Question 1

As quoted in the text,"People love the Uber product.They do not necessarily love the brand."

Accepted Answer

A) True 
 B)False

Question 2

U.S.executives of an electronic device manufacturer understood that in Japan,"a book is judged by its content." As a result,they revamped packaging aesthetics.

Accepted Answer

A) True 
 B)False

Question 3

Scotland's top export category is information technology.

Accepted Answer

A) True 
 B)False

Question 4

In 2008,the United States enacted a country-of-origin labeling (COOL)law.The law requires supermarkets and other food retailers to display information that identifies the country that meat,poultry,and certain other food products come from.

Accepted Answer

A) True 
 B)False

Question 5

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

Question 6

Most new products fall into the category described as:

Accepted Answer

A) added-value innovation. 
B) dynamically continuous innovation. 
C) discontinuous innovation. 
D) platform-based innovation. 
E) continuous innovation.

Question 7

Which of the following is not one of the levels in the Asian version of Maslow's hierarchy?

Accepted Answer

A) physiological 
B) safety 
C) affiliation 
D) admiration 
E) self-respect

Question 8

What is a brand image? How can it be used by competitors to differentiate themselves?

Accepted Answer

The answer of What is a brand image? How can...

Question 9

The term consumer packaged goods applies to a specific variety of products whose packaging is designed to protect or contain the product during shipping,at retail locations,and at the point of use or consumption.

Accepted Answer

A) True 
 B)False

Question 10

Before Ben & Jerry's launched their ice cream in the United Kingdom,the company conducted extensive research to determine whether the package design was appropriate.The research indicated that British consumers perceived the colors differently than U.S.consumers.The package design was changed accordingly.This type of strategy can be defined as:

Accepted Answer

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

Question 11

Colgate's Total is a new toothpaste brand whose formulation,imagery,and consumer appeal were designed from the beginning to translate across national boundaries.Which strategy did Colgate use with Total?

Accepted Answer

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

Question 12

The "wave" that appears on red Coke cans and bottle labels is an example of a brand symbol.

Accepted Answer

A) True 
 B)False

Question 13

When Kraft Foods launched Oreo brand cookies in China in 1996,they found that Oreo was too sweet for the Chinese palate,and the price was too low.Oreo reformulated a less-sweet chocolate-covered wafer and increased its price.This strategy is referred to as product extension approach.

Accepted Answer

A) True 
 B)False

Question 14

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 a local brand and a global brand.

Accepted Answer

The answer of Coca-Cola has developed several branded drink products...

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

Question 16

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 provide improvement suggestions on a quarterly basis. 
B) The 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.

Question 17

Which of the following statements is not an example of local products or brands?

Accepted Answer

A) Coca-Cola developed several branded drink products for Japan. 
B) Coca-Cola markets Kinely brand bottled water in India. 
C) BMW uses "the ultimate driving machine" slogan in India. 
D) Diageo PLC markets Gordon's Edge,a gin-based ready-to-drink beverage in the United Kingdom. 
E) Coca-Cola developed a noncarbonated,ginseng-flavored beverage for Japan.

Question 18

What are brands,and what are their functions in global marketing? How do brands develop their image,identity,and equity? Are global products and global brands the same?

Accepted Answer

The answer of What are brands,and what are their functions...

Question 19

Which of the following is not in the top five of the world's most valuable brands according to 2017 rankings?

Accepted Answer

A) Apple 
B) Microsoft 
C) Coca-Cola 
D) Amazon 
E) Samsung

Question 20

In India,Vietnam,and other emerging markets,many people cannot afford flush toilets but buy cell phones as status symbols.

Accepted Answer

A) True 
 B)False

Exam 10: Brand and Product Decisions in Global Marketing

As quoted in the text,"People love the Uber product.They do not necessarily love the brand."

U.S.executives of an electronic device manufacturer understood that in Japan,"a book is judged by its content." As a result,they revamped packaging aesthetics.

Scotland's top export category is information technology.

In 2008,the United States enacted a country-of-origin labeling (COOL)law.The law requires supermarkets and other food retailers to display information that identifies the country that meat,poultry,and certain other food products come from.

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?

Most new products fall into the category described as:

Which of the following is not one of the levels in the Asian version of Maslow's hierarchy?

What is a brand image? How can it be used by competitors to differentiate themselves?

The term consumer packaged goods applies to a specific variety of products whose packaging is designed to protect or contain the product during shipping,at retail locations,and at the point of use or consumption.

Colgate's Total is a new toothpaste brand whose formulation,imagery,and consumer appeal were designed from the beginning to translate across national boundaries.Which strategy did Colgate use with Total?

The "wave" that appears on red Coke cans and bottle labels is an example of a brand symbol.

When Kraft Foods launched Oreo brand cookies in China in 1996,they found that Oreo was too sweet for the Chinese palate,and the price was too low.Oreo reformulated a less-sweet chocolate-covered wafer and increased its price.This strategy is referred to as product extension approach.

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 a local brand and a global 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?

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

Which of the following statements is not an example of local products or brands?

What are brands,and what are their functions in global marketing? How do brands develop their image,identity,and equity? Are global products and global brands the same?

Which of the following is not in the top five of the world's most valuable brands according to 2017 rankings?

In India,Vietnam,and other emerging markets,many people cannot afford flush toilets but buy cell phones as status symbols.