Marketing Consumer Services Globally
Something bought or sold that is not physical. (i.e. room service, dry cleaning, or insurance)
What is an intangible product/good?
What is the world's most valuable brand according to Interbrand and WPP?
A. Coca-Cola
B. McDonalds
C. Sony
A. Coca-Cola
A ____ ______ is defined as the worldwide use of a name, term, sign, symbol, design, or combination thereof intended to identify goods or services of one seller.
What is a Global Brand?
What does it mean to stereotype?
A. To have an understanding of something.
B. To make a broad generalization of something.
C. To be ignorant of something.
B. To make a broad generalization of something.
What are the three components to a product?
3 Components are:
-Core Component
-Packaging Component
- Support Services Component
What category were the top 3 U.S. brands under?
A. Business Services
B. Retail
C. Technology
C. Technology
Apple, Google, and Microsoft.
What is a main trait a global brand must have to be successful?
A. Positive brand association.
B. Have the same meaning in every country.
C. Have worldwide notoriety.
A. Positive Brand Association
What is the country-of-origin effect? (COE)
Any influence that the county of manufacture assembly or design has on a consumer's opinion of a product.
Where to marketers often fail when it comes to Product Components?
A. Support Services
B. Packaging
C. Core
A. Support Services
The average British consumer eats how many cans of Heinz beans annually?
A. 8
B. 16
C. 13
B. 16
Which of the following is one of the MAIN valuable resources for a company?
A. Logo
B. Business Identity
C. A catchy jingle
B. Business Identity
What would be considered an external cue?
A. Prestige
B. Design
C. Quality
D. None
E. All of the above
E. All the above
Which is an example of an Industrial Service?
A. A tourist company providing tours for incoming tourists.
B. An airline company flies out business travelers.
B. An Airline company flies out business travelers.
Stereotypes are often commonplace when it comes to things in the market. Consumers have broad ideas of what they consider to be the best products from certain countries. Chinese silk, French Perfume, and Jamaican Rum are a few. What is Italy known for?
A. Pasta
B. Wine
C. Leather
C. Italian Leather
What is a benefit of owning a private brand?
A. Production is outsourced while still receiving perks.
B. Less Competition with other companies.
C. More consumer variety.
A. Production is outsourced while still receiving perks.
True or False:
Ethnocentrism is the belief that all races are seen as equal.
False
Ethnocentrism is the belief that one's own race is superior
Name and Define at least TWO of the unique service characteristics.
1. Inseparable - cannot be separated from its consumption.
2. Heterogeneous - individually produced, thus unique.
3. Perishable - once it's created it cannot be stored.
4. Intangibility - no physical existence.
Which English chocolate brand got in trouble for making their chocolate too "Mountain-Like"?
A. Poundland
B. Toblerone
C. Alps Chocolatiers
A. Poundland
WILDCARD!
Which dorm on campus holds the most people? (CURRENTLY)
A. Beckman
B. Binz
c. Rohlman
B. Binz
Name 3 of the barriers involved in entering global markets.
The Barriers involved:
- Protectionism
- Restrictions
- Protection of intellectual property
- Cultural barriers and adaptations