCR is a discontinuous innovation;the DVD is a dynamically continuous innovation. 
B) The VCR is a dynamically continuous innovation;the DVD is a discontinuous innovation. 
C) The VCR and DVD are both dynamically continuous innovations. 
D) The VCR and DVD are both discontinuous innovations. 
E) The VCR and DVD are both continuous innovations.

Question 9

A global product meets the wants and needs of a global market,including the Triad which includes the following countries:

Accepted Answer

A) Brazil,Russia,and China. 
B) Japan,Western Europe,and the United States. 
C) China,the United States,and Europe. 
D) China,India and Brazil. 
E) Japan,China,and Western Europe. 
A) Brazil,Russia,and China. 
B) Japan,Western Europe,and the United States. 
C) China,the United States,and Europe. 
D) China,India and Brazil. 
E) Japan,China,and Western Europe.

Question 10

Brand equity is an example of a tangible product attribute.

Accepted Answer

A) True 
 B)False

Question 11

Alfred Zeien,former chairman of Gillette,once noted that his company's Parker Pen unit does not have to develop a special model for Malaysia and Singapore because shoppers worldwide seek the same things when buying a gift that will serve the recipient as a status symbol.This insight relates to which level of Maslow's hierarchy of needs?

Accepted Answer

A) physiological 
B) safety 
C) social 
D) esteem 
E) self-actualization 
A) physiological 
B) safety 
C) social 
D) esteem 
E) self-actualization

Question 12

A company that has developed a successful local product or brand cannot implement an adaption strategy.

Accepted Answer

A) True 
 B)False

Question 13

The "Virgin" brand is a global brand with several brand extensions.

Accepted Answer

A) True 
 B)False

Question 14

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 15

Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product,label,or package.Which of the following statements is not true regarding the use of color in selected countries?

Accepted Answer

A) Yellow color on Caterpillar's earthmoving equipment is acceptable worldwide. 
B) Packaging aesthetics are particularly important to the Japanese. 
C) White color is associated with death and bad luck in some Asian countries. 
D) The red Marlboro color had to be changed in some Asian countries. 
E) Chinese consider the red color to be lucky. 
A) Yellow color on Caterpillar's earthmoving equipment is acceptable worldwide. 
B) Packaging aesthetics are particularly important to the Japanese. 
C) White color is associated with death and bad luck in some Asian countries. 
D) The red Marlboro color had to be changed in some Asian countries. 
E) Chinese consider the red color to be lucky.

Question 16

The formulation,imagery,and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries.This new global brand represents which type of product innovation?

Accepted Answer

A) discontinuous innovation 
B) dynamically continuous innovation 
C) continuous innovation 
D) comparative innovation 
E) dynamically discontinuous innovation 
A) discontinuous innovation 
B) dynamically continuous innovation 
C) continuous innovation 
D) comparative innovation 
E) dynamically discontinuous innovation

Question 17

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 18

Weight Watchers International has discovered that many of its Chinese clients sign up despite having a healthy body mass.

Accepted Answer

A) True 
 B)False

Question 19

Due to the European Commission's regulation,McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

Accepted Answer

A) True 
 B)False

Question 20

Packaging is an important consideration for products that are shipped to markets worldwide.Which of the following statements related to packaging is not true?

Accepted Answer

A) Nestlé's worldwide network of packaging teams gives improvement suggestions on a quarterly basis. 
B) Japanese prefer plain soft colors on their packages. 
C) The Aquafresh Ultimate tube was designed to stand vertically. 
D) Coca-Cola had contour bottles in both glass and plastic versions in many countries. 
E) Nestlé asked suppliers to find a glue to make the clicking sound louder when a tube of Smarties brand chocolate candies are unwrapped. 
A) Nestlé's worldwide network of packaging teams gives improvement suggestions on a quarterly basis. 
B) Japanese prefer plain soft colors on their packages. 
C) The Aquafresh Ultimate tube was designed to stand vertically. 
D) Coca-Cola had contour bottles in both glass and plastic versions in many countries. 
E) Nestlé asked suppliers to find a glue to make the clicking sound louder when a tube of Smarties brand chocolate candies are unwrapped.

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

Global brand is synonymous with global product and is often used interchangeably.

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.

Coca-Cola's distinctive contour bottle,which is sold in many countries,illustrates the point that:

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

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:

Maslow's hierarchy is applicable to global marketing because it can help explain how:

A global product meets the wants and needs of a global market,including the Triad which includes the following countries:

Brand equity is an example of a tangible product attribute.

A company that has developed a successful local product or brand cannot implement an adaption strategy.

The "Virgin" brand is a global brand with several brand extensions.

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?

Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product,label,or package.Which of the following statements is not true regarding the use of color in selected countries?

The formulation,imagery,and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries.This new global brand represents which type of product innovation?

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.

Weight Watchers International has discovered that many of its Chinese clients sign up despite having a healthy body mass.

Due to the European Commission's regulation,McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

Packaging is an important consideration for products that are shipped to markets worldwide.Which of the following statements related to packaging is not true?

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

Global brand is synonymous with global product and is often used interchangeably.

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.

Coca-Cola's distinctive contour bottle,which is sold in many countries,illustrates the point that:

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

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:

Maslow's hierarchy is applicable to global marketing because it can help explain how:

A global product meets the wants and needs of a global market,including the Triad which includes the following countries:

Brand equity is an example of a tangible product attribute.

A company that has developed a successful local product or brand cannot implement an adaption strategy.

The "Virgin" brand is a global brand with several brand extensions.

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?

Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product,label,or package.Which of the following statements is not true regarding the use of color in selected countries?

The formulation,imagery,and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries.This new global brand represents which type of product innovation?

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.

Weight Watchers International has discovered that many of its Chinese clients sign up despite having a healthy body mass.

Due to the European Commission's regulation,McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

Packaging is an important consideration for products that are shipped to markets worldwide.Which of the following statements related to packaging is not true?

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