Deck 14: Global Product Management and Branding

Question 1

Research and development centers are highly desirable investments by host governments.

Answer 1

True

Question 2

Most multinational corporations locate most of their product development operations by contracting outsourcing agencies.

Answer 2

False

Question 3

Branding is one of the major benefits of a well-conducted portfolio analysis.

Answer 3

True

Question 4

Many new commercially important products are initially thought of and even prototyped by users rather than originators.

Question 5

During the early stages of the product development process, the global emphasis is on identifying and evaluating the requirements of both the managing unit and the affected units and incorporating them into the plan.

Question 6

A facilitating agent would be an organization like an advertising agency or market research firm.

Question 7

Members of the marketing team, engineering department, and finance operations team do not need to be involved in the product development process

Question 8

Product development is best left to independent units as opposed to trying to establish an overall global strategy.

Question 9

Global brands may cater to needs to feel cosmopolitan, something that local brands cannot deliver.

Question 10

When test marketing a product, a limited launch of the product is introduced to a select group of consumers whose reaction to the product will dictate the possible release of the product on a wider scale.

Question 11

A private brand is one that an international marketer sells only to customers through an elite system of household purchases, similar to network marketing.

Question 12

International competitive behavior always follows the same rule as domestic competitive behavior.

Question 13

A successful marketer will have a balanced product and market portfolio of exclusively mature products to provide a sustainable competitive advantage.

Question 14

The product development process begins with idea generation.

Question 15

A global product launch means introducing a product into two countries over a period of five years.

Question 16

Developing and managing a product portfolio in the global marketplace is both a great challenge and an attractive opportunity for multinational marketers.

Question 17

In 1875, the United States passed the National Cooperative Research Act to aid in the development of industrialization in the United States.

Question 18

One of the advantages of the product portfolio approach is that it provides a convenient visual communication goal, achieved by integrating a substantial amount of information in an appealing, simple format including assessment of interlink between units and products.

Question 19

All products that a company is suggested to produce are manufactured.

Question 20

A lead user is an individual who uses the product after the bulk of the market segment has proved the product's worthiness.

Question 21

What are the three basic criteria upon which a new product competing for limited development funds is screened?

A) Procurement, production, and profit
B) Affirmative action, political sensitivity, and cultural
C) Market, technical, and financial
D) Channel height, weight, and width

Question 22

What function does the international team fulfill in the product development process?

A) Implementing package shipping requirements
B) Providing support to subsidiaries and international input into the planning efforts
C) Establishing aisles of communication between participants
D) Financing on a global scale

Question 23

To accomplish the ______, marketers need to develop basic capability for capturing consumer information within their country organizations.

A) product innovation
B) right balance
C) target market
D) demographics

Question 24

The product development process begins with:

A) idea generation.
B) customer complaints or feedback.
C) pricing wars.
D) distribution analysis.

Question 25

When a product has a negative image in the user's mind, sometimes because of poor performance or an unpleasant experience, what method do marketers use to change the perception of the product?

A) Blasting
B) Set-asides
C) Repositioning
D) Flagging

Question 26

Which of the following are NOT phases of product development?

A) Idea generation and screening
B) Product and process development
C) Customer appreciation and incentive programs
D) Scale-up and commercialization

Question 27

The main goal of the product development process is to:

A) develop a standard product or product line.
B) focus on one product for all countries so that standardization can be achieved.
C) build adaptability into products to achieve worldwide appeal.
D) cannibalize existing domestic products.

Question 28

GM, Ford, and DaimlerChrysler have joined together to develop new concepts for use in the automotive sector. What is this agreement called?

A) Joint Operating Agreement (JOA)
B) Multi-national collusion
C) R&D Consortia
D) Vroom marketing

Question 29

Which of the following is not usually a member of a product development team?

A) A member of the marketing team
B) A financial officer
C) A natural resources ranger
D) An engineer

Question 30

Which of the following is not a procedure used to test products for multi-national release?

A) Reliability tests
B) Pilot plant
C) Analogies testing
D) Minilaunches

Question 31

Which of the following is not one of the managing unit's responsibilities in a global marketing organization's product development process?

A) Single-point worldwide technical development and design
B) Other activities to plan, develop, originate, introduce, and support the product
C) Integration and coordination of all global program activities
D) Localization of the product to incorporate the product goals

Question 32

Advertising agencies and market research organizations can be instrumental in scanning the globe for new product ideas. These companies provide a valuable service to the international marketer and are commonly referred to as:

A) facilitating agencies.
B) expensive.
C) off the mark.
D) precursor litigants.

Question 33

When a company wishes to communicate technical, up-to-date information from the parent firm to the subsidiary, the routing of this information is called:

A) positioning.
B) radical movement.
C) technology transfer.
D) monument marketing.

