Suggested Answers to Discussion Questions
1. What is the difference between a product and a brand?
A product can be defined as a collection of tangible and intangible attributes. The
former include physical features, design attributes, and packaging. The chrome on a
Harley-Davidson motorcycle is a physical attribute, as are cupholders in a minivan.
2. What are the differences among a local, an international, and a global product
or brand? Cite examples.
A local product or brand is perceived to have potential in a single national or regional
market. Cape Cod Potato Chips is an example cited in the text. Vegemite is a
vegetable food spread popular only in Australia. International products are those
3. What criteria should global marketers consider when making product design
decisions?
4. How can buyer attitudes about a product’s country of origin affect marketing
strategy?
If buyers feel positively about a country, a company should consider playing up the
country-of-origin in its marketing communications. For example, Volkswagen’s
“Fahrvehrgnugen” campaign from the early 1990s proclaimed the company’s German
5. Identify several global brands. What are some of the reasons for the global
success of the brands you chose?
6. Briefly describe various combinations of product/communication strategies
available to global marketers. When is it appropriate to use each?
Invention, used to satisfy needs on a worldwide basis using a new
communications strategy.