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Q:
________ is the assignment of value, or the amount a consumer must give to receive a product.
A) Profit
B) Exchange
C) Price
D) Demand
E) Yield
Q:
A company adopting a(n) ________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort.
A) ethnocentric
B) regiocentric
C) local
D) polycentric
E) publicity
Q:
Product packaging can do all of the following EXCEPT which one?
A) protect the product
B) provide service
C) communicate brand personality
D) make the product easier to store
E) create a competitive advantage
Q:
Tesco came up short in its effort to penetrate the U.S. market.
Q:
Which of the following most accurately describes the state of global public relations (PR) today?
A) Expenditures on PR are dropping.
B) Expenditures on PR are increasing.
C) PR practices are standardized worldwide.
D) PR is not important in emerging markets like India.
E) Foreign investments are increasing.
Q:
Which of the following types of brand equity metrics would most likely be based on information gathered through consumer surveys?
A) revenue premium metrics
B) financial market metrics
C) brand venture metrics
D) equity-identity metrics
E) customer mind-set metrics
Q:
When Carrefour, Tesco, or Walmart set up shop in developing countries, they provide customers with access to more products but at higher prices than were available previously. This is an example of global retailing.
Q:
Even in the face of such tough and growing competition, Adidas still enjoys high brand loyalty among older Europeans. The company recruits young people and pays them to wear Adidas shoes in public. This is an example of:
A) local advertising.
B) pattern advertising.
C) global advertising.
D) advocacy advertising.
E) image advertising.
Q:
Which approach to measuring brand equity focuses on the ability of a brand to charge a higher price than the price charged by an unbranded equivalent?
A) revenue premium metrics
B) financial market metrics
C) product-market outcomes metrics
D) equity-identity metrics
E) customer mind-set metrics
Q:
An exporter that is new to a particular market would do well to choose a middleman with a reputation for "cherry picking" products.
Q:
Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Walmart and to its customers. This is an example of:
A) local advertising.
B) pattern advertising.
C) global advertising.
D) advocacy advertising.
E) image advertising.
Q:
Breyers and Reese's have worked together to create Breyers Ice Cream with Reese's Peanut Butter Cups. This is an example of ________.
A) family branding
B) ingredient branding
C) private-label branding
D) individual branding
E) generic branding
Q:
When utilizing the services of a local independent distributor, management is well advised to treat the distributor as a temporary market-entry vehicle.
Q:
Officials at Brazil's state-owned oil company and top politicians were accused of collaborating with contractors to receive billions in kickbacks. This resulted in ________ problems for Petrobras.
A) pricing
B) distribution
C) sales promotion
D) public relations
E) advertising
Q:
A distributor with good contacts is obviously the best one to select in terms of generating quick sales and revenues.
Q:
In ________, branded materials become component parts of other branded products.
A) family branding
B) aggregated branding
C) umbrella branding
D) manufacturer branding
E) ingredient branding
Q:
Kodak adopted a direct involvement approach in Japan by utilizing independent agents, distributors and retailers.
Q:
________ is an agreement between two brands to work together in marketing a new product.
A) Manufacturer branding
B) Cobranding
C) Franchising
D) Family branding
E) Aggregated branding
Q:
A supplier in China was accused of selling outdated meat to McDonald's. The consequent declining sales were a result of ________ problem.
A) pricing
B) distribution
C) sales promotion
D) public relations
E) advertising
Q:
Which of the following is true about generic brands?
A) They are more popular today than ever before.
B) They were first developed during the last period of economic prosperity in the United States.
C) They were designed to appeal to the price-conscious consumer.
D) They attract approximately 25 percent of all dollars spent in U.S. supermarkets.
E) They are manufacturer brands.
Q:
The close long-term relationships between auto salespersons and the Japanese people can be considered as a consumer version of the keiretsu system.
Q:
What do Ford Motor Company, Coca-Cola, Nike, and McDonald's all have in common?
A) They are all consumer packaged-goods companies.
B) They all have foreign CEOs.
C) They have all received a great deal of negative publicity in recent years.
D) They all rely exclusively on TV advertising.
E) They spend more in advertising in foreign markets than home markets.
Q:
Distribution channels for automobiles in Japan and the United States are similar in that most car buyers in both countries visit dealerships before making a purchase.
Q:
In a competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in local print promotions.
A) national; manufacturer
B) national; private-label
C) store; private-label
D) national; licensed
E) manufacturer; licensed
Q:
Generally speaking, a company has little control over media. To compensate for this lack of control, many companies utilize:
A) image advertising.
B) advocacy advertising.
C) corporate advertising.
D) TV advertising.
E) radio advertising.
Q:
In Japan, the biggest barrier facing U.S. auto manufacturers is that half the cars that are sold each year are sold door-to-door.
Q:
What is the most logical explanation that retailers carry private-label brands?
