Market
MKTG 680-01: International Marketing, Spring 2006 Exam 2 Review Questions
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Note: These questions are illustrative. In addition to studying this set, you should also consult the relevant chapters of your text and your lectures notes. Review this set and feel free to discuss with me, should you have any questions or concerns.
Chapter 10 – Product and Brand Decisions 1. Generally speaking, which of the following statements is true concerning product attributes: a. Tangible product attributes are more important than intangible ones. b. Intangible product attributes are more important than tangible ones. c. Both tangible and intangible product attributes are important. d. Neither tangible nor intangible product attributes are important. Advertising, company name, news stories, and promotion activities are a few of the elements that contribute to a company’s: a. logo development b. brand equity c. brand image d. cobranding effort It has been said that, if terrorists succeeded in destroying every Coca-Cola production facility on the planet, company executives could approach virtually any bank and borrow the billions necessary to rebuild the company. This is a reflection of which concept: a. brand equity cobranding b. c. brand image d. brand extension e. brand loyalty ____________ represents the cumulative added value of a company’s investment in the marketing of a brand over time. a. Brand extensions b. Cobranding Brand image c. d. Brand equity e. Brand loyalty The Nike swoosh, McDonald’s golden arches, and Apple’s rainbow apple are all examples of: a. non-word marks b. brand extensions c. brand symbols global brands d. e. both a and c British entrepreneur Richard Branson has built a global business empire by: a. relying on brand extension b. being the first to use smart cards in major markets c. developing local brands d. avoiding consumer businesses with established leaders Maslow’s hierarchy is applicable to global marketing because it can help explain
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Note: These questions are illustrative. In addition to studying this set, you should also consult the relevant chapters of your text and your lectures notes. Review this set and feel free to discuss with me, should you have any questions or concerns.
Chapter 10 – Product and Brand Decisions 1. Generally speaking, which of the following statements is true concerning product attributes: a. Tangible product attributes are more important than intangible ones. b. Intangible product attributes are more important than tangible ones. c. Both tangible and intangible product attributes are important. d. Neither tangible nor intangible product attributes are important. Advertising, company name, news stories, and promotion activities are a few of the elements that contribute to a company’s: a. logo development b. brand equity c. brand image d. cobranding effort It has been said that, if terrorists succeeded in destroying every Coca-Cola production facility on the planet, company executives could approach virtually any bank and borrow the billions necessary to rebuild the company. This is a reflection of which concept: a. brand equity cobranding b. c. brand image d. brand extension e. brand loyalty ____________ represents the cumulative added value of a company’s investment in the marketing of a brand over time. a. Brand extensions b. Cobranding Brand image c. d. Brand equity e. Brand loyalty The Nike swoosh, McDonald’s golden arches, and Apple’s rainbow apple are all examples of: a. non-word marks b. brand extensions c. brand symbols global brands d. e. both a and c British entrepreneur Richard Branson has built a global business empire by: a. relying on brand extension b. being the first to use smart cards in major markets c. developing local brands d. avoiding consumer businesses with established leaders Maslow’s hierarchy is applicable to global marketing because it can help explain