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Exam 10: Brand and Product Decisions in Global Marketing

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Question 51

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

A) relying on brand extension.
B) being the first to use smart cards in major markets.
C) developing local brands.
D) avoiding consumer businesses with established leaders.
E) restricting the "Virgin" name only to airlines.

F) C) and E)
G) A) and B)

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Question 52

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Targeting the 300 million farmers in India who still use plows harnessed to oxen,John Deere engineers created a line of relatively inexpensive,no-frills tractors.The Deere team then realized that the same equipment could be marketed to hobby farmers and acreage owners in the United States,a segment that they had previously overlooked.This is an example of ________ strategy.

A) product-communications extension
B) product extension-communications adaptation
C) product adaptation-communications extension
D) dual adaptation
E) product invention

F) A) and B)
G) A) and C)

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Question 53

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What is the significance of innovation in global marketing? Describe different categories of innovation with examples.

The introduction of consumer VCRs in the late 1970s initiated a revolutionized in-home electronic entertainment.For example,assuming the user could learn to set the timer,he or she could tape programs to watch at a later time.The VCR's popularity also gave rise to an entirely new retailing concept,the video rental store.What type of innovation did the consumer VCR represent?

When Kraft Foods launched Oreo brand cookies in China in 1996,they found that Oreo was too sweet for the Chinese palate,and the price was too high.Oreo reformulated a less-sweet chocolate-covered wafer and reduced its price.This strategy is referred to as product extension approach.

It is reported that packaging aesthetics are important to Japanese.What are aesthetics and why are those important considerations in global product marketing?

Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership.

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

Prior to 2004,Nokia launched different cell phone products in different countries at different times.Nokia also used different advertising images and messages in different countries.Which approach to the world marketplace was Nokia using?

What are brands,and what are their functions in global marketing? How do brands develop their image,identity,and equity? Are global product and global brands the same?