A) to eliminate the need for competitive advantages
B) to encourage transaction marketing
C) to support trade promotions
D) to earn more profit
E) to prevent sales cannibalization
Q:
One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others.
A) sales promotion
B) global marketing
C) headquarters
D) public relations
E) advertising
Q:
After successfully penetrating China's first-tier cities, Mary Kay expanded into second- and third-tier locations.
Q:
Which of the following is essentially no branding at all?
A) national branding
B) ingredient branding
C) generic branding
D) sub-branding
E) store branding
Q:
One of the issues facing advertisers is which medium or media to use when communicating with global target markets. Discuss how these media differ from country to country, giving examples.
Q:
Toronto-based Loblaw supermarket chain developed President's Choice brand products to sell exclusively in its stores. President's Choice is an example of a ________.
A) manufacturer brand
B) national brand
C) cobrand
D) generic brand
E) private-label brand
Q:
Benetton's striking print and outdoor advantage campaigns keyed to the "United Colors of Benetton" generated both controversy and widespread media attention.
Q:
E-bay pioneered a form of online commerce known as p-to-p or peer-to-peer marketing whereby individual consumers market products to other individuals.
Q:
Through ________, one firm sells another firm the right to use a legally protected brand name for a specific purpose for a specific period of time.
A) umbrella branding
B) store branding
C) franchising
D) licensing
E) trademarking
Q:
Arabic ads contain more price information, and are more likely to include comparative appeals than U.S. ads.
Q:
Legislatures in India are suspicious about Walmart's motives in going to India, since they fear, the foreigners will raise prices after they have driven small operators out of business.
Q:
P&G makes Tide, Cheer, Ivory Snow, and Bold detergents as well as PertPlus, Rejoice, and Vidal Sassoon shampoos. Through its use of a separate and unique brand name for each of these products, Procter & Gamble is using a(n) ________ strategy.
A) umbrella brand
B) family brand
C) individual brand
D) private-label brand
E) cobranding
Q:
A critical factor in India's media environment is the lack of penetration by cable television and the fact that only about 4 million Indians currently subscribe to an Internet service.
Q:
As Walmart extends its reach around the globe, observers are using words such as "assault" and "invasion" to describe what it's like for a nation that the company has fixed in its sights.
Q:
A family brand strategy is also called a(n) ________ strategy.
A) cobranding
B) licensing
C) umbrella brand
D) store brand
E) national brand
Q:
India leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day.
Q:
In 2012, a scandal broke out after horse DNA was found in frozen beef burgers sold in supermarkets in Ireland. What are the factors and impact of this scandal on consumer's food selection pattern and health consequences?
Q:
Which of the following most accurately describes a brand extension?
A) a new product that combines the power of two or more brand names
B) a new product sold under an established brand name
C) a new product added to the lower end of a product mix
D) a new product added to the higher end of a product mix
E) a new product line added to a product mix
Q:
U.S. advertisements contain more ________ information, and are more likely to include comparative appeals than Arabic ads.
A) people
B) process
C) price
D) sex
E) context
Q:
An export administrator, Beth Dorrell, notes, "A commodity raw material from Africa can be refined in Asia, then shipped to South America to be incorporated into a component of a final product that is produced in the Middle East and then sold around the world. In light of this statement, describe supply chain, value chain, and logistics. List and briefly describe the most important distribution activities.
Q:
The concept of ________ encompasses the beliefs and associations that a consumer has about a brand.
A) brand meaning
B) brand storytelling
C) brand equity
D) product quality
E) total quality
Q:
In which country are global marketers likely to encounter the most restrictions on advertising?
A) the United States
B) Japan
C) Saudi Arabia
D) Russia
E) Germany
Q:
Distribution channels around the world are highly differentiated. However these differences cannot be explained just by culture and income level of the existing market. What is the different between organic growth and franchising?
Q:
Which of the following statements about brand equity is NOT true?
A) Brand equity means a brand has customer loyalty.
B) Brand equity refers to the brand's value to an organization.
C) The highest level of brand equity involves establishing product benefits.
D) Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.
E) Brand equity can provide a competitive advantage.
Q:
________ leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day, followed by Macedonia with 5:19; the United States is third with 5:04.
A) India
B) France
C) South Korea
D) Serbia
E) Germany
Q:
What are the market entry expansion strategies which are available to retailers that wish to cross borders? Describe these strategies in detail.
Q:
A ________ is the legal term for a brand name, brand mark, or trade character.
A) trademark
B) patent
C) copyright
D) logo
E) corporate mark
Q:
The McDonald's print ads conveyed sexual innuendo. One execution featured a "beauty shot" of a Quarter Pounder with an extreme close-up of a woman's mouth in the background. This was created to use localized advertisement for all of the following reasons except:
A) beef is considered a luxury, upscale item in China.
B) beef is perceived to boost energy.
C) beef is perceived heighten sex appeal.
D) in Chinese, the word beef connotes manliness, strength, and skill.
E) magazines are the leading medium in China.
