Question 1

A major strength of global service firms is that their _________________.

Accepted Answer

A)  local know-how 
B)  global know-how 
C)  regional know-how 
D)  high-tech know-how 
E)  political know-how

Question 2

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 3

Pirated products tend to be of high quality.

Accepted Answer

A) True 
 B)False

Question 4

Mecca Cola is a new soft drink that was launched by a ____________________ entrepreneur to cash in on anti-America sentiments in Europe.

Accepted Answer

A)  Irish 
B)  English 
C)  Dutch 
D)  German 
E)  French

Question 5

The number one brand in the world in market value is IBM.

Accepted Answer

A) True 
 B)False

Question 6

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 7

Country of origin (COO) effects depend on the product category.

Accepted Answer

A) True 
 B)False

Question 8

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 9

All of the following are strategic options available to international marketers to stop product piracy EXCEPT:

Accepted Answer

A)  joint ventures. 
B)  lobbying activities. 
C)  legal action. 
D)  product policy options. 
E)  communication options.

Question 10

If a company simply drops the old brand name and immediately replaces it with the
global name, it is called summary axing.

Accepted Answer

A) True 
 B)False

Question 11

All of the following statements about the country of origin effect (COO) are true EXCEPT:

Accepted Answer

A)  COO effects are restricted to Europe. 
B)  Asian consumers prefer domestic products over imports. 
C)  the critical factor appears to be the place of manufacture rather than the location of the company's headquarters. 
D)  COO effects do not change very much over time. 
E)  psychographics make a difference.

Question 12

The ______________ of the product assortment refers to the number of items that the company sells within a given product line.

Accepted Answer

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

Question 13

In international marketing, trade barriers to service marketers tend to be much more
cumbersome than physical products.

Accepted Answer

A) True 
 B)False

Question 14

The __________________ procedure uses a product line as a listening post for the new foreign market to see what product items work best.

Accepted Answer

A)  drop/add matrix 
B)  ship and shop approach 
C)  probing and learning approach 
D)  seal and deal approach 
E)  push down approach

Question 15

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 16

The following four branding strategies are available to markets EXCEPT:

Accepted Answer

A)  solo branding. 
B)  hallmark branding. 
C)  family(umbrella) branding. 
D)  Extension branding. 
E)  horizontal branding.

Question 17

With respect to brand name changeover strategies, a ________________ strategy
consists of alerting the consumer about an impending brand name change and then
changing the brand name to the global brand name.

Accepted Answer

The answer of With respect to brand name changeover strategies,...

Question 18

LVMH, the owner of wide variety of upscale liquor brands, redesigned its bottles to make it more difficult for copycatters to reuse LVMH bottles for their own brews.
This would be an example of which of the following strategic options in product
Piracy:

Accepted Answer

A)  product policy options. 
B)  lobbying activities. 
C)  legal action. 
D)  hybrid options. 
E)  communication options.

Question 19

When international marketers warn consumers about the ramifications of accepting or buying counterfeit merchandise, this would be an example of which of the following
Strategic options available to international marketers trying to stop product piracy?

Accepted Answer

A)  joint ventures. 
B)  lobbying activities. 
C)  legal action. 
D)  product policy options. 
E)  communication options.

Question 20

Brand equity for global brands varies greatly from country to country. All of the following factors contribute to the variation EXCEPT:

Accepted Answer

A)  competitive climate. 
B)  marketing support. 
C)  cultural receptivity to brands. 
D)  literacy. 
E)  product category penetration.

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

A major strength of global service firms is that their _________________.

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.

Pirated products tend to be of high quality.

Mecca Cola is a new soft drink that was launched by a ____________________ entrepreneur to cash in on anti-America sentiments in Europe.

The number one brand in the world in market value is IBM.

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.

Country of origin (COO) effects depend on the product category.

Product lines can be categorized as:

All of the following are strategic options available to international marketers to stop product piracy EXCEPT:

If a company simply drops the old brand name and immediately replaces it with the global name, it is called summary axing.

All of the following statements about the country of origin effect (COO) are true EXCEPT:

The ______________ of the product assortment refers to the number of items that the company sells within a given product line.

In international marketing, trade barriers to service marketers tend to be much more cumbersome than physical products.

The __________________ procedure uses a product line as a listening post for the new foreign market to see what product items work best.

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

The following four branding strategies are available to markets EXCEPT:

With respect to brand name changeover strategies, a ________________ strategy consists of alerting the consumer about an impending brand name change and then changing the brand name to the global brand name.

LVMH, the owner of wide variety of upscale liquor brands, redesigned its bottles to make it more difficult for copycatters to reuse LVMH bottles for their own brews. This would be an example of which of the following strategic options in product Piracy:

When international marketers warn consumers about the ramifications of accepting or buying counterfeit merchandise, this would be an example of which of the following Strategic options available to international marketers trying to stop product piracy?

Brand equity for global brands varies greatly from country to country. All of the following factors contribute to the variation EXCEPT: