Question 1

Is it possible for the manufacturing reputation of a particular country to change over time? Justify using examples.

Accepted Answer

The answer of Is it possible for the manufacturing reputation...

Question 2

Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation?

Accepted Answer

Industrial products, such as machines or equipment, are typically standardized and do not require significant adaptation for different markets. They often meet similar needs across different countries and can be easily exported. Other products categories, such as food or non-alcoholic drinks, may require adaptation due to different taste preferences, cultural considerations, or regulations in different countries.

Question 3

Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value.

Accepted Answer

This is a common perception among some consumers, though it is not necessarily true. The quality and value of a product depends on many factors beyond just its country of origin.

Question 4

Ben & Jerry's ice cream package design was changed in the United Kingdom since British consumers perceived the colors differently than U.S. consumers. This is an example of:

Accepted Answer

This scenario is an example of product extension-communications adaptation because the product (Ben & Jerry's ice cream) remained the same while the packaging (a form of communication) was adapted to better suit the preferences of the British market.

Question 5

Targeting the 300 million farmers in India who still use plows harnessed to oxen, John Deere engineers created a line of relatively inexpensive, no-frills tractors. The Deere team then realized that the same equipment could be marketed to hobby farmers and acreage owners in the United States, a segment that they had previously overlooked. This is an example of ________ strategy.

Accepted Answer

This is an example of a product extension-communications adaptation strategy. John Deere used the same product (tractors) in a new market without changing the product itself, but they adapted their marketing communications to appeal to the new segment (hobby farmers and acreage owners in the United States). This strategy involves extending the product as it is into new markets with adapted promotional strategies to fit the new audience's preferences and needs.

Question 6

Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership.

Accepted Answer

The answer of Describe the guidelines that can assist marketing...

Question 7

Scotland's top export category is information technology.

Accepted Answer

According to the Scottish Government, information and communication technology is the top export category for Scotland.

Question 8

China and India take great pride in their manufacturing capabilities but, generally speaking, consumer perception lags behind the reality.

Accepted Answer

While China and India are both known for their manufacturing capabilities, consumer perception often does not match the reality of the high-quality products they can produce. This is due to a variety of factors such as quality control issues, counterfeiting, and cultural biases.

Question 9

Industrial products tend to be less deeply rooted in culture than are consumer goods.

Accepted Answer

Industrial products are used for business purposes and are typically influenced more by practical considerations such as efficiency, cost-effectiveness and functionality, rather than cultural factors. In contrast, consumer goods are often designed with cultural values and preferences in mind, and can be deeply rooted in popular culture.

Question 10

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

Accepted Answer

Negative country-of-origin bias refers to the negative perception or stereotypes that consumers may have towards products from certain countries. This could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets if consumers have a negative view of these countries when it comes to product quality, safety, or ethical standards.

Question 11

The European Commission sets product standards that force many non-EU companies to adapt their product or service offerings to satisfy domestic market regulations.

Accepted Answer

The European Commission sets product standards to ensure safety, health, environmental protection, and other consumer protection goals. Non-EU companies that want to sell products or services in the EU must comply with these standards, which may require adaptation or modification of their offerings.

Question 12

When consumers flaunt their wealth by buying expensive products and brands so that others will notice is referred to as "luxury badging" behavior.

Accepted Answer

Luxury badging is a term used to describe the behavior of consumers who buy expensive products and brands to display their wealth to others. This behavior is often driven by the desire for social status and recognition.

Question 13

Perceptions and attitudes about a product's origins can be positive or negative. On the positive side, "German" is synonymous with style.

Accepted Answer

"German" is more commonly associated with quality, engineering, and reliability rather than style. Style is often more closely associated with products from countries like Italy or France.

Question 14

In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered status symbols.

Accepted Answer

In many emerging markets, basic amenities like refrigerators, flush toilets, and cell phones are still considered a luxury and status symbol.

Question 15

Marketers in Gillette's Parker Pen subsidiary are confident that consumers in Malaysia and Singapore shopping for an upscale gift will buy the same Parker Pen as Americans shopping at Neiman Marcus.

Accepted Answer

The answer of Marketers in Gillette's Parker Pen subsidiary are...

Question 16

Before Ben & Jerry's launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design was appropriate. The research indicated that British consumers perceived the colors differently than U.S. consumers. The package design was changed accordingly. This type of strategy can be defined as:

Accepted Answer

This strategy is known as product extension-communications adaptation because the product (ice cream) remained the same while the communications (in this case, the package design) were adapted to fit the local market's perceptions and preferences.

Question 17

Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage. Using this as an example, outline the differences between a local brand and a global brand.

Accepted Answer

The answer of Coca-Cola has developed several branded drink products...

Question 18

Marketers in Gillette's Parker Pen subsidiary focused on upscale shoppers in Malaysia and Singapore. This is an example which coincides with Maslow's hierarchy related to:

Accepted Answer

The answer of Marketers in Gillette's Parker Pen subsidiary focused...

Question 19

Maslow's hierarchy of needs provide a useful framework for understanding how and why local products and brands can be extended beyond home-country borders. How can Maslow's needs hierarchy be used in global marketing?

Accepted Answer

The answer of Maslow's hierarchy of needs provide a useful...

Question 20

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self-actualization.

Accepted Answer

Hellmut Schutte's modified hierarchy for Asian consumers includes the levels of physiological needs, safety, belongingness, esteem, learning, aesthetics, and self-actualization, not specifically "affiliation, admiration, and self-actualization" as the last three levels.

Quiz 10: Brand and Product Decisions in Global Marketing