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

A(n) ________ analysis is a form of marketing research that examines the differences and similarities among consumer in different countries.

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

Strivers are dedicated to technology, knowledge, and learning, and are the highest consumers of media.

A firm's success in marketing a product or service in a number of foreign countries is likely to be influenced by how similar the beliefs, values, and customs are that govern the use of the product in the various countries.

The personal cultural orientation that questions whether the consumer avoids talking to strangers and prefers a routine is ________.

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.

Which of the following is NOT a characteristic of collectivists relative to individualists?

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

Using different colors to package products that are being sold in foreign countries is a way to overcome failure due to ________ problems.

China and Singapore are collectivistic cultures.

When characterizing "consumer style," or how a consumer approaches the purchase and consumption experience, German consumers were more ________ and less ________ than their counterparts from the United States, the United Kingdom and France.

Products are viewed in the same way in all countries.

COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility. -In the COLA MINI CASE, marketers of Fizzy Cola must undergo a process of ________ in order to recognize the relevant factors pertaining to the usage of its products in the Middle East.

The analyses of the extent consumers of two or more nations are similar or different provides marketers with an understanding of the psychological, social, and cultural characteristics of the foreign consumers they wish to target, so that they can design effective marketing strategies for the specific national markets involved.

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

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.

Which brand is an example of a firm that tries to localize its advertising and other marketing communications to consumers in each of the cultural markets in which it operates?

Which of the following global consumer market segments is young in age and outlook?

German consumers were less brand loyal, more price-sensitive, and least likely to seek variety in products, and did not consider themselves impulsive shoppers.

One of the challenges associated with conducting consumer research studies in other countries is ________.