大学课程国际营销Chapter10

Chapter10—ProductAdaptationTRUE/FALSE1.Makingaprofitisthekeytosuccessfulmarketing.ANS:FPTS:1DIF:ModerateREF:p.3242.Thecoreofafirm'sinternationaloperationsispricing.ANS:FPTS:1DIF:ModerateREF:p.3243.Inordertodifferentiateaproduct,amarketertriestohighlightthesimilaritiesithaswithproductsinthesameclasssoastohighlightthelikenessesofeach.ANS:FPTS:1DIF:ModerateREF:p.3244.Oneofthedrawbacksofcustomizationiscostsavingsinproductionandmarketing.ANS:FPTS:1DIF:DifficultREF:p.3265.Industrialproductsarelessculturallygroundedandwarrantlessadjustmentthanconsumergoods.ANS:TPTS:1DIF:DifficultREF:p.3266.Theneedforadaptationisbasedonthedegreeofculturalgrounding.ANS:TPTS:1DIF:EasyREF:p.3277.Themoreexporterslearnaboutlocalmarketcharacteristicsinindividualmarkets,themoretheyareabletoestablishsimilaritiesand,asaresult,customizetheirmarketingapproach,especiallyacrosssimilarmarkets.ANS:FPTS:1DIF:ModerateREF:p.3298.Thecharacteristicsandbehaviorofintendedcustomergroupsareasimportantasgovernmentalinfluencesontheproductadaptationdecision.ANS:TPTS:1DIF:ModerateREF:p.3319.Positioningisthephysicalspaceaproductassumesonastoreshelf,andcompaniespayhugesumsofmoneytohavetheirproductsfirstinline.ANS:FPTS:1DIF:ModerateREF:p.33310.Backwardinnovationiswhenacompanyproducesadrasticallysimplifiedversionofaproductduetolackofpurchasingpowerorusageconditions.ANS:TPTS:1DIF:EasyREF:p.33511.Thebrandmarkisthevocalizablepartofthebrand,thebrandnamethenonvocalizablepart.ANS:FPTS:1DIF:ModerateREF:p.33612.Consumernondurables,suchasfoodproducts,generallyshowthehighestamountofsensitivitytowarddifferencesinnationaltastesandhabits.ANS:TPTS:1DIF:DifficultREF:p.33613.Thevalueofbrandsareusuallylistedonbalancesheets.ANS:FPTS:1DIF:ModerateREF:p.33714.Colorplaysanimportantroleinthewayconsumersperceiveaproduct.Theycommunicateinasubtlewayindevelopedsocieties;theyhavedirectmeaninginmoretraditionalsocieties.ANS:TPTS:1DIF:ModerateREF:p.34115.Productwarrantiescanbeeffectivepromotionaltools.ANS:TPTS:1DIF:ModerateREF:p.34216.Asmorecountriesdevelopthenecessarybasestomanufactureproducts,theoriginoftheproductsbecomesmoreimportant.ANS:FPTS:1DIF:DifficultREF:p.34317.Mostcompaniesaimforconsistencyintheirmarketingefforts.Anexampleofwhereconsistencymaybeeasytoachieveininternationalmarketsisintheareaofwarranties.ANS:FPTS:1DIF:DifficultREF:p.34318.Country-of-origineffectslessenascustomersbecomemoreinformed.ANS:TPTS:1DIF:ModerateREF:p.34319.Thepracticeofproductcounterfeitinghasspreadtohigh-technologyproductsandservicesfromthetraditionallycounterfeitedproducts:high-visibility,strongbrandnameconsumergoods.ANS:TPTS:1DIF:EasyREF:p.34420.TheTrademarkCounterfeitingActof1984madetradingingoodsandservicesusingacounterfeittrademarkacivilratherthanacriminaloffense.ANS:FPTS:1DIF:DifficultREF:p.345MULTIPLECHOICE1.Whichofthefollowingbestdescribestheproductorserviceacompanyoffersforsale?a.Apertinentformationofspaceandtime.b.Acomplexcombinationoftangibleandintangibleelements.c.Atangiblebenefit.d.Anintangibleoffering.ANS:BPTS:1DIF:EasyREF:p.3242.Differentiationisamarketingmethodto:a.getdifferentcustomerstotrytheproduct.b.createanimageoraperceptioninthemindoftheconsumer.c.dilatethemarketforceswithexcessivedistribution.d.helpconsumersdistinguishbetweencompetingbrands.ANS:DPTS:1DIF:DifficultREF:p.3243.Whenthecoreproductisrelativelyorhighlysimilarbetweencompetitors,marketershighlightwhattypeoffeaturestoachievedifferentiation?a.Augmentedb.Corec.Innated.FancyANS:APTS:1DIF:ModerateREF:p.3244.Acustomerattachesvaluetoaproductinproportiontowhat?a.Thepriceinacompetitiveframework.b.Thecostincurredintheproductionoftheproduct.c.Theproductsperceivedabilitytohelpsolveproblemsormeetneeds.d.Incomelevelofthehousehold.ANS:CPTS:1DIF:ModerateREF:p.3255.Whichofthefollowingisanintangibleelementofaproduct?a.Installationb.Aestheticsc.Positioningd.PackagingANS:CPTS:1DIF:EasyREF:p.3256.Installation,after-salesservice,warrantyetc.are_____elementsofaproduct.a.intangibleb.augmentedc.cored.packagingANS:BPTS:1DIF:EasyREF:p.3257.WhichofthefollowingisNOTafactorwhichmightencouragestandardization?a.Governmentandregulatoryinfluences.b.Economiesofscaleinproduction.c.Economiesinmarketing.d.Shrinkingoftheworldmarketplace.ANS:APTS:1DIF:EasyREF:p.3268.Whichofthefollowingfactorsencourageadaptationofaproduct?a.Similarconsumerbehaviorpatterns.b.Economiesofscaleinproduction.c.Globalcompetition.d.Differinguseconditions.ANS:DPTS:1DIF:EasyREF:p.3269.WhichofthefollowingproductsdoNOTtendtohavehighlevelsofstandardization?a.Personalcareproductsb.Foodproductsc.Luxurygoodsd.MedicalequipmentANS:BPTS:1DIF:EasyREF:p.32610.Whataretheconditionswhichgenerallyrequireproductadaptationinconsumergoods?a.Time,spaceandutility.b.Focus,layoutandentity.c.Culturalgroundingandeconomicconditions.d.Money,laborandforeclosure.ANS:CPTS:1DIF:ModerateREF:p.32711.Whichofthefollowingisnotoneofthethreefactsacompanyshouldconsiderwhenmarketingaproductabroad?a.Themarketsthathavebeentargetedb.Thedomesticpolicyc.Theproductanditscharacteristicsd.ThecompanycharacteristicsANS:BPTS:1DIF:DifficultREF: