Question 1

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

Accepted Answer

A)  retaining the bottle design originally used in Mexico.
B)  hiring Hispanic movie stars as endorsers.
C)  distributing Corona in returnable bottles.
D)  changing the brewing recipe to conform to American palates.
E)  having the label in Spanish.

Question 2

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

Accepted Answer

A)  country of origin.
B)  final assembly point.
C)  the percentages of the major sources of every car and truck.
D)  information about car dealer.
E)  aesthetic style.

Question 3

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

Accepted Answer

A)  is getting what he or she desired.
B)  will be able to get express response if any defects are found.
C)  is getting what he or she has paid for.
D)  will be able to contact the manufacturer whenever needed.
E)  has limited time for filling out information required by the manufacturer.

Question 4

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Accepted Answer

A)  basic human needs can drive the development of global products.
B)  "self-actualization" is the highest-order need in Japan as well as Western nations.
C)  status needs in different countries can only be fulfilled with localized products.
D)  "luxury badging" is irrelevant to companies marketing in Asia.
E)  Asians differ from Westerners in their basic physiological needs.

Question 5

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

Accepted Answer

A)  the euro's strength relative to dollar.
B)  DaimlerChrysler merger ended.
C)  Smart was under the ownership of DaimlerChrysler.
D)  Smart was under the ownership of Daimler AG.
E)  distribution and promotion critical to a successful U.S. launch.

Question 6

Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage. Using this as an example, outline the differences between a local brand and a global brand, combination branding, communication-branding, and brand extensions.

Accepted Answer

A local product or local brand is one th...

Question 7

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

A) True 
 B)False

Question 8

Apple's retail stores reinforce the brand's hip, cool image.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  Procter & Gamble
B)  Colgate
C)  Kao
D)  Unilever
E)  Seagram

Question 10

________ represents the cumulative added value of a company's investment in the marketing of a brand over time.

Accepted Answer

A)  A brand extension
B)  Co-branding
C)  Brand image
D)  Brand equity
E)  Brand loyalty

Question 11

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position. This is an example of dual-extension strategy.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  continuous innovation
B)  dynamically continuous innovation
C)  discontinuous innovation
D)  platform-based innovation
E)  new and improved innovation

Question 13

Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation?

Accepted Answer

A)  companion products
B)  food products
C)  industrial products
D)  intangible products
E)  non-alcoholic drinks

Question 14

Many American car buyers perceive Korean cars as:

Accepted Answer

A)  durable.
B)  cheap.
C)  reliable.
D)  of high quality.
E)  good investment.

Question 15

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) True 
 B)False

Question 16

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

A)  Nestlé's worldwide network of packaging teams provide improvement suggestions on a quarterly basis.
B)  The Japanese prefer plain soft colors on their packages.
C)  The Aquafresh Ultimate tube was designed to stand vertically.
D)  Coca-Cola had contour bottles in both glass and plastic versions in many countries.
E)  Nestlé asked suppliers to find a glue to make the clicking sound louder when a tube of Smarties brand chocolate candies are unwrapped.

Question 17

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

A)  a continuous innovation
B)  a dynamically continuous innovation
C)  a discontinuous innovation
D)  a comparative innovation
E)  none of the above

Question 18

American Apparel is building a global brand on the positioning "Made in Downtown LA."

Accepted Answer

A) True 
 B)False

Question 19

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

A) True 
 B)False

Question 20

A logo can be all of the following except:

Accepted Answer

A)  Word Mark
B)  Non-word Mark
C)  Brand symbol
D)  Brand equity
E)  Trade Mark

Exam 10: Brand and Product Decisions in Global Marketing

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

Correct Answer
verified

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.

Correct Answer
verified

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.

Correct Answer
verified

Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation?

Correct Answer
verified

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

Correct Answer
verified

A logo can be all of the following except:

Correct Answer
verified

Correct Answer
verified

Many American car buyers perceive Korean cars as:

Correct Answer
verified

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

Correct Answer
verified

Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage. Using this as an example, outline the differences between a local brand and a global brand, combination branding, communication-branding, and brand extensions.

Correct Answer
verified
A local product or local brand is one th...
View Answer

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

Correct Answer
verified

Apple's retail stores reinforce the brand's hip, cool image.

Correct Answer
verified

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

Correct Answer
verified

________ represents the cumulative added value of a company's investment in the marketing of a brand over time.

Correct Answer
verified

American Apparel is building a global brand on the positioning "Made in Downtown LA."

Correct Answer
verified

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Correct Answer
verified

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position. This is an example of dual-extension strategy.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 10: Brand and Product Decisions in Global Marketing

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A logo can be all of the following except:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Many American car buyers perceive Korean cars as:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage. Using this as an example, outline the differences between a local brand and a global brand, combination branding, communication-branding, and brand extensions.

Correct AnswerverifiedA local product or local brand is one th...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Apple's retail stores reinforce the brand's hip, cool image.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

________ represents the cumulative added value of a company's investment in the marketing of a brand over time.

Correct AnswerverifiedShow Answer

American Apparel is building a global brand on the positioning "Made in Downtown LA."

Correct AnswerverifiedShow Answer

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Correct AnswerverifiedShow Answer

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position. This is an example of dual-extension strategy.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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A local product or local brand is one th...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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