全球营销基坎第六版第十章题目整合答案解析.docx
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全球营销基坎第六版第十章题目整合答案解析.docx
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全球营销基坎第六版第十章题目整合答案解析
GlobalMarketing,6e(Keegan/Green)
Chapter10BrandandProductDecisionsinGlobalMarketing
1)India'sSuzlonEnergyhasbecomeamajorplayerinthewind-turbineindustryduetoaninefficientandinconsistentpowerdistributionsystem.
Answer:
TRUE
Diff:
1PageRef:
296
2)TheproductPofthemarketingmixisattheheartofthechallengesandopportunitiesfacingglobalcompaniestoday.
Answer:
TRUE
Diff:
2PageRef:
297
3)Brandequityisanexampleofatangibleproductattribute.
Answer:
FALSE
Diff:
2PageRef:
297
4)Intangibleattributesofaproductincludesthestatusassociatedwiththeproductownership.
Answer:
TRUE
Diff:
2PageRef:
297
AACSB:
ReflectiveThinking
5)McDonald'sgoldenarcheshavethegreatadvantageoftranscendinglanguageandthereforeareveryvaluabletoglobalmarketers.
Answer:
TRUE
Diff:
2PageRef:
299
AACSB:
ReflectiveThinking
6)Strongbrandequityismorevulnerabletomarketingcrisesandactions.
Answer:
FALSE
Diff:
2PageRef:
298
7)Coca-Colahasanoncarbonatedginseng-flavoredbeverageforsaleonlyinJapan.
Answer:
TRUE
Diff:
2PageRef:
299
AACSB:
ReflectiveThinking
8)Gillettereapseconomiesofscaleassociatedwithcreatingasingleadcampaignfortheworldandtheadvantagesofexecutingasinglebrandstrategy.
Answer:
TRUE
Diff:
1PageRef:
300
9)Aglobalbrandhasthesamenameandinsomecasesasimilarimageandpositioningthroughouttheworld.
Answer:
TRUE
Diff:
2PageRef:
300
AACSB:
ReflectiveThinking
10)Likeentertainmentstars,sportscelebrities,andpoliticians,globalbrandshavebecomealinguafrancaforconsumersallovertheworld.
Answer:
TRUE
Diff:
2PageRef:
300-301
AACSB:
ReflectiveThinking
11)Globalbrandisthesamethingasglobalproduct.
Answer:
FALSE
Diff:
2PageRef:
301
AACSB:
ReflectiveThinking
12)Globalbrandsaresymbolsofculturalidealsandassuch,marketerscanuseglobalconsumerculturepositioning(GCCP)tocommunicateabrand'sglobalidentity.
Answer:
TRUE
Diff:
3PageRef:
301
AACSB:
ReflectiveThinking
13)TheSonyWalkmanisanexampleofcombinationortieredbranding,wherebyacorporatenameiscombinedwithaproductname.
Answer:
TRUE
Diff:
2PageRef:
301
AACSB:
ReflectiveThinking
14)Sonyisaglobalbrandandthecompany'sportableMP3playerisanexampleofaglobalproduct.
Answer:
TRUE
Diff:
1PageRef:
302
15)The"IntelInside"campaignisanexampleofco-branding.
Answer:
TRUE
Diff:
2PageRef:
302
AACSB:
ReflectiveThinking
16)The"Virgin"brandisaglobalbrandwithseveralbrandextensions.
Answer:
TRUE
Diff:
2PageRef:
302
AACSB:
ReflectiveThinking
17)Accordingtothetopbrandrankings,Microsoftistheworld'smostvaluablebrand.
Answer:
FALSE
Diff:
1PageRef:
303
AACSB:
ReflectiveThinking
18)RobusteconomicgrowthandrisingincomesmeanthatconsumersinChina,India,andotheremergingmarketscanbuycellphonesasstatussymbols.
Answer:
TRUE
Diff:
2PageRef:
304
AACSB:
ReflectiveThinking
19)Coca-Cola,McDonald's,SingaporeAirlines,Mercedes-Benz,andSonyareafewofthecompaniesthathavetransformedlocalproductsandbrandsintoglobalones.
