Question 1 3.33 pts
In order to develop a good global branding strategy, which of the following issues should a marketer start with?
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coming up with a compelling value proposition |
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getting foreign government approval for use of certain brand |
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developing relationships with retailers that will eventually carry the brand in foreign markets |
Question 29 3.33 pts
Which of the following would be the MOST important determinant of the product
adaptation decision?
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whether potential benefits can offset the costs involved. |
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whether the foreign government wants the firm to adapt the product. |
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the similarity of the foreign culture to the US culture. |
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the personality of the marketing manager. |
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advice from the U.S. Department of Commerce or similar governmental institution. |
Question 273.33 pts
Which of the following is generally not thought of as a component of brand equity?
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how long the brand has been in existence. |
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consumers’ preference for the brand. |
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consumers’ perceived notions of brand quality |
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how many people are aware of the brand. |
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people’s thoughts and feelings about the brand |
Question 28 3.33 pts
Which of the following statements about the product adaptation strategy is false?
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generally involves lower cost as compared to standardization |
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takes into account cultural differences |
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maybe required due to different laws/regulations across countries. |
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allows a company to better match competitors’ offerings. |
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recognizes differences among different regions of the world. |
