Exam 9: Consumer Culture

Long-term orientation prioritizes short-term benefits over long-term rewards.

Consumers will face no difficulty in finding value in marketing messages even if they do not understand the language used in the advertisement.

In low-power-distance nations,marketing messages that make use of authority appeals are very effective in facilitating positive consumers' response.

The process by which consumers come to learn a culture other than their natural,native culture is called _____.

WALMART SCENARIO Walmart is the largest retailer in the world with more than 4,000 stores located in 14 countries outside the United States. The corporation has learned, sometimes the hard way, that the Walmart business model cannot be applied to every country it enters due to cultural differences. For example, the retailer ran into difficulties in many European countries because stores are not open 24-hours a day, seven days a week, like Walmart Supercenters in the United States. When negotiating the purchase of Trust-Mart stores in China, the company had to develop "enduring" relationships with executives before even discussing business opportunities. Making inroads into the Chinese market was particularly difficult for Walmart. Chinese customers generally believe in the superiority of home-made products to foreign ones. Establishing trust with these customers was difficult as Chinese customers don't warm up easily to foreign brands and view them with suspicion. Most of the customers perceived a price-risk relationship rather than a price-quality relationship while making purchasing decisions. Even within China, the cultural diversity was immense. Standard Chinese was spoken differently in different parts of the country. Keeping this diversity in mind, Walmart varied its marketing mixes based on local tastes, cultures, and economic conditions. -Refer to Walmart Scenario.Establishing trust in the customers is very important in China as they don't warm up easily to foreign brands and view them with suspicion.This suspicion forms a part of the consumer _____ in China.

Low-power-distance nations tend to be less egalitarian.

Glocalization represents the idea that the marketing strategy may be local but the implementation of that strategy at the marketing tactics level should be global.

The concept of core societal values (CSV)is based on the assumption that members of a culture tend to have different values and world views even though they belong to the same culture.

Etiquettes remain the same across cultures.

List the fundamental elements of verbal and nonverbal communication.Describe a recent interaction you had with another person and discuss the elements of verbal and nonverbal communication that took place.

MNC SCENARIO: Mr. Adam Smith works as a senior executive for Corebiz Corp., a multinational company with subsidiaries in many Asian countries. The firm believes in a marketing strategy that strongly resonates the essence of the local culture in its implementation. The company relocates Mr. Smith to Beijing to handle their operations in China. A few months into his stay, Mr. Smith begins to learn the ways of life and appropriate behavior in China. When Mr. Smith was invited for tea by his colleagues, he observed people around him and learned the right way to tap his finger and fold a napkin. He also learned that the Chinese revere their elders and treat them with respect. Even when there is no kinship involved, an older person should never be addressed with his/her name. Any show of disrespect, especially “name calling,” is shunned upon by society; and the person found doing so, risks being ridiculed by everyone. Though these learnings can sometimes be inconvenient for Mr. Smith owing to the vast cultural difference between the United States and China, Mr. Smith thinks that it is worth all the trouble. -Refer to MNC Scenario.When Mr.Smith was invited for tea,he observed people around him and learned the right way to tap his finger and fold a napkin.Such kind of learning is an example of _____.

MNC SCENARIO: Mr. Adam Smith works as a senior executive for Corebiz Corp., a multinational company with subsidiaries in many Asian countries. The firm believes in a marketing strategy that strongly resonates the essence of the local culture in its implementation. The company relocates Mr. Smith to Beijing to handle their operations in China. A few months into his stay, Mr. Smith begins to learn the ways of life and appropriate behavior in China. When Mr. Smith was invited for tea by his colleagues, he observed people around him and learned the right way to tap his finger and fold a napkin. He also learned that the Chinese revere their elders and treat them with respect. Even when there is no kinship involved, an older person should never be addressed with his/her name. Any show of disrespect, especially “name calling,” is shunned upon by society; and the person found doing so, risks being ridiculed by everyone. Though these learnings can sometimes be inconvenient for Mr. Smith owing to the vast cultural difference between the United States and China, Mr. Smith thinks that it is worth all the trouble. -Refer to MNC Scenario.A few months into his stay,Mr.Smith begins to learn the ways of life and appropriate behavior in China.This learning is referred to as _____.

Translation-back translation is a way to try to produce translational equivalence.

MNC SCENARIO: Mr. Adam Smith works as a senior executive for Corebiz Corp., a multinational company with subsidiaries in many Asian countries. The firm believes in a marketing strategy that strongly resonates the essence of the local culture in its implementation. The company relocates Mr. Smith to Beijing to handle their operations in China. A few months into his stay, Mr. Smith begins to learn the ways of life and appropriate behavior in China. When Mr. Smith was invited for tea by his colleagues, he observed people around him and learned the right way to tap his finger and fold a napkin. He also learned that the Chinese revere their elders and treat them with respect. Even when there is no kinship involved, an older person should never be addressed with his/her name. Any show of disrespect, especially “name calling,” is shunned upon by society; and the person found doing so, risks being ridiculed by everyone. Though these learnings can sometimes be inconvenient for Mr. Smith owing to the vast cultural difference between the United States and China, Mr. Smith thinks that it is worth all the trouble. -Refer to MNC Scenario.Mr.Smith learns that the Chinese revere their elders and treat them with respect.Even when there is no kinship involved,an older person should never be addressed with his/her name.According to the CSV dimension,China is a culture high in _____.

Every consumption act has an absolute meaning.

Learning results in core societal values that are relatively enduring.

The idea that when someone does a good deed for you,you are expected to return that good deed is known as _____.

Belgium is categorized as a BRIC nation.

The masculinity CSV dimension tends to be more clearly visible within a feminine culture.

Low-context cultures emphasize communication through nonverbal elements,while,high-context cultures emphasize the spoken word.