Question 1

Campbell's has been marketing soup in Japan for more than 40 years. Early on, Japanese consumers were not receptive to ads featuring the Campbell Kids and the "M'm M'm Good" slogan. This compelled Campbell's to develop ads featuring a talking soup can known as "Mr. Campbell." Campbell's also developed soup varieties for Japan with fish as the main protein source and spices that reflect local preferences. As described here, which of the following strategies has Campbell's used in Japan?

Accepted Answer

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

Question 2

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 3

The equity value of global megabrands such as Coca-Cola and Marlboro runs in the tens of billions of dollars

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company. When assessing new-product ideas, they look for all of the following except:

Accepted Answer

A) synergy with existing Virgin products. 
B) pricing and return on investment. 
C) marketing opportunities. 
D) if the idea "uses or abuses" the Virgin brand. 
E) aesthetic attributes of competitors products.

Question 6

The appeal of the product extension-communication adaption strategy is its relatively low cost of implementation.

Accepted Answer

A) True 
 B)False

Question 7

Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones. What type of innovation did Iridium 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 8

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 two levels of the hierarchy are the same in the traditional and Asian versions. 
B) The lowest three levels of the hierarchy are the same in the traditional and Asian versions. 
C) The lowest four 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 9

To promote its Centrino wireless chip, Intel launched a global ad campaign that features different combinations of celebrities. These celebrities were chosen because they are widely recognized in the key world markets. This type of strategy is referred to 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 10

Marketers in Gillette's Parker Pen subsidiary focused on upscale shoppers in Malaysia and Singapore. This is an example which coincides with the Maslow's hierarchy related to

Accepted Answer

A) self-esteem 
B) physiological needs 
C) security 
D) self actualization 
E) social needs

Question 11

Hindustan Lever recently developed a hard candy flavored with natural fruit juice that it sells profitably in India for the equivalent of 1 cent per piece. This is Hindustan Lever's first-ever candy product. What strategy is evident here?

Accepted Answer

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

Question 12

In the summer of 2006, it was announced that the company's Smart car would be offered for sale in the United States. Which global company was responsible for bringing the Smart car to market?

Accepted Answer

A) Swatch 
B) Volkswagen 
C) Nissan 
D) Ford 
E) DaimlerChrysler

Question 13

Marketers in Gillette's Parker Pen subsidiary are confident that consumers in Malaysia and Singapore shopping for an upscale gift will buy the same Parker Pen as Americans shopping at Neiman Marcus.

Accepted Answer

A) True 
 B)False

Question 14

U.S. executives working on the importance of aesthetics learnt that in Japan "a book is judged by its content."

Accepted Answer

A) True 
 B)False

Question 15

As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:

Accepted Answer

A) greater loyalty. 
B) more vulnerability to marketing actions. 
C) less vulnerability to marketing crises. 
D) more inelastic consumer response to price increases. 
E) more elastic consumer response to price decreases.

Question 16

When a corporate name such as Sony is combined with a product brand name such as Walkman, the brand category is referred to as:

Accepted Answer

A) brand equity 
B) brand symbol 
C) tiered brand 
D) co-brand 
E) brand loyalty

Question 17

Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product, label, or package. Which of the following statements is not true regarding the use of color in selected countries?

Accepted Answer

A) The yellow color on Caterpillar's earthmoving equipment is acceptable worldwide. 
B) Packaging aesthetics are particularly important to the Japanese. 
C) The color white is associated with death and bad luck in some Asian countries. 
D) The red Marlboro color had to be changed in some Asian countries. 
E) The Chinese consider the color red to be lucky.

Question 18

Which of the following is not in the top five of the world's most valuable brands according to 2012 rankings?

Accepted Answer

A) Sony 
B) Microsoft 
C) Coca-Cola 
D) GE 
E) Nokia

Question 19

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 20

After four years of product development, Procter & Gamble recently introduced a new, improved disposable diaper. Pampers Rash Guard diapers are designed to prevent diaper rash and represent the first time a company has made a medical claim for its diapers. What kind of innovation do the new diapers represent?

Accepted Answer

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

Exam 10: Brand and Product Decisions in Global Marketing

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

The equity value of global megabrands such as Coca-Cola and Marlboro runs in the tens of billions of dollars

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

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company. When assessing new-product ideas, they look for all of the following except:

The appeal of the product extension-communication adaption strategy is its relatively low cost of implementation.

Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones. What type of innovation did Iridium represent?

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?

To promote its Centrino wireless chip, Intel launched a global ad campaign that features different combinations of celebrities. These celebrities were chosen because they are widely recognized in the key world markets. This type of strategy is referred to as:

Marketers in Gillette's Parker Pen subsidiary focused on upscale shoppers in Malaysia and Singapore. This is an example which coincides with the Maslow's hierarchy related to

Hindustan Lever recently developed a hard candy flavored with natural fruit juice that it sells profitably in India for the equivalent of 1 cent per piece. This is Hindustan Lever's first-ever candy product. What strategy is evident here?

In the summer of 2006, it was announced that the company's Smart car would be offered for sale in the United States. Which global company was responsible for bringing the Smart car to market?

Marketers in Gillette's Parker Pen subsidiary are confident that consumers in Malaysia and Singapore shopping for an upscale gift will buy the same Parker Pen as Americans shopping at Neiman Marcus.

U.S. executives working on the importance of aesthetics learnt that in Japan "a book is judged by its content."

As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:

When a corporate name such as Sony is combined with a product brand name such as Walkman, the brand category is referred to as:

Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product, label, or package. Which of the following statements is not true regarding the use of color in selected countries?

Which of the following is not in the top five of the world's most valuable brands according to 2012 rankings?

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?