GMS 522 CHAPTER #9 EXAM
QUESTIONS AND ANSWERS
Consumer mindset dimensions (think 5 a's) - Answer-1. Brand awareness: consumer
able to recognize brand
2. Brand association: favorability of product associated with a brand
3. Brand attitudes: consumers are satisfied with product
4. brand attachment: loyalty to brand
5. brand activity: consumers seek out additional information about a brand
Transferring brand names - Answer-brand names should
1. have consistent pronunciation across all languages
2. positive meaning in all languages
3. simple in all languages
Fade-in/fade out strategy - Answer-Companies partner with a local brand to get their
foot in the door through familiar products. Once they can stand on their own the
company does their own thing
(Ex: when Whirlpool acquired Phillips both names appeared on its appliances for a
period of time. The Phillips name was eventually dropped)
Summary axing - Answer-A local brand is dropped to introduce a global one
(Ex: Mars company pulled out Treets brand from European markets and introduced
M&M with the same tagline "Melt in your mouth, not your hand")
Forewarn - Answer-Company informs consumers in advance that local brand will be
known by new global name
(Ex: Mars gave forewarning when replacing local Raider brand with global Twix brand)
Lead users - Answer-consumers that are "ahead of their time" and invest in up and
comping products
Steps in product development - Answer-1. Idea generation: creating idea
2. Idea screening: making sure financial, technological and market needs can be met.
3. Concept development and testing: seeing how consumers react to product
4. Sales forecast: how many units company can expect to sell over life cycle of product
5. Testing markets: limited number of units produced and introduced to few test markets
6. Global product launch: product launches globally
QUESTIONS AND ANSWERS
Consumer mindset dimensions (think 5 a's) - Answer-1. Brand awareness: consumer
able to recognize brand
2. Brand association: favorability of product associated with a brand
3. Brand attitudes: consumers are satisfied with product
4. brand attachment: loyalty to brand
5. brand activity: consumers seek out additional information about a brand
Transferring brand names - Answer-brand names should
1. have consistent pronunciation across all languages
2. positive meaning in all languages
3. simple in all languages
Fade-in/fade out strategy - Answer-Companies partner with a local brand to get their
foot in the door through familiar products. Once they can stand on their own the
company does their own thing
(Ex: when Whirlpool acquired Phillips both names appeared on its appliances for a
period of time. The Phillips name was eventually dropped)
Summary axing - Answer-A local brand is dropped to introduce a global one
(Ex: Mars company pulled out Treets brand from European markets and introduced
M&M with the same tagline "Melt in your mouth, not your hand")
Forewarn - Answer-Company informs consumers in advance that local brand will be
known by new global name
(Ex: Mars gave forewarning when replacing local Raider brand with global Twix brand)
Lead users - Answer-consumers that are "ahead of their time" and invest in up and
comping products
Steps in product development - Answer-1. Idea generation: creating idea
2. Idea screening: making sure financial, technological and market needs can be met.
3. Concept development and testing: seeing how consumers react to product
4. Sales forecast: how many units company can expect to sell over life cycle of product
5. Testing markets: limited number of units produced and introduced to few test markets
6. Global product launch: product launches globally