Question 34

When companies in globalized markets introduce customers to price tiers, they are essentially:

A) selling product below acceptable profit margins.
B) differentiating their products on price alone.
C) formatting price structures to be universally transacted.
D) hooking customers early and then encouraging them to trade up as their incomes grow.

Question 35

Which of the following is a recent trend in the research and development aspects of product development?

A) Increased customer articulation
B) Creation of unsustainable marketing demographics
C) Rising research costs and shorter product life cycles
D) Industrialization

Question 36

In industrial product development, where is the best source of new product ideas?

A) Mall intercept surveys
B) Random phone interviews
C) The customers using the industrial goods
D) Switching

Question 37

All of the following affect the lag time between foreign market introduction and production or marketing abroad except:

A) the product involved.
B) the degree of newness.
C) customer characteristics.
D) foreign government legislative session dates.

Question 38

The rapid pace of technology has allowed international marketers to design products easily and with relatively little expense through the use of computer technology. This design process is called:

A) implementation.
B) computer-aided design (CAD).
C) retro-techno development (RTD).
D) modifications via electronics (MVE).

Question 39

From where are most of the best ideas generated for product development?

A) Universities
B) Government laboratories
C) School children
D) From within a company or its competitor

Question 40

These companies, organizations, or individuals who are ahead of trends or have needs that go beyond what is offered by current products are known as:

A) intenders.
B) spacers.
C) lead users.
D) prima donas.

Question 41

What types of products make up a market portfolio?

A) New, growing, and mature
B) Situational, immobile, and fluid
C) Intensive, extensive, and submissive
D) Distant, shoreline, and inner-city

Question 42

What is the reason many international marketers become strategically involved in private brand manufacturing and marketing?

A) Grand scale economic development
B) Since this form of marketing cannot be eliminated, it is best to be involved.
C) Most companies already have private labels.
D) Positioning pressure

Question 43

Private label brands traditionally have:

A) a lower margin of product.
B) greater brand loyalty.
C) brand alliteration.
D) a higher profit margin.

Question 44

A brand manager needs to assess which of the following groups of brand criteria before disposing of a brand?

A) Level of market acceptance or rejection
B) Pleasant vs. uncomfortable marketing strategies
C) Current sales, loyalty, potential, and trends
D) Product placement opportunities

Question 45

Which of the following is not one of the three choices of branding that are available to global marketers within the global, regional, and local dimensions of product development?

A) Brands can feature the corporate name.
B) Marketers can have family brands for a wide range of products or product variations.
C) Black label generic products can be converted into brands.
D) Individual brands can exist for each item in the product line.

Question 46

Which of the following is not a benefit that a brand provides for a consumer?

A) Reduced risk of complicated buying decisions
B) Emotional benefits
C) A sense of community
D) Lackluster support and product switching

Question 47

____________ regulations in every market have an impact on the products a company markets.

A) Government
B) Competitor
C) Management
D) Customer

Question 48

Which of the following entities has led to the significant increase in private brand goods?

A) Weak subsidiaries
B) Strong intermediaries
C) Franchised companies
D) Plastic credit cards

Question 49

A brand portfolio contains four different stages. Which of the following is not one of those stages?

A) Local brands
B) Private label brands
C) Strategic brands
D) Worldwide corporate brands

Question 50

Why are international product development teams gaining popularity among multinational marketers?

Question 51

How is branding affected in the worldwide global marketing effort?

Question 52

Which of the following is not a reason for international product failure?

A) Customer filtration
B) Lack of product distinctiveness
C) Unexpected technical problems
D) Mismatches between functions

Question 53

What are the two critical decisions that a global product planning process effort must address?

Question 54

Which of the following is a disadvantage of the product portfolio approach?

A) A global view of the competitive structure
B) International competitive behavior follows different rules than the domestic market.
C) A guide for the formulation of marketing objectives for specific markets
D) A convenient visual communication goal

Question 55

Which of the following is the term for what shapes customer decisions, and ultimately, creates economic value for a product?

A) Spacing
B) End cap
C) Branding
D) Segmenting

Question 56

Which statement is true about branding?

A) Branding provides extended families with ways to internalize strategic plans.
B) Branding is extra sensitive to market fluctuations.
C) Branding is an integral part of the overall identity management of the firm.
D) Branding is uncontrollable for the marketer.

Question 57

Which of the following is an inherent problem that many domestic firms encounter when marketing products abroad?

A) Institutionalization
B) Pre-product ascertainment
C) Assumption that other markets have the same priorities and lifestyles as the domestic market
D) Belief that financing can be sustained through multi-lateral bank referencing