Deck 5: International Marketing Planning Organization and Control

Question 1

Brands without points of difference or unique benefits are inclined to experience perceptions of:

A) Brand parity
B) Brand equity
C) Brand awareness
D) Brand knowledge
E) Brand loyalty

Answer 1

A

Question 2

Consumers with high levels of which characteristic are more likely to buy products produced in their home countries?

A) Nature enjoyment
B) Ethnocentrism
C) Egocentrism
D) Religiosity
E) Congeniality

Answer 2

B

Question 3

International product positioning programs are not affected by:

A) Changes in technology
B) Country-of-origin issues
C) Regulations
D) Packaging and labeling regulations
E) Civil disobedience

Answer 3

E

Question 4

Effective positioning in international marketing can be achieved by emphasizing all of the following except:

A) Product attributes
B) Product assessment
C) Use or application
D) Product class
E) Cultural symbols

Question 5

Product positioning efforts that remain constant over time demonstrate:

A) Frequency
B) Reach
C) Consistency
D) Transparency
E) Clutter

Question 6

Most airlines experience perceptions of:

A) Brand parity
B) Brand equity
C) Brand awareness
D) Brand uniqueness
E) Brand loyalty

Question 7

Overcoming negative country-of-origin effects may include all of the following except:

A) Advertising
B) Public relations
C) Warranties and guarantees
D) After-purchase service
E) Political trends

Question 8

Which of the following variables does not directly influence product positioning?

A) The features of the product
B) Methods of distribution
C) Product packaging
D) Product development initiatives
E) Support services

Question 9

Which focuses on the key benefits that a product provides to consumers?

A) Positioning strategy
B) Positioning development
C) Positioning statement
D) Positioning policy
E) None of the above

Question 10

A luxury perfume that has a devoted following exhibits:

A) Brand parity
B) Brand equity
C) Brand notability
D) Brand conceptualization
E) Brand renown

Question 11

Consumer opinions regarding specific features of a product

A) Product position
B) Product characteristics
C) Product differentiation
D) Product segmentation
E) Product awareness

Question 12

The goal that marketers have relating to how a product will be perceived by consumers influences:

A) Product positioning
B) Product development
C) Product strategy
D) Produce segmentation
E) Product perception

Question 13

Less- and least-developed countries often have poor:

A) Brand equity
B) Brand parity
C) Country-of-origin effects
D) Country images
E) Country comparisons

Question 14

Promoting "reduced fat" for food items uses which method of product positioning?

A) Product attributes
B) Development processes
C) Competitive offerings
D) Product form
E) Product creation

Question 15

Which of the following is not one of the sources of country-of-origin effects that are discussed in the text?

A) Home country
B) Origin country
C) Target country
D) Made-in country
E) Designed-in country

Question 16

Which results from emphasizing a unique benefit or component of a produce that separates it from competitors?

A) Product position
B) Product development
C) Differentiation
D) Product segmentation
E) Target marketing

Question 17

Consistent positioning can help lead to global:

A) Brand parity
B) Brand equity
C) Brand awareness
D) Brand knowledge
E) Brand loyalty

Question 18

If people recognize a golf ball as the best for "distance and accuracy" over a long period of time,the positioning demonstrates:

A) Reach
B) Frequency
C) Consistency
D) Transparency
E) Clutter

Question 19

Attitudinal factors influencing a country's image do not include:

A) Ethnocentrism
B) Animosity
C) Nationalism
D) Religiosity
E) Pleasantness

Question 20

An icon singer in a country can become which in a marketing program?

A) Cultural symbol
B) Class object
C) Marketing synergism
D) Point of differentiation
E) Point of convergence

Question 21

Which focuses on the emotional components of consumer attitudes?

A) Share of wallet
B) Share of heart
C) Share of brand
D) Share of mind
E) Share of market

Question 22

Which tool can assist international marketers in understanding how a company's products are perceived?

