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Exam 11: Global Strategies for Services,Brands,and Social Marketing

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Question 21

Multiple Choice

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The U.S.Trademark Counterfeiting Act of 1984 made counterfeiting punishable by

A) fines.
B) prison terms.
C) Both a and b
D) None of the above.

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Question 22

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Which of the following is not part of the process of developing a global brand strategy?

A) Identify customer needs worldwide.
B) Track the success of the global identity of the brand.
C) Communicate global brand identity.
D) Develop local brand names/advertising strategies.

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Question 23

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Mr.Clean,Monsuier Propre,and Meister Proper are examples of ____ names.

The WTO requires member countries to establish national laws that protect global brands.

Ricoh of Japan used ____________________ branding to gain market access in Europe and the United States.

Private branding is unheard of in developing countries such as India.

"I prefer to buy branded medicine because I know that those drugs are reliable.I can't trust whether generics are safe," says one focus group participant.He is describing the ____ of global brands.

In the United States,service at restaurants is based on in-group membership.

Which of the following products are most difficult to counterfeit?

Nike's "swoosh" is an example of a ____.

"I know when I buy Rainforest Crunch,I know that my dollars are being spent to protect the rainforest and support the indigenous people who live there." This statement from a focus group participant describes the ____ of global brands.

At McDonald's locations in China,managers regularly go table to table,chatting with customers as they eat their food.McDonald's has adapted to culture differences in ____.

Developing countries have better trademark protection than developed countries.

Electrolux is targeted to the high-prestige,conservative consumers throughout Europe.Electrolux is an example of a ____.

Around the word,all consumers appreciate fast service at restaurants.

Which of the following is a not a reason for "branding"?

Jill learns that her Kate Spade purse that she bought in China was not made by the Kate Spade company.It was made by a local Chinese company and a Kate Spade label was sewn into the purse.Jill has bought a ____ purse.

Newly industrialized countries such as South Korea and Taiwan have very poor trademark protection laws compared to developed countries like the United States.

Proctor and Gamble's Cheer brand is an example of a(n) ____.

Jaiwen Cho is skeptical of the quality of global brands.He prefers to buy local brands.Jaiwen would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.