Marketing Chapter 11 Equate Global Brands With Quality And

1

^___^ equate global brands with quality and are attracted to the lifestyle they portray.

2

At Henkel, a brand strategy emerges from shared experiences and best practices among

the firm’s subsidiaries. Henkel employs a _________ approach to global brand strategy.

(A)

brand champion

(B)

bottom-up

(C)

top-down

(D)

coalition

3

At Sony, a global team determines the global brand strategy and then country strategies

are derived from it. Sony employs a ________approach to global brand strategy.

(A)

brand champion

(B)

bottom-up

(C)

top-down

(D)

coalition

4

Reliant Energy decided to assess the company’s positioning, advertising, look, and

personality of its brand. The company wanted to make sure that these aspects of the brand

remained constant across all of its markets. Reliant Energy was assessing the company’s

_________.

(A)

back-stage elements

(B)

front-stage elements

(C)

brand champion

(D)

global brand strategy

5

Mr. Clean, Monsuier Propre, and Meister Proper are examples of ________names.

(A)

single-country brand

(B)

global brand

(C)

multi-domestic brand

(D)

Eurobrand

6

Coca-Cola and Levi are examples of ________ names.

(A)

single-country brand

(B)

global brand

(C)

multi-domestic brand

(D)

Eurobrand

7

In Turkey, as soon as a restaurant customer appears to have finished her meal, waiters

whisk the plate away. It is considered impolite to leave a finished plate in front of a

customer. For a nonTurk, the speed at which the plate is taken away is very quick—even

shocking. Foreign restaurant chains considering entry into the Turkish market must adapt

to cultural differences in ___________.

(A)

service personnel recruitment

(B)

the wait experience

(C)

social marketing

(D)

back-stage elements

8

At McDonald’s locations in China, managers regularly go table to table, chatting with

customers as they eat their food. McDonald’s has adapted to cultural differences in

__________.

(A)

service personnel recruitment

(B)

the wait experience

(C)

customer expectations about service levels

(D)

back-stage elements

9

McDonald’s provides separate dining areas for men and women in Saudi Arabia. This is an

example of an adaptation in a service firm’s ________ elements.

(A)

top-down

(B)

bottom-up

(C)

back-stage

(D)

front-stage

10

Purchasing and inventory procedures are examples of a service firm’s _________

elements.

(A)

top-down

(B)

bottom-up

(C)

back-stage

(D)

front-stage

11

Citibank, Chase, and BankAmerica are examples of ________.

(A)

global products

(B)

services

(C)

social marketing companies

(D)

None of the above

12

Health clubs, advertising agencies, and market research firms are examples of

__________.

(A)

global products

(B)

services

(C)

social marketing companies

(D)

None of the above

13

Dunkin’ Donuts adapted its brand name in India in order to ___________.

(A)

be pronounceable in Hindi

(B)

comply with government regulations

(C)

incorporate a local partner’s name

(D)

reflect an extended product line

14

Which of the following offers good protection against counterfeits?

(A)

Unique packaging

(B)

Subcontracting

(C)

Generic design

(D)

Standard packaging

15

A focus group participant observes, “The Starbucks brand is a symbol of modernity and

cosmopolitanism. I can go to a Starbucks in Beijing, Madrid, New York, and Istanbul. When

I go to Starbucks, I feel like a citizen of the world.” This focus group participant is

describing to the ______ of global brands.

(A)

social responsibility

(B)

global myth

(C)

quality signal

(D)

antiglobalization

16

“I prefer to buy branded medicine because I know that those drugs are reliable. I can’t

trust whether generics are safe,” says one focus group participant. He is describing the

___________ of global brands.

(A)

social responsibility

(B)

global myth

(C)

quality signal

(D)

antiglobalization

17

The term ^___^ is often applied to the counterfeit production of copyrighted material such

as books, recorded music, and software.

18

^___^ is the illegal use of a registered trademark.

19

Products marketed across Europe with the same brand name, formula, advertising, and

positioning are called ^___^.

20

The manager or development group given the responsibility for building and managing a

global brand is called a(n) ^___^.

21

Jill learns that her Kate Spade purse that she bought in China was not made by the Kate

Spade company. It was made by a local Chinese company and a Kate Spade label was sewn

into the purse. Jill has bought a _________ purse.

(A)

preempted

(B)

counterfeit

(C)

pirated

(D)

None of the above

22

A South Korean company has registered the Vakko brand in the United States. This

prevents the Turkish company, Vakko, from entering into the U.S. market unless they want

to buy the brand name rights from the South Korean company or create a new brand for

the U.S. market. The South Korean company has _______ the Vakko brand name.

(A)

preempted

(B)

counterfeited

(C)

pirated

(D)

None of the above

23

Burberry has registered its famous black-tan-and-white plaid as its ______ since it has

become a symbol that enables customers to identify the brand, distinguishing its clothing

from other brands.

(A)

single-country brand name

(B)

brand register

(C)

trademark

(D)

None of the above

24

Nike’s “swoosh” is an example of a ________.

(A)

brand register

(B)

trademark

(C)

single-country brand name

(D)

None of the above

25

McDonald’s famous “golden arches” are an example of a _________.

(A)

single-country brand name

(B)

trademark

(C)

brand register

(D)

None of the above

26

Mark Smith does not have a preference for local or global brands. He evaluates all brands

by the same criteria and is neither impressed nor alientated that a brand is global. Mark

would fit into the ________ segment in the consumer attitudes toward global brands study

mentioned in the text.

