Question 1

One of the benefits of strong brand equity is more elastic consumer response to price increases.

Accepted Answer

A) True 
 B)False  False

Question 2

Which one of the following statements describing brand equity is not accurate?

Accepted Answer

A)  It is an asset representing the value created by the relationship between the brand and its customers over time.
B)  The stronger the relationship with the consumer,the greater is the brand equity.
C)  It represents the total value that accrues to a product as a result of a company's cumulative investments in the marketing of the brand.
D)  It can be thought of as an asset representing the value created by the relationship between the brand and its customers over time.
E)  It is a perception about a brand as reflected by brand associations that consumers hold in their memories. E

Question 3

The marketers of Corona beer achieved great success in the U.S.market by:

Accepted Answer

A)  retaining the bottle design originally used in Mexico.
B)  hiring Hispanic movie stars as endorsers.
C)  distributing Corona in returnable bottles.
D)  changing the brewing recipe to conform to American palates.
E)  having the label in Spanish. A

Question 4

Coca-Cola's distinctive contour bottle comes in both glass and plastic versions.

Accepted Answer

A) True 
 B)False

Question 5

In Chinese markets,Nike had a problem using the "Just Do It" attitude which was found not to be appropriate.Finally,Nike decided to use Chinese athletes in their promotion.This type of adaptation was needed due to:

Accepted Answer

A)  the Chinese do not wear running shoes.
B)  ingrained Chinese values which respect authority.
C)  Chinese athletes use Nike shoes.
D)  "Just do it" in Chinese has a negative connotation.
E)  parents do not want their children to see such ads.

Question 6

German wines would be more appealing in export markets if the labels were simplified.

Accepted Answer

A) True 
 B)False

Question 7

Laws and regulations in different countries frequently lead to obligatory design.Giving examples,show how this can have an impact in global marketing.

Accepted Answer

The answer of Laws and regulations in different countries frequently...

Question 8

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 9

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.

Question 10

An express warranty is a written guarantee that assures the buyer that he or she is getting what he or she has paid for or that provides recourse in case a product's performance falls short of expectations.

Accepted Answer

A) True 
 B)False

Question 11

Apple's retail stores reinforce the brand's hip,cool image.

Accepted Answer

A) True 
 B)False

Question 12

Give an example of how innovation can be applied to meet the needs of low-income populations.

Accepted Answer

The answer of Give an example of how innovation can...

Question 13

According to the top brand rankings,2017,Microsoft is the world's most valuable brand.

Accepted Answer

A) True 
 B)False

Question 14

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

Question 15

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

Question 16

Ben & Jerry's ice cream package design was changed in the United Kingdom since British consumers perceived the colors differently than U.S.consumers.This is an example of:

Accepted Answer

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

Question 17

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 18

A product is a good,service,or idea with both tangible and intangible attributes that collectively create value for a buyer or user.

Accepted Answer

A) True 
 B)False

Question 19

Regulators in different countries have proposed various regulations for product labeling.All of the following statements pertaining to such regulations are true except:

Accepted Answer

A)  mandatory health warnings on tobacco products are required in most countries.
B)  the American Automobile Labeling Act clarifies the country of origin as well as the final assembly point.
C)  in 2008,the United States enacted a country-of-origin labeling (COOL) law.
D)  the use of terms "light" and "natural" are allowed on labels only in the United States.
E)  McDonald's is posting nutrition information on all food packaging and wrappers in selected markets.

Question 20

In the United States,the average Buick buyer is 61 years old,which stands in marked contrast to Volvo,whose average buyer is only 50.

Accepted Answer

A) True 
 B)False

Exam 10: Brand and Product Decisions in Global Marketing

One of the benefits of strong brand equity is more elastic consumer response to price increases.

Which one of the following statements describing brand equity is not accurate?

The marketers of Corona beer achieved great success in the U.S.market by:

Coca-Cola's distinctive contour bottle comes in both glass and plastic versions.

In Chinese markets,Nike had a problem using the "Just Do It" attitude which was found not to be appropriate.Finally,Nike decided to use Chinese athletes in their promotion.This type of adaptation was needed due to:

German wines would be more appealing in export markets if the labels were simplified.

Laws and regulations in different countries frequently lead to obligatory design.Giving examples,show how this can have an impact in global marketing.

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.

An express warranty is a written guarantee that assures the buyer that he or she is getting what he or she has paid for or that provides recourse in case a product's performance falls short of expectations.

Apple's retail stores reinforce the brand's hip,cool image.

Give an example of how innovation can be applied to meet the needs of low-income populations.

According to the top brand rankings,2017,Microsoft is the world's most valuable brand.

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.

Ben & Jerry's ice cream package design was changed in the United Kingdom since British consumers perceived the colors differently than U.S.consumers.This is an example of:

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

A product is a good,service,or idea with both tangible and intangible attributes that collectively create value for a buyer or user.

Regulators in different countries have proposed various regulations for product labeling.All of the following statements pertaining to such regulations are true except:

In the United States,the average Buick buyer is 61 years old,which stands in marked contrast to Volvo,whose average buyer is only 50.