Question 1

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 is the best choice as it involves communicating the brand name change to customers in advance through various means such as in-store displays, advertisements, and social media. This strategy helps to avoid confusion among customers and ensures a smooth transition to the new brand name.

Question 2

Product lines can be categorized as:

Accepted Answer

The given options for product line categorization are: core product, niche items, seasonal products, and filler products. This is a commonly used categorization method used in marketing and product management. Core products are the main products, niche items are specialty products that target a specific market segment, seasonal products have a limited sales period, and filler products are low-cost items that fill the gaps in a product line.

Question 3

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 4

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 5

All of the following are brand areas that might need protection EXCEPT:

Accepted Answer

The size of the logo is not typically an area that needs protection as it is not a defining characteristic of the brand. The other options – the name, slogan, jingle, and visual imagery – are all elements that contribute to a brand's identity and should be protected to ensure consistent use and recognition.

Question 6

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 statement "Now Raider becomes Twix" clearly communicates to consumers that the brand name change is happening. The use of "for it is Twix everywhere in the world" reinforces the new brand name and builds brand consistency. This strategy employs transparency and gives consumers time to adjust to the new name, avoiding confusion and backlash.

Question 7

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 8

_________________ is a system where a single banner brand is used worldwide, often with a sub-brand name,for almost the entire product mix of the company.

Accepted Answer

Umbrella (corporate) branding is a system where a single banner brand is used worldwide, often with a sub-brand name, for almost the entire product mix of the company. This type of branding strategy enhances brand recognition, increases consumer loyalty, and creates a unified brand image that can be used across different countries and market segments.

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

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 using a product line as a listening post for the new foreign market to see what product items work best. This approach is focused on gathering information about the market and adapting products to meet the needs of that market. The drop/add matrix is a tool for analyzing and evaluating product lines, the ship and shop approach is a retail strategy for selling products, the seal and deal approach is a transactional approach to business deals, and the push down approach is a management style aimed at delegating decision-making authority to lower levels in the organization.

Question 11

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 12

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

Accepted Answer

Brand architecture refers to the organization and structure of a company's brands. It guides the management of the brand portfolio, which includes all of the brands that the company owns or controls. Therefore, the best choice is A) portfolio.

Question 13

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 is the one that ties the new global brand name to the existing local brand name and gradually transition to the new name. After a transition period, the old name is dropped. This allows for a smoother transition and helps avoid confusing or alienating loyal customers.

Question 14

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 collection of different product lines marketed by the firm, whereas the length of the product assortment refers to the number of products within a product line. Horizontal scale and vertical scale are not relevant terms in this context, and consistency refers to how closely related or similar the different product lines are to each other.

Question 15

McDonald's golden arches are part of the famous brand.Which of the following elements best describes that element of the brand that should be protected (according
To the example provided)?

Accepted Answer

The answer of McDonald's golden arches are part of the...

Question 16

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

Accepted Answer

The most commonly used dimensions to describe the product mix are width and length. Width refers to the number of product lines a company carries, while length refers to the total number of products within those lines. Therefore, option D, width and length, is the best choice. Option A is incorrect because scale is not commonly used to describe product mix dimensions. Option B is incorrect because timing is not a commonly used dimension to describe product mix. Option C is incorrect because ingredients are not always relevant to all product lines or mixes. Option E is incorrect because scale and length are not commonly used dimensions to describe product mix.

Question 17

Blistex,a tiny U.S.company that makes primarily lip-care products,has a very limited range of product lines that are marketed to foreign markets.Blistex would
Probably choose which of the following strategies for entering foreign markets?

Accepted Answer

The answer of Blistex,a tiny U.S.company that makes primarily lip-care...

Question 18

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

Accepted Answer

An extension of a joint venture or strategic alliance is not a scenario for comparing the product mix in the company's host and home markets as this refers to a partnership between two separate companies, rather than a comparison of product lines between different markets. The other scenarios listed are all possible ways that a company may compare and adjust its product mix in different markets.

Question 19

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 strategy described fits the "summary axing" approach, where the company abruptly discontinues the old brand name and introduces the new one. This is different from the "transparent forewarning" approach, where the transition is communicated in advance to customers, or the "fade-in/fade-out" approach, where the old and new brand names coexist for a period of time. The other answer choices, "pyramid focusing" and "parallel dimension," are not relevant to the concept of brand name changeover strategy.

Question 20

According to Nestle's Branding Tree,the company has four types of brands in its global operations EXCEPT:

Accepted Answer

According to Nestle's Branding Tree, the company has four types of brands in its global operations which are local brands, regional brands, worldwide strategic brands, and worldwide corporate brands. Plain brands are not mentioned as one of the categories.

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

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