Question 1

One of the chief reasons for having a global brand is economies of scale.

Accepted Answer

A) True 
 B)False  True

Question 2

One of the reasons for pursuing a global brand as part of product policy is what might be called a prestige factor.

Accepted Answer

A) True 
 B)False  True

Question 3

Country of origin (COO) influences are particularly strong among the elderly.

Accepted Answer

A) True 
 B)False  True

Question 4

To bridge cultural gaps between the home and host market, service companies often customize the product to the local market. This can be done by spotting
_________________________.

Accepted Answer

A)  environmental opportunities 
B)  funding opportunities 
C)  regional opportunities 
D)  cultural opportunities 
E)  political opportunities 
A)  environmental opportunities 
B)  funding opportunities 
C)  regional opportunities 
D)  cultural opportunities 
E)  political opportunities

Question 5

When Mars candy company took over Raider candy products and used the theme line "Now Raider becomes Twix, for it is Twix everywhere in the world," the
Company used the ________________________ strategy for changing brand names.

Accepted Answer

A)  transparent forewarning 
B)  summary axing 
C)  fade-in/fade-out 
D)  pyramid focusing 
E)  parallel dimension 
A)  transparent forewarning 
B)  summary axing 
C)  fade-in/fade-out 
D)  pyramid focusing 
E)  parallel dimension

Question 6

The ______________ of the product assortment refers to the collection of different product lines marketed by the firm.

Accepted Answer

A)  length 
B)  width 
C)  horizontal scale 
D)  vertical scale 
E)  consistency 
A)  length 
B)  width 
C)  horizontal scale 
D)  vertical scale 
E)  consistency

Question 7

Marlboro quickly became the leading cigarette brand in Hong Kong when it positioned itself as being the leading brand in the United States. This strategy is
Attributed to Marlboro as being a:

Accepted Answer

A)  global brand. 
B)  geo brand. 
C)  regional brand. 
D)  country brand. 
E)  local brand. 
A)  global brand. 
B)  geo brand. 
C)  regional brand. 
D)  country brand. 
E)  local brand.

Question 8

Brand equity for global brands varies greatly from country to country. All of the following factors contribute to the variation EXCEPT:

Accepted Answer

A)  history. 
B)  competitive climate. 
C)  marketing support. 
D)  cultural receptivity to brands. 
E)  brand equity scale. 
A)  history. 
B)  competitive climate. 
C)  marketing support. 
D)  cultural receptivity to brands. 
E)  brand equity scale.

Question 9

Demand for premium quality services expands with increases in consumers' age.

Accepted Answer

A) True 
 B)False

Question 10

Country of origin (COO) effects have been shown to be unstable over time.

Accepted Answer

A) True 
 B)False

Question 11

When comparing the product mix in the company's host and home markets, all of the following are possible scenarios EXCEPT:

Accepted Answer

A)  an extension of the domestic line. 
B)  an extension of a joint venture or strategic alliance. 
C)  a subset of the home market's product line. 
D)  a mixture of local and nonlocal product lines. 
E)  a completely localized product line. 
A)  an extension of the domestic line. 
B)  an extension of a joint venture or strategic alliance. 
C)  a subset of the home market's product line. 
D)  a mixture of local and nonlocal product lines. 
E)  a completely localized product line.

Question 12

A good place to start is to analyze each individual country's product portfolio on the basis of a sales turnover basis. Product lines can be categorized by all the following
Ways EXCEPT:

Accepted Answer

A)  core products. 
B)  cultural products. 
C)  niche items. 
D)  seasonal products. 
E)  filler products. 
A)  core products. 
B)  cultural products. 
C)  niche items. 
D)  seasonal products. 
E)  filler products.

Question 13

Linked to the brand name is a collection of assets and liabilities called ____________.

Accepted Answer

A)  the trademark 
B)  the patent 
C)  knowledge 
D)  proprietary investments 
E)  brand equity 
A)  the trademark 
B)  the patent 
C)  knowledge 
D)  proprietary investments 
E)  brand equity

Question 14

A desire to reflect its American roots motivated Disney to change the name for its Paris themepark from Euro Disney to __________________.

Accepted Answer

A)  Disneyland Village 
B)  Disneyland Park 
C)  Disneyland Paris 
D)  Disneyland Europe 
E)  Disneyland France 
A)  Disneyland Village 
B)  Disneyland Park 
C)  Disneyland Paris 
D)  Disneyland Europe 
E)  Disneyland France

Question 15

With respect to a brand name changeover strategy, the __________________ strategy where the company simply drops the old brand name and immediately replaces it
With the global name.

Accepted Answer

A)  transparent forewarning 
B)  summary axing 
C)  fade-in/fade-out 
D)  pyramid focusing 
E)  parallel dimension 
A)  transparent forewarning 
B)  summary axing 
C)  fade-in/fade-out 
D)  pyramid focusing 
E)  parallel dimension

Question 16

With respect to a brand name changeover strategy, the _________________ strategy ties the new global brand name to the existing local brand name. After a transition
Period, the old name is dropped.

Accepted Answer

A)  transparent forewarning 
B)  summary axing 
C)  fade-in/fade-out 
D)  pyramid focusing 
E)  parallel dimension 
A)  transparent forewarning 
B)  summary axing 
C)  fade-in/fade-out 
D)  pyramid focusing 
E)  parallel dimension

Question 17

Family (umbrella) branding is a not hierarchy of brands that may use the company's
corporate brand.

