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

Question 1

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

A) risk aversion
B) interdependence
C) power
D) social inequality
E) masculinity

Answer 1

A

Question 2

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 ________.

A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity

Answer 2

D

Question 3

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

A) They attach more importance to explicit and implicit promises and third parties.
B) They rely more on word-of-mouth.
C) They prefer trusted, familiar sources when forming expectations.
D) They attribute less responsibility to themselves for good and bad outcomes to buying decisions.
E) They are more responsive to social influence.

Answer 3

A

Question 4

Which of the following is NOT a factor in cross-cultural analysis?

A) differences in language and meaning
B) differences in market segmentation opportunities
C) differences in consumption patterns
D) differences in the perceived benefits of products and services
E) All of the above are factors in cross-cultural analysis.

Question 5

________ are brands that hold significant market share in their home country as well as other countries.

A) Local brands
B) Global brands
C) Hybrid brands
D) Customized brands
E) Intra-cultural brands

Question 6

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.

A) price sensitive; brand-loyal
B) brand-loyal; price sensitive
C) likely to seek variety; likely to seek information
D) brand-loyal; likely to seek variety
E) likely to seek variety; brand-loyal

Question 7

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

A) diverse
B) international
C) cross-cultural
D) comprehensive
E) localized

Question 8

When do some global airlines target upscale business travelers from different countries and cultures similarly?

A) when the nations differ widely
B) when the nations have different beliefs
C) when the nations have different values
D) when they share the same needs
E) when the nations have different customs

Question 9

________ is defined as determining the extent to which consumers of two or more nations are similar or different.

A) Psychological analysis
B) Social analysis
C) Comparison analysis
D) Subculture analysis
E) Cross-cultural analysis

Question 10

The objective of understanding cross-cultural differences is to ________.

A) develop effective targeted marketing strategies to use in each foreign market of interest
B) be informed as good citizens
C) fulfill a societal marketing aspect
D) be considered a global company
E) fulfill their social responsibilities

Question 11

Which of the following is a collectivist country?

A) United States
B) United Kingdom
C) Singapore
D) Australia
E) Canada

Question 12

Cross-cultural studies should address willingness to buy foreign-made products, which is also known as ________.

A) acculturation
B) ethnic self-identification
C) national self-identification
D) ethnocentrism
E) consumption culture

Question 13

________ are brands that hold significant market share in their home country as well as other countries.

A) Diverse brands
B) International brands
C) Global brands
D) Comprehensive brands
E) Local brands

Question 14

A company that is customizing both the product and the communications program for each unique market is using a(n) ________ marketing strategy.

A) confused
B) global
C) multinational
D) local
E) intranational

Question 15

To overcome a narrow and culturally myopic view, marketers must go through a(n) ________ process.

A) acculturation
B) enculturation
C) proculturation
D) adculturation
E) novoculturation

Question 16

The personal cultural orientation that questions whether the well-being of group members is important for the individual and whether the individual feels good when s/he cooperates with group members is ________.

A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity

Question 17

American consumers who preferentially select products made in the USA demonstrate high ________.

A) cultural homogeneity
B) national heritage
C) belief structure
D) international view
E) consumer ethnocentrism

Question 18

Acculturation is the process by which marketers learn about the ________.

A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) values, beliefs, and customs of other countries
E) differences in economic and social conditions and family structure

Question 19

A study that investigated the interrelationship between consumers' attitudes toward local and global products identified all of the following relevant dimensions for measuring attitudes EXCEPT ________.

A) entertainment
B) furnishings
C) acculturation
D) food
E) lifestyles

Question 20

Apple is not about products. Apple is a kind of thinking, a certain set of values, and an unmistakable human touch that pervades everything Apple does, which is why our connections to the brand transcends commerce. This would make Apple a(n) ________.

A) local brand
B) hybrid brand
C) global brand
D) customized brand
E) intra-cultural brand

Question 21

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?

A) Placement
B) Pricing
C) Promotion
D) Product
E) People

Question 22

Acculturation is a dual learning process. What is the first step?

A) Marketers must teach the members of the society to break with their traditions.
B) Marketers must learn everything that is relevant to the product and product category in the society they plan to market.
C) Marketers must devise promotional strategies that will change attitudes.
D) Marketers must develop a strategy that encourages members of society to modify their traditions.
E) Marketers much teach the members of the society to adopt a new product.

