Question 1

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 local brand and global brand,combination branding,communication-branding,and brand extensions.

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Question 2

What are brands,and what are their functions in global marketing? How do brands develop their image,identity,and equity? Are global product and global brands the same?

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Question 3

What is the significance of innovation in global marketing? Describe different categories of innovation with examples.

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Question 4

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," then why do consumers consider the latter to be better than the former? What difference does a label make in the perception of a consumer?

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Question 5

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

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Question 6

It is reported that packaging aesthetics are important to Japanese.What are aesthetics and why are those important considerations in global product marketing?

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Question 7

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

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Question 8

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

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Question 9

What are the differences between "product-communication extension" and "product extension-communication adaptation" as strategies?

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Question 10

Describe the factors that should be considered in developing new products for international markets with particular emphasis on the consequences for not adequately testing new products.

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Quiz 10: Brand and Product Decisions in Global Marketing