Which of the following statements is true about the naming strategies for products sold in the global market?
a. A one-brand-name strategy is useful when a company markets mainly one product.
b. An advantage of using different brand names in different markets is greater identification of the product from market to market.
c. A one-brand-name strategy reduces the ease of coordinating promotion from market to market.
d. A disadvantage of using different brand names in different markets is that it does not support localization.
ANSWER: a
A one-brand-name strategy is useful when a company markets mainly one product and the brand name does not have negative connotations in any local market. The advantages of a one-brand-name strategy are greater identification of the product from market to market and ease of coordinating promotion from market to market.
You might also like to view...
Organizations under pressure to cut labor costs may respond by
A. requiring employees to bear less of the cost of benefits such as insurance premiums. B. retaining staff levels. C. avoiding automation of routine tasks. D. postponing hiring decisions. E. providing pay increases to prevent employee turnover.
The decision to extend credit beyond the normal credit limit is an example of
a. independent verification b. authorization c. segregation of functions d. supervision
A company may invest in debt or equity securities of other companies to ________.
A) further enhance a business relationship with a key vendor B) invest borrowed money in an effort to decrease the company's net income C) weaken the relationship between the investing company and one of its vendors D) allow the company to use investment income to decrease its annual dividend
Advertising clutter or noise refers to all of the competing advertisements in the media marketplace
Indicate whether the statement is true or false