Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage
Using this as an example, outline the differences between a local brand and a global brand, combination branding, communication-branding, and brand extensions.
A local product or local brand is one that has achieved success in a single national market. A global company creates local products and brands in an effort to cater to the needs and preferences of a particular country market. The Sony Walkman is an example of combination or tiered branding whereby a corporate name (Sony) is combined with a product name (Walkman). By using combination branding marketers can leverage a company's reputation while developing a distinctive brand identity for the line of products. Co-branding is a variation of combination branding in which two or more different company or product brands are featured prominently on product packaging or advertising. A good example would be the "Intel Inside" campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers. Global companies can also leverage strong brands by creating brand extensions. Brand names are used as an umbrella when entering new businesses or developing new product lines that represent new categories to the company. For example, the Virgin brand has been attached to a wide range of businesses and products such as airline, retail stores, movie theaters, financial services, and soft drinks.
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A question asks respondents to evaluate a travel agency on a scale from 1 to 5 where 1 means "very dissatisfied" and 5 means "very satisfied." This is an example of a:
A) synthetic metric scale B) natural metric scale C) natural categorical scale D) closed-ended scale E) synthetic natural scale
To ensure the primary data they collected about consumer reactions to their product were accurate, the makers of Classic Toiletries hired a single research firm to visit certain cities in various countries. In the past, the company had used mail and telephone surveys by local companies in each country to gather data, but it was concerned about whom these companies were surveying and if they actually fit the demographic and lifestyle profiles of Classic's target market. Classic hired a new research firm to overcome the problem of ________ that can occur when collecting primary data in global markets.
A. inaccurate language translation B. unreliable sampling procedures C. limited access D. insufficient comprehension E. unwillingness to respond
Which of the following is NOT a social influence on consumer buying behavior?
a. personal characteristics b. family c. culture d. reference groups e. roles
Corrective actions and preventive measures can bring a project back into compliance with the project management plan
Indicate whether the statement is true or false