Full file at http://testbankeasy.eu/Test-bank-for-Global-Marketing,-8th-Edition---Keegan
Global Marketing
Chapter 10 Brand and Product Decisions in Global Marketing
1) If Indians start consuming power like the Americans, the world will run out of resources.
Answer: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
2) Intangible product attributes includes a brand's overall reputation or mystique.
Answer: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
3) Brand equity is an example of a tangible product attribute.
Answer: FALSE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
4) 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, in an express manner.
Answer: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
5) 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.
Answer: FALSE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
6) 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.
Answer: TRUE
Difficulty: Easy
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
7) Global brand is synonymous with global product and is often used interchangeably.
Answer: FALSE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
8) People have local tastes based on their unique cultures and traditions—a good candy bar in Brazil is not the same as good candy bar in China.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
9) The Sony Walkman is an example of combination or tiered branding, whereby a corporate name is combined with a product name.
Answer: TRUE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
10) The "Virgin" brand is a global brand with several brand extensions.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
11) According to the top brand rankings, Microsoft is the world's most valuable brand.
Answer: FALSE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
12) The decision to offer a global product into a global brand is risky. For example, in the United Kingdom, Snickers may get confused with Knickers, the British slang for a woman's undergarment.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
13) A global brand begins with the foundation of value.
Answer: TRUE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
14) Marketers in Gillette's Parker Pen subsidiary are confident that consumers in Malaysia and Singapore shopping for an upscale gift will buy the same Parker Pen as Americans shopping at Neiman Marcus.
Answer: TRUE
Difficulty: Easy
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
15) Some consumers flaunt their wealth by buying expensive products and brands that others will notice. Such behavior is referred to as "luxury badging."
Answer: TRUE
Difficulty: Moderate
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
16) In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered as status symbols.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
17) In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self actualization.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
18) Perceptions and attitudes about a product's origins can be positive or negative. On the positive side, "German" is synonymous with quality engineering as "Italian" is with style.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 3
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
19) Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
20) China and India take great pride in their manufacturing capabilities but, generally speaking, consumer perception lags behind the reality.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
21) Scotland is a country that enjoys strong brand equity but is somewhat misunderstood.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
22) A company that has developed a successful local product or brand cannot implement an adaption strategy.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
23) The extension strategy where the product remains virtually unchanged but extending it in markets outside the home country is known as "adaptation strategy."
Answer: FALSE
Difficulty: Moderate
Chapter LO: 4
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
24) Due to the European Commission's regulation, McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
25) 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.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
26) The appeal of the product extension-communication adaption strategy is its relatively low cost of implementation.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 5
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
27) 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.
Answer: FALSE
Difficulty: Moderate
Chapter LO: 5
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
28) When Kraft Foods launched Oreo brand cookies in China in 1996, they found that Oreo was too sweet for the Chinese palate, and the price was too high. Oreo reformulated a less-sweet chocolate-covered wafer and reduced its price. This strategy is referred to as product extension approach.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 6
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
29) Weight Watchers International has discovered that many of its Chinese clients sign up despite having a healthy body mass.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 6
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
30) Whenever a new product interacts with human, mechanical, or chemical elements, there is the potential for a surprising and unexpected incompatibility.
Answer: TRUE
Difficulty: Moderate
Chapter LO: 6
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
31) Generally speaking, which of the following statements is true concerning product attributes?
A) Tangible product attributes are more important than intangible ones.
B) Intangible product attributes are more important than tangible ones.
C) Both tangible and intangible product attributes are important.
D) Neither tangible nor intangible product attributes are important.
E) A product has more attributes than tangible and intangible ones.
Answer: C
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
32) Many American car buyers perceived Korean cars as:
A) durable.
B) cheap.
C) reliable.
D) of high quality.
E) good investment.
Answer: B
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
33) An express warranty is a written guarantee that assures the buyer:
A) that he or she is getting what he or she desired.
B) that he or she will be able to get express response if any defects are found.
C) that he or she is getting what he or she has paid for.
D) that he or she will be able to contact the manufacturer whenever needed.
E) that he or she has limited time for filling out information required by the manufacturer.
Answer: C
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
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?
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.
Answer: B
Difficulty: Difficult
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options companies consider as they go global
35) Coca-Cola's distinctive contour bottle, which is sold in many countries, illustrates the point that:
A) the packaging strategies can vary by country and region.
B) the packaging helps in storing large sizes in refrigerators.
C) the packaging strategies do not change by country and region.
D) the packaging appeals only to Asian consumers.
E) the packaging helps in brand identification.
Answer: A
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options companies consider as they go global
36) The marketers of Corona beer achieved great success in the U.S. market by:
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 language.
Answer: A
Difficulty: Difficult
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options companies consider as they go global
37) Regulators in different countries have proposed various regulations for product labeling. All of the following statements pertaining to such regulations are true except:
A) mandatory health warnings on tobacco products are required in most countries.
B) the American Automobile Labeling Act clarifies the country of origin as well as the final assembly point.
C) in 2008, the United States enacted a country of origin labeling (COOL) law.
D) the use of terms "light" and "natural" are allowed on labels only in the United States.
E) McDonald's is posting nutrition information on all food packaging and wrappers in selected markets.
Answer: D
Difficulty: Difficult
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options companies consider as they go global
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 in selected countries?
A) Yellow color on Caterpillar's earthmoving equipment is acceptable worldwide.
B) Packaging aesthetics are particularly important to the Japanese.
C) White color is associated with death and bad luck in some Asian countries.
D) The red Marlboro color had to be changed in some Asian countries.
E) Chinese consider the red color to be lucky.
Answer: D
Difficulty: Difficult
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options companies consider as they go global
39) The American Automobile Labeling Act clarifies all of the following except:
A) country of foreign.
B) final assembly point.
C) the percentages of the major sources of every car and truck.
D) information about car dealer.
E) aesthetic style.
Answer: D
Difficulty: Moderate
Chapter LO: 1
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
40) As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:
A) greater loyalty.
B) more vulnerability to marketing actions.
C) less vulnerability to marketing crises.
D) more inelastic consumer response to price increases.
E) more elastic consumer response to price decreases.
Answer: B
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Describe the global marketing environment today and explain the options companies consider as they go global
41) ______represent(s) the cumulative added value of a company's investment in the marketing of a brand over time.
A) Brand extensions
B) Co-branding
C) Brand image
D) Brand equity
E) Brand loyalty
Answer: D
Difficulty: Moderate
Chapter LO: 2
AACSB: Reflective thinking
Course LO: Discuss the fundamental concepts of marketing
42) ______can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.
A) Brand extensions
B) Co-branding
C) Brand image
D) Brand equity
E) Brand loyalty
Answer: D
Difficulty: Moderate