Question 1

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 2

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 3

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 4

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 5

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 6

Maslow's needs hierarchy provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders.How can needs hierarchy be used in global marketing?

Accepted Answer

The answer of Maslow's needs hierarchy provides a useful framework...

Question 7

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 8

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 9

The American Automobile Labeling Act clarifies all of the following except:

Accepted Answer

A) country of foreign. 
B) final assembly point. 
C) the percentages of the major sources of every car and truck. 
D) information about car dealer. 
E) aesthetic style.

Question 10

Coca-Cola's latest packaging innovation is Fridge Pack,a long,slender carton that holds the equivalent of 12 cans of soda.This pack fits into the refrigerator's lower shelf and is convenient for use by global consumers.

Accepted Answer

A) True 
 B)False

Question 11

Scotland is a country that enjoys strong brand equity but is somewhat misunderstood.

Accepted Answer

A) True 
 B)False

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

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 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

The decision to offer a global product into a global brand is risky.For example,in the United Kingdom,Snickers may get confused with Knickers,the British slang for a woman's undergarment.

Accepted Answer

A) True 
 B)False

Question 16

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 17

Intangible product attributes includes a brand's overall reputation or mystique.

Accepted Answer

A) True 
 B)False

Question 18

Many American car buyers perceived Korean cars as:

Accepted Answer

A) durable. 
B) cheap. 
C) reliable. 
D) of high quality. 
E) good investment.

Question 19

If Indians start consuming power like the Americans,the world will run out of resources.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 10: Brand and Product Decisions in Global Marketing

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

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?

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

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

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

Maslow's needs hierarchy provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders.How can needs hierarchy be used in global marketing?

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.

The American Automobile Labeling Act clarifies all of the following except:

Coca-Cola's latest packaging innovation is Fridge Pack,a long,slender carton that holds the equivalent of 12 cans of soda.This pack fits into the refrigerator's lower shelf and is convenient for use by global consumers.

Scotland is a country that enjoys strong brand equity but is somewhat misunderstood.

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?

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

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.

The decision to offer a global product into a global brand is risky.For example,in the United Kingdom,Snickers may get confused with Knickers,the British slang for a woman's undergarment.

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?

Intangible product attributes includes a brand's overall reputation or mystique.

Many American car buyers perceived Korean cars as:

If Indians start consuming power like the Americans,the world will run out of resources.

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