Deck 10: Globalisation and Branding

Question 1

McDonaldization refers to which of the following?

A) The spread of McDonalds around the world
B) The global brand McDonalds
C) The push for uniformity of brand messaging across the globe
D) The tendency for all fast food chains to copy McDonalds

Answer 1

C

Question 2

Which of the following is a key trade-off in global branding?

A) Whether to standardize or localise brand messages
B) How many markets is too many?
C) Whether selling abroad will lead to a backlash at home
D) None of these

Answer 2

A

Question 3

The unidirectional flow from the centre is appropriated and localised in the periphery defines which of the following?

A) Globalization
B) Glocalization
C) Deterritorialization
D) All of these

Answer 3

B

Question 4

Unidirectional flow of brands from more affluent centre to less affluent periphery defines which of the following?

A) Globalization
B) Glocalization
C) Deterritorialization
D) All of these

Question 5

Multi-directional and interrelated flows of brands independent of centre-periphery defines which of the following?

A) Globalization
B) Glocalization
C) Deterritorialization
D) All of these

Question 6

What is an example of glocalization?

A) Global cosmopolitan lifestyles
B) Standardized global brands
C) Multi-cultural marketplaces
D) Hybridization Hybridisation of global brands and marketing

Question 7

What is an example of globalization?

A) Global cosmopolitan lifestyles
B) Standardized global brands
C) Multi-cultural marketplaces
D) Hybridization of global brands and marketing

Question 8

What is an example of deterritorialization?

A) Global cosmopolitan lifestyles
B) Standardized global brands
C) Multi-cultural marketplaces
D) Hybridization of global brands and marketing

Question 9

What is a key assumption of deterritorialization?

A) Centre-periphery trade
B) Periphery appropriates brands from the centre
C) All countries participate in global markets
D) None of these

Question 10

What is a key assumption of glocalization?

A) Centre-periphery trade
B) Periphery appropriates brands from the centre
C) All countries participate in global markets
D) None of these

Question 11

What is a key assumption of globalization?

A) Centre-periphery hierarchy
B) Periphery appropriates brands from the centre
C) All countries participate in global markets
D) None of these

Question 12

Which of the following in an impact of globalization?

A) Local and global co-exist
B) Global lifestyles
C) Perpetuation of inequality
D) Fragmented consumer culture

Question 13

Which of the following in an impact of glocalization?

A) Local and global co-exist
B) Global lifestyles
C) Perpetuation of inequality
D) Fragmented consumer culture

Question 14

Which of the following in an impact of deterritorialization?

A) Local and global co-exist
B) Loss of local tradition
C) Perpetuation of inequality
D) Fragmented consumer culture

Question 15

What do global brands mean in the glocalization framework?

A) Global brands are just part of a multi-cultural collage
B) Consumption of global brands represents an adaption to Western culture
C) Consumption of global brands represents an endorsement of Western culture
D) A sense of imagined community

Question 16

What do global brands mean in the deterritorialization framework?

A) Global brands are the opposite of local culture
B) Consumption of global brands represents an adaption to Western culture
C) Consumption of global brands represents an endorsement of Western culture
D) A sense of imagined community

Question 17

What do global brands mean in the globalization framework?

A) Global brands are just part of a multi-cultural collage
B) Consumption of global brands represents an adaption to Western culture
C) Consumption of global brands represents an endorsement of Western culture
D) A sense of imagined community

Question 18

eBayization is consistent with which global branding approach?

A) Globalization
B) Glocalization
C) Deterritorialization
D) None of these

Question 19

Which of the following are benefits of global brands?

A) Efficiency
B) Economies of scale in marketing communications
C) Increased equity
D) All of these

Question 20

Which of the following is an example of brand morphing?

A) Keeping the brand the same for all markets
B) Changing brand position
C) Making the brand more liquid
D) None of these

Question 21

Power distance concerns which of the following?

A) The tolerance of ambiguity
B) We taking precedence over I
C) Beliefs about equality
D) A preference for the short term

Question 22

Country of origin effects refer to which of the following?

A) Patriotism
B) Associations between a category and a nation state
C) National culture
D) None of these

Question 23

Reterritorialization may lead to benefits for which of the following?

A) Global brands
B) New brands
C) Nostalgic local brands
D) None of these

Question 24

The creative class desire which of the following?

A) Good coffee shops
B) Access to art materials
C) Law and order
D) Tolerance

Question 25

The long tail of markets offers opportunities for which type of brands?

A) Niche brands
B) Local brands
C) Global brands
D) All of these

Question 26

How would design thinking approach the challenge of counterfeits?

A) Marketers would examine if counterfeiting could be beneficial for the brand?
B) Marketers would ignore counterfeits
C) Marketers would seek legal help to shut down counterfeiting
D) None of these

Question 27

Is counterfeiting inauthentic?

A) Yes, the counterfeit is fake.
B) It's complicated, users view authenticity in issues of degrees.
C) Yes, but consumers don't care.
D) None of these.

Question 28

Gray markets are best described by which of the following?

A) Markets where competitors ignore local brand licensing arrangements
B) Markets characterized by lots of rain
C) Markets where rules are unclear
D) None of these

Question 29

The reaction of Amsterdam locals against mass tourism is best reflected in which model?

A) Globalization
B) Glocalization
C) Deterritorialization
D) Reterritorialization

Question 30

Global or local brand seeking to reterritorialize are trying to create what?

A) Imagined community
B) National myths
C) Collective identity
D) All of these

Question 31

Changing the language of a global advertisement is an example of which of the following?

A) Glocalization
B) Deterritorialization
C) Globalization
D) Re-territorialization

Question 32

Promoting cities as hotspots for cosmopolitanism is an example of what?

A) Glocalization
B) Deterritorialization
C) Globalization
D) Deterritorialization

Question 33

Working with counterfeiters to create a co-branded range is an example of which of the following?

A) Incremental brand innovation
B) Design disruptive innovation
C) Progressive innovation
D) Cultural innovation

Question 34

Developing a range of local market adaptations is an example of which of the following?

A) Incremental brand innovation
B) Design disruptive innovation
C) Progressive innovation
D) Cultural innovation

Question 35

Why might brands be able resist local adaptations?

A) The widespread awareness of brands via social media
B) Cultural differences may not be as pervasive as thought
C) The benefits may outweigh the costs
D) All of these