Question 1

Brand equity is an example of a tangible product attribute.

Accepted Answer

A) True 
 B)False

Question 2

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 3

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 4

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 gives improvement suggestions on a quarterly basis. 
B)  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 5

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 6

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 7

The Sony Walkman is an example of combination or tiered branding,whereby a corporate name is combined with a product name.

Accepted Answer

A) True 
 B)False

Question 8

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 9

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Accepted Answer

A)  basic human needs can drive the development of global products. 
B)  "self-actualization" is the highest-order need in Japan as well as Western nations. 
C)  status needs in different countries can only be fulfilled with localized products. 
D)  "luxury badging" is irrelevant to companies marketing in Asia. 
E)  Asians differ from Westerners in their basic physiological needs.

Question 10

Some consumers flaunt their wealth by buying expensive products and brands that others will notice.Such behavior is referred to as "luxury badging."

Accepted Answer

A) True 
 B)False

Question 11

Perceptions and attitudes about a product's origins can be positive or negative.On the positive side,"German" is synonymous with quality engineering as "Italian" is with style.

Accepted Answer

A) True 
 B)False

Question 12

Global brand is synonymous with global product and is often used interchangeably.

Accepted Answer

A) True 
 B)False

Question 13

________ represent(s)the cumulative added value of a company's investment in the marketing of a brand over time.

Accepted Answer

A)  Brand extensions 
B)  Co-branding 
C)  Brand image 
D)  Brand equity 
E)  Brand loyalty

Question 14

The challenges in bringing the Smart across Atlantic include all of the following except:

Accepted Answer

A)  the euro's strength relative to dollar. 
B)  DaimlerChrysler merger ended. 
C)  Smart was under the ownership of DaimlerChrysler. 
D)  Smart was under the ownership of Daimler AG. 
E)  distribution and promotion critical to a successful U.S. launch.

Question 15

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 16

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 17

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 18

Describe the factors that should be considered in developing new products for international markets with particular emphasis on the consequences for not adequately testing new products.

Accepted Answer

The answer of Describe the factors that should be considered...

Question 19

Due to the European Commission's regulation,McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

Accepted Answer

A) True 
 B)False

Question 20

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 language.

Exam 10: Brand and Product Decisions in Global Marketing

Brand equity is an example of a tangible product attribute.

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.

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.

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

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

The Sony Walkman is an example of combination or tiered branding,whereby a corporate name is combined with a product name.

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?

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Some consumers flaunt their wealth by buying expensive products and brands that others will notice.Such behavior is referred to as "luxury badging."

Perceptions and attitudes about a product's origins can be positive or negative.On the positive side,"German" is synonymous with quality engineering as "Italian" is with style.

Global brand is synonymous with global product and is often used interchangeably.

________ represent(s) the cumulative added value of a company's investment in the marketing of a brand over time.

The challenges in bringing the Smart across Atlantic include all of the following except:

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

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

Describe the factors that should be considered in developing new products for international markets with particular emphasis on the consequences for not adequately testing new products.

Due to the European Commission's regulation,McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

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