MKTG CH. 10
________ is defined as perceptions about a brand as reflected by brand associations that consumers hold in their memories. A.Brand image B.Brand awareness C.Brand equity D.Brand value E.Branding
A.Brand image
Which of the following is the strategic alternative where the product is adapted to local preferences while the home-market promotional strategy or brand name is used? A.Product adaptation-communication extension B.Product-communication extension (dual extension) C.Innovation D.Product extension-communication adaptation E.Product-communication adaptation (dual adaptation)
A.Product adaptation-communication extension
Product attributes, both tangible and intangible, must be translated into ___________ for a product strategy to be successful. A.benefits that match needs and wants B.the perception of luxury C.cultural preferences D.English E.convenience to the customer
A.benefits that match needs and wants
In which of the following innovation categories do products share certain features with earlier products while incorporating new, added-value features? A.Product transformation B.Dynamically continuous innovation C.Continuous innovation D.Disruptive innovation E.Discontinuous innovation
B.Dynamically continuous innovation
Which of the following components of a product is designed to engage the senses, make an emotional connection, and enhance the consumer's brand experience? A.Product warranties B.Packaging C.Labeling D.Aesthetics E.Express warranty
B.Packaging
Which of the following is the strategic alternative where both the product and at least one of the promotional elements are adapted for a particular country market? A.Innovation B.Product-communication adaptation (dual adaptation) C.Product-communication extension (dual extension) D.Product extension-communication adaptation E.Product adaptation-communication extension
B.Product-communication adaptation (dual adaptation)
Why do consumers in India prefer European products like Coach and Louis Vuitton over "Made inIndia" products? A.The Indian consumers want to take advantage of new accessibility. B.Products made in Europe carry a great appeal as symbols of success. C.Indian products are of low quality. D.Indian products are too bright and colorful. E.Indian products are more expensive than imported products.
B.Products made in Europe carry a great appeal as symbols of success.
Which of the following naming strategies is best for a company pursuing a global brand identity? A.Co-branding B.Same name throughout the world C.One name in the home country and another in other countries D.Distinctive names for each local market E.Different names for each regional market
B.Same name throughout the world
In 2008, Apple introduced the second-generation iPhone to 21 countries simultaneously using the same message and promotional appeals used in the United States. This is an example of__________. A.product extension-communication adaptation B.product-communication extension (dual extension) C.product adaptation-communication extension D.innovation E.product-communication adaptation (dual adaptation)
B.product-communication extension (dual extension)
A modified hierarchy has been proposed for Asia where the top three levels of affiliation, admiration, and status each emphasize ________. A.self-actualization B.social needs C.psychological needs D.physiological needs E.personal esteem
B.social needs
Research, design, and testing are each a part of ________. A.the not-invented-here (NIH) syndrome B.the new-product continuum C.global product planning strategic alternatives D.country-of-origin effect E.extension strategy
B.the new-product continuum
________ is defined as perceptions about and attitudes towards particular countries, which extend to products and brands known to originate in those countries. A.Global brand leadership B.Global consumer cultural positioning C.Country-of-origin effect D.Country stigma E.Foreign consumer cultural positioning
C.Country-of-origin effect
McDonald's and Coca-Cola have focused on which of the following needs to create global brandfranchises? A.Esteem and self-actualization B.Physiological and safety C.Physiological and social D.Social and safety E.Safety and esteem
C.Physiological and social
While the functionality of the refrigerator is to keep foods and beverages cold, in some developing countries ownership of a refrigerator is a status symbol. In this case, the refrigerator serves______________________. A.a primary function B.social needs C.a secondary purpose D.safety needs E.self-actualization
C.a secondary purpose
Which of the following is a type of innovation that could be described as a "game-changer"? A.Continuous innovation B.Platform innovation C.Line extension innovation D.Discontinuous innovation E.Dynamically continuous innovation
D.Discontinuous innovation
Which of the following approaches is best suited to a global market where there is need but not the needed purchasing power to buy either the existing or adapted product? A.Product adaptation-communication extension B.Product extension-communication adaptation C.Product-communication adaptation (dual adaptation) D.Innovation E.Product-communication extension (dual extension)
D.Innovation
Why has the warranty program been important to Hyundai sales in the U.S.? A.Americans won't buy cars without a warranty. B.Competitors don't offer warranties. C.The warranty justified the high cost. D.Korean cars were initially perceived as cheap. E.Hyundai's warranty program received media attention.
D.Korean cars were initially perceived as cheap.
Coca-Cola bottles and distributes Deep RiverRock drinking water in Ireland and Great Britain. Dasani is marketed in the U.S. These are examples of which of the following? A.Global brand B.International brand C.Co-brand D.Local brand E.Tiered brand
D.Local brand
What was specifically designed for Coca-Cola to differentiate Coke from other soft drinks? A.Freshness guarantee B.Product flavor C.Premium pricing D.Unique bottle shape and texture E.The label
D.Unique bottle shape and texture
Some consumers flaunt their wealth or status by buying expensive products that others will notice. The marketing term for this is ________. A.premiumisation B.status seeking C.admiration-based D.luxury badging E.status symbols
D.luxury badging
Which of the following BEST describes a global brand? A.A brand created by a global company and distributed in more than one country B.A brand created by a global company to meet the needs of a local market C.A brand that has found success in a single national market D.A brand that is offered in several markets in a specific region E.A brand that uses the same name and has a similar positioning throughout the world
E.A brand that uses the same name and has a similar positioning throughout the world
The internal motivation driving demand for status-oriented products is based on which of the following levels of Maslow's needs hierarchy? A.Safety B.Self-actualization C.Social D.Physiological E.Esteem
E.Esteem
Why is Slovenia considered a launch brand? A.Slovenia has a negative reputation. B.Slovenia has no industry. C.Slovenia's reputation for luxury brands has been tainted. D.Products made in Slovenia are of very poor quality. E.It lacks global recognition and reputation.
E.It lacks global recognition and reputation.
Which of the following refers to a type of brand that has achieved success in a single national market? A.Generic brand B.Transformed brand C.Global brand D.International brand E.Local brand
E.Local brand
Because esteem needs are universal, any company with a premium product or brand that has proved itself in a local market by fulfilling esteem needs should __________. A.grow the brand by market penetration B.also consider the market's physiological needs C.devise a strategy for mass production D.be wary of globalization E.devise a strategy for taking the product global
E.devise a strategy for taking the product global