Question 1

India's Suzlon Energy has become a major player in the wind-turbine industry due to an inefficient and inconsistent power distribution system.

Accepted Answer

A) True 
 B)False

Question 2

Many industry experts agree that packaging must engage the senses, make an emotional connection, and enhance a consumer's brand experience.

Accepted Answer

A) True 
 B)False

Question 3

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 4

British entrepreneur Richard Branson has built a global business empire by:

Accepted Answer

A) relying on brand extension. 
B) being the first to use smart cards in major markets. 
C) developing local brands. 
D) avoiding consumer businesses with established leaders. 
E) restricting the "Virgin" name only to airlines.

Question 5

In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered as status symbols.

Accepted Answer

A) True 
 B)False

Question 6

Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation?

Accepted Answer

A) companion products 
B) food products 
C) industrial products 
D) intangible products 
E) non-alcoholic drinks

Question 7

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 8

It is reported that packaging aesthetics are important to Japanese.What are aesthetics and why are those important considerations in global product marketing?

Accepted Answer

The answer of It is reported that packaging aesthetics are...

Question 9

Procter & Gamble recently introduced Pampers Rash Guard.Rash Guard does not represent a new product per se; rather, the diapers are being marketed as an alternative to regular Pampers.What type of innovation do Pampers Rash Guard diapers represent?

Accepted Answer

A) a continuous innovation 
B) a dynamically continuous innovation 
C) a discontinuous innovation 
D) a platform-based innovation 
E) none of the above

Question 10

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

Accepted Answer

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

Question 11

Recent research has suggested that in Asia, the highest level needs in Maslow's hierarchy pertain to status.

Accepted Answer

A) True 
 B)False

Question 12

Nestle 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 13

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-actualization

Question 14

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, in an express manner.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

A company that has developed a successful local product or brand can implement an adaption strategy.

Accepted Answer

A) True 
 B)False

Question 17

Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia, which of the following is correct?

Accepted Answer

A) The lowest 2 levels of the hierarchy are the same in the traditional and Asian versions. 
B) The lowest 3 levels of the hierarchy are the same in the traditional and Asian versions. 
C) The lowest 4 levels of the hierarchy are the same in the traditional and Asian versions. 
D) The five levels in the traditional formulation apply equally in the West and in Asia. 
E) The highest levels of the hierarchy are the same in the traditional and Asian versions.

Question 18

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 19

By definition, a ________ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.

Accepted Answer

A) continuous innovation 
B) dynamically continuous innovation 
C) discontinuous innovation 
D) platform-based innovation 
E) new and improved innovation

Question 20

What is the significance of innovation in global marketing? Describe different categories of innovation with examples.

Accepted Answer

The answer of What is the significance of innovation in...

Exam 10: Brand and Product Decisions in Global Marketing

India's Suzlon Energy has become a major player in the wind-turbine industry due to an inefficient and inconsistent power distribution system.

Many industry experts agree that packaging must engage the senses, make an emotional connection, and enhance a consumer's brand experience.

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?

British entrepreneur Richard Branson has built a global business empire by:

In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered as status symbols.

Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation?

It is reported that packaging aesthetics are important to Japanese.What are aesthetics and why are those important considerations in global product marketing?

Procter & Gamble recently introduced Pampers Rash Guard.Rash Guard does not represent a new product per se; rather, the diapers are being marketed as an alternative to regular Pampers.What type of innovation do Pampers Rash Guard diapers represent?

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

Recent research has suggested that in Asia, the highest level needs in Maslow's hierarchy pertain to status.

Nestle 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.

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

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, in an express manner.

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

A company that has developed a successful local product or brand can implement an adaption strategy.

Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia, which of the following is correct?

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

By definition, a ________ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.

What is the significance of innovation in global marketing? Describe different categories of innovation with examples.