GMS 522 CHAPTER #9 EXAM
QUESTIONS WITH VERIFIED ANSWERS
Brand change-over strategies - Forewarning - Answer-tv commercials warning
consumers of brand name change
Global Product Development - Answer-cater to changing needs - technical/financial
needs)
Global Product Development - Step gate process - Answer-Idea creation, idea
screening, concept testing, sales forecasting, test marketing, global product launch)
forecasting, test marketing, global product launch) - Answer-
Global Product Development - Idea generation - Answer-R&D, intermediaries,
customers, competitors
Global Product Development - Idea screening - Answer-market (size), technical
(knowledge?), financial (profit?)
Global Product Development - Concept research - Answer-Focus groups/prototypes
(only if passed screening)
- Interactive: voice, characterize/prioritize needs, concepts, test
Global Product Development - Sales forecasting - Answer-appropriate approach based
on product life cycle
Global Product Development - Test marketing - Answer-placed in select countries >
global product launch
Locus of new product development - Answer-where developed/financed: technical skills,
proximity to unis/industry clusters, close customers test design/technologies
Counterfeit products - Answer-7-10% global products faked, $509-650b market, on par
with illegal drugs
- 66% of counterfeit products entering E and US come from China
- Canada transshipment point - seized 36 compared to US 34,000 in 2017
- What is counterfeited - high visibility and strong brand names (now raw materials)
- Pharmaceutical drugs and pesticides (kills 100,000 people a year)
- Viagra - most counterfeited drug in world (thinner, light blue, white core)
- Problem? - lost sales/goodwill for owner, reduced desirability, increased costs
- Solution? - educate consumer (canada goose), legal action (infringement lawsuit)
QUESTIONS WITH VERIFIED ANSWERS
Brand change-over strategies - Forewarning - Answer-tv commercials warning
consumers of brand name change
Global Product Development - Answer-cater to changing needs - technical/financial
needs)
Global Product Development - Step gate process - Answer-Idea creation, idea
screening, concept testing, sales forecasting, test marketing, global product launch)
forecasting, test marketing, global product launch) - Answer-
Global Product Development - Idea generation - Answer-R&D, intermediaries,
customers, competitors
Global Product Development - Idea screening - Answer-market (size), technical
(knowledge?), financial (profit?)
Global Product Development - Concept research - Answer-Focus groups/prototypes
(only if passed screening)
- Interactive: voice, characterize/prioritize needs, concepts, test
Global Product Development - Sales forecasting - Answer-appropriate approach based
on product life cycle
Global Product Development - Test marketing - Answer-placed in select countries >
global product launch
Locus of new product development - Answer-where developed/financed: technical skills,
proximity to unis/industry clusters, close customers test design/technologies
Counterfeit products - Answer-7-10% global products faked, $509-650b market, on par
with illegal drugs
- 66% of counterfeit products entering E and US come from China
- Canada transshipment point - seized 36 compared to US 34,000 in 2017
- What is counterfeited - high visibility and strong brand names (now raw materials)
- Pharmaceutical drugs and pesticides (kills 100,000 people a year)
- Viagra - most counterfeited drug in world (thinner, light blue, white core)
- Problem? - lost sales/goodwill for owner, reduced desirability, increased costs
- Solution? - educate consumer (canada goose), legal action (infringement lawsuit)