A) Brand map
B) Product map
C) Perceptual matrices
D) Positioning map
E) Product matrices

Question 23

Which refers to the strong pride and devotion citizens have in a country or nation?

A) Nationalism
B) Ethnocentrism
C) Egocentrism
D) Religiosity
E) Coarseness

Question 24

A product with low levels of this characteristic is not readily recalled when a consumer considers brands in a product category:

A) Share of wallet
B) Share of heart
C) Share of brand
D) Share of mind
E) Share of market

Question 25

International companies that emphasize a phrase such as "All Natural" regarding the production of a product may be guilty of which "sin" of greenwashing?

A) Peripheral
B) Hidden trade-off
C) Vagueness
D) Irrelevance
E) Lesser of two evils

Question 26

When an international marketer emphasizes one environmental issue at the expense of another,it would be guilty of which "sin" of greenwashing?

A) Peripheral
B) Hidden trade-off
C) Vagueness
D) Irrelevance
E) Lesser of two evils

Question 27

When a consumer maintains a strong emotional connection to a product,the product has strong:

A) Share of wallet
B) Share of heart
C) Share of brand
D) Share of mind
E) Share of market

Question 28

Which of the following is the first step in the international product positioning process?

A) Identify target markets
B) Analyze competitions in worldwide markets
C) Identify points of difference
D) Enhance or reposition the product
E) Develop differentiation strategies

Question 29

Which type of consumer often believes that buying imported goods is wrong?

A) Nationalistic
B) Ethnocentric
C) Egocentric
D) Religioistic
E) Deterministic

Question 30

A brand with strong levels of this characteristic will immediately come to mind when a consumer thinks about the product category:

A) Share of wallet
B) Share of heart
C) Share of brand
D) Share of mind
E) Share of market

Question 31

Which element of a product line is the total number of products in the line?

A) Width
B) Depth
C) Breadth
D) Variance
E) Height

Question 32

Which is the practice of exaggerating green marketing claims in an international market?

A) Greencoding
B) Greenfaking
C) Greenwalling
D) Greenscripting
E) Greenwashing

Question 33

Which refers to the number of product lines offered by a company?

A) Width
B) Depth
C) Breadth
D) Variance
E) Height

Question 34

The "seven deadly greenwashing sins" that pertain to international marketing include all of the following except:

A) Hidden trade-off
B) No proof
C) Vagueness
D) Transparency
E) Irrelevance

Question 35

Feelings of belonging,social status,and connections to the family all relate to:

A) Price-quality positioning
B) Product user positioning
C) Product class positioning
D) Usage positioning
E) None of the above

Question 36

When international marketers position on competition,they are likely to begin their efforts by focusing on:

A) Global competitors
B) Regional competitors
C) Local competitors
D) Domestic competitors
E) International competitors

Question 37

Which type of positioning may be based on a local singing and sports icon,such as Yannick Noah in France?

A) Price-quality
B) Product user
C) Usage
D) Product class
E) Cultural symbol

Question 38

Which is the process of changing consumer perceptions of a brand in the international market?

A) Image enhancement
B) Position entrenchment
C) Repositioning
D) Baseline positioning
E) Product design

Question 39

International companies that emphasize a green activity that is unrelated to the product being marketed are guilty of which "sin" of greenwashing?

A) Peripheral
B) Hidden trade-off
C) Vagueness
D) Irrelevance
E) Lesser of two evils

Question 40

The most basic level of competition is:

A) Industry versus industry
B) Product line versus product line
C) Company versus company
D) Brand versus brand
E) Product versus product

Question 41

In future years "going green" may:

A) Become less of a positioning advantage
B) Become more of a positioning advantage
C) Become required in many countries
D) Lose favorability in least-developed nations
E) Lose favorability in most-developed nations

Question 42

Brand parity exists when brands within one product category are viewed as similar or undifferentiated.

Question 43

Which summarizes the response a consumer has to a product due to the country that is the source,in the consumer's mind,of the product?

