Identify the four central ideas that influence strategies to create global brand equity
What will be an ideal response?
Brand equity becomes more complex when considered in a global context. Marketers need to identify emerging global customers and build stronger links between country-specific marketing activities that will support the company's global infrastructure. Marketers should also identify and take advantage of opportunities to transfer products, brands, and ideas internationally. Finally, marketers should look for ways to gain economies of scale by sharing human and financial resources in creating and managing brands.
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The supply of a currency in international markets depends largely on the:
a. Federal Reserve System b. imports of the issuing country c. amount of exports that currency will buy from the issuing country d. confidence of market participants in the restraint and ability of the monetary authority issuing the currency
Which of the following techniques of analyzing research data groups variables into collections that maximize within-group similarities and between-group differences?
A) demand pattern analysis B) income elasticity analysis C) cluster analysis D) comparative analysis