Chapter 15: Developing and Marketing Products

A company that adapts its product’s physical features to appeal more to international markets is modifying its

• product strategy

• pricing strategy

• distribution strategy

• promotional strategy

The name of one or more items in a product line that identifies the source or character of the items is called a

• morpheme

• tangible asset

• product name

• brand name

If correctly chosen, a brand name can become a firm’s

• globally adapted feature

• greatest morpheme

• most valuable asset

• competitive disadvantage

Which of the following are more likely to offend certain cultures or subcultures if they are not selected carefully?

• Product name

• Category name

• Brand image

• Pricing strategy

Imitation products passed off as legitimate trademarks, patents, or copyrighted works are called

• counterfeit

• countertrade

• deep fakes

• morphemes

A waterfall strategy is one in which a company introduces its products to

• all international markets at the same time

• markets abroad simultaneously first and later to the domestic market

• all segments of its domestic market at the same time

• markets abroad one at a time in sequence

Activities designed to target customers through personal selling, advertising, public relations, and direct marketing is called the

• advertising strategy

• push strategy

• pull strategy

• promotion mix

Which of the following is designed to create buyer demand that will encourage channel members to stock a company’s product?

• Push strategy

• Advertising strategy

• Pull strategy

• Pricing strategy

A strategy designed to pressure channel members to carry a product and to promote it to final users is called a

• push strategy

• adaptation strategy

• advertising strategy

• pull strategy

A business that controls its international advertising at headquarters is likely to

• adapt its international advertising to each market

• standardize its advertising in international markets

• pursue a pull strategy

• pursue a push strategy