Deck 11: Product Management and Global Brands

Question 1

The brand mark is the vocalizable part of the brand,the brand name the nonvocalizable part.

Answer 1

False

Question 2

Most companies aim for consistency in their marketing efforts.An example of where consistency may be easy to achieve in international markets is in the area of warranties.

Answer 2

False

Question 3

In order to differentiate a product,a marketer tries to highlight the similarities it has with products in the same class so as to highlight the likenesses of each.

Answer 3

False

Question 4

Product warranties can be effective promotional tools.

Question 5

The core of a firm's international operations is pricing.

Question 6

Color plays an important role in the way consumers perceive a product.They communicate in a subtle way in developed societies; they have direct meaning in more traditional societies.

Question 7

The main goal of the product development process is to develop a standard product or product line.

Question 8

Adaptation decisions are made to enhance the exporter's competitiveness in the marketplace.

Question 9

Reverse innovation is when a company produces a drastically simplified version of a product due to lack of purchasing power or usage conditions.

Question 10

The Trademark Counterfeiting Act of 1984 made trading in goods and services using a counterfeit trademark a civil rather than a criminal offense.

Question 11

Nontariff barriers include product standards,testing or approval procedures,subsidies for local products,and bureaucratic red tape.

Question 12

When the country of origin does matter to consumers,it is in the exporter's best interest to monitor consumers' perceptions.

Question 13

The characteristics and behavior of intended customer groups are as important as governmental influences on the product adaptation decision.

Question 14

The value of brands can be seen on balance sheets.

Question 15

The practice of product counterfeiting has spread to high-technology products and services from the traditionally counterfeited products: high-visibility,strong-brand-name consumer goods.

Question 16

Industrial products tend to be more shielded from cultural influences than consumer durables.

Question 17

Positioning is the physical space a product assumes on a store shelf,and companies pay huge sums of money to have their products first in line.

Question 18

Consumer nondurables,such as food products,generally show the highest amount of sensitivity toward differences in national tastes and habits.

Question 19

The more exporters learn about local market characteristics in individual markets,the more they are able to establish similarities and,as a result,customize their marketing approach,especially across similar markets.

Question 20

Making a profit is the key to successful marketing.

Question 21

Which of the following best describes the product or service a company offers for sale?

A) A pertinent formation of space and time
B) A complex combination of tangible and intangible elements
C) A tangible benefit
D) An intangible offering

Question 22

Which of the following is a product characteristic that affects product-adaptation decisions?

A) Country of origin
B) Market opportunity
C) Purchase patterns
D) Culture

Question 23

Which of the following is a regional,country,or local characteristic that affects product-adaptation decisions?

A) Country of origin
B) Competitive offerings
C) Market opportunity
D) Quality

Question 24

When the core product is relatively or highly similar between competitors,marketers highlight what type of features to achieve differentiation?

A) Augmented
B) Core
C) Innate
D) Fancy

Question 25

Various factors determine the need for either mandatory or discretionary product adaptation.Which of the following factors is a product characteristic?

A) Nontariff barriers
B) Brand
C) Cost of adapting
D) Profitability

Question 26

What is probably the single most important factor contributing to product adaptation?

A) Economic integration
B) Situational analysis
C) Government regulations
D) Primary packaging

Question 27

Differentiation is a marketing method to:

A) get different customers to try the product.
B) create an image or a perception in the minds of competitors.
C) dilate the market forces with excessive distribution.
D) help consumers distinguish between competing brands.

Question 28

The use of _____ in branding is strongest in culturally similar markets.

A) standardization
B) differentiation
C) customization
D) segmentation

Question 29

Which of the following is a question regarding cultural criteria that affects product adaptation?

A) Does the symbolic content of the product or service differ from one country to another?
B) Is there a stigma attached to the product or service?
C) Do most consumers spend the same amount of time making the purchase?
D) Is the psychic cost of purchasing or using the product or service the same, whatever the country?

Question 30

Which of the following affects the product decision of consumer products that also reflects the marketers' need to gain customers' approval?

A) Purchasing power
B) Local behavior
C) Boundaries
D) Income levels

Question 31

A customer attaches value to a product in proportion to the:

A) price in a competitive framework.
B) cost incurred in the production of the product.
C) product's perceived ability to help solve problems.
D) income level of the household.

Question 32

Which of the following refers to the mental image that a brand,or the company as a whole,evokes in the minds of consumers?

A) Innovation
B) Social engineering
C) Unique selling proposition
D) Positioning

Question 33

What are the prevailing environmental factors over which the international marketer has no control?

