Exam 13: Cross-Cultural Consumer Behavior: An International Perspective

The availability of professional consumer researchers can vary considerably from country to country. This is an example of which of the following basic research issues in cross-cultural analysis?

Equality is more important to Creatives than it is to all teens, in general.

Which of the following is a collectivist country?

When Snapple failed to reduce the level of sweetness before offering it to the Japanese market, sales came in significantly below anticipated levels. This is an example of failure due to which of the following three P's?

In a sense, cross-cultural acculturation is a dual process for marketers. How does this dual process work? Give an example.

A(n)________ marketing strategy stresses the diversity among consumers in different nations.

The income, social class, age, and sex of target customers may differ dramatically between two different countries. This is an example of which of the following basic research issues in cross-cultural analysis?

Intimates are consumers focused on relationships close to home, such as spouses, significant others, family, and friends.

How is the Japan-VALS framework used? How does the Japan-VALS framework segment consumers?

$\text{CRAFT MINI CASE:}$ Global Craft is an importer of crafts from Indian and African craftsmen to the United States. The company broadcasts a standardized advertising campaign nationwide emphasizing the fair price that it pays for the crafts that it imports, supporting rather than exploiting these craftsmen. Its advertising also serves to introduce American consumers to international craft products to which they may not have been already introduced. -In the CRAFT MINI CASE, Global Craft capitalizes on its reputation for ________ to promote the products it imports.

The personal cultural orientation that questions whether a person's social status reflects his or her place in the society and whether it is important for everyone to know their rightful place in society is ________.

There are four possible global marketing strategies, one of which is a global strategy, which involves offering ________.

A ________ strategy involves standardization of both the product and the communications program.

One study of American and Thai consumers discovered that the persuasive ability of comparative ads was related to two personality traits: ________ and need for cognition.

Marketers should observe differences in language and meaning, differences in market segmentation opportunities, and differences in consumption patterns, among others, when they conduct cross-cultural analysis.

What are three of the issues that might deter researchers from conducting marketing research in foreign countries?

Relative to Chinese consumers, American consumers are more submissive to authority and place less emphasis on self-reliance.

Label and describe the "coolest" teens as identified by BBDO based on its GenWorld Global Teen Study.

A company that includes a blend of standardized and local elements in order to secure the benefits of their different marketing strategies is using a(n)________ marketing strategy.

$\text{CRAFT MINI CASE:}$ Global Craft is an importer of crafts from Indian and African craftsmen to the United States. The company broadcasts a standardized advertising campaign nationwide emphasizing the fair price that it pays for the crafts that it imports, supporting rather than exploiting these craftsmen. Its advertising also serves to introduce American consumers to international craft products to which they may not have been already introduced. -In the CRAFT MINI CASE, Global Craft's advertising strategy would be best described as ________.