Developing Global Products And Brands

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Understanding Global Markets and Marketing
Assessing the Global Marketing Environmentthe Global Economy and Technology
Evaluating Cultural and Social Environments
Analyzing Political and Legal Environments
Integrating Global,Regional,and National Markets
Conducting Marketing Research
Selecting International Markets
Entering Global Markets
Segmenting,Targeting,and Positioning for Global Markets
Developing Global Products and Brands
Setting Global Prices
Global Placement and Distribution Channels
Launching Global Communication and Advertising
Using Social Media for Global Marketing
Designing and Controlling Global Marketing Systems
Defining Ethics and Corporate Social Responsibility in the International Marketplace

All Questions

Question 1

Free

Multiple Choice

Starbucks' strategy in China involves _______________________________ .

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changing the market's view of the product

adapting Starbucks' offerings to accommodate Chinese tastes

changing the market's view of the product as well as accommodating Chinese tastes

offering a purely Chinese food and beverage assortment targeted toward 'Chuppies'

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Question 2

Free

Multiple Choice

The product life cycle describes _______________________________ .

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the product, price, place and promotion elements of marketing

the course a product's sales and profits takes over its lifetime, from its introduction to its final withdrawal from the market

a particular product's shelf life

the evaluation, trial and adoption of a particular product

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Question 3

Free

Multiple Choice

Harmony is working on a prototype of a new resin chair to be marketed to the hospitality industry in the Middle East.Her chair is in the ______________ phase of the product life cycle.

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maturity

growth

introduction

research and development

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Question 4

Free

Multiple Choice

Raquel is not having a good day.She has a meeting with her boss in two hours,and has to tell him that her new product's sales have not yet covered the high development costs required to properly engineer it.Raquel's product is most likely in the __________________ phase of the product life cycle.

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growth

maturity

introduction

decline

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Question 5

Free

Multiple Choice

The product life cycle stage characterized by a swift increase in sales and growth in profit is the __________ phase.

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introduction

growth

maturity

profitability

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Question 6

True/False

During the introduction stage of the product life cycle,the company begins to offer a wider selection to stimulate demand for the specific brand.

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True

False

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Question 7

Multiple Choice

Consumers in Venezuela are familiar with the American brand of Natchez potato snacks due to initial marketing messages creating brand awareness for the product.Recently several local snack producers have launched alternatives to Natchez,and the company has shifted its promotional message to one with an emotional appeal suggesting that families who snack together stay together.In Venezuela,Natchez potato snacks are in the _________ phase of the product life cycle

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maturity

growth

introduction

decline

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Question 8

Multiple Choice

When marketers of wallpaper discovered that customers in North America used the product purely for decorating purposes,and customers in eastern Europe purchased the product primarily to cover flaws in the structure of aging housing stocks,they identified a difference in all of the following except _____________________________ .

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product use conditions

product use function

product utilization level

product use situation

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Question 9

Multiple Choice

The shape of the PLC curve in foreign markets is determined by ______________________________________ .

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the starting point, the take-off point and the rate at which acceptance occurs

the shape of the curve in the domestic market

whether the product is targeted to a consumer or business audience

the slope of the diffusion pattern before the starting point

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Question 10

True/False

The increase of the adoption rate after the take off point is mainly due to the interpersonal communication development (word-of-mouth)among the members of the foreign target segment.

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True

False

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Question 11

Multiple Choice

When Coca-Cola realized that consumers in Spain did not have large enough refrigerators to accommodate their two-liter bottle,they uncovered a problem with ____________________________ .

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product use conditions

product use function

product utilization level

use situation

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Question 12

Multiple Choice

As noted in your text,Nivea skin and beauty care products ________________________________ .

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occupy the growth phase of the product life cycle in Western Europe

are not targeted to emerging markets

occupy the maturity stage of the product life cycle worldwide

occupy the maturity stage of the product life cycle in Western Europe and the introductory or growth phases in emerging markets

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Question 13

True/False

The level of product knowledge that consumers in a particular market exhibit is an important criterion in defining marketing strategy.

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True

False

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Question 14

Multiple Choice

All of the following are true of a standardization strategy except __________________________________________ .

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it assumes the existence of a global or regional market

it is known to provide high levels of customer satisfaction across markets

it creates cost savings derived from standardized production and marketing activities

it calls for the development of similar marketing activities across national boundaries

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Question 15

Multiple Choice

Crawford Plumbing Products markets toilets to such diverse countries as Canada,Japan and Syria.For each market,the toilets are designed to accommodate differing levels of water pressure,technical installation capability and local customs and traditions that dictate design.Crawford's global strategy is one of __________________ .

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standardization

adaptation

mass customization

nationalization

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Question 16

True/False

The costs of manufacturing are high in the case of standardization and decrease when a company begins to adapt its products to local needs.

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True

False

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Question 17

Multiple Choice

The optimal level of standardization / adaptation is found __________________________________ .

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when customer satisfaction is at its lowest level

when customer satisfaction is at its zenith

when lost sales are minimized

when the combined costs of manufacturing and lost sales are at a minimum

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Question 18

True/False

The taste of confectioner Ferrero's Nutella spread is modified to meet local food cultures.

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True

False

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Question 19

True/False

If standardization is applied,development costs are often difficult to reabsorb due to the number of adaptations of the product's commercialization and promotion on an international level.

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True

False

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Question 20

Multiple Choice

Benefits from economies of scale in R&D,lower supply costs and experience economies accrue to the global strategy of ____________________ .

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niche marketing

micro-marketing

adaptation

standardization

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