Question 1

Small firms with narrow product assortment will normally choose which of the following strategies when attempting to enter an international market?

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

Question 2

Brand piracy might cause better diffusion of the brand.

Accepted Answer

A) True 
 B)False

Question 3

With extension branding, the firm starts with one product and then stretches the same brand to other categories.

Accepted Answer

A) True 
 B)False

Question 4

The German company Henkel is always customizing its brand portfolio, positioning, and product formulations.The two main challenges that the company faces are:

Accepted Answer

A) global brand and beta line management. 
B) global brand and quality line management. 
C) global brand and modular line management. 
D) global brand and hybrid line management. 
E) global brand and product line management.

Question 5

Global product line mix options could be:

Accepted Answer

A) an extension of the home country product line 
B) a subset of the home country product line 
C) a mix of local and home country 
D) localized only 
E) all of the above

Question 6

Since it is such a marketing juggernaut, most Procter & Gamble brands are global brands.

Accepted Answer

A) True 
 B)False

Question 7

Holding cultural stereotypes about countries as an important source in assessing the value of a product is an example of:

Accepted Answer

A) the country of origin (COO) effect. 
B) nationalism. 
C) racial bias. 
D) social sensitivity. 
E) xenophobia.

Question 8

Describe the strategies that might be used by multinational corporations to cope with the growing threat of product piracy.What are your feelings about purchasing pirated products? Give a brief illustration.

Accepted Answer

The answer of Describe the strategies that might be used...

Question 9

A symbol cannot be a brand.Brands are just names and terms.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) competitive climate 
B) marketing support 
C) cultural receptivity to brands 
D) literacy 
E) product category penetration

Question 11

Companies should monitor the marketplace's response to the brand-name change with marketing research.

Accepted Answer

A) True 
 B)False

Question 12

When referring to the width and length of a product mix, the meaning is the various sizes of the products being offered.

Accepted Answer

A) True 
 B)False

Question 13

Intellectual property rights violations have been a major problem in China.Which of the following strategic options could be available to international marketers in the area of product piracy?

Accepted Answer

A) customs. 
B) lobbying activities. 
C) legal action. 
D) product policy options. 
E) all of the above.

Question 14

The need for direct customer interface in providing services means that service providers must often have _____.

Accepted Answer

A) a warranty 
B) a command of the local language 
C) a local presence 
D) low profit expectation 
E) an inside government contact

Question 15

Pirated products tend to be of _____ quality.

Accepted Answer

A) good 
B) lower 
C) high 
D) special 
E) none of the above

Question 16

In international marketing, a firm's global brand structure is shaped by the following three types of factors:

Accepted Answer

A) firm-based drivers, product-market drivers, and the manufacturing dynamics. 
B) firm-based drivers, hi-tech drivers, and Web dynamics. 
C) firm-based drivers, product-market drivers, and market dynamics. 
D) firm-based drivers, product-market drivers, Internet dynamics. 
E) none of the above

Question 17

The following four branding strategies are available to markets except:

Accepted Answer

A) solo branding 
B) hallmark branding 
C) family(umbrella) branding. 
D) extension branding 
E) horizontal branding.

Question 18

Interbrand's most valuable brands list is dominated by American brands.

Accepted Answer

A) True 
 B)False

Question 19

A _____ is a name, term, sign, symbol, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.

Accepted Answer

The answer of A _____ is a name, term, sign,...

Question 20

Brand-name awareness, perceived quality, and other associations invoked by the brand name in the customer's mind are all illustrations of the concept called _____.

Accepted Answer

A) brand color 
B) brand equity 
C) brand warranty 
D) local brand value 
E) brand mark

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

Small firms with narrow product assortment will normally choose which of the following strategies when attempting to enter an international market?

Brand piracy might cause better diffusion of the brand.

With extension branding, the firm starts with one product and then stretches the same brand to other categories.

The German company Henkel is always customizing its brand portfolio, positioning, and product formulations.The two main challenges that the company faces are:

Global product line mix options could be:

Since it is such a marketing juggernaut, most Procter & Gamble brands are global brands.

Holding cultural stereotypes about countries as an important source in assessing the value of a product is an example of:

Describe the strategies that might be used by multinational corporations to cope with the growing threat of product piracy.What are your feelings about purchasing pirated products? Give a brief illustration.

A symbol cannot be a brand.Brands are just names and terms.

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

Companies should monitor the marketplace's response to the brand-name change with marketing research.

When referring to the width and length of a product mix, the meaning is the various sizes of the products being offered.

Intellectual property rights violations have been a major problem in China.Which of the following strategic options could be available to international marketers in the area of product piracy?

The need for direct customer interface in providing services means that service providers must often have _____.

Pirated products tend to be of _____ quality.

In international marketing, a firm's global brand structure is shaped by the following three types of factors:

The following four branding strategies are available to markets except:

Interbrand's most valuable brands list is dominated by American brands.

A _____ is a name, term, sign, symbol, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.

Brand-name awareness, perceived quality, and other associations invoked by the brand name in the customer's mind are all illustrations of the concept called _____.