Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Review and Discussion Questions
Chapter 9: International Product and Brand Marketing
Review questions
1. Define the term product and name the three elements that are part of a product.
a. A product consists of a bundle of attributes that provide value for exchange partners. A
product can be either a good or a service.
2. What are the three categories of products?
a. Convenience
3. What are the three key dimensions of a product?
a. The core product
4. What is meant by the total value concept?
a. It is the complete set of values a consumer receives from the product. This can
5. What is the difference between a product line and a product mix?
a. Product lines are groups of similar products within a particular category, whereas the
6. How do the main elements of packages affect international marketing programs?
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. Packaging facilitates the movement of products through the distribution channel –
from factory to consumer. Packaging can become an aspect of a brand’s identity,
thereby affecting the relationship between the customer and the brand. Packaging
should be adapted to individual markets based on consumer tastes, preferences, and
culture. Matching the package to the market can become the deciding factor in a
product’s success, because many purchases decisions are actually made at the point of
purchase. Packaging also protects the products until they reach the consumers. They
offer opportunities for innovation.
7. What are the main categories of international business products?
a. Raw materials
b. MRO supplies
c. Component parts
8. How can remanufactured products become part of an international marketing program
aimed at the bottom–of-the-pyramid?
a. Remanufactured products, used products that have been refurbished through
manufacturing processes in order to be restored to acceptable functioning, often fit
with the needs of bottom of the pyramid consumers. Discarded or used products are
Instructor Resource
Baack et al., International Marketing, 2e
9. What roles do international product supports play in reaching target markets?
a. International product supports include installation, maintenance, servicing and repair,
providing credit, answering questions by telephone or over the Internet, assisting
10. What is the role of the service sector in international marketing?
a. Services play a huge role in international marketing. Services are intangible products
11. Describe the product life theory and explain how the concept applies to international
marketing.
a. The product cycle theory explains how products and production move from
developed countries to lesser developed countries. The theory separates regions into:
(1) lead innovation nations, (2) developed nations, and (3) developing nations.
According to this theory, a new product is first developed, produced, and consumed
in a lead innovation nation, such as Japan. Over time, as the product becomes widely
accepted and production efficiencies are realized, foreign demand for the product
Instructor Resource
Baack et al., International Marketing, 2e
12. How are the strategies that make up the market/product matrix used in international
marketing?
a. Market penetration – A firm uses a market penetration strategy when it attempts to
increase sales of existing products in existing markets. In international settings firms
can try to give consumers more ways to use their product. They can also try to
reposition their product to give consumers a better impression of the brand.
b. Product development – Product development plays a huge role in international
marketing – firms are always doing this to reach new consumers. Product
development strategies take place when the marketing team attempts to introduce new
products to existing markets or to enhance existing products with new features or
options.
13. Describe brands, brand names, brand marks, and service marks.
a. Brands – The name, sign, symbol, and / or design that identifies the products of a firm
and distinguishes it from competition is the company‘s brand, which is a name, sign,
symbol, or design, or some combination of all, that identifies the products of a firm
and distinguishes them from competition.
b. Brand names – is the verbal part of a brand that can be spoken.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
14. Describe the concepts of family branding and individual branding in relation to
international brand management.
a. Family branding – Family branding means a number of products in a line or mix
share the same brand name worldwide. In international marketing this strategy would
mean in all markets the products share the same name.
15. What three forms of co–branding can be used in domestic and international marketing?
a. Co–branding strategies can follow ingredient, cooperative, or complementary
approaches.
16. Describe brand equity and brand parity.
a. Brand equity – The unique benefits a product gains solely due its brand name create
brand equity for the company. Much of brand equity results from brand image, or the
17. Define brand loyalty and name the factors that influence it.
a. Brand loyal customers seek out a specific name and often are willing to pay a higher
price for the product that what the competition charges. Brand loyal customers are
less likely to switch brands or be enticed to try other brands due to marketing tactics
such as coupons, discounts, bonus packs, and other methods.
Instructor Resource
Baack et al., International Marketing, 2e
18. How does the concept of brand valuation relate to international marketing?
a. It is the process of estimating the value of a brand. the ISO (International Standards
Organization) produced ISO Standard 10668 in 2010 as an effort to reach agreement
on how brand valuation should be reached. According to the ISO approach, three
19. What ethical issues are present in international product marketing?
a. Companies are sometimes criticized for knowingly dumping unsafe or even recalled
products to foreign segments in order to increase international sales or to offset
sagging domestic sales.
b. Your products may be unsafe for consumers in some countries – you should not try
to make money off of these consumers.
Instructor Resource
Baack et al., International Marketing, 2e
Discussion questions
1. Explain how international marketers can utilize the total value concept in marketing the
following products:
A theme park in Brazil – they can market not only the rides and attractions, but the
family time and bonding, and the memories created there. They can have special
days for kids, seniors, etc.
A rock concert in Ireland – this would not only be the music the concert goers get to
listen to, but also the atmosphere, a rare experience, and a place to spend time with
friends.
2. Discuss how international companies can use market penetration and market
development strategies for the following products in developing countries:
Hand soap
o Market penetration – in developing countries marketers can try to establish habits
of making people wash their hands more often and they can propose other uses for
the soap, such as washing their pets.
o Market development – They can enter into countries that don’t currently use hand
soap.
Paper towels
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
o Market penetration – create more uses for paper towels – if people currently use
hand towels in the bathroom or kitchen you could convince them to use paper
towels. Or create uses for using paper towels for cleaning purposes.
o Market development – Enter into markets that currently don’t use paper towels.
3. How could the product life cycle be extended internationally for the following products?
Cassette recorders – marketers could find new customers to market the products to –
maybe markets with low technology.
Coffee percolators – marketers could find new uses for the percolators, such as
making tea as well as coffee.
35 mm–based cameras – they can try to increase the use of these cameras, make
improvements on these cameras or add new features to make them more attractive.
Typewriters – marketers could try to target new markets – in under developed nations
where power is a problem. They could also modify the product to work with
Instructor Resource
Baack et al., International Marketing, 2e
4. Would you use family branding or individual branding for each of the following product
categories? Defend your answer.
Canned foods – family branding – if consumers like one type of the company’s
canned food, they may be more likely to try the other canned items because the trust
will carry over to the different foods.
Insurance products – individual branding – different names for each type of insurance
targeting different industries and areas, make your name memorable for each specific
type of insurance.