Global Marketing: Product Attributes, Branding, and Innovation
Global Marketing: Key Concepts and Considerations
Product Attributes
31) Generally speaking, which of the following are true product attributes? C) Both tangible and intangible
32) Many American car buyers perceived Korean cars as: B) Cheap.
33) An express warranty is a written guarantee that assures the buyer: C) That he or she is getting what they paid for.
Packaging and Labeling
34) Packaging is an important consideration for products that are shipped to markets worldwide. Which of the following statements related to packaging is not true? B) Japanese prefer plain, soft colors on their packages.
35) Coca-Cola’s distinctive contour bottle, which is sold in many countries, illustrates the point that: A) Packaging strategies can vary by country and region.
36) The marketers of Corona beer achieved great success in the US market by: A) Retaining the bottle design originally used in Mexico.
37) Regulators in different countries have proposed various regulations for product labeling. One of the main issues is: D) The use of terms “light” and “natural“.
38) 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? D) The red Marlboro color had to be changed in some Asian countries.
39) The American Automobile Labeling Act clarifies all of the following, except: D) Information about car dealers.
Brand Equity and Symbols
40) As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except: B) More vulnerability to marketing actions.
41) ____ represents the cumulative added value of a company’s investment in the marketing of a brand over time. D) Brand equity
42) ____ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time. D) Brand equity
43) Which of the following statements is not an example of local products or brands? C) BMW uses “the ultimate driving machine” slogan in India.
44) Examples of a “brand symbol” include all of the following except: A) Date of manufacture on Coca-Cola cans.
Co-branding and Brand Extension
45) Around the world, various brands of soft drinks and bottled water are produced and marketed by the Coca-Cola Company. This is an example of: B) Co-branding
46) British entrepreneur Richard Branson has built a global business empire by: A) Relying on brand extension.
Global Brand Rankings
47) Which of the following is not in the top five of the world’s most valuable brands? E) Nokia
Maslow’s Hierarchy and Global Marketing
48) Maslow’s hierarchy is a classic framework for understanding how: A) Basic human needs can drive the development of products.
49) Alfred Zeien, former chairman of Gillette, once noted that his company’s Parker Pen unit does not have to develop a special model for Malaysia because shoppers worldwide seek the same things when buying a gift that will serve the function of a writing instrument. This refers to which level of Maslow’s hierarchy of needs? D) Esteem
50) Comparing the traditional formulation of Maslow’s hierarchy with the results of current research on the consumer needs and motivation in Asia, which of the following is correct? A) The lowest two levels of the hierarchy are the same in the traditional and Asian versions.
51) Which of the following is not one of the levels in the Asian version of Maslow’s hierarchy? E) Self-actualization
Cultural Considerations
52) Packaging aesthetics are particularly important to the: C) Japanese.
Benefits of Strong Brands
53) The benefits of strong brands include all of the following except: C) Less inelastic consumer response to price increases.
Global Product Needs
54) A global product meets the wants and needs of a global market, including: B) Japan, Western Europe, and the USA
Country-of-Origin Bias
55) Which of the following could hinder the success of products labeled “Made in Bangladesh” or “Made in Thailand” in export markets? A) Negative country-of-origin bias
Co-branding Example
56) Intel’s campaign “Intel Inside” promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers is an example of: C) Co-branding.
Product Adaptation Strategies
57) Generally speaking, which of the following product categories represents the best potential for extension into international markets without adaptation? C) Industrial products
58) Dry soup mixes that have been successfully marketed in Latin America with minor changes in packaging are being introduced into the United States. This is an example of: B) Product extension-communications adaptation
59) Targeting the 300 million farmers in India who still use plows harnessed to oxen, John Deere engineers created a line of relatively inexpensive, no-frills tractors. The same tractors are being marketed in the United States to hobby farmers and people with large lawns. This is an example of: B) Product extension-communications adaptation
60) Prior to 2004, Nokia launched different cell phone products in different countries at different times. Nokia also used different advertising images and messages in different countries. Which approach to the world marketplace did Nokia use? D) Product-communication adaptation
61) 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 US consumers. Based on the findings, Ben & Jerry’s changed the packaging colors. This is an example of: B) Product extension-communications adaptation.
62) 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. This compelled Campbell’s to develop ads featuring a talking soup can known as “Mr. Campbell.” Campbell’s also offered new soup varieties in Japan and used coupons and other sales promotions. This is an example of: D) Product-communication adaptation
63) To promote its Centrino wireless chip, Intel launched a global advertising campaign that features different celebrities in different countries. This is an example of: B) Product extension-communications adaptation
Product Innovation
64) 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? E) Product innovation
65) Hindustan Lever recently developed a hard candy that contains natural ingredients found in traditional Indian remedies for upset stomachs. The candy is being marketed as a digestive aid. This is an example of: E) Product invention
International Product Development
66) Guidelines which can assist managers in their efforts to establish global brand leadership include all of the following except: E) Make a process template for international products.
Types of Innovation
67) The formulation, imagery, and consumer appeal of Colgate’s Total brand toothpaste were designed to translate across national boundaries. This new global brand represents: C) Continuous innovation
68) 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. Which of the following statements is correct? A) The VCR is a discontinuous innovation.
69) The introduction of consumer VCRs in the late 1970s initiated a revolutionized in-home electronic entertainment. The VCR is an example of: C) A discontinuous innovation
70) The Advanced Photo System (APS) created by Kodak and its partners combines traditional chemical photo processing with digital technology. One benefit of APS is that when a picture is snapped, it is stored digitally on a disk. The benefit is considered to be: B) Dynamically continuous
71) After four years of product development, Procter & Gamble recently introduced a new, improved disposable diaper. This product is an example of: D) Continuous innovation
72) Procter & Gamble recently introduced Pampers Rash Guard, a diaper that is described as “the first diaper that helps treat and prevent rash.” This product is an example of: A) A continuous innovation
73) Motorola’s failed Iridium venture, which featured a bulky satellite telephone, is an example of: B) A dynamically continuous innovation
74) By definition, a _____ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns. C) Discontinuous innovation
Case Studies: Nike, Smart Car, Unilever, and Virgin
75) In Chinese markets, Nike had a problem using the “Just Do It” attitude in their ads because: B) It went against ingrained Chinese values which respect authority.
76) The challenges in bringing the Smart car across the Atlantic illustrate the difficulties in: C) Transferring a product from one market to another, even under the same ownership (DaimlerChrysler).
77) Which of the following consumer products companies experienced a major product failure when it introduced a new laundry detergent in Europe? D) Unilever
78) The corporate development team at Virgin evaluates many business opportunities by asking whether the new product or business: E) Is in line with the aesthetic attributes of the brand.
79) In the summer of 2006, it was announced that the Smart car would be imported into the United States by: E) DaimlerChrysler
80) Product problems that initially made headlines in 2008 were a wake-up call for: E) Policymakers in many parts of the world.