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 in​India" 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 brand​franchises? 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