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

Question 1

Why are firms selling their products all over the world?

A) Overseas markets represent the single most important opportunity for growth.
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.

Answer 1

A

Question 2

________ is defined as the effort to determine to what extent the consumers of two or more nations are similar or different.

A) Cross-cultural difference
B) Consumer behavior
C) Cross-cultural analysis
D) Country of origin effects
E) Marketing research

Answer 2

C

Question 3

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

Answer 3

E

Question 4

________ is made up of 27 member countries in Europe who allow the free movement of goods and services.

A) NAFTA
B) The European Union
C) CAFTA
D) ASEAN
E) Mercosur

Question 5

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) to fulfill a societal marketing aspect
D) to be considered a global company
E) to fulfill their social responsibilities

Question 6

Of the three entities involved in country of origin,________ has the strongest influence on product evaluations.

A) country of design
B) country of sale
C) country of assembly
D) country of purchase
E) country of parts

Question 7

________,which currently consists of the United States,Canada,and Mexico,provides free market access to more than 440 million consumers.

A) NAFTA
B) The European Union
C) CAFTA
D) ASEAN
E) Mercosur

Question 8

Differences between consumers of different societies are known as ________.

A) cross-cultural interpretation
B) cross-cultural consumer research
C) cross-cultural analysis
D) cross-cultural differences
E) cross-cultural localization

Question 9

A glocal company is one that ________.

A) is both global and local
B) operates inside and outside the U.S.
C) is a company that is environmentally oriented
D) buys products locally and sells them globally
E) blends a uniform communication strategy with a uniform product

Question 10

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

A) smart company
B) global company
C) multinational company
D) glocal company
E) international company

Question 11

________ can provide 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.

A) Marketing research
B) Cross-cultural analysis
C) Cross-cultural difference
D) Country of origin research
E) Consumer behavior

Question 12

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

A) diverse
B) international
C) global
D) comprehensive
E) localized

Question 13

________ provide(s)a form of "culture transfer" when companies expand their markets by bringing new products,services,practices,ideas,and experiences to potential consumers residing in a different country and possessing a different cultural view.

A) International marketing
B) Travel
C) Movies
D) Gifts
E) Television

Question 14

By 2020,the middle class will grow to constitute over ________ of the world's population.

A) 50%
B) 60%
C) 70%
D) 75%
E) 80%

Question 15

When consumers make consumption decisions based on an association between the product,brand name,or service,and the country in which it was made,this is referred to as ________.

A) jumping to conclusions
B) stereotyping
C) country of origin effects
D) the halo effect
E) judging value

Question 16

A ________ marketing perspective stresses the similarities among consumers worldwide.

A) diverse
B) international
C) global
D) comprehensive
E) localized

Question 17

________ is a free trade agreement that includes Costa Rica,the Dominican Republic,El Salvador,Guatemala,Honduras,and Nicaragua.

A) NAFTA
B) The European Union
C) CAFTA
D) ASEAN
E) Mercosur

Question 18

If the cultural beliefs,values,and customs of specific target countries are found to differ widely then a highly ________ marketing strategy is indicated for each country.

A) individualized
B) generalized
C) homogenized
D) heterogeneous
E) uniform

Question 19

A research study in Turkey found that while products from Germany,France,Italy,and Israel were favored by Turkish consumers for their quality,design,and performance,products from the United States and England were chosen for their reliability and warranty.This is an example of ________.

A) jumping to conclusions
B) stereotyping
C) country of origin effects
D) the halo effect
E) judging value

Question 20

By exposing consumers to unfamiliar and foreign products,international marketing provides a form of ________.

A) cross-cultural diversity
B) culture transfer
C) international homogeneity
D) cross-cultural analysis
E) stereotyping

Question 21

An upscale wristwatch such as Patek Philippe would be best marketed through a ________ strategy.

A) global
B) world brand
C) adapted marketing
D) mass marketing
E) direct marketing

Question 22

The majority of a country's citizens fall into which one of the following categories with respect to their view of global brands?

A) global citizens
B) global dreamers
C) antiglobals
D) global pragmatists
E) global agnostics

Question 23

Learning about foreign cultures is called ________.

A) enculturation
B) acculturation
C) ethnocentrism
D) consumer research
E) novoculturation

Question 24

Company A appeals to consumers in different countries in terms of their "common" needs,values,and goals.Company A is using ________ as a segmentation strategy.

A) national borders
B) international status
C) shared needs and values
D) local concerns
E) contemporary issues

Question 25

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 26

Company B appeals to consumers in different countries by using relatively different,"local," or specific marketing strategies for members of distinctive cultures or countries.Company B is using ________ as a segmentation strategy.

A) shared needs and values
B) national borders
C) international status
D) local concerns
E) contemporary issues

Question 27

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?

A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 28

_________ refers to the fact that consumers view global brands as a kind of "cultural ideal," and their purchase and use makes the consumer feel like a citizen of the world.

A) Quality signal
B) Social responsibility
C) Constructive marketing
D) Global myth
E) Corporate speculation

Question 29

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?

A) differences in language and meaning
B) differences in marketing segmentation opportunities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 30

According to research presented in the text,________ feel that global brands are higher in quality than local brands,but dislike brands that preach U.S.values and do not trust global companies to act responsibly.

A) global citizens
B) global dreamers
C) antiglobals
D) global pragmatists
E) global agnostics

Question 31

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 32

Global companies are held to a higher level of ________ than local brands,and are expected to respond to social problems associated with what they sell.

