Question 1

Colgate's Total is a new toothpaste brand whose formulation,imagery,and consumer appeal were designed from the beginning to translate across national boundaries.Which strategy did Colgate use with Total?

Accepted Answer

The answer of Colgate's Total is a new toothpaste brand...

Question 2

To promote its Centrino wireless chip,Intel launched a global ad campaign that features different combinations of celebrities.These celebrities were chosen because they are widely recognized in the key world markets.This type of strategy is referred to as:

Accepted Answer

The strategy is referred to as product extension-communications adaptation because Intel is extending its product (the Centrino wireless chip) globally without changing it, but adapting its promotional communications to fit different markets by using globally recognized celebrities.

Question 3

By definition,a ________ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.

Accepted Answer

Discontinuous innovation is defined as a type of innovation that requires significant learning on the part of users and often creates entirely new markets and consumption patterns. This type of innovation represents a significant departure from existing products or services and can require entirely new ways of thinking and operating. Examples include the introduction of the personal computer or the internet, which completely changed the way people work, communicate and consume goods and services. In contrast, dynamically continuous innovation represents a more modest change to existing products or services, while continuous innovation involves incremental improvements to existing offerings. Platform-based innovation refers to the creation of digital platforms that enable multiple users and developers to create and exchange value. New and improved innovation is a generic term that could apply to any type of innovation, from minor product improvements to major market disruptions.

Question 4

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company.When assessing new-product ideas,they look for all of the following except:

Accepted Answer

The passage states that Virgin's corporate development team evaluates new-product ideas based on synergy with existing products, pricing and ROI, marketing opportunities, and whether the idea "uses or abuses" the Virgin brand. There is no mention of evaluating the aesthetic attributes of competitors' products, making option E the correct answer.

Question 5

After four years of product development,Procter & Gamble recently introduced a new,improved disposable diaper.Pampers Rash Guard diapers are designed to prevent diaper rash and represent the first time a company has made a medical claim for its diapers.What kind of innovation do the new diapers represent?

Accepted Answer

The answer of After four years of product development,Procter &...

Question 6

Before Ben & Jerry's launched their ice cream in the United Kingdom,the company conducted extensive research to determine whether the package design was appropriate.The research indicated that British consumers perceived the colors differently than U.S.consumers.The package design was changed accordingly.This type of strategy can be defined as:

Accepted Answer

This strategy is known as product extension-communications adaptation because the product (ice cream) remained the same while the communications (in this case, the package design) were adapted to fit the local market's perceptions and preferences.

Question 7

Procter & Gamble recently introduced Pampers Rash Guard.Rash Guard does not represent a new product per se; rather,the diapers are being marketed as an alternative to regular Pampers.What type of innovation do Pampers Rash Guard diapers represent?

Accepted Answer

The answer of Procter & Gamble recently introduced Pampers Rash...

Question 8

In Chinese markets,Nike had a problem using the "Just Do It" attitude which was not found to be appropriate.Finally,Nike decided to use Chinese athletes in their promotion.This type of adaptation was needed due to:

Accepted Answer

The ingrained Chinese values which respect authority may view the "Just Do It" attitude as too individualistic and not cooperative or respectful enough. Using Chinese athletes in promotion would be more appropriate and show respect for authority figures.

Question 9

Guidelines which can assist managers in their effort to establish global brand leadership include all of the following except:

Accepted Answer

The answer of Guidelines which can assist managers in their...

Question 10

Which of the following consumer products companies experienced a major product failure in Europe due to inadequate test marketing?

Accepted Answer

Unilever experienced a major product failure in Europe due to inadequate test marketing. This refers to their launch of the "Persil Power" laundry detergent, which ended up damaging clothes and causing a public controversy.

Question 11

Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones.What type of innovation did Iridium represent?

Accepted Answer

The answer of Motorola's failed Iridium venture was a global...

Question 12

When introduced in the late 1970s,the VCR created new patterns of consumer behavior.For example,assuming the user could learn to set the timer,he or she could tape programs to watch at a later time.DVD,a playback only video system,was introduced in the late 1990s.DVD discs contain full-length movies with digital sound in a format that resembles conventional music compact discs.Which of the following most accurately describes the respective degree of newness of these two global products?

Accepted Answer

The VCR represented a discontinuous innovation because it introduced a fundamentally new way for consumers to interact with television content, allowing for the recording and later viewing of programs. The DVD, while also innovative, was more of a dynamically continuous innovation as it improved upon existing digital media formats (like the CD) with better quality and capacity but did not fundamentally change how consumers interacted with video content as the VCR did.

Question 13

The formulation,imagery,and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries.This new global brand represents which type of product innovation?

Accepted Answer

The formulation, imagery, and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries, making it a continuous innovation. Continuous innovation refers to innovations that entail small changes and improvements in existing products, services, or processes. In this case, Colgate aimed to improve their already existing toothpaste brand by making it globally accessible.

Question 14

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology.One benefit of the system is that shutterbugs can choose 3 different print sizes.The APS would best be described as a:

Accepted Answer

The APS represents a dynamically continuous innovation because it involves a change in the way photos are processed and printed, offering new features like different print sizes, but it doesn't require consumers to adopt entirely new behaviors.

Question 15

Campbell's has been marketing soup in Japan for more than 40 years.Early on,Japanese consumers were not receptive to ads featuring the Campbell Kids and the "M'm M'm Good" slogan.This compelled Campbell's to develop ads featuring a talking soup can known as "Mr.Campbell." Campbell's also developed soup varieties for Japan with fish as the main protein source and spices that reflect local preferences.As described here,which of the following strategies has Campbell's used in Japan?

Accepted Answer

The answer of Campbell's has been marketing soup in Japan...

Question 16

The introduction of consumer VCRs in the late 1970s initiated a revolutionized in-home electronic entertainment.For example,assuming the user could learn to set the timer,he or she could tape programs to watch at a later time.The VCR's popularity also gave rise to an entirely new retailing concept,the video rental store.What type of innovation did the consumer VCR represent?

Accepted Answer

The consumer VCR represented a discontinuous innovation as it fundamentally changed the way people consumed home entertainment by allowing them to record and playback TV programs at their convenience. This innovation also gave rise to a new retailing concept, video rental stores, which did not exist before the VCR.

Question 17

Hindustan Lever recently developed a hard candy flavored with natural fruit juice that it sells profitably in India for the equivalent of 1 cent per piece.This is Hindustan Lever's first-ever candy product.What strategy is evident here?

Accepted Answer

The strategy evident here is product invention, as Hindustan Lever has developed a new product (hard candy flavored with natural fruit juice) that it has not offered before.

Question 18

Product problems initially made headlines in 2008 regarding a turbine blade manufactured by Suzlon and financed by John Deere.All of the following problems were encountered by Suzlon except:

Accepted Answer

Suzlon faced issues with product reliability, durability, and financial challenges, but the statement about policymakers supporting Suzlon does not align with the problems mentioned.

Question 19

The challenges in bringing the Smart across Atlantic include all of the following except:

Accepted Answer

The answer of The challenges in bringing the Smart across...

Question 20

In the summer of 2006,it was announced that the company's Smart car would be offered for sale in the United States.Which global company was responsible for bringing the Smart car to market?

Accepted Answer

DaimlerChrysler was responsible for bringing the Smart car to market.

Quiz 10: Brand and Product Decisions in Global Marketing