Global Mktg Quiz Part 2

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. a. b. c. d.

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e. parallel dimension . Euro Disney eventually becoming Disneyland Paris (where the Euro shrunk until “land” could be added in its place)

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. a. b. c. d.

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e. parallel dimension

When Matsushita uses brand names like JVC and Panasonic as their banner brands, they are using a(n) ___________________ system. a. b. c. d. e.

domestic branding national branding manufacturer’s branding store branding or private labeling umbrella (corporate) branding

When Nokia consolidated scores of brand names into their one ____________________ brand, they found that strength occurred because consumers were able to equate the Nokia quality with more products. a. b. c. d. e.

domestic brand national brand manufacturer’s brand store brand or private label umbrella or banner brand

When attempting to unite a series of brands within a single message, an umbrella brand strategy is one way to get your consumer, audience, or constituency to make you their first choice. An umbrella brand is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each subbrand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products, communication channels, and promotional means. As with all effective brand strategy, umbrella brands require a single message, an expression of a common sense benefit grounded in human emotion opening the way to own the conversation within a business category. Umbrella brands abound in business; examples include Virgin, Kellogg’s, Apple, and location brands such as Japan, Manitoba, and St. Louis.

Deciding to move toward global branding is a difficult decision. This must often be considered with respect to the globalization versus localization issue. What are the questions that might be useful in reaching a decision as to whether to pursue globalization over localization?

Deciding to move toward global branding is a difficult decision. This must often be considered with respect to the globalization versus localization issue. What are the questions that might be useful in reaching a decision as to whether to pursue globalization over localization?

1). What is the cost of creating and maintaining awareness and associations for a local brand versus a global one? 2). Are there significant economies of scale in the creation and running of a communication program globally? 3). Is there value to associations of a global brand or of a brand associated with the source country? 4). What local associations will be generated by the global name? symbol? slogan? imagery?

5). Is it culturally and legally do-able to use the brand name, symbol, slogan across the different countries? 6). What is the value of the awareness and associations that a regional brand might create?

When developing a pricing strategy for its global markets, one of the first steps that a company must go through is to decide: a. b. c. d. e.

what the actual price should be. how high or low to price. how much money will the price bring in. what it wants to accomplish with its strategy. what form of controls will regulate price.

In the international marketplace, _________________ pricing adds international costs and a mark-up to the domestic manufacturing cost. a. b. c. d. e.

dynamic incremental pricing export price import price cost-plus price target-return price

Examples of exporting-related ____________________ include manufacturing costs, shipping expenses, insurance, and overseas promotional costs. a. b. c. d. e.

incremental costs demand costs fixed costs target costs service costs

When demand is highly price sensitive, the company needs to consider how it can _________________ from a global perspective. a. b. c. d. e.

raise prices lower prices lower service raise quality reduce costs

Sales tax rates, tariffs, and price controls are all examples of _______________ that can have a direct or indirect impact on the pricing policies of a firm in the international marketplace. a. b. c. d. e.

sales volume policies price policies government policies restrictions punishments

If Wrigley chewing gum company were to make 3stick rather than 5-stick packages of gum for the Philippines market, this would be an example of _______________ for low per-capita income market. a. b. c. d. e.

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