Answer:
TRUE
Diff:
2PageRef:
307
AACSB:
AnalyticSkills
20)ThebasichumanneedtoconsumefoodanddrinkisnotthesamethingaswantingorpreferringaBigMacoraCoke.
Answer:
TRUE
Diff:
2PageRef:
308
AACSB:
ReflectiveThinking
21)IncountrieslikeIndiaandVietnam,andotheremergingmarkets,amenitiessuchasrefrigerators,flushtoilets,andcellphonesareconsideredasstatussymbols.
Answer:
TRUE
Diff:
2PageRef:
309
AACSB:
ReflectiveThinking
22)MarketersinGillette'sParkerPensubsidiaryareconfidentthatconsumersinMalaysiaandSingaporeshoppingforanupscalegiftwillbuythesameParkerPenasAmericansshoppingatNeimanMarcus.
Answer:
TRUE
Diff:
2PageRef:
308
AACSB:
AnalyticSkills
23)RecentresearchhasconfirmedthatthelevelsinMaslow'shierarchyarethesameintheUnitedStatesandAsia.
Answer:
FALSE
Diff:
2PageRef:
307-308
AACSB:
ReflectiveThinking
24)Recentresearchhassuggestedthat,inAsia,thehighestlevelneedsinMaslow'shierarchypertaintostatus.
Answer:
TRUE
Diff:
2PageRef:
309-310
AACSB:
ReflectiveThinking
25)InHellmutSchutte'smodifiedhierarchytoexplaintheneedsandwantsofAsianconsumersthelastthreelevelsareaffiliation,admiration,andselfactualization.
Answer:
FALSE
Diff:
2PageRef:
308-309
AACSB:
ReflectiveThinking
26)FinlandishometoNokia,whichroseinstaturefromalocalbrandtoaglobalbrandinlittlemorethanadecade.
Answer:
TRUE
Diff:
2PageRef:
310
AACSB:
ReflectiveThinking
27)Studiesconductedduringthe1970sand1980sindicatedthatthe"madeintheUSA"imagelostgroundtothe"madeinJapan"image.
Answer:
TRUE
Diff:
2PageRef:
310
AACSB:
ReflectiveThinking
28)Manyconsumersconsiderproductswithlabelssuchas"MadeinBangladesh"and"MadeinBrazil"tobeofinferiorqualityandvalue
Answer:
TRUE
Diff:
2PageRef:
310-311
AACSB:
ReflectiveThinking
29)Scotland'stopexportcategoryisinformationtechnology.
Answer:
TRUE
Diff:
2PageRef:
310-311
AACSB:
ReflectiveThinking
30)InGermany,productpackagingmustconformtoGreenDotregulationsaspartof"Eco-packaging."
Answer:
TRUE
Diff:
2PageRef:
311
AACSB:
ReflectiveThinking
31)TheEuropeanUnionnowrequiresmandatorylabelingforsomefoodscontaininggeneticallymodifiedingredients.
Answer:
TRUE
Diff:
2PageRef:
313
AACSB:
ReflectiveThinking
32)In2008,theUnitedStatesenactedacountry-of-originlabeling(COOL)law,whichrequiressupermarketstodisplayinformationthatidentifiesthecountrythatmeat,poultry,andcertainotherfoodproductscomefrom.
Answer:
TRUE
Diff:
2PageRef:
313
AACSB:
ReflectiveThinking
33)Packagingaestheticssuchascolororshapeofaproduct,label,orpackageareveryimportantforJapaneseconsumers.
Answer:
TRUE
Diff:
2PageRef:
313-314
AACSB:
ReflectiveThinking
34)DuetotheEuropeanCommission'sregulation,McDonald'scannotgiveawaysoft-plastictoyswithitsHappyMealsinEurope.
Answer:
TRUE
Diff:
2PageRef:
315
AACSB:
ReflectiveThinking
35)ApplelauncheditsiPhoneintheUnitedStatesinmid-2007andinthefollowingmonths,itwasgraduallyrolledoutinseveralmoremarkets.Thisisanexampleofthedual-extensionstrategy.