Accepted Answer

A) True 
 B)False

Question 18

All of the following are questions that must be asked when building up and managing brand equity in a multinational setting EXCEPT:

Accepted Answer

A)  How do we strike a balance between a global brand that shuns cultural barriers and one that allows for local requirements? 
B)  What aspects of service are too expensive to be included in the brand warranty? 
C)  What aspects of brand policy can be adapted to global use? 
D)  Which brands are destined to become "global" mega-brands? 
E)  How do you execute the changeover from a local to a global brand? 
A)  How do we strike a balance between a global brand that shuns cultural barriers and one that allows for local requirements? 
B)  What aspects of service are too expensive to be included in the brand warranty? 
C)  What aspects of brand policy can be adapted to global use? 
D)  Which brands are destined to become "global" mega-brands? 
E)  How do you execute the changeover from a local to a global brand?

Question 19

In 2008, which of the following brands was ranked number one in the world among the high-tech companies?

Accepted Answer

A)  Microsoft. 
B)  IBM. 
C)  Intel. 
D)  Hewlett Packard. 
E)  Dell. 
A)  Microsoft. 
B)  IBM. 
C)  Intel. 
D)  Hewlett Packard. 
E)  Dell.

Question 20

Yamaha decided to combat China's counterfeiters by launching new motorcycle models at a similar price as fake products. This would be an example of which of the
Following strategic options in product piracy:

Accepted Answer

A)  joint ventures. 
B)  lobbying activities. 
C)  legal action. 
D)  product policy options. 
E)  communication options. 
A)  joint ventures. 
B)  lobbying activities. 
C)  legal action. 
D)  product policy options. 
E)  communication options.

One of the chief reasons for having a global brand is economies of scale.

One of the reasons for pursuing a global brand as part of product policy is what might be called a prestige factor.

Country of origin (COO) influences are particularly strong among the elderly.

To bridge cultural gaps between the home and host market, service companies often customize the product to the local market. This can be done by spotting _________________________.

When Mars candy company took over Raider candy products and used the theme line "Now Raider becomes Twix, for it is Twix everywhere in the world," the Company used the ________________________ strategy for changing brand names.

The ______________ of the product assortment refers to the collection of different product lines marketed by the firm.

Marlboro quickly became the leading cigarette brand in Hong Kong when it positioned itself as being the leading brand in the United States. This strategy is Attributed to Marlboro as being a:

Brand equity for global brands varies greatly from country to country. All of the following factors contribute to the variation EXCEPT:

Demand for premium quality services expands with increases in consumers' age.

Country of origin (COO) effects have been shown to be unstable over time.

When comparing the product mix in the company's host and home markets, all of the following are possible scenarios EXCEPT:

A good place to start is to analyze each individual country's product portfolio on the basis of a sales turnover basis. Product lines can be categorized by all the following Ways EXCEPT:

Linked to the brand name is a collection of assets and liabilities called ____________.

A desire to reflect its American roots motivated Disney to change the name for its Paris themepark from Euro Disney to __________________.

With respect to a brand name changeover strategy, the __________________ strategy where the company simply drops the old brand name and immediately replaces it With the global name.

With respect to a brand name changeover strategy, the _________________ strategy ties the new global brand name to the existing local brand name. After a transition Period, the old name is dropped.

Family (umbrella) branding is a not hierarchy of brands that may use the company's corporate brand.

All of the following are questions that must be asked when building up and managing brand equity in a multinational setting EXCEPT:

In 2008, which of the following brands was ranked number one in the world among the high-tech companies?

Yamaha decided to combat China's counterfeiters by launching new motorcycle models at a similar price as fake products. This would be an example of which of the Following strategic options in product piracy:

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Segmentation and Positioning

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Pricing

Global Communication Strategies

Sales Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Sustainable Marketing in the Global Marketplace

Filters

Exam 11: Global Product Policy Decisions Ii: Marketing Products and Services

One of the chief reasons for having a global brand is economies of scale.

One of the reasons for pursuing a global brand as part of product policy is what might be called a prestige factor.

Country of origin (COO) influences are particularly strong among the elderly.

To bridge cultural gaps between the home and host market, service companies often customize the product to the local market. This can be done by spotting _________________________.

When Mars candy company took over Raider candy products and used the theme line "Now Raider becomes Twix, for it is Twix everywhere in the world," the Company used the ________________________ strategy for changing brand names.

The ______________ of the product assortment refers to the collection of different product lines marketed by the firm.

Marlboro quickly became the leading cigarette brand in Hong Kong when it positioned itself as being the leading brand in the United States. This strategy is Attributed to Marlboro as being a:

Brand equity for global brands varies greatly from country to country. All of the following factors contribute to the variation EXCEPT:

Demand for premium quality services expands with increases in consumers' age.

Country of origin (COO) effects have been shown to be unstable over time.

When comparing the product mix in the company's host and home markets, all of the following are possible scenarios EXCEPT:

A good place to start is to analyze each individual country's product portfolio on the basis of a sales turnover basis. Product lines can be categorized by all the following Ways EXCEPT:

Linked to the brand name is a collection of assets and liabilities called ____________.

A desire to reflect its American roots motivated Disney to change the name for its Paris themepark from Euro Disney to __________________.

With respect to a brand name changeover strategy, the __________________ strategy where the company simply drops the old brand name and immediately replaces it With the global name.

With respect to a brand name changeover strategy, the _________________ strategy ties the new global brand name to the existing local brand name. After a transition Period, the old name is dropped.

Family (umbrella) branding is a not hierarchy of brands that may use the company's corporate brand.

All of the following are questions that must be asked when building up and managing brand equity in a multinational setting EXCEPT:

In 2008, which of the following brands was ranked number one in the world among the high-tech companies?

Yamaha decided to combat China's counterfeiters by launching new motorcycle models at a similar price as fake products. This would be an example of which of the Following strategic options in product piracy:

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Segmentation and Positioning

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Pricing

Global Communication Strategies

Sales Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Sustainable Marketing in the Global Marketplace

Filters