Marketing Final Exam

Mac and pc guy ad in countries around the world the

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Unformatted text preview: t is the first step, and market research results in knowledge of customer needs and wants that will guide product, price, promotion, and distribution decisions. PTS: 1 REF: 68 Thinking KEY: CB&E Model Research OBJ: 05-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 81. Apple, Inc. used its Mac and PC guy ad in countries around the world. The company simply modified the characters a bit to fit the culture. Apple is attempting to market the Mac using: a. standardized marketing practices b. mixed marketing c. character standardization d. global marketing standardization e. product invention ANS: D Global marketing standardization is developing a single product for all markets and promoting it the same way all over the world. PTS: 1 REF: 69 OBJ: 05-4 TOP: AACSB Reflective Thinking KEY: CB&E Model International Perspective | CB&E Model Strategy MSC: BLOOMS Application 82. According to the text, which of the following is an example of a product strategy that would be appropriate for a global marketing company to implement? a. Product adaptation b. Product divestment c. Product penetration d. Market substitution e. Product licensing ANS: A Product invention and product adaptation are the two product strategies discussed in the textbook. PTS: 1 REF: 70 OBJ: 05-5 TOP: AACSB Reflective Thinking KEY: CB&E Model International Perspective | CB&E Model Product MSC: BLOOMS Comprehension 83. When IKEA, the Swedish home furnishings retailer, first entered the Japanese market, it failed. It was more successful in its second try because it was aware of the need to adapt its furnishings to fit the smaller Japanese homes. It success on its second foray into Japan was based on its ability to give the Japanese consumer what he or she needed without abandoning its product strategy. IKEA had to adopt a _____ strategy. a. product substitution b. market differentiation c. message adaptation d. product invention e. product adaptation ANS: E Product adaptation is the slight alteration of the basic product (in this case, making it smaller.) PTS: 1 REF: 70 OBJ: 05-5 TOP: AACSB Reflective Thinking KEY: CB&E Model International Perspective | CB&E Model Product MSC: BLOOMS Application 84. Maybelline formulated cosmetics that were designed to complement the complexions of women with various skin types around the world. Which of the marketing mix strategies did Maybelline use? a. Countertrading b. Product invention c. Global market standardization d. Product licensing e. Product adaptation ANS: E A basic product (cosmetics) was changed. PTS: 1 REF: 70 OBJ: 05-5 TOP: AACSB Reflective Thinking KEY: CB&E Model International Perspective | CB&E Model Product MSC: BLOOMS Application 85. Procter & Gamble’s Vidal Sassoon shampoo smells the same worldwide, but the amount of scent used varies from country to country. This is an example of which type of marketing mix strategy? a. Countertrading b. Product invention c. Global market standardization d....
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