Global Marketing 3rd Edition by Gillespie – Test Bank

Chapter 11—Global Strategies for Services, Brands, and Social Marketing

TRUE/FALSE

1. Marketing services are tangible because they can be stored and readily displayed.

ANS: F PTS: 1 DIF: Easy REF: p. 313
NAT: Analytic

2. Marketing services to consumers abroad are difficult due to differences in consumer behavior and usage patterns between countries.

ANS: T PTS: 1 DIF: Easy REF: p. 313
NAT: Analytic

3. Technological advances have allowed many services to be outsourced.

ANS: T PTS: 1 DIF: Easy REF: p. 313
NAT: Analytic | Technology

4. Consumers in the United States are more accustomed to self-service than are Japanese consumers.

ANS: T PTS: 1 DIF: Easy REF: p. 315
NAT: Analytic

5. In the United States, service at restaurants is based on in-group membership.

ANS: F PTS: 1 DIF: Moderate REF: p. 314-315
NAT: Analytic

6. Around the word, all consumers appreciate fast service at restaurants.

ANS: F PTS: 1 DIF: Easy REF: p. 314-315
NAT: Analytic

7. Attitudes towards waiting in lines are similar across all cultures.

ANS: F PTS: 1 DIF: Easy REF: p. 315
NAT: Analytic

8. In the Middle East, working in a service occupation is often considered akin to being a servant.

ANS: T PTS: 1 DIF: Moderate REF: p. 315
NAT: Analytic

9. Brands provide a name or symbol that gives a product credibility and helps the consumer identify products.

ANS: T PTS: 1 DIF: Easy REF: p. 316
NAT: Analytic

10. The top global brands are dominated by U.S. brands followed by Japanese brands.

ANS: F PTS: 1 DIF: Difficult REF: p. 317
NAT: Analytic

11. Global marketers look for brand names that evoke different emotions or images around the world.

ANS: F PTS: 1 DIF: Moderate REF: p. 316
NAT: Analytic

12. Branding in China may rely more on the visual appeal of logos than on the brand name.

ANS: T PTS: 1 DIF: Easy REF: p. 316
NAT: Analytic