A) quality
B) corporate social responsibility
C) identification
D) prestige
E) employment

Question 33

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 than 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 34

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 35

According to recent projections,the middle class will increase in size by 1.8 billion people,of which about one third will be in ________.

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

Question 36

Two nations may use or consume the same product in very different ways or for different purposes.This is an example of which of the following basic research issues in cross-cultural analysis?

A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 37

According to research presented in the text,________ evaluate global brands in the same way they evaluate local brands.

A) global citizens
B) global dreamers
C) antiglobals
D) global pragmatists
E) global agnostics

Question 38

In some cultures,the female head of household is the primary decision-maker when it comes to purchases for the family.In others,it is the male head of household.This is an example of which of the following basic research issues in cross-cultural analysis?

A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 39

According to research presented in the text,________ 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 pragmatists
E) global agnostics

Question 40

________ products are manufactured,packaged,and positioned in exactly the same way regardless of the country in which they are sold.

A) Regional brand
B) World brand
C) National brand
D) Local brand
E) International brand

Question 41

A ________ advertising strategy involves customizing either the product or the communications program.

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

Question 42

The Chevrolet Nova did not sell well in Latin America because the Spanish word Nova means "it doesn't run." This is an example of failure due to which of the following of the three P's?

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

Question 43

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 44

Which of the following global consumer market segments is the youngest group?

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

Question 45

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

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

Question 46

A localized marketing strategy works best when ________.

A) the local economy is prosperous
B) there are very few market segments
C) there is intense local competition
D) the company's international reputation is very good
E) there are few potential local partners

Question 47

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

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

Question 48

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 49

CLOTHING MINI CASE: Outer Limits Outfitters is an 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 50

A ________ advertising strategy involves customizing both the product and communications program.

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

Question 51

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 52

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 53

Product standardization works best with ________ products.

A) snack food
B) cleaning
C) high tech
D) fashion and clothing
E) agricultural

Question 54

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 55

According to recent consumer research,which of the following is true of combining global and local marketing strategies?

A) Consumers in different countries of the world are exposed to roughly the same level of advertising.
B) Consumers worldwide focus more on the aesthetic qualities of advertising than on the product-related claims made.
C) Creating a general consensus of meaning across various cultures can be achieved using strong visual images whose fundamental message is highly apparent.
D) In developing advertising for international markets, localizing language to blend with the local culture is considered to be the least important component of advertising customization.
E) The most effective way to reach international markets for all types of products is by using a uniform advertising theme.

Question 56

What is the most important advertising component that will blend with the local culture?

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

Question 57

When seeking success in a foreign market,it has been suggested that a company should remember the following P's: ________.

A) place, position, and products
B) price, place, and people
C) place, price, and position
D) place, people, and products
E) products, people and position

Question 58

McDonald's tries to adapt its advertising messages to the specific values of particular cultures.This makes it a ________ company.

A) global
B) local
C) glocal
D) world brand
E) multinational

Question 59

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

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

Question 60

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

A) a uniform product and a customized message
B) a customized pricing scheme and a uniform message
C) a uniform product and a uniform message
D) a customized product and a customized message
E) a uniform product and a uniform pricing scheme

Question 61

The formation of the European Union has resulted in the transformation of the European continent into a homogeneous market of people with the same or very similar wants and needs.

Question 62

Overseas markets represent the single most important opportunity for the future growth of firms whose home markets have reached maturity.

Question 63

Consumers around the world are increasingly reluctant to try foreign products that are popular in different and far-off places.

Question 64

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 65

CLOTHING MINI CASE: Outer Limits Outfitters is an 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) mixed
C) homogenous
D) local
E) individualistic

Question 66

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 marketing provides a form of ________.

A) cross-cultural analysis
B) culture transfer
C) indirect selling
D) enculturation
E) world brand

Question 67

The Swiss have a reputation for making excellent watches,demonstrating that consumers tend to have an established attitude or preference when it comes to a particular product being made in a particular country.

Question 68

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,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 69

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 highlights the exotic origins of the crafts it imports,relying on positive ________ to promote sales of its imports.

A) cultural exposure
B) consumption experiences
C) country of origin effects
D) cross-cultural differences
E) standardized products

Question 70

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 71

CLOTHING MINI CASE: Outer Limits Outfitters is an 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 72

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 ________.

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

Question 73

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 74

The only way consumers gain exposure to different cultures is through their travel,living,and working in foreign countries.

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,marketing of Fizzy Cola in the Middle East as a symbol of America is likely to fail largely due to ________.

A) cross-cultural analysis
B) indirect selling
C) country of origin effects
D) prestige properties
E) global segmentation strategies

Question 76

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) individualized
B) global
C) international
D) homogeneous
E) uniform

Question 77

CLOTHING MINI CASE: Outer Limits Outfitters is an 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 78

CLOTHING MINI CASE: Outer Limits Outfitters is an 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,if U.S.consumers held positive perceptions of Outer Limits Outfitters because it is a Swiss company and the Swiss are known for having beautiful mountains and high quality goods,this would be an example of ________.

A) country of origin effects
B) localized strategy
C) glocal branding
D) cross-cultural analysis
E) consumer ethnocentricity

Question 79

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.

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

Question 80

Country of design,country of assembly,and country of parts are three dimensions that make up country of origin.