Author Question: According to Pegram's research, ______________ between manufacturers and intermediaries have become ... (Read 58 times)

leilurhhh · **on:** Jun 29, 2018

According to Pegram's research, ______________ between manufacturers and intermediaries have become the norm for relationships in many channels of distribution.
a. high trade discount structure
b. exclusive dealing arrangements
c. partnerships or strategic alliances
d. special promotional deals
e. substantial monetary incentives

Question 2

Which of the following is not true regarding a global brand?
a. A global brand uses the same name throughout the world.
b. A global brand has different logos in different markets.
c. A global brand uses the same positioning everywhere in the world.
d. All of the above are true statements.

joechoochoy · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

C

Answer to Question 2

B
A global brand has the same name, logo, image and positioning everywhere in the world. This form of standardization results in marketing efficiency and cost reduction. Modification of any of the brand elements suggests a regional or localization strategy. This may be found in the Global Standardization section (9-1a).