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

Question 1

In 2018, which of the following brands was ranked the number one most valuable brand in the world, according to Interbrand?

A)Disney
B)Coca-Cola
C)GE
D)Apple
E)Google

Answer 1

D

Question 2

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

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

Answer 2

D

Question 3

The German company Henkel is always customizing its brand portfolio, positioning, and product formulations.The two main challenges that the company faces are:

A)global brand and beta line management.
B)global brand and quality line management.
C)global brand and modular line management.
D)global brand and hybrid line management.
E)global brand and product line management.

Answer 3

E

Question 4

The following four branding strategies are available to markets except:

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

Question 5

"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.

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

Question 6

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

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

Question 7

Brand-name awareness, perceived quality, and other associations invoked by the brand name in the customer's mind are all illustrations of the concept called _____.

A)brand color
B)brand equity
C)brand warranty
D)local brand value
E)brand mark

Question 8

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

A)history
B)competitive climate
C)marketing support
D)cultural receptivity to brands
E)brand equity scale

Question 9

_____ is a system where a single banner brand is used worldwide, often with a sub-brand name, for almost the entire product mix of the company.

A)Domestic branding
B)National branding
C)Manufacturer's branding
D)Store branding or private labeling
E)Umbrella (corporate) branding

Question 10

In 2018, which of the following auto brands was ranked number one in the global auto industry according to BrandZ?

A)BMW
B)Mercedes
C)GM
D)Ford
E)Toyota

Question 11

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

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

Question 12

A _____ is a name, term, sign, symbol, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.

A)trademark
B)patent
C)signature
D)figure
E)brand

Question 13

The most obvious reason for having a global brand would be to take advantage of:

A)power promotions.
B)a large labor and selling force.
C)economies of scale.
D)coordinated logistics.
E)corporate vision.

Question 14

In 2018, which of the following brands was not ranked among the top 20 in the world among technology companies?

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

Question 15

A key strategic issue that appears on international marketers' agendas is whether there should be a _____.

A)national brand
B)country brand
C)regional brand
D)local brand
E)global brand

Question 16

All of the following are questions that must be asked when building up and managing brand equity in a multinational setting except:

A)How do we strike a balance between a global brand that shuns cultural barriers and one that allows for local requirements?
B)What aspects of service are too expensive to be included in the brand warranty?
C)What aspects of brand policy can be adapted to global use?
D)Which brands are destined to become "global" mega-brands?
E)How do you execute the changeover from a local to a global brand?

Question 17

In international marketing, a firm's global brand structure is shaped by the following three types of factors:

A)firm-based drivers, product-market drivers, and the manufacturing dynamics.
B)firm-based drivers, hi-tech drivers, and Web dynamics.
C)firm-based drivers, product-market drivers, and market dynamics.
D)firm-based drivers, product-market drivers, Internet dynamics.
E)none of the above

Question 18

A desire to reflect its American roots motivated Disney to change the name for its Paris theme park from Euro Disney to _____.

A)Disneyland Village
B)Disneyland Park
C)Disneyland Paris
D)Disneyland Europe
E)Disneyland France

Question 19

_____ often justify(ies) local branding instead of global branding.

A)Domestic barriers
B)Regulatory barriers
C)Cultural barriers
D)Social barriers
E)Religious barriers

Question 20

One important question is how consumers value global brands.A 2002 study on this issue identified three key dimensions.Which is not one of the ways consumers evaluate global brands?

A)Quality signal
B)Global myth
C)Social responsibility
D)Earnings signal

Question 21

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.

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

Question 22

With respect to product categories analyzed on the basis of sales turnover, a _____ product is one where the item represents the bulk of the subsidiary's sales volume.

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

Question 23

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

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

Question 24

Global product line mix options could be:

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 25

With respect to a brand name changeover strategy, the _____ strategy ties the new global brand name to the existing local brand name.After a transition period, the old name is dropped.

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

Question 26

During a naming/branding transition period, when local and global brand names are kept so that consumers and the trade have sufficient time to absorb the new brand name, the approach is called:

A)Collaborative branding
B)Dual branding
C)Collective branding
D)Double naming

Question 27

Small firms with narrow product assortment will normally choose which of the following strategies when attempting to enter an international market?

A)an extension of the domestic line
B)an extension of a joint venture or strategic alliance
C)a subset of the home market's product line
D)a mixture of local and nonlocal product lines
E)a completely localized product line

Question 28

Brand architecture guides the dynamics of the firm's brand _____:

A)portfolio
B)color
C)basket
D)Web
E)none of the above.

Question 29

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

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

Question 30

With respect to a brand name changeover strategy, the _____ strategy where the company simply drops the old brand name and immediately replaces it with the global name.

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

Question 31

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

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

Question 32

Most companies sell a wide assortment of products.The assortment is usually described on the dimensions of _____ of the product mix.

A)width and scale
B)width and timing
C)width and ingredients
D)width and length
E)scale and length

Question 33

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).

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

Question 34

A good place to start is to analyze each individual country's product portfolio on the basis of a sales turnover basis.Product lines can be categorized by all the following ways except:

A)core products
B)cultural products
C)niche items
D)seasonal products
E)filler products

Question 35

All of the following are drivers that impact the composition of a firm's international product line except:

A)customer service and warranty requirements
B)customer preferences
C)competitive climate
D)organizational structure
E)history

Question 36

With respect to a brand name changeover strategy, the _____ strategy alerts customers about the brand name change (via communications such as in-store displays).

