mktg 445 - chapt. 10

Which of the following statements is not an example of local products or brands?

BMW uses "the ultimate driving machine" slogan in India.

Generally speaking, which of the following statements is true concerning product attributes?

Both tangible and intangible product attributes are important.

________ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.

Brand equity

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

Brand equity

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

Japan, Western Europe, and the United States.

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

Japanese prefer plain soft colors on their packages.

Packaging aesthetics are particularly important to the:

Japanese.

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?

The lowest 2 levels of the hierarchy are the same in the traditional and Asian versions

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?

The red Marlboro color had to be changed in some Asian countries.

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

basic human needs can drive the development of global products.

Around the world, various brands of personal computers are sold with Pentium processors. This fact is often used as a selling point, with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflect?

co-branding

Intel inside campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers is an example of:

co-branding.

Example of a "brand symbol" includes all of the following except:

date of manufacture on Coca-Cola cans.

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

industrial products

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

information about car dealer.

The benefits of strong brands include all of the following except:

less inelastic consumer response to price increases.

As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:

more vulnerability to marketing actions.

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

negative country-of-origin bias

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.

product extension-communications adaptation

British entrepreneur Richard Branson has built a global business empire by:

relying on brand extension.

Which of the following is not one of the levels in the Asian version of Maslow's hierarchy?

self-actualization

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

that he or she is getting what he or she has paid for

Regulators in different countries have proposed various regulations for product labeling. All of the following statements pertaining to such regulations are true except:

the use of terms "light" and "natural" are allowed on labels only in the United States.