A) Nationalism effect
B) Patriotism effect
C) Cognitive effect
D) Country-of-origin effect
E) Competitor comparison effect

Question 44

The gap in technology that limits the ability of countries and regions to develop is the:

A) Technological difference
B) Digital divide
C) Point of differentiation
D) Economic reality
E) Competitive disadvantage

Question 45

The unique benefit that a product enjoys due solely to its brand name is known as its brand equity.

Question 46

Which serves as a basis of the positioning process?

A) Statement of intent
B) STP summary
C) Creative brief
D) Positioning statement
E) Corporate website

Question 47

Brands with points of difference or unique benefits are inclined to experience perceptions of brand parity.

Question 48

Price-quality perceptions are heavily influenced by the nation in which an item is produced.

Question 49

Product positioning involves creating a perception in the consumer's mind regarding the nature of a company and its products relative to competitors.

Question 50

Differentiation notes the specific benefit or attribute that makes a product unique when compared to its competitors.

Question 51

Cultural symbol positioning involves an item or brand achieving unique status within a culture or region.

Question 52

Differentiation results from emphasizing a unique benefit or component of a product that separates it from competitors.

Question 53

Positioning based on which of these forms has been criticized as unethical and a driver of low self-esteem?

A) Psychological factors
B) Social status
C) Product usage
D) Product class
E) Price-quality relationship

Question 54

Two elements of product position are the way customers view the product and the product's standing relative to competitors.

Question 55

Product position and product positioning are distinct concepts in international marketing.

Question 56

The potential benefits of positioning a company or product as being sustainable must be weighed against possible allegations of:

A) Greencoding
B) Greenfaking
C) Greenwalling
D) Greenscripting
E) Greenwashing

Question 57

Packaging and labeling complications found in the international environment complicate international positioning efforts.

Question 58

Which represent the value drawn from the physical components of the product?

A) Tangible product benefits
B) Intangible product benefits
C) Social comparison benefits
D) Country-of-origin benefits
E) Visible benefits

Question 59

Patriotism,pride,and prestige are elements of:

A) Tangible product benefits
B) Intangible product benefits
C) Social comparison benefits
D) Regulatory difference benefits
E) Visible benefits

Question 60

The positioning statement in international marketing focuses on the key benefits that a product provides to consumers.

Question 61

If a product is "certified" as being made in the United States,then all component parts of the product must have been made in the United States.

Question 62

Share of mind refers to a product's position in terms of brand awareness.

Question 63

Relationships between countries can confound positioning effects.

Question 64

Most-developed countries generally have more positive country images.

Question 65

The depth and breadth of product lines can create stronger brand images.

Question 66

Sovereignty means that a government has authority or control within its state.

Question 67

Repositioning is the process of changing consumer perceptions of a brand relative to competitors.

Question 68

Technological differences and comfort levels with new technologies influence how a product is positioned in global markets.

Question 69

The depth of Thai Fruit Company's line of canned fruit is illustrated in the fact that it has ten varieties of fruit in the line.

Question 70

Nationalism can lead to animosity as consumers examine products from other countries.

Question 71

True or False.Tangible product differences are the value drawn from the physical components of a product.

Question 72

International products face competition from brand versus brand,product versus product,and industry versus industry.

Question 73

Country-of-origin effects can be positive or negative.

Question 74

Share of mind refers to the emotional components of consumer attitudes.

Question 75

Religiosity affects shopping behaviors,attitudes toward advertising,purchase information-search processes,and product preferences.

Question 76

The first step of the international product positioning process is analyzing competition within a targeted market.

Question 77

Product positioning efforts account for cultural,language,and daily life variances.

Question 78

Positioning maps are tools used to map a company and its competitors in terms of consumer attitudes or perceptions.

Question 79

Animosity toward a country strongly influences consumers.

Question 80

The country-of-origin effect summarizes the response a consumer has to a product due to the country that is the source,in the consumer's mind,of the product.