Question 23

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

A) product
B) pricing
C) distribution
D) promotional
E) consumption

Question 24

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

A) a standardized product and a customized message
B) a standardized product and a standardized message
C) a customized product and a standardized message
D) a customized product and a customized message
E) a standardized pricing strategy and a customized product

Question 25

The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who view global brands as quality products and are not particularly concerned about the social responsibility issue.

A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots

Question 26

________ refers to the fact that consumers believe the more people who purchase a brand, the higher the brand's quality and that consumers believe global brands develop new products and technologies faster than local brands.

A) Quality signal
B) Country of origin
C) Global myth
D) Global branding
E) Social responsibility

Question 27

Because McDonald's is a firm that tries to localize its advertising and other marketing communications to consumers in each of the cultural markets in which it operates, it is characterized as using a ________.

A) global marketing strategy
B) hybrid strategy
C) multinational strategy
D) local marketing strategy
E) none of the above

Question 28

________ refers to the fact that consumers view global brands as a cultural ideal and their purchase and use makes the consumer feel like a citizen of the world and gives them an identity.

A) Quality signal
B) Country of origin
C) Global myth
D) Global branding
E) Social responsibility

Question 29

A ________ marketing strategy involves selling the same product using the same positioning approach and communications globally.

A) local
B) national
C) restricted
D) global
E) mixed

Question 30

Which company's global campaign highlighted its hardships that its brand faced since its introduction in Cuba in 1862 - prohibition in the United States and an earthquake in 1932 that destroyed its facilities?

A) Coca-Cola
B) Domino's Sugar
C) Hilton Hotels
D) Bacardi
E) Nike

Question 31

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

A) it is illegal to stop people on the streets in some countries
B) gatherings of four or more people (with the exception of family and religious gatherings) are outlawed in some countries
C) surveys that ask personal questions arouse suspicion in some countries
D) scales of measurement are not adequate in some countries
E) all of the above

Question 32

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?

A) Coca-Cola
B) McDonald's
C) Disney
D) Google
E) Nike

Question 33

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

A) a standardized product and a customized message
B) a standardized product and a standardized message
C) a customized pricing strategy and a standardized message
D) a customized product and a standardized message
E) a customized product and a customized message

Question 34

A ________ marketing strategy customizes both its product and communications program for each unique market.

A) local
B) national
C) restricted
D) global
E) mixed

Question 35

The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who evaluate global brands the same way they evaluate local brands.

A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots

Question 36

Which company used a localized strategy based on online speed connectivity, because in some countries, consumers with a 2G phone might see an ad with an image, but others with a higher speed phone could see a video ad?

A) Facebook
B) Verizon
C) Spring
D) Google
E) Quora

Question 37

What is probably the most challenging factor facing companies that are expanding internationally?

A) linguistic differences
B) localizing product attributes
C) use of local models
D) using local music
E) using local advertising settings

Question 38

In Taiwan, when the translation of the Pepsi slogan, "Come alive with the Pepsi Generation" translated to mean "Pepsi will bring your ancestors back from the dead" in Taiwan, it was an example of a(n) ________.

A) product adaptation
B) legal barrier
C) collectivistic appeal
D) individualistic appeal
E) linguistic barrier

Question 39

The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who use a company's global success as an indication of product quality and innovativeness, and are concerned that a firm acts in a socially responsible manner.

A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots

Question 40

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.

A) self-construal
B) interdependence
C) submissiveness
D) dogmatism
E) stability

Question 41

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

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 42

Which of the following global consumer market segments is known for seeking knowledge and insight, and having a keen interest in books and new media?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 43

Which of the following is true of the middle class in emerging markets?

A) Companies can expect middle-class consumers worldwide to earn roughly the same income.
B) Middle-class consumers in less-developed nations often cannot afford to pay as much for a product as consumers in the more advanced economies do.
C) The majority of the global middle class lives in developed nations.
D) Only one-third of people living in developing countries are literate.
E) The emerging middle class constitutes the highest percentage of the total country population in Mexico.

Question 44

CLOTHING MINI CASE Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland, Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, the majority of Outer Limits' consumers fall into the ________ consumer segment.

A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics

Question 45

Why are firms selling their products all over the world?

A) Overseas markets represent an important opportunity for growth when home markets reach maturity.
B) Trade agreements require all companies operating within the agreement nations to have a global plan.
C) Companies fear competition from "me too" products elsewhere.
D) Companies want to gain new production and marketing ideas.
E) Companies seek to take advantage of lower labor costs.

