A producer of alcoholic beverages produces four different brands of beer: BlackStar,
BlueStar, Grandeur, and Holmes. BlackStar is a standard brew, while BlueStar has low
alcohol content. Grandeur is low in calories, and Holmes has high alcohol content. In
this case, the manufacturer uses different brand names for each of its products to:
A. associate the image of one product with that of another.
B. increase consumer brand awareness.
C. enter a new product class.
D. target specific market segments more efficiently.
With regard to the internal factors that can either facilitate or impede a company's
efforts to undertake a global approach to marketing strategies, which of the following
best describes management processes?
A. The ease of installing a centralized global authority and the absence of rifts between
present domestic and international divisions or operating units.
B. The ability to project a global versus national identity, a worldwide versus domestic