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

Question 37

Euro Disney eventually becoming Disneyland is an example:

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

Question 38

Three drivers can be singled out relate to product-market characteristics.Which of the following is not one of those drivers?

A)The nature and scope of the target market
B)The production cost structure and related economies of scale
C)The degree of cultural embeddedness
D)The competitive market structure

Question 39

When comparing the product mix in the company's host and home markets, all of the following are possible scenarios except:

A)an extension of the domestic line
B)an extension of a joint venture or strategic alliance
C)a subset of the home market's product line
D)a mixture of local and nonlocal product lines
E)a completely localized product line

Question 40

Product lines can be categorized as:

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 41

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

A)the country of origin (COO) effect.
B)nationalism.
C)racial bias.
D)social sensitivity.
E)xenophobia.

Question 42

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

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

Question 43

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?

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

Question 44

A symbol cannot be a brand.Brands are just names and terms.

Question 45

One of the major challenges faced by international marketers of services is:

A)protectionism.
B)high costs.
C)patent infringement.
D)piracy.
E)low profits.

Question 46

Global service firms often benefits from:

A)scale economies.
B)weight economies.
C)hybrid economies.
D)perfect economies.
E)visible economies.

Question 47

Trying to obtain sanctions against countries that tolerate product piracy would be an example of which of the following strategic options available to international marketers trying to stop product piracy?

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

Question 48

Yamaha decided to combat China's counterfeiters by launching new motorcycle models at a similar price as fake products.This would be an example of which of the following strategic options in product piracy:

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

Question 49

Brand equity is the total amount of cash and other assets the firm has put into a brand.

Question 50

With respect to product categories analyzed on the basis of sales turnover, a _____ product is one where the product has most of its sales during limited times during the year.

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

Question 51

Pirated products tend to be of _____ quality.

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

Question 52

A sign cannot be a brand.Brands are just names and terms.

Question 53

To bridge cultural gaps between the home and host market, service companies often customize the product to the local market.This can be done by spotting _____.

A)environmental opportunities
B)funding opportunities
C)regional opportunities
D)cultural opportunities
E)political opportunities

Question 54

Find the general statement about the country of origin (COO) effect listed below that is not true.

A)Consumers sometimes view purchasing from certain countries as the "right" thing
B)Angry consumers are more likely to use COO information in their product evaluations than sad consumers.
C)COO has an impact on how much consumers are willing to pay for a product.
D)COO effects are stable.
E)Both the country of design and the country of manufacturing/assembly play a role.

Question 55

If the country of origin (COO) effect is anticipated to be negative, a company can follow all of the following strategies to offset the effect except:

A)emphasize benefits other than COO
B)select brand elements (e.g.: name) that don't evoke the COO
C)joint venture with a partner from a favorable COO for the category
D)try to explain any negative government policy that might influence buyers.
E)communication campaign to enhance country image

Question 56

With respect to product categories analyzed on the basis of sales turnover, a _____ product is one where the product is only a small portion of the subsidiary's overall sales.These even might be "dead-weight" items.

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

Question 57

The "Made In" label as an important source of assessing the value of a product is an example of:

A)regionalism
B)nationalism.
C)materialism
D)social sensitivity.
E)the country of origin (COO) effect.

Question 58

LVMH, the owner of wide variety of luxury brands, redesigned liquor bottles to make it more difficult for copycatters to reuse bottles for their own liquor re-sales.This would be an example of which of the following strategic options in product piracy:

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

Question 59

Intellectual property rights violations have been a major problem in China.Which of the following strategic options could be available to international marketers in the area of product piracy?

A)customs.
B)lobbying activities.
C)legal action.
D)product policy options.
E)all of the above.

Question 60

The need for direct customer interface in providing services means that service providers must often have _____.

A)a warranty
B)a command of the local language
C)a local presence
D)low profit expectation
E)an inside government contact

Question 61

One of the reasons for pursuing a global brand as part of product policy is what might be called a prestige factor.

Question 62

Euro Disney changed its name to Disneyland Paris.

Question 63

A truly global brand is one that has is being sold in almost every country in the world.

Question 64

Interbrand's most valuable brands list is dominated by American brands.

Question 65

New entrant brands tend to be more familiar to consumers than brands that have been around for a long time.

Question 66

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.

Question 67

Since it is such a marketing juggernaut, most Procter & Gamble brands are global brands.

Question 68

With extension branding, the firm starts with one product and then stretches the same brand to other categories.

Question 69

With hallmark branding, the firm tags one brand to all products and services and does not use any sub-brands.

Question 70

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

Question 71

With solo branding, each brand stands on its own.

Question 72

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

Question 73

Family (umbrella) branding is a not hierarchy of brands that may use the company's corporate brand.

Question 74

One of the chief reasons for having a global brand is economies of scale.

Question 75

Most major brands are global brands.

Question 76

The name for the Disney Paris theme park is now Euro Disney.

Question 77

With family branding, the firm tags one brand to all products and services and does not use any sub-brands.

Question 78

A can of Coca-Cola or a McDonald's Happy Meal is an expensive luxury in most developing countries.

Question 79

Pocari Sweat is a popular Japanese sports drink.

Question 80

Brand equity is usually consistent from country to country.