Question 1

The ______________ of the product assortment refers to the number of items that the company sells within a given product line.

Accepted Answer

The length of the product assortment refers to the number of different items a company offers within a specific product line.

Question 2

Global product line mix options could be:

Accepted Answer

Global companies have different options for their product line mix, depending on their strategy and goals. They can choose to extend their home country product line to global markets, offering the same products in different countries. Alternatively, they can create a subset of their home country product line, choosing only the most successful products to offer globally. A mix of local and home country products is also possible, where companies adapt their products and marketing strategies to suit local consumer preferences. Finally, some companies choose to localize their products entirely, creating unique offerings for each market they enter. Therefore, all of the above options are viable for companies that want to develop a global product line mix, depending on their goals and constraints.

Question 3

Small firms with narrow product assortment will normally choose which of the following strategies when attempting to enter an international market?

Accepted Answer

The answer of Small firms with narrow product assortment will...

Question 4

Most companies sell a wide assortment of products. The assortment is usually described on the dimensions of ______________________ of the product mix.

Accepted Answer

The width and length of a product mix are the most commonly used dimensions to describe the variety and depth of products offered by a company. The width refers to the number of different product lines that a company carries, while the length refers to the number of different products within each product line. For example, a company that sells clothing might have a product mix with a width that includes men's, women's, and children's clothing, and a length that includes shirts, pants, dresses, and accessories within each category.

Question 5

With respect to a brand name changeover strategy, the __________________ strategy where the company simply drops the old brand name and immediately replaces it
With the global name.

Accepted Answer

The described strategy is known as "summary axing" where the old brand name is dropped and immediately replaced with the new global name. The other options do not refer to this specific strategy.

Question 6

_________________ is a system where a single banner brand is used worldwide, often with a sub-brand name, for almost the entire product mix of the company.

Accepted Answer

Umbrella (corporate) branding is a system where a single banner brand is used worldwide, often with a sub-brand name, for almost the entire product mix of the company. This type of branding is often used by large corporations with multiple product lines, as it allows for consistent branding across all products and regions.

Question 7

With respect to a brand name changeover strategy, the _________________ strategy alerts customers about the brand name change (via communications such as in-store
Displays).

Accepted Answer

The transparent forewarning strategy involves communicating with customers in advance about the brand name change, typically through in-store displays or other forms of advertising. This strategy can help minimize confusion and reassure customers that the product or service they know and trust is still available under a new name.

Question 8

When Mars candy company took over Raider candy products and used the theme line "Now Raider becomes Twix, for it is Twix everywhere in the world," the
Company used the ________________________ strategy for changing brand names.

Accepted Answer

The transparent forewarning strategy involves openly informing consumers about the change in brand name or product. In this case, Mars candy company announced that Raider would now be called Twix, hence it fits the definition of transparent forewarning.

Question 9

The __________________ procedure uses a product line as a listening post for the new foreign market to see what product items work best.

Accepted Answer

The probing and learning approach involves using a product line as a way to learn about a new foreign market and gather information on what product items work best. It is a way to test the waters and gain insights before fully committing to the market. The other options, drop/add matrix, ship and shop approach, seal and deal approach, and push down approach are not relevant to this particular strategy.

Question 10

Brand architecture guides the dynamics of the firm's brand __________________:

Accepted Answer

Brand architecture refers to the structure of brands within a company's portfolio, including the relationships between sub-brands, product brands, and corporate brands. Therefore, it guides the dynamics of the firm's brand portfolio.

Question 11

According to Nestle's Branding Tree, the company has four types of brands in its global operations EXCEPT:

Accepted Answer

Nestle's branding tree includes local, regional, worldwide strategic, and worldwide corporate brands. There is no mention of "plain" brands in their branding strategy.

Question 12

Euro Disney eventually becoming Disneyland is an example:

Accepted Answer

Euro Disney's transition to Disneyland Paris is an example of "fade-in/fade-out," where the original name gradually phased out as the new name was introduced, allowing for a smoother transition in public perception and branding.

Question 13

All of the following are brand areas that might need protection EXCEPT:

Accepted Answer

The size of the logo is not typically a brand area that requires protection. The other options listed (name, slogan, jingle, visual imagery) are all important elements of a brand that may need legal protection to prevent unauthorized use and infringement by competitors or others.

Question 14

The ______________ of the product assortment refers to the collection of different product lines marketed by the firm.

Accepted Answer

The width of the product assortment refers to the number of different product lines marketed by the firm. The length of the product assortment refers to the number of different products within each product line. The horizontal scale refers to the degree of similarity or relatedness between product lines, while the vertical scale refers to the number of different stages in the production process where the firm is involved. Consistency refers to how closely related the various product lines are in terms of their use, production, and distribution.

Question 15

McDonald's golden arches are part of the famous brand. Which of the following elements best describes that element of the brand that should be protected (according
To the example provided)?

Accepted Answer

The visual imagery, specifically the golden arches, is the element of the brand that should be protected in this example.

Question 16

With respect to a brand name changeover strategy, the _________________ strategy ties the new global brand name to the existing local brand name. After a transition
Period, the old name is dropped.

Accepted Answer

The description given perfectly matches the fade-in/fade-out strategy, where the new global brand name is gradually introduced in conjunction with the existing local brand name. Over time, the old name is phased out entirely.

Question 17

Product lines can be categorized as:

Accepted Answer

Core products are the main items a company offers, niche items are specialized products aimed at a specific customer group, seasonal products are products that are only sold during specific seasons, and filler products are lower-cost products sold to fill out a product line. Therefore, option A is the correct answer.

Question 18

Blistex, a tiny U.S. company that makes primarily lip-care products, has a very limited range of product lines that are marketed to foreign markets. Blistex would
Probably choose which of the following strategies for entering foreign markets?

Accepted Answer

Blistex has a limited range of product lines that are marketed to foreign markets, so it would probably choose to extend its domestic line to foreign markets.

Question 19

All of the following are drivers that impact the composition of a firm's international product line EXCEPT:

Accepted Answer

The answer of All of the following are drivers that...

Question 20

When comparing the product mix in the company's host and home markets, all of the following are possible scenarios EXCEPT:

Accepted Answer

An extension of a joint venture or strategic alliance is not directly related to the product mix in the company's host and home markets, as it is a separate business arrangement. The other options all refer to possible scenarios for the product mix, including extending the domestic line, offering a subset of the home market's product line, using a mixture of local and nonlocal product lines, or offering a completely localized product line.

Quiz 11: Global Product Policy Decisions Ii: Marketing Products and Services