Deck 10: Developing Global Products and Brands

Question 1

Which is NOT a stage of the product life cycle?

A) new product development
B) research and development
C) introduction
D) maturity
E) decline

Answer 1

A

Question 2

The standardization strategy uses ____ marketing activities across national boundaries whereas the adaptation strategy uses a(n) _______allowing adapting for the specific characteristics of a foreign market.

A) tailored; standardized strategy
B) similar; differentiated strategy
C) dissimilar; undifferentiated strategy
D) routinized; comprehensive strategy
E) formalized; rationalized strategy

Answer 2

B

Question 3

Adaptation is favorable when ________________.

A) competition is at a global level
B) environmental factors are homogeneous
C) there are many differences in technical standards
D) there is a global image
E) distribution costs are low

Answer 3

C

Question 4

The standardization of marketing activities favors __________ thanks to the accomplishment of economics of scale in R&D, production, marketing, and managerial processes.

A) price inflation
B) increasing in distribution
C) economic stagnation
D) cost reduction
E) promotional obfuscation

Question 5

With regard to global image, a(n) ___________ strategy contributes to the strengthening of the corporate image and of the brand on an international level.

A) endogenous
B) heterogeneous
C) complex
D) aggressive
E) homogeneous

Question 6

Product use strategy in a foreign market considers the following EXCEPT for __________.

A) price per use
B) the use function
C) the use situation
D) the use conditions
E) the product utilization level

Question 7

Product attributes which have to analyzed include all EXCEPT for _______.

A) regulations and standards
B) subscription rates
C) style and design
D) packaging
E) branding

Question 8

In international marketing, design differences are often necessary to:

A) support global marketing and branding.
B) make promotion easier.
C) reduce the product's final price so that it becomes affordable to the final customer.
D) comply with international standards for product safety.
E) facilitate the development of warranties and guarantees in different countries.

Question 9

The main advantage of ________________________ is the possibility to standardize other marketing activities, particularly communications, that are feasible because of the band's uniqueness.

A) a product continuity approach
B) a product adaptation approach
C) strategic planning
D) a global branding approach
E) new product development

Question 10

__________________ represents the extension of the perception of a specific country to its products or brands.

A) Destination marketing
B) A national product standards code
C) Culturally-relevant branding
D) National brand extension
E) Country of origin, or made-in, effect

Question 11

How can international marketers use packaging to address adaptation concerns Develop at least two examples that will demonstrate your mastery of the topic.

Question 12

How can a marketer use services to create additional value and even a competitive advantage in the introduction of a new-to-the-market consumer electronic device?