Chapter 10 - Brand and Product Decisions in Global Marketing

Question 1

What are the different marketing strategic options?

Accepted Answer

extension strategy, adaptation strategy, and product invention

Question 2

Brand Equity represents the cumulative added value of a company&#x27;s investment in the marketing of a brand over time.

Accepted Answer

True

Question 3

A global brand has the same name and a similar image and positioning in most parts of the world.

Accepted Answer

True

Question 4

What requires a large amount of learning on the part of users and typically creates new markets and consumption pattern?

Accepted Answer

discontinuous innovation

Question 5

What is the country of origin effect in marketing?

Accepted Answer

Impact of product&#x27;s origin on consumer behavior

Question 6

A product strategy can be used in conjunction with extension or adaptation communication strategies.

Accepted Answer

True

Question 7

How many strategic alternatives are open to companies when pursuing geographic expansion?

Accepted Answer

5

Question 8

Maslow&#x27;s hierarchy is applicable to global marketing because it can help explain how:

Accepted Answer

basic human needs can drive the development of global products.

Question 9

What is the purpose of labeling?

Accepted Answer

Provides consumers with various types of information

Question 10

What is the main difference between consumer products and industrial products?

Accepted Answer

Personal use vs. business operations

Question 11

Aesthetics addresses uncultural concepts of beauty and art.

Accepted Answer

False

Question 12

Product extension - communication adaptation is a relatively high cost of implementation.

Accepted Answer

False

Questions 12