Q:
What are global retail categories? Describe these categories giving examples.
Q:
Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product's benefits.
B) It should be easy to pronounce and remember.
C) It should be a long word to get attention.
D) It needs to fit legal requirements.
E) It should make sense in the customer's culture.
Q:
Which of the following is true about advertising expenditures in Germany and Brazil?
A) Television is the leading medium in both Germany and Brazil.
B) Newspapers are the leading medium in both Germany and Brazil.
C) Television is the leading medium in Brazil; newspapers are the leading medium in Germany.
D) Television is the leading medium in Germany; newspapers are the leading medium in Brazil.
E) Magazines are the leading medium in Brazil and Germany.
Q:
As Walmart extends its reach around the globe, observers are using words such as "assault" and "invasion" to describe what it's like for a nation that the company has fixed its sights on. Using Walmart in India as example discuss all impacting factors.
Q:
A good brand name should do all of the following EXCEPT fit ________.
A) the target market
B) the competition
C) the customer's culture
D) the product's benefits
E) legal requirements
Q:
How do specialty retailers differ from "hypermarkets," "supercenters," and "convenience stores"? Why are some businesses called "category killers"?
Q:
Much academic research has been devoted to the impact of culture on advertising. Researcher Tamotsu Kishii identified seven characteristics that distinguish between Japanese and American creative strategy. Briefly describe those characteristics.
Q:
According to your text, which of the following is probably the most used and most recognized form of branding?
A) brand name
B) trade character
C) patent
D) logo
E) copyright
Q:
Food is a product category most likely to exhibit cultural sensitivity. Using Heinz ketchup as an example, discuss how the company has used its advertising taking into account cultural sensitivities in different parts of the world.
Q:
Companies entering emerging markets for the first time must exercise particular care in choosing a channel intermediary. Generally, a local distributor is required. What are some of the guidelines that should be considered in selecting a distributor in order to avoid any problems?
Q:
The triangular red Nabisco logo is an example of a ________.
A) patent
B) brand mark
C) trade character
D) brand meaning
E) cobrand
Q:
Why is the "big idea" easier to illustrate than define? Explain the importance of big idea in advertising strategy.
Q:
Dell's rise to a leading position in the global PC industry was based on Michael Dell's decision to bypass conventional channels by selling direct and by customizing computers. Discuss the importance of channel innovation, giving examples of piggyback marketing in emerging markets.
Q:
A ________ is a name, term, symbol, or other unique element of a product that identifies one firm's products and sets it apart from the competition.
A) patent
B) brand
C) license
D) position
E) value proposition
Q:
Considering the fact that the "message" is at the heart of advertising, discuss how creative strategy and different types of appeals can be created in global advertising.
Q:
Nestl in Brazil is using door-to-door selling to reach low-income neighborhoods; Dell computers provide home delivery for its products; Avon is using sales representatives and other companies are using different methods to reach consumers. Describe different channels that can be used for reaching the customers.
Q:
Why might ad expenditures remain high in the growth stage of the product life cycle?
Q:
In Greece, ads show ketchup pouring over pasta, eggs, and cuts of meat. This is an example which shows that ketchup is the product category most likely to elicit cultural sensitivity.
Q:
The scandal about finding horse DNA in frozen beef burgers sold in supermarkets in Ireland became a big issue. However, the fact remains that 60,000 tons of horse meat were sold in Europe in 2012. Other facts about horse meat include all of the following except:
A) in Europe, horse meat is available from a variety of suppliers.
B) it is legal to produce horse meat in the United States.
C) horses are shipped from the United States to Mexico and Canada for slaughter.
D) Italy imports 50 million pounds of horse meat annually from Ireland.
E) horse meat is lean and high in iron and other nutrients.
Q:
Why might ad expenditures be high for products in the introductory stage of the product life cycle?
Q:
Partial nudity and same-sex couples are seldom seen in ads in Latin America and Europe.
Q:
Breaking all the conventional norms, Selfridge opened his department store just off Oxford Street. The changes incorporated include all of the following except one:
A) perfume and fragrance were moved to the front in order to avoid any horse dung odors.
B) goods were put within reach of the customers.
C) goods were kept behind counters and were available by asking store clerks.
D) customers always came first.
E) early bird specials were offered.
Q:
Each product will have a life cycle, although its exact shape and length is not known in advance. Briefly explain each step in the product life cycle.
Q:
When photographing a couple entering a restaurant or theater, women should be shown preceding the man in Germany and France.
Q:
A freighter loaded with 40-foot shipping containers leaves a port in Europe and sails to New York, where the containers are transferred to railroad cars and transported to the West coast. At the port of San Francisco, the containers are loaded onto another freighter bound for Japan. The term that best describes this situation is:
A) intermodal transportation.
B) inventory management.
C) greenfield investment.
D) hypermarketing.
E) containerization.
Q:
Why do so many products fail to make it past the introduction stage of the product life cycle?