(A)

global citizen

(B)

global dreamer

(C)

antiglobal

(D)

global agnostic

27

Jaiwen Cho is skeptical of the quality of global brands. He prefers to buy local brands.

Jaiwen would fit into the _______ segment in the consumer attitudes toward global brands

study mentioned in the text.

(A)

global citizen

(B)

global dreamer

(C)

antiglobal

(D)

global agnostic

28

“I prefer brands who behave responsibly in terms of workers’ rights and the environment.

If a company contributes to society, I’ll buy it.” This statement describes the _________

segment in the consumer attitudes toward global brands study mentioned in the text.

(A)

global citizen

(B)

global dreamer

(C)

antiglobal

(D)

global agnostic

29

“I know when I buy Rainforest Crunch, I know that my dollars are being spent to protect

the rainforest and support the indigenous people who live there.” This statement from a

focus group participant describes the _________ of global brands.

(A)

social responsibility

(B)

global myth

(C)

quality signal

(D)

antiglobalization

30

The U.S. Trademark Counterfeiting Act of 1984 made counterfeiting punishable by

(A)

fines

(B)

prison terms

(C)

Both a and b

(D)

None of the above

31

Which of the following products are most difficult to counterfeit?

(A)

Books

(B)

CDs

(C)

Software

(D)

Cars

32

Global dreamers equate global brands with quality and are attracted to the lifestyle they

portray.

(A)

True

(B)

False

33

Global citizens are brands that are environmentally conscientious.

(A)

True

(B)

False

34

North Korea is a major producer of counterfeits.

(A)

True

(B)

False

35

Tamper-proof labels and holograms are examples of measures that companies take to

protect their brands from counterfeiting.

(A)

True

(B)

False

36

Counterfeits of trademark protected products flourish in countries where legal protection of

such trademarks is weak.

(A)

True

(B)

False

37

Developing countries have better trademark protection than developed countries.

(A)

True

(B)

False

38

The WTO requires member countries to establish national laws that protect global brands.

(A)

True

(B)

False

39

In a top-down approach for global brand strategy, a global management team determines

the global brand strategy and country strategies are derived from it.

(A)

True

(B)

False

40

If a brand’s positioning, advertising strategy, personality, look, and feel are the same in

most respects in all countries, then this is a regional brand strategy.

(A)

True

(B)

False

41

Global marketers look for brand names that evoke different emotions or images around the

world.

(A)

True

(B)

False

42

The top global brands are dominated by U.S. brands followed by Japanese brands.

(A)

True

(B)

False

43

Brands provide a name or symbol that gives a product credibility and helps the consumer

identify products.

(A)

True

(B)

False

44

In the Middle East, working in a service occupation is often considered akin to being a

servant.

(A)

True

(B)

False

45

Social marketers funding comes from sources other than their target markets.

(A)

True

(B)

False

46

NGOs may compete with other NGOs for funding but at the same time cooperate to

accomplish a common goal.

(A)

True

(B)

False

47

Which of following organizations establishes laws to protect trademarks?

(A)

IMF

(B)

WTO

(C)

World Bank

(D)

UN

48

“Private branding” refers to

(A)

supplying products to a third party for sale under its brand name

(B)

hiring someone to find a brand name

(C)

brands of privately owned companies

(D)

brands not protected by trademarks

49

Eurobrands are

(A)

regional brands in Europe

(B)

brands of major European multinationals

(C)

brands that qualify for the EU Certification Symbol, CE

(D)

None of the above

50

Which of the following is not part of the process of developing a global brand strategy?

(A)

Identify customer needs worldwide

(B)

Track the success of the global identity of the brand

(C)

Communicate global brand identity

(D)

Develop local brand names/advertising strategies

51

Federal Express chose the new name “FedEx” because

(A)

it did not want its name associated with the former Federal Republic of Germany

(B)

the word federal connoted corrupt police in Latin America

(C)

FedEx wanted a single name to use globally

(D)

All of the above

52

Lenevo’s sales outside China were hurt after it purchased the PC division of IBM, because

(A)

the acquisition was overpriced

(B)

consumers didn’t trust products made in China

(C)

Lenevo responded slowly to a product harm crisis

(D)

Lenevo replaced the IBM brand name with its own Make market entry easier

53

Which of the following is a not a reason for “branding”?

(A)

Give a product credibility

(B)

Help consumers identify products

(C)

Leave markets quicker

(D)

Make market entry easier

54

Marketing services are difficult to standardize because

(A)

they need to be tailored to the local culture

(B)

there are fewer opportunities to realize economies of scale

(C)

there is a high potential to realize economies of scale

(D)

Both a and b

55

Around the word, all consumers appreciate fast service at restaurants.

(A)

True

(B)

False

56

In the United States, service at restaurants is based on in-group membership.

(A)

True

(B)

False

57

Consumers in the United States are more accustomed to self-service than are Japanese

consumers.

(A)

True

(B)

False

58

Technological advances have allowed many services to be outsourced.

(A)

True

(B)

False

59

Marketing services are tangible because they can be stored and readily displayed.

(A)

True

(B)

False

60

Attitudes towards waiting in lines are similar across all cultures.

(A)

True

(B)

False