Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Test Bank
Chapter 7: International Positioning
1. Consumer opinions regarding specific features of a product: ______.
a. product position
b. product characteristics
c. product differentiation
d. product segmentation
e. product awareness
2. The goal that marketers have relating to how a product will be perceived by consumers
influences ______.
a. product positioning
b. product development
c. product strategy
d. produce segmentation
e. product perception
3. Which of the following variables does not directly influence product positioning?
a. the features of the product
b. methods of distribution
c. product packaging
d. product development initiatives
e. support services
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
4. Which focuses on the key benefits that a product provides to consumers?
a. positioning strategy
b. positioning development
c. positioning statement
d. positioning policy
e. none of the above
5. Effective positioning in international marketing can be achieved by emphasizing all of the
following EXCEPT ______.
a. product attributes
b. product assessment
c. use or application
d. product class
e. cultural symbols
6. Promoting “reduced fat” for food items uses which method of product positioning?
a. product attributes
b. development processes
c. competitive offerings
d. product form
e. product creation
7. An icon singer in a country can become which in a marketing program?
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. cultural symbol
b. class object
c. marketing synergism
d. point of differentiation
e. point of convergence
8. Which results from emphasizing a unique benefit or component of a produce that separates it
from competitors?
a. product position
b. product development
c. differentiation
d. product segmentation
e. target marketing
9. Consistent positioning can help lead to global ______.
a. brand parity
b. brand equity
c. brand awareness
d. brand knowledge
e. brand loyalty
10. Brands without points of difference or unique benefits are inclined to experience perceptions
of ______.
a. brand parity
b. brand equity
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
c. brand awareness
d. brand knowledge
e. brand loyalty
11. Most airlines experience perceptions of ______.
a. brand parity
b. brand equity
c. brand awareness
d. brand uniqueness
e. brand loyalty
12. A luxury perfume that has a devoted following exhibits ______.
a. brand parity
b. brand equity
c. brand notability
d. brand conceptualization
e. brand renown
13. International product positioning programs are NOT affected by ______.
a. changes in technology
b. country-of-origin issues
c. regulations
d. packaging and labeling regulations
e. civil disobedience
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
14. Product positioning efforts that remain constant over time demonstrate ______.
a. frequency
b. reach
c. consistency
d. transparency
e. clutter
15. If people recognize a golf ball as the best for “distance and accuracy” over a long period of
time, the positioning demonstrates ______.
a. reach
b. frequency
c. consistency
d. transparency
e. clutter
16. Which of the following is NOT one of the sources of country-of-origin effects that are
discussed in the text?
a. home country
b. origin country
c. target country
d. made-in country
e. designed-in country
17. Less- and least-developed countries often have poor ______.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. brand equity
b. brand parity
c. country-of-origin effects
d. country images
e. country comparisons
18. Overcoming negative country-of-origin effects may include all of the following EXCEPT
______.
a. advertising
b. public relations
c. warranties and guarantees
d. after-purchase service
e. political trends
19. Attitudinal factors influencing a country’s image do not include ______.
a. ethnocentrism
b. animosity
c. nationalism
d. religiosity
e. pleasantness
20. Consumers with high levels of which characteristic are more likely to buy products produced
in their home countries?
a. nature enjoyment
b. ethnocentrism
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
c. egocentrism
d. religiosity
e. congeniality
21. Which refers to the strong pride and devotion citizens have in a country or nation?
a. nationalism
b. ethnocentrism
c. egocentrism
d. religiosity
e. coarseness
22. Which type of consumer often believes that buying imported goods is wrong?
a. nationalistic
b. ethnocentric
c. egocentric
d. religioistic
e. deterministic
23. Which of the following is the first step in the international product positioning process?
a. identify target markets
b. analyze competitions in worldwide markets
c. identify points of difference
d. enhance or reposition the product
e. develop differentiation strategies
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
24. The most basic level of competition is ______.
a. industry versus industry
b. product line versus product line
c. company versus company
d. brand versus brand
e. product versus product
25. Which element of a product line is the total number of products in the line?
a. width
b. depth
c. breadth
d. variance
e. height
26. Which refers to the number of product lines offered by a company?
a. width
b. depth
c. breadth
d. variance
e. height
27. Which tool can assist international marketers in understanding how a company’s products are
perceived?
a. brand map
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. product map
c. perceptual matrices
d. positioning map
e. product matrices
28. A product with low levels of this characteristic is not readily recalled when a consumer
considers brands in a product category: ______.
a. share of wallet
b. share of heart
c. share of brand
d. share of mind
e. share of market
29. Which focuses on the emotional components of consumer attitudes?
a. share of wallet
b. share of heart
c. share of brand
d. share of mind
e. share of market
30. When a consumer maintains a strong emotional connection to a product, the product has
strong ______.
a. share of wallet
b. share of heart
c. share of brand
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. share of mind
e. share of market
31. A brand with strong levels of this characteristic will immediately come to mind when a
consumer thinks about the product category: ______.
a. share of wallet
b. share of heart
c. share of brand
d. share of mind
e. share of market
32. When international marketers position on competition, they are likely to begin their efforts
by focusing on ______.
a. global competitors
b. regional competitors
c. local competitors
d. domestic competitors
e. international competitors
33. Feelings of belonging, social status, and connections to the family all relate to ______.
a. price-quality positioning
b. product user positioning
c. product class positioning
d. usage positioning
e. none of the above
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
34. Which type of positioning may be based on a local singing and sports icon, such as Yannick
Noah in France?
a. price-quality
b. product user
c. usage
d. product class
e. cultural symbol
35. Which is the process of changing consumer perceptions of a brand in the international
market?
a. image enhancement
b. position entrenchment
c. repositioning
d. baseline positioning
e. product design
36. Which is the practice of exaggerating green marketing claims in an international market?
a. greencoding
b. greenfaking
c. greenwalling
d. greenscripting
e. greenwashing
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
37. The “seven deadly greenwashing sins” that pertain to international marketing include all of
the following EXCEPT ______.
a. hidden trade-off
b. no proof
c. vagueness
d. transparency
e. irrelevance
38. International companies that emphasize a green activity that is unrelated to the product being
marketed are guilty of which “sin” of greenwashing?
a. peripheral
b. hidden trade-off
c. vagueness
d. irrelevance
e. lesser of two evils
39. International companies that emphasize a phrase such as “All Natural” regarding the
production of a product may be guilty of which “sin” of greenwashing?
a. peripheral
b. hidden trade-off
c. vagueness
d. irrelevance
e. lesser of two evils