brand and product decision in global marketing

Question 1

Industrial products

Answer 1

Machinery, manufacturing plants, materials, and other goods or component parts for use or consumption by other industries or firms

Question 2

consumer products

Answer 2

any article, or component part produced or distributed for sale to a consumer for use in a household, a school, etc.

consumer products are adapted more

Question 3

why are industrial products typically adapted less than consumer products

Answer 3

inherent nature of the product and the motive or intent for the use differs

Question 4

core components

Answer 4

product platform
design features
functional features

Question 5

packaging component

Answer 5

trademark
brand name
price
quality
package
styling

Question 6

support services component

Answer 6

deliverers, warranty, spare parts, repair and maintenance, installation, instructions

Question 7

mandatory adaptions

Answer 7

government regulations
electrical current standards
measurement system

Question 8

cultural adaptations

Answer 8

color preference, size preference, parent company (oreo using nabisco vs kraft)

Question 9

f/t US companies systematically underadapt for cultural reasons

Answer 9

true

Question 10

T/F More competition and more choices puts less power in the hands of the customer, which drives the need for quality.

Answer 10

False it puts more power in the consumers hands

Question 11

T/F Quality in B2C markets can be defined on two dimensions: (1) market-perceived quality and (2) performance quality

Answer 11

true

Question 12

T/F Quality in B2B markets is defined by the seller.

Answer 12

False, it is defined by the buyer

Question 13

T/F In B2B markets there are universal standards in regards to quality

Answer 13

false, there are no universal standards

Question 14

relative advantage definition and example

Answer 14

A product’s degree of superiority and attractiveness to customers over similar existing products.

Ex: the latest smart phone offers a better camera then previous model

Question 15

compatibility definition and example

Answer 15

Compatibility is the capacity for two systems to work together without having to be altered to do so.

ex: when starbucks went into Brazil, the country was already a coffee drinking country

Question 16

observability definition and example

Answer 16

The easier the benefits are to communicate the faster the product will diffuse

ex: a sales associate demonstrates how to use the new kitchen gadget

Question 17

Complexity definition and example

Answer 17

The more complex a product is, the longer it takes to diffuse

ex: the latest car has so many gadgets its too hard to use

Question 18

trailability definition and example

Answer 18

ex: P&G offered samples of its new laundry detergent in Colombia

Question 19

characteristics and rate of diffusion

Answer 19

if they are all high they increase the rate of diffusion except for complexity slows the rate of diffusion

Question 20

what extraneous variables affect the rate of diffusion (3)

Answer 20

degree of perceived newness
perceived attributes of the innovation
methods used to communicate the idea

Question 21

country-of-origin effects

Answer 21

the influence that the country that manufactured, assembled, or designed a product has on a consumers positive or negative perception of the product

Question 22

brand pyramid

Answer 22

bottom: presence, relevance, performance, advantage, bonding

Question 23

performance level

Answer 23

consumers believe that the brand delivers on its basic functional promise

Question 24

presence level

Answer 24

consumers are actively aware of the brand when they think of the product category

Question 25

bonding level

Answer 25

consumers believe the brand is the best brand for them –it is their brand

Question 26

relevance level

Answer 26

brand pyramid consumers think that the brand delivers something of value to them at a price they consider acceptable

Question 27

advantage level

Answer 27

consumers believe the brand offers some benefit that distinguishes it from the competitors

Question 28

what does a great global brand include (5)

Answer 28

brand experience, consistent positioning, sense of dynamism, sense of authenticity, strong corporate culture

Question 29

T/F It takes more than global distribution and a consistent trademark to make a good global brand

Answer 29

True

Question 30

T/F A global brand is one that has transcended its cultural origins to develop strong relationships with consumers across different countries and cultures.

Answer 30

True

Question 31

T/F A challenge with global branding is to find the right balance between mindlessly global and hopelessly local

Answer 31

True

Question 32

Laddering

Answer 32

provides a structure of people’s associations of brand at thee levels
-attributes, benefits, values