Question 46

Which of the following global consumer market segments is responsible, respectful, and conservative?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 47

Which of the following global consumer market segments is unselfish in their concern for others, society, and the future?

A) strivers
B) devouts
C) altruists
D) creatives
E) intimates

Question 48

Many marketers, finding their home markets to be nearing the saturation point in terms of sales opportunities, are looking to the growing ________ in developing countries to expand their sales.

A) lower class
B) working class
C) middle class
D) wealthy class
E) upper class

Question 49

The reason that many products fail when marketed in a foreign country is ________.

A) many companies do not insure their products against theft
B) many companies assume that if a product is a success domestically, it will be accepted anywhere
C) marketers do not go through enough enculturation education
D) marketers' use of localized marketing strategies negatively influence consumer preferences
E) country of origin effects

Question 50

CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African artisans 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 ________.

A) heterogeneous
B) localized
C) individualized
D) value-driven
E) standardized

Question 51

CLOTHING MINI CASE Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland, Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, Outer Limits' marketing strategy would be best described as ________.

A) global
B) hybrid
C) homogenous
D) local
E) individualistic

Question 52

By 2025, which country will have the largest middle class?

A) China
B) India
C) Western Europe
D) the United States
E) Russia

Question 53

Which of the following global consumer market segments considers material things to be extremely important?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 54

CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African artisans 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, the majority of Global Craft's consumers fall into the ________ consumer segment.

A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics

Question 55

Which of the following global consumer market segments is most focused on social relationships and family?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 56

CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African artisans 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.

A) social responsibility
B) global myth
C) quality signaling
D) prestige
E) value

Question 57

Which country has the highest gross income?

A) Greece
B) United States
C) India
D) Norway
E) China

Question 58

In the Japan-VALS framework, primary motivations include ________.

A) tradition, achievement, self-expression
B) ideals, achievement, self-expression
C) ideals, self-confidence, intelligence
D) tradition, self-confidence, leadership skills
E) energy, self-confidence, self-expression

Question 59

CLOTHING MINI CASE Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland, Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, the success of Outer Limits clothing abroad is most clearly attributable to ________.

A) quality signal
B) social responsibility
C) international prestige
D) global myth
E) cross-cultural analysis

Question 60

CLOTHING MINI CASE Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland, Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, Outer Limits Outfitters would be considered a(n) ________.

A) global brand
B) acculturated brand
C) subsidiary brand
D) national brand
E) local brand

Question 61

There are four major segments in each country with respect to how its citizens view global brands. These include: global citizens, global dreamers, antiglobals, and global agnostics.

Question 62

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.

Question 63

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

Question 64

U.K. consumers are highly brand loyal and targeting them should focus on special deals and discounts in order to reinforce their loyalty.

Question 65

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, Fizzy Cola's marketing research difficulties arise from which of the following basic research issues in cross-cultural analysis?

A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities

Question 66

Some marketers have been able to create a multicultural mosaic for their brand that can appeal across national boundaries.

Question 67

Global brands are viewed differently than local brands, and consumers worldwide associate global brands with three characteristics: quality signal, global myth, and social responsibility.

Question 68

Consumers are more responsive when advertising content is adapted to their local needs.

Question 69

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, Fizzy Cola plans to use a(n) ________ marketing strategy to reach customers in the Middle East.

A) local
B) global
C) international
D) homogeneous
E) uniform

Question 70

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.

Question 71

Teenagers appear to have quite similar interests, desires, and consumption behavior no matter where they live.

Question 72

Consumers worldwide believe that local brands develop new products and breakthrough technologies at a faster pace than global brands.

Question 73

Consumers believe that the more people who purchase a brand, the higher the brand's quality, which often results in a global brand being able to command a premium price.

Question 74

Cross-cultural analysis determines the extent to which the consumers of two or more nations are similar or different.

Question 75

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.

A) enculturation
B) acculturation
C) proculturation
D) novoculturation
E) adculturation

Question 76

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.

Question 77

U.S. consumers are more likely to seek new and different products than French and German consumers.

Question 78

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, Islamic law prohibits the consumption of alcohol, leading to a relative increase in the consumption of soft drinks by Muslims in the Middle East. This is an example of ________.

A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities

Question 79

China and Singapore are collectivistic cultures.

Question 80

Products are viewed in the same way in all countries.