International Marketing Chapter 10 Quiz

________ is defined as perceptions about a brand as reflected by brand associations that consumers hold in their memories.

• Brand equity

• Brand awareness

• Brand image

• Brand value

Which of the following components of a product is designed to engage the senses, make an emotional connection, and enhance the consumer's brand experience?

• Aesthetics

• Product warranties

• Labeling

• Packaging

Why has the warranty program been important to Hyundai sales in the U.S.?

• Competitors don't offer warranties.

• Americans won't buy cars without a warranty.

• The warranty justified the high cost.

• Korean cars were initially perceived as cheap.

The internal motivation driving demand for status-oriented products is based on which of the following levels of Maslow's needs hierarchy?

• Physiological

• Safety

• Esteem

• Social

Which of the following refers to a type of brand that has achieved success in a single national market?

• Generic brand

• Global brand

• Local brand

• International brand

A modified hierarchy has been proposed for Asia where the top three levels of affiliation, admiration, and status each emphasize ________.

• psychological needs

• physiological needs

• personal esteem

• social needs

Which of the following BEST describes a global brand?

• A brand created by a global company and distributed in more than one country

• A brand created by a global company to meet the needs of a local market

• A brand that is offered in several markets in a specific region

• A brand that uses the same name and has a similar positioning throughout the world

Some consumers flaunt their wealth or status by buying expensive products that others will notice. The marketing term for this is ________.

• status seeking

• luxury badging

• admiration-based

• status symbols

In 2008, Apple introduced the second-generation iPhone to 21 countries simultaneously using the same message and promotional appeals used in the United States. This is an example of __________.

• Product extension-communication adaptation

• Product-communication adaptation (dual adaptation)

• Product-communication extension (dual extension)

• Product adaptation-communication extension

_______ is defined as perceptions about and attitudes towards particular countries, which extend to products and brands known to originate in those countries.

• Country-of-origin effect

• Foreign consumer cultural positioning

• Global brand leadership

• Country stigma