Question 1

When Mars Candy Company took over Raider candy products and used the theme line "Now Raider becomes Twix, for it is Twix everywhere in the world," the company used the _____ strategy for changing brand names.

Accepted Answer

The company used the transparent forewarning strategy because they announced the change in brand name in advance, giving consumers time to adjust to the new name.

Question 2

With respect to product categories analyzed on the basis of sales turnover, a _____ product is one where the item represents the bulk of the subsidiary's sales volume.

Accepted Answer

A core product is one that represents the bulk of the subsidiary's sales volume, indicating its central role in the company's product lineup and its significant contribution to the company's overall sales.

Question 3

The _____ procedure uses a product line as a listening post for the new foreign market to see what product items work best.

Accepted Answer

The probing and learning approach involves introducing a product line into a new market to observe and learn which products perform well, allowing for adjustments based on market response.

Question 4

Global product line mix options could be:

Accepted Answer

Global product line mix options include extending the home country product line, offering a subset of it, creating a mix of local and home country products, or localizing the product line entirely.

Question 5

With respect to a brand name changeover strategy, the _____ strategy ties the new global brand name to the existing local brand name.After a transition period, the old name is dropped.

Accepted Answer

The fade-in/fade-out strategy involves gradually introducing the new global brand name while phasing out the existing local brand name. This allows consumers to become familiar with the new name while still recognizing the old one, easing the transition.

Question 6

During a naming/branding transition period, when local and global brand names are kept so that consumers and the trade have sufficient time to absorb the new brand name, the approach is called:

Accepted Answer

Dual branding is the strategy used during a naming or branding transition period where both the old and new brand names are kept in use simultaneously. This approach allows consumers and the trade to gradually adjust to the new brand name.

Question 7

Small firms with narrow product assortment will normally choose which of the following strategies when attempting to enter an international market?

Accepted Answer

The answer of Small firms with narrow product assortment will...

Question 8

Brand architecture guides the dynamics of the firm's brand _____:

Accepted Answer

Brand architecture refers to the structure of brands within an organization's portfolio, guiding how different brands relate to and support each other.

Question 9

The _____ of the product assortment refers to the number of items that the company sells within a given product line.

Accepted Answer

The length of the product assortment refers to the number of different items a company offers within a specific product line.

Question 10

With respect to a brand name changeover strategy, the _____ strategy where the company simply drops the old brand name and immediately replaces it with the global name.

Accepted Answer

The "summary axing" strategy involves abruptly discontinuing the old brand name and replacing it with a new one, without any transition period. This approach is used when a company wants to quickly shift consumer perception to the new brand identity.

Question 11

The _____ of the product assortment refers to the collection of different product lines marketed by the firm.

Accepted Answer

The width of the product assortment refers to the number of different product lines that a company offers. It's about the variety of distinct categories or types of products available from the firm.

Question 12

Most companies sell a wide assortment of products.The assortment is usually described on the dimensions of _____ of the product mix.

Accepted Answer

The dimensions of a product mix are typically described in terms of its width and length. Width refers to the number of different product lines a company offers, while length refers to the total number of products within those lines.

Question 13

With respect to product categories analyzed on the basis of sales turnover, a _____ product is one where the product appeals to a small segment of the population (which might grow in time).

Accepted Answer

A niche item is specifically designed to serve a small, often specialized, segment of the market, which has the potential to grow over time.

Question 14

A good place to start is to analyze each individual country's product portfolio on the basis of a sales turnover basis.Product lines can be categorized by all the following ways except:

Accepted Answer

Cultural products are not a standard category for analyzing a company's product portfolio based on sales turnover. Product lines are typically categorized by their role in the market or sales cycle, such as core, niche, seasonal, or filler products.

Question 15

All of the following are drivers that impact the composition of a firm's international product line except:

Accepted Answer

The answer of All of the following are drivers that...

Question 16

With respect to a brand name changeover strategy, the _____ strategy alerts customers about the brand name change (via communications such as in-store displays).

Accepted Answer

The transparent forewarning strategy involves openly communicating to customers about an upcoming brand name change, often through direct methods like in-store displays, to ensure they are aware of the transition and to minimize confusion. This approach helps maintain customer trust and loyalty during the changeover process.

Question 17

Euro Disney eventually becoming Disneyland is an example:

Accepted Answer

Euro Disney's transition to Disneyland Paris is an example of "fade-in/fade-out," where the original name gradually phased out as the new name was introduced, allowing for a smoother transition in public perception and branding.

Question 18

Three drivers can be singled out relate to product-market characteristics.Which of the following is not one of those drivers?

Accepted Answer

The answer of Three drivers can be singled out relate...

Question 19

When comparing the product mix in the company's host and home markets, all of the following are possible scenarios except:

Accepted Answer

Extensions of joint ventures or strategic alliances are strategies related to how companies enter new markets or expand their operations, rather than specific scenarios describing the composition of a product mix in different markets.

Question 20

Product lines can be categorized as:

Accepted Answer

Product lines can indeed be categorized into core products, which are central to a company's offerings; niche items, which cater to specific, targeted markets; seasonal products, which are relevant during certain times of the year; and filler products, which complement the core products and fill out the selection.

Quiz 11: Global Product Policy Decisions Ii: Marketing Products and Services