WorksheetsInternational Marketing Chapter 10 Quiz
Total questions: 10
Worksheet time: 8mins
________ 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
