Question 1

Generally speaking, which of the following statements is true concerning product attributes?

Accepted Answer

Both tangible and intangible product attributes are important. Tangible attributes include features such as size, weight, and color, while intangible attributes include things like brand image, customer support, and perceived quality. Both types of attributes can have a significant impact on a consumer's decision to purchase a product or service.

Question 2

Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product, label, or package. Which of the following statements is not true regarding the use of color in selected countries?

Accepted Answer

D

Question 3

An express warranty is a written guarantee that assures the buyer that he or she:

Accepted Answer

C

Question 4

Google's myriad product development initiatives illustrate the point that products and brands are arguably the most crucial element of a company's marketing program.

Accepted Answer

The statement is true. The sentence states that Google's various initiatives for product development illustrate the importance of products and brands in a company's marketing program.

Question 5

Packaging is an important consideration for products that are shipped to markets worldwide. Which of the following statements related to packaging is not true?

Accepted Answer

There is no evidence to support the statement that the Japanese prefer plain soft colors on their packages, making this statement not true. All other statements are either true or have been reported by the companies themselves as part of their packaging strategies.

Question 6

Regulators in different countries have proposed various regulations for product labeling. All of the following statements pertaining to such regulations are true except:

Accepted Answer

The use of terms "light" and "natural" are not allowed on labels in the United States. It is prohibited by the FDA as it can be misleading to consumers.

Question 7

Many American car buyers perceive Korean cars as:

Accepted Answer

The answer of Many American car buyers perceive Korean cars...

Question 8

A product is a good, service, or idea with both tangible and intangible attributes that collectively create value for a buyer or user.

Accepted Answer

A product can include physical attributes (tangible) as well as emotional or psychological benefits (intangible) that provide value to the customer.

Question 9

An express warranty is a written guarantee that assures the buyer that he or she is getting what he or she has paid for or that provides recourse in case a product's performance falls short of expectations.

Accepted Answer

An express warranty is a written guarantee that provides assurance to the buyer that the product will perform as advertised or that the buyer will have recourse if the product fails to meet expectations.

Question 10

Coca-Cola's contour bottle version helps consumers seek out the "real thing" is intended to differentiate Coke from other soft drinks.

Accepted Answer

The contour bottle has been designed to be easily recognizable and stand out from other soft drink bottles, helping consumers identify and choose Coca-Cola as the "real thing."

Question 11

The American Automobile Labeling Act clarifies all of the following except:

Accepted Answer

The American Automobile Labeling Act does not provide information about car dealers; it focuses on the origin, assembly, and major source percentages of vehicles.

Question 12

Packaging aesthetics are particularly important to the ________ consumer.

Accepted Answer

Packaging aesthetics are a crucial factor in the Japanese consumer's purchase decision-making process. The Japanese culture places significant emphasis on aesthetics and visual appeal, and this is also reflected in their consumer choices. Therefore, businesses operating in Japan must prioritize packaging aesthetics to cater to the Japanese market.

Question 13

Coca-Cola's latest packaging innovation is Fridge Pack, a long, slender carton that holds the equivalent of 12 cans of soda. This pack fits into the refrigerator's lower shelf and is convenient for use by global consumers.

Accepted Answer

The answer of Coca-Cola's latest packaging innovation is Fridge Pack,...

Question 14

Nestlé asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

Accepted Answer

According to a 2005 article in The Guardian, Nestlé did ask suppliers to provide a stronger adhesive to make the Smarties tube "ping" louder when opened.

Question 15

Coca-Cola's distinctive contour bottle, which is sold in many countries, illustrates the point that packaging:

Accepted Answer

The answer of Coca-Cola's distinctive contour bottle, which is sold...

Question 16

In 2008, the United States enacted a country-of-origin labeling (COOL)law. The law requires supermarkets and other food retailers to display information that identifies the country that meat, poultry, and certain other food products come from.

Accepted Answer

The statement is true. The United States enacted a country-of-origin labeling (COOL) law in 2008 that requires supermarkets and other food retailers to display information that identifies the country that meat, poultry, and certain other food products come from.

Question 17

The term consumer packaged goods applies to a specific variety of products whose packaging is designed to protect or contain the product during shipping, at retail locations, and at the point of use or consumption.

Accepted Answer

The answer of The term consumer packaged goods applies to...

Question 18

The marketers of Corona beer achieved great success in the U.S. market by:

Accepted Answer

Corona's success in the U.S. market can be attributed in part to their decision to retain the distinctive bottle design originally used in Mexico, which helped the beer stand out on store shelves and made it instantly recognizable to consumers.

Question 19

Intangible product attributes, include the status associated with product ownership, a manufacturer's service commitment, and a brand's overall reputation or mystique

Accepted Answer

Intangible product attributes are non-physical features that may influence a consumer's perception of a product, such as status, brand reputation, and manufacturer's service commitment.

Question 20

Google[x], the company's semi-secret research facility, is known as the Moonshot Laboratory. That's because staff members are working on "moonshot" projects that represent leading-edge technology leaps.

Accepted Answer

Google[x] is known as the Moonshot Laboratory where staff members work on leading-edge technology projects.

Quiz 10: Brand and Product Decisions in Global Marketing