Answer:
TRUE
Diff:
2PageRef:
316-317
AACSB:
ReflectiveThinking
36)UnileverreformulateditsCifbrandspraycleanertodoabetterjobongreaseinItalysinceitwasfoundthatItalianwomenarenotinterestedinlabor-savingconveniencescomparedtocleanliness.
Answer:
TRUE
Diff:
2PageRef:
319
AACSB:
ReflectiveThinking
37)Acompanythatisorientedtowardsproduct"platforms"islikelytobepursuingaproductadaptationapproachtoglobalmarketing.
Answer:
TRUE
Diff:
2PageRef:
323
AACSB:
ReflectiveThinking
38)ProductsthatfallunderthedynamicallycontinuousinnovationcategoryrequiremoreR&Dexpenditures.
Answer:
FALSE
Diff:
2PageRef:
pp.322-323
AACSB:
ReflectiveThinking
39)SonycreatedanewmarketwhenitintroducedVCRs,whichcanbeconsideredasanexampleofdiscontinuousinnovations.
Answer:
TRUE
Diff:
2PageRef:
322-323
AACSB:
ReflectiveThinking
40)Wheneveranewproductinteractswithhuman,mechanical,orchemicalelements,thereisthepotentialforasurprisingandunexpectedincompatibility.
Answer:
TRUE
Diff:
2PageRef:
324
AACSB:
ReflectiveThinking
41)Generallyspeaking,whichofthefollowingstatementsistrueconcerningproductattributes?
A)Tangibleproductattributesaremoreimportantthanintangibleones.
B)Intangibleproductattributesaremoreimportantthantangibleones.
C)Bothtangibleandintangibleproductattributesareimportant.
D)Neithertangiblenorintangibleproductattributesareimportant.
E)Aproducthasmoreattributesthantangibleandintangibleones.
Answer:
C
Diff:
2PageRef:
297
AACSB:
ReflectiveThinking
42)Advertising,companyname,newsstories,andpromotionactivitiesareafewoftheelementsthatcontributetoacompany's:
A)logodevelopment.
B)brandequity.
C)brandimage.
D)co-brandingeffort.
E)brandlabel.
Answer:
C
Diff:
2PageRef:
298-299
AACSB:
ReflectiveThinking
43)AppleandNokiabothmarketphonesbuttheirbrandimagedifferentiatesthem,whichwithApplecanbepartiallyattributedtoallofthefactorsexcept:
A)iPhonehasuser-friendlyfeatures.
B)Nokia'susesalphanumericnamesforproducts.
C)iPhonehasmorebrandequitythanNokia.
D)Apple'sCEOhasmoremediapresencethanNokia's.
E)Nokia'sbrandimageismoreskewedtowardtechnology.
Answer:
C
Diff:
2PageRef:
298
AACSB:
ReflectiveThinking
44)________representsthecumulativeaddedvalueofacompany'sinvestmentinthemarketingofabrandovertime.
A)Brandextensions
B)Co-branding
C)Brandimage
D)Brandequity
E)Brandloyalty
Answer:
D
Diff:
2PageRef:
298-299
AACSB:
ReflectiveThinking
45)Fornearly60years,DeBeershasusedtheadvertisingslogan"Adiamondisforever."Suchalong-terminvestmentinmarketingiscentraltodeveloping:
A)brandextensions.
B)co-branding.
C)localbrands.
D)brandequity.
E)brandmarks.
Answer:
D
Diff:
2PageRef:
298-299
AACSB:
ReflectiveThinking
46)Inrecentyears,theCoca-ColaCompanyhasbeenplaguedbysuchproblemsasemployeelawsuitsoverdiversityissues,deterioratingbottlerrelations,aproductionstoppage,andadisastrousproductrecallinBelgium.Takentogether,theseproblemscoulddilutethecompany's________.
A)brandextensionprogram
B)co-brandingefforts
C)internationalbrands
D)brandequity
E)product/communicationsextensionstrategy
Answer:
D
Diff:
2PageR
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