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Exam 10: Brand and Product Decisions in Global Marketing

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Question 41

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

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.

F) None of the above
G) All of the above

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Question 42

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

A) Nestlé's worldwide network of packaging teams gives improvement suggestions on a quarterly basis.
B) 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.

F) None of the above
G) All of the above

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Question 43

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Dry soup mixes that have long been popular in Europe are marketed as sauces or dips in the United States.This is an example of the ________ strategy.

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?

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?

Global brand is synonymous with global product and is often used interchangeably.

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

The "Virgin" brand is a global brand with several brand extensions.

Due to the European Commission's regulation,McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

Brand equity is an example of a tangible product attribute.

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:

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," then why do consumers consider the latter to be better than the former? What difference does a label make in the perception of a consumer?

A global product meets the wants and needs of a global market,including the Triad which includes the following countries:

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

Weight Watchers International has discovered that many of its Chinese clients sign up despite having a healthy body mass.

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC,and Windows 7 was my idea." This is an example of the dual-extension strategy.

A company that has developed a successful local product or brand cannot implement an adaption strategy.

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 and Singapore because shoppers worldwide seek the same things when buying a gift that will serve the recipient as a status symbol.This insight relates to which level of Maslow's hierarchy of needs?

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?