Deck 11: Global Strategies for Services,Brands,and Social Marketing

Question 1

The main advantage of private branding is that it offers complete control over marketing operations and the distribution channel.

Answer 1

True

Question 2

Branding in China may rely more on the visual appeal of logos than on the brand name.

Answer 2

True

Question 3

Global brands tend to evoke positive feelings overall even among antiglobals.

Answer 3

True

Question 4

Marketing services to consumers abroad are difficult due to differences in consumer behavior and usage patterns between countries.

Question 5

Private branding is unheard of in developing countries such as India.

Question 6

The top global brands are dominated by U.S.brands followed by Japanese brands.

Question 7

Around the word,all consumers appreciate fast service at restaurants.

Question 8

Developing countries have better trademark protection than developed countries.

Question 9

In the Middle East,working in a service occupation is often considered akin to being a servant.

Question 10

In the United States,service at restaurants is based on in-group membership.

Question 11

The WTO requires member countries to establish national laws that protect global brands.

Question 12

If a brand's positioning,advertising strategy,personality,look,and feel are the same in most respects in all countries,then this is a regional brand strategy.

Question 13

Marketing services are tangible because they can be stored and readily displayed.

Question 14

Global marketers look for brand names that evoke different emotions or images around the world.

Question 15

In a top-down approach for global brand strategy,a global management team determines the global brand strategy and country strategies are derived from it.

Question 16

In India and the USA,McDonald's connotes convenience in a family-friendly atmosphere.

Question 17

Consumers in the United States are more accustomed to self-service than are Japanese consumers.

Question 18

Attitudes towards waiting in lines are similar across all cultures.

Question 19

Technological advances have allowed many services to be outsourced.

Question 20

Brands provide a name or symbol that gives a product credibility and helps the consumer identify products.

Question 21

At McDonald's locations in China,managers regularly go table to table,chatting with customers as they eat their food.McDonald's has adapted to culture differences in ____.

A)service personnel recruitment
B)the wait experience
C)customer expectations about service levels
D)back-stage elements

Question 22

Lenevo's sales outside China were hurt after it purchased the PC division of IBM,because

A)the acquisition was overpriced.
B)consumers didn't trust products made in China
C)Lenevo responded slowly to a product harm crisis
D)Lenevo replaced the IBM brand name with its own Make market entry easier

Question 23

Citibank,Chase,and BankAmerica are examples of ____.

A)global products
B)services
C)social marketing companies
D)None of the above

Question 24

Marketing services are difficult to standardize because

A)they need to be tailored to the local culture.
B)there are fewer opportunities to realize economies of scale.
C)there is a high potential to realize economies of scale.
D)Both a and b

Question 25

Tamper-proof labels and holograms are examples of measures that companies take to protect their brands from counterfeiting.

Question 26

Which of the following offers good protection against counterfeits?

A)Unique packaging
B)Subcontracting
C)Generic design
D)Standard packaging

Question 27

Newly industrialized countries such as South Korea and Taiwan have very poor trademark protection laws compared to developed countries like the United States.

Question 28

Health clubs,advertising agencies,and market research firms are examples of ____.

A)global products
B)services
C)social marketing companies
D)None of the above

Question 29

McDonald's provides separate dining areas for men and women in Saudi Arabia.This is an example of an adaptation in a service firm's ____ elements.

A)top-down
B)bottom-up
C)back-stage
D)front-stage

Question 30

Purchasing and inventory procedures are examples of a service firm's ____ elements.

A)top-down
B)bottom-up
C)back-stage
D)front-stage

Question 31

The U.S.Trademark Counterfeiting Act of 1984 made counterfeiting punishable by

A)fines.
B)prison terms.
C)Both a and b
D)None of the above.

Question 32

In China nearly all downloaded music is believed to be stolen.

Question 33

Which of the following products are most difficult to counterfeit?

A)Books
B)CDs
C)Software
D)Cars

Question 34

Eurobrands are

A)regional brands in Europe.
B)brands of major European multinationals.
C)brands that qualify for the EU Certification Symbol,CE.
D)None of the above.

