Question 1

When Mars candy company took over Raider candy products and used the theme line "Now Raider becomes Twix,for it is Twix everywhere in the world," the
Company used the ________________________ strategy for changing brand names.

Accepted Answer

A) transparent forewarning 
B) summary axing 
C) fade-in/fade-out 
D) pyramid focusing 
E) parallel dimension

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Comment on how you perceive the marketing of services on a global basis to be different from marketing tangible goods.Think about the difficulties that might be present with marketing services.

Accepted Answer

The answer of Comment on how you perceive the marketing...

Question 4

Pirated products tend to be of ______________ quality.

Accepted Answer

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

Question 5

In 2008,which of the following brands was ranked the number one brand in the world?

Accepted Answer

A) Disney 
B) Coca-Cola 
C) GE 
D) Nokia 
E) IBM

Question 6

In 2008,which of the following brands was ranked number one in the world among the high-tech companies?

Accepted Answer

A) Microsoft. 
B) IBM. 
C) Intel. 
D) Hewlett Packard. 
E) Dell.

Question 7

"How do we strike a balance between a global brand that shuns cultural barriers and one that allows for local requirements" is an illustration of a question that needs to be
Asked when building up and managing _________________ in a multinational setting.

Accepted Answer

A) proprietary investments 
B) brand equity 
C) brand warranty 
D) local brand name 
E) brand mark

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

All of the following are brand areas that might need protection EXCEPT:

Accepted Answer

A) the name itself. 
B) the slogan. 
C) the jingle. 
D) visual imagery. 
E) the size of the logo.

Question 10

With respect to product categories analyzed on the basis of sales turnover,a _____________ product is one where the product appeals to a small segment of the
Population (which might grow in time).

Accepted Answer

A) core product 
B) cultural product 
C) niche item 
D) seasonal product 
E) filler product

Question 11

When the case for a transition from a local to a global (or regional)brand name is made,the firm needs to decide on how to implement the changeover in practice.Comment on the strategies that might be available for doing this and the considerations that might steer the manager toward one of the strategies.

Accepted Answer

The answer of When the case for a transition from...

Question 12

The ______________ of the product assortment refers to the collection of different product lines marketed by the firm.

Accepted Answer

A) length 
B) width 
C) horizontal scale 
D) vertical scale 
E) consistency

Question 13

Linked to the brand name is a collection of assets and liabilities called ____________.

Accepted Answer

A) knowledge 
B) the trademark 
C) proprietary investments 
D) the patent 
E) brand equity

Question 14

A truly ________________ is one that has a consistent identity with consumers across the world.

Accepted Answer

A) private brand 
B) public brand 
C) global brand 
D) local brand 
E) government brand

Question 15

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 16

Product lines can be categorized as:

Accepted Answer

A) Core product,niche items,seasonal products,and filler products 
B) Core product,niche items,seasonal products,and filter products 
C) Core product,niche items,seasonal products,and final products 
D) Core product,niche items,seasonal products,and flimsy products 
E) None of the above

Question 17

Country of origin (COO)effects have been shown to be unstable over time.

Accepted Answer

A) True 
 B)False

Question 18

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 19

Brand name awareness,perceived quality,and other associations invoked by the
brand name in the customer's mind can be described as being part of brand
equity.

Accepted Answer

A) True 
 B)False

Question 20

In solo branding,each brand stands on its own with a product or brand manager
running it.

Accepted Answer

A) True 
 B)False

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

When Mars candy company took over Raider candy products and used the theme line "Now Raider becomes Twix,for it is Twix everywhere in the world," the Company used the ________________________ strategy for changing brand names.

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

Comment on how you perceive the marketing of services on a global basis to be different from marketing tangible goods.Think about the difficulties that might be present with marketing services.

Pirated products tend to be of ______________ quality.

In 2008,which of the following brands was ranked the number one brand in the world?

In 2008,which of the following brands was ranked number one in the world among the high-tech companies?

"How do we strike a balance between a global brand that shuns cultural barriers and one that allows for local requirements" is an illustration of a question that needs to be Asked when building up and managing _________________ in a multinational setting.

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.

All of the following are brand areas that might need protection EXCEPT:

With respect to product categories analyzed on the basis of sales turnover,a _____________ product is one where the product appeals to a small segment of the Population (which might grow in time) .

The ______________ of the product assortment refers to the collection of different product lines marketed by the firm.

Linked to the brand name is a collection of assets and liabilities called ____________.

A truly ________________ is one that has a consistent identity with consumers across the world.

Global product line mix options could be:

Product lines can be categorized as:

Country of origin (COO)effects have been shown to be unstable over time.

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

Brand name awareness,perceived quality,and other associations invoked by the brand name in the customer's mind can be described as being part of brand equity.

In solo branding,each brand stands on its own with a product or brand manager running it.