A) Price, product, and promotion decisions
B) Message, money, and media
C) Legal, economic, and climatic conditions
D) Usage rate, buying patterns, and promotion

Question 34

Which of the following is an intangible element of a product?

A) Installation
B) Aesthetics
C) Positioning
D) Packaging

Question 35

Which of the following is a company consideration that affects product-adaptation decisions?

A) Competitive offerings
B) Method of operation
C) Durability
D) Market opportunity

Question 36

After-sale services and warranties are the _____ elements of a product.

A) intangible
B) augmented
C) core
D) packaging

Question 37

Which of the following is a question regarding psychosocial characteristics that affects products adaptation?

A) Does society restrict the purchase or use of the product or service to a particular group?
B) Does the symbolic content of the product or service differ from one country to another?
C) Is there a stigma attached to the product or service?
D) Do most consumers expect a product to have the same appearance?

Question 38

Which of the following is a nontariff barrier?

A) Import duty
B) Product standards
C) Excise duty
D) Quotas

Question 39

Which category of products generally show the highest amount of sensitivity toward differences in national tastes and habits?

A) Industrial goods
B) Consumer nondurables
C) Business products
D) Consumer durables

Question 40

Which of the following is one of the three facts a company should consider when marketing a product abroad?

A) The markets that have been targeted
B) The domestic policy
C) The natural resources available in the home country
D) The domestic political system

Question 41

_____ requires the testing of an existing brand name for connotative meaning in the language of the intended market.

A) Translation
B) Transliteration
C) Transparency
D) Transculture

Question 42

What are the factors affecting adaptation?

Question 43

What is the first step in the product development process?

A) Process development
B) Feedback
C) Idea generation
D) Scale-up

Question 44

_____ can be used to develop a new,essentially meaningless brand name to minimize trademark complexities.

A) Translation
B) Transparency
C) Transculture
D) Transliteration

Question 45

With regard to the packaging dimension,the four Rs comprise of redesign,reduce,recycle,and _____.

A) redefine
B) reinforce
C) realign
D) reuse

Question 46

Which of the following terms refers to the legally protected part of the brand?

A) Intellectual property
B) Trademark
C) Brand mark
D) Copyright

Question 47

In a typical global program management,the affected units have prime responsibility for achieving _____.

A) single-point worldwide technical development and design of a new product that conforms to the global design standard
B) all activities necessary to support the product in the affected unit, as well as direction and support to managing units to ensure that concurrent introductions are achieved
C) identification of unique requirements to be incorporated in the product goals and specifications
D) integration and coordination of all global program activities

Question 48

Which of the following means using a foreign-language name for a brand?

A) Transculture
B) Transparency
C) Transliteration
D) Translation

Question 49

The promotional aspect of packaging relates mostly to _____.

A) labeling
B) color
C) size
D) weight

Question 50

Any good bearing an unauthorized representation of a trademark,patented invention,or copyrighted work that is legally protected in the country where it is marketed is known as a _____.

A) replica
B) me-too product
C) counterfeit
D) hand-me-down

Question 51

_____ are one of the most easily standardized items in the product offering.

A) Brands
B) Services
C) Values
D) Prices

Question 52

Which legislation amended Section 301 of the Trade Act of 1974 to clarify that the violation of intellectual property rights is an unreasonable practice within the statute?

A) The Fair Trade Act of 1984
B) The Intellectual Property Protection Act of 1984
C) The Trademark Counterfeiting Act of 1984
D) The Omnibus Tariff and Trade Act of 1984

Question 53

What are the reasons for making investment on R&D abroad?

Question 54

Which legislation requires the U.S.trade representative to set country-specific negotiating objectives for reciprocity and consideration of retaliatory options to ensure intellectual property protection?

A) The Fair Trade Act
B) The Intellectual Property Rights Improvement Act
C) The Trademark Counterfeiting Act
D) The Omnibus Tariff and Trade Act

Question 55

Which of the following is one of the major functions of packaging?

A) Testing
B) Segmentation
C) Feedback
D) User convenience

Question 56

Which of the following is true about brands?

A) It allows customization of promotional items.
B) It conveys the image of the product or service.
C) It is always listed on balance sheets.
D) It is used only by apparel companies.

Question 57

Explain how counterfeiting has become a problem in foreign markets.

Question 58

_____ serves three major functions: protection,promotion,and user convenience.

A) Labeling
B) Packaging
C) Branding
D) Positioning