Question 35

Which of following organizations establishes laws to protect trademarks?

A)IMF
B)WTO
C)World Bank
D)UN

Question 36

Counterfeits of trademark protected products flourish in countries where legal protection of such trademarks is weak.

Question 37

Which of the following is a not a reason for "branding"?

A)Give a product credibility
B)Help consumers identify products
C)Leave markets quicker
D)Make market entry easier

Question 38

Which of the following is not part of the process of developing a global brand strategy?

A)Identify customer needs worldwide.
B)Track the success of the global identity of the brand.
C)Communicate global brand identity.
D)Develop local brand names/advertising strategies.

Question 39

Federal Express chose the new name "FedEx" because

A)it did not want its name associated with the former Federal Republic of Germany.
B)the word federal connoted corrupt police in Latin America.
C)FedEx wanted a single name to use globally.
D)All of the above.

Question 40

"Private branding" refers to

A)supplying products to a third party for sale under its brand name.
B)hiring someone to find a brand name.
C)brands of privately owned companies.
D)brands not protected by trademarks.

Question 41

"I prefer brands who behave responsibly in terms of workers' rights and the environment.If a company contributes to society,I'll buy it." This statement describes the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

A)global citizen
B)global dreamer
C)antiglobal
D)global agnostic

Question 42

Tekstil Hazir,a Turkish apparel manufacturer,makes T-shirts that are labeled and packaged with the Old Navy brand name.Tekstil Hazir is an example of a ____.

A)brand champion
B)private brand
C)global brand
D)local brand

Question 43

Toyota's Lexus brand name is an example of a(n)____.

A)recognizable English word but one totally unrelated to the product in question
B)geographic place
C)word that is evidently descriptive of the product
D)arbitrary or invented word

Question 44

In Turkey,as soon as a restaurant customer appears to have finished her meal,waiters whisk the plate away.It is considered impolite to leave a finished plate in front of a customer.For a nonTurk,the speed at which the plate is taken away is very quick-even shocking.Foreign restaurant chains considering entry into the Turkish market must adapt to cultural differences in ____.

A)service personnel recruitment
B)the wait experience
C)customer expectations about service levels
D)back-stage elements

Question 45

"I prefer to buy branded medicine because I know that those drugs are reliable.I can't trust whether generics are safe," says one focus group participant.He is describing the ____ of global brands.

A)social responsibility
B)global myth
C)quality signal
D)antiglobalization

Question 46

Electrolux is targeted to the high-prestige,conservative consumers throughout Europe.Electrolux is an example of a ____.

A)global citizen
B)Eurobrand
C)brand champion
D)All of the above

Question 47

When McDonald's opened its doors in Johannesburg,South Africa,thousands of people stood in line.When Coke entered Poland,its delivery trucks drew applause at traffic lights.The textbook explained that these strong reactions occurred because ____.

A)governments paid people to do this
B)these firms had globally recognized brand names
C)these companies had adapted their back-stage service elements
D)brand champions had initiated large-scale media campaigns

Question 48

At Henkel,a brand strategy emerges from shared experiences and best practices among the firm's subsidiaries.Henkel employs a ____ approach to global brand strategy.

A)brand champion
B)bottom-up
C)top-down
D)coalition

Question 49

Jaiwen Cho is skeptical of the quality of global brands.He prefers to buy local brands.Jaiwen would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

A)global citizen
B)global dreamer
C)antiglobal
D)global agnostic

Question 50

Mark Smith does not have a preference for local or global brands.He evaluates all brands by the same criteria and is neither impressed nor alienated that a brand is global.Mark would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

A)global citizen
B)global dreamer
C)antiglobal
D)global agnostic

Question 51

Nike's "swoosh" is an example of a ____.

A)brand register
B)trademark
C)single-country brand name
D)None of the above

Question 52

Mr.Clean,Monsuier Propre,and Meister Proper are examples of ____ names.

A)single-country brand
B)global brand
C)multi-domestic brand
D)Eurobrand

Question 53

McDonald's famous "golden arches" are an example of a ____.

A)single-country brand name
B)trademark
C)brand register
D)None of the above

Question 54

A focus group participant observes,"The Starbucks brand is a symbol of modernity and cosmopolitanism.I can go to a Starbucks in Beijing,Madrid,New York,and Istanbul.When I go to Starbucks,I feel like a citizen of the world." This focus group participant is describing to the ____ of global brands.

A)social responsibility
B)global myth
C)quality signal
D)antiglobalization

Question 55

Coca-Cola,Kodak,and Levi are examples of ____ names.

A)single-country brand
B)global brand
C)multi-domestic brand
D)Eurobrand

Question 56

Proctor and Gamble's Cheer brand is an example of a(n)____.

A)recognizable English word,but one totally unrelated to the product in question
B)geographic place
C)word that is evidently descriptive of the product
D)arbitrary or invented word

Question 57

At Sony,a global team determines the global brand strategy and then country strategies are derived from it.Sony employs a ____ approach to global brand strategy.

A)brand champion
B)bottom-up
C)top-down
D)coalition

Question 58

In the mid-1990s,Caterpillar's brand was suffering globally.It was positioned differently in different markets,and the logo even was different market to market.To rectify the problem,Caterpillar decided to hire a brand ____ who was charged with the responsibility for building and managing the global brand.

A)auditor
B)champion
C)general
D)monitor

Question 59

Reliant Energy decided to assess the company's positioning,advertising,look,and personality of its brand.The company wanted to make sure that these aspects of the brand remained constant across all of its markets.Reliant Energy was assessing the company's ____.

A)back-stage elements
B)front-stage elements
C)brand champion
D)global brand strategy

Question 60

"I know when I buy Rainforest Crunch,I know that my dollars are being spent to protect the rainforest and support the indigenous people who live there." This statement from a focus group participant describes the ____ of global brands.

A)social responsibility
B)global myth
C)quality signal
D)antiglobalization

Question 61

Products marketed across Europe with the same brand name,formula,advertising,and positioning are called ____________________.

Question 62

Microsoft must battle counterfeit production of its products throughout the globe.Which of the following is an action mentioned in the textbook that multinational companies can do to minimize and prevent counterfeit production?

A)Co-opt the offenders-asking the illegitimate producer to become a contract manufacturer for the company
B)Educate government-emphasizing the social and political implications of counterfeits and solicit their help in shutting counterfeiters down
C)Advertise-attempting to communicate to consumers the advantages of buying the authentic product rather than counterfeits
D)All of the above

Question 63

DVD movies are often subject to ____;they are illegally reproduced and sold.

A)preemption
B)counterfeiting
C)piracy
D)None of the above

Question 64

____________________ is the illegal use of a registered trademark.

Question 65

The term ____________________ is often applied to the counterfeit production of copyrighted material such as books,recorded music,and software.

Question 66

Burberry has registered its famous black-tan-and-white plaid as its ____ since it has become a symbol that enables customers to identify the brand,distinguishing its clothing from other brands.

A)single-country brand name
B)brand register
C)trademark
D)None of the above

Question 67

Jill learns that her Kate Spade purse that she bought in China was not made by the Kate Spade company.It was made by a local Chinese company and a Kate Spade label was sewn into the purse.Jill has bought a ____ purse.

A)preempted
B)counterfeit
C)pirated
D)None of the above

Question 68

The manager or development group given the responsibility for building and managing a global brand is called a(n)____________________.

Question 69

Ricoh of Japan used ____________________ branding to gain market access in Europe and the United States.

Question 70

A South Korean company has registered the Vakko brand in the United States.This prevents the Turkish company,Vakko,from entering into the U.S.market unless they want to buy the brand name rights from the South Korean company or create a new brand for the U.S.market.The South Korean company has ____ the Vakko brand name.

A)preempted
B)counterfeited
C)pirated
D)None of the above