Chapter 13
By 2020, the middle class will grow to constitute over ________ of the world's population.
A) 50%
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
Which global brand is universally recognized more than any other in the world because it makes people experience fun, freedom, and refreshment?
A) Coca Cola
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
Why are firms selling their products all over the world?
A) Overseas markets represent an important opportunity for growth when home markets reach maturity.
_______ 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
The personal cultural orientation that questions whether the consumer avoids talking to strangers and prefers a routine is ________.
A) Risk Aversion
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.
There are four possible global marketing strategies, one of which is a mixed strategy, which involves offering ________.
A) a standardized product and a customized message
To overcome a narrow and culturally myopic view, marketers must go through a(n) ________ process.
A) acculturation
The ________ model includes three components: input, process, and output.
A) consumer decision-making
The objective of understanding cross-cultural differences is to ________.
A) develop effective targeted marketing strategies to use in each foreign market of interest
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. Answer: E
A consumer is most likely to use ________ when buying an expensive, important, or technically complicated product or service for the first time.
A) extensive problem solving
In cases of ________, the consumer needs a great deal of information to establish a set of criteria on which to judge specific brands and a correspondingly large amount of information concerning each of the brands to be considered.
A) extensive problem solving
Of the three levels of consumer decision making, ________ requires the greatest effort on the part of the consumer.
A) extensive problem solving
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
What is the most important advertising component that will blend with the local culture?
A) language
A ________ advertising strategy involves customizing both the product and communications program.
A) local
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
Using different colors to package products that are being sold in foreign countries is a way to overcome failure due to ________ problems.
A) product
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
Which of the following global consumer market segments considers material things to be extremely important?
A) strivers
In the Japan-VALS framework, primary motivations include ________.
A) tradition, achievement, self-expression
Relative to Chinese consumers, American consumers are more submissive to authority and place less emphasis on self-reliance.
Answer: FALSE
The smaller the similarity between nations, the more feasible it is to use relatively similar marketing strategies in each nation.
Answer: FALSE
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.
Answer: TRUE
China and Mexico are collectivistic cultures.
Answer: TRUE
Cross-cultural analysis determines the extent to which the consumers of two or more nations are similar or different.
Answer: TRUE
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.
Answer: TRUE
Some marketers have been able to create a multicultural mosaic for their brand that can appeal across national boundaries.
Answer: TRUE
U.S. consumers are more likely to seek new and different products than French and German consumers.
Answer: TRUE
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.
B) Global Dreamers
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 ________.
B) Interdependence
Acculturation is a dual learning process. What is the first step?
B) Marketers must learn everything that is relevant to the product and product category in the society they plan to market.
Which global brand stands out because of its exceptional brand management, significant global presence, and delivering consistent quality and affordability?
B) McDonald's
Which of the following is true of the middle class in emerging markets?
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.
There are four possible global marketing strategies, one of which is a global strategy, which involves offering ________.
B) a standardized product and a standardized message
A ________ is the selection of an option from two or more alternative choices.
B) decision
Which of the following global consumer market segments is responsible, respectful, and conservative?
B) devouts
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?
B) differences in marketing research possibilities
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?
B) differences in marketing segmentation opportunities
The reason that many products fail when marketed in a foreign country is ________.
B) many companies assume that if a product is a success domestically, it will be accepted anywhere
A(n) ________ is manufactured, packaged, and positioned the same way regardless of the country in which it is sold.
B) world brand
________ 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.
C) Global myth
Which of the following is a collectivist country?
C) Mexico
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 ________.
C) acculturation
Which of the following global consumer market segments is unselfish in their concern for others, society, and the future?
C) altruists
Which of the following global consumer market segments is young in age and outlook?
C) fun seekers
(n) ________ marketing strategy stresses the similarities among consumers worldwide and sells the same product using the same positioning approach and communications globally.
C) global
Western culture consumers are believed to differ from Eastern culture consumers in their responses to brand extensions because Eastern culture has a(n) ________ way of thinking and Western culture has a(n) ________ way of thinking.
C) holistic; analytic
A consumer is most likely to use ________ when purchasing a new, updated version of something that he or she has purchased before, such as replacing an old laptop with a new one.
C) limited problem solving
In cases of ________, consumers have already established the basic criteria for evaluating the product category and the various brands in the category, but have not fully established preferences concerning a select group of brands.
C) limited problem solving
Martin needs a new hybrid-electric car that can seat four people comfortably and has a trunk that will hold a set of golf clubs, but isn't sure which brand of hybrid-electric car would be best. Martin's is a case of ________.
C) limited problem solving
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.
C) middle class
Patek Phillippe watches are manufactured, packaged, and positioned in exactly the same way regardless of the country in which they are sold, making Patek Phillippe a(n) ________.
C) world brand
________ is the process by which marketers learn, via cross-cultural analysis, about the values, beliefs, and customs of other cultures and apply this knowledge to marketing products internationally.
E) Acculturation
According to the BBDO "GenWorld Global Teen Study," the "coolest" teens are ________.
E) Creatives
________ is defined as determining the extent to which consumers of two or more nations are similar or different.
E) Cross-cultural analysis
Which global brand increases the power of its brand through innovation and used ambush marketing at the Olympics in London?
E) Nike
Extensive and limited problem solving, and routinized response behavior are three specific levels of ________.
E) consumer decision making
American consumers who preferentially select products made in the USA demonstrate high ________.
E) consumer ethnocentrism
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?
E) differences in economic and social conditions and family structure
Purchasing a diamond represents ________ because consumers buy diamonds infrequently and have no established criteria for evaluating them.
E) extensive problem solving
Which of the following global consumer market segments is most focused on social relationships and family?
E) intimates
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) ________.
E) linguistic barrier
A(n) ________ marketing strategy stresses the diversity among consumers in different nations.
E) local
A ________ strategy involves customizing either the product or the communications program.
E) mixed
In cases of ________, consumers have experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering.
E) routinized response behavior
Maria needs a new pair of jeans. She knows that pants from American Eagle, in size 10, tend to fit her very well in the waist and hips and are long enough, so she goes to American Eagle and picks up a pair. Maria's is a case of ________.
E) routinized response behavior
Consumers worldwide believe that local brands develop new products and breakthrough technologies at a faster pace than global brands.
F
Global pragmatists use a company's global success as an indication of product quality and innovativeness, and are also concerned that the firm acts in a socially responsible manner.
F
Local adaptation of marketing material only involves translating web pages into the local language.
F
Products are viewed in the same way in all countries.
F
Public image is more important to Creatives than it is to all teens, in general.
F
Strivers are dedicated to technology, knowledge, and learning, and are the highest consumers of media.
F
The largest of the six global consumer market segments are the Altruists.
F
Young Europeans are now avoiding American fashions.
F
Consumers are more responsive when advertising content is adapted to their local needs.
T
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.
T
Equality is more important to Creatives than it is to all teens, in general.
T
Global brands are viewed differently than local brands, and consumers worldwide associate global brands with three characteristics: quality signal, global myth, and social responsibility.
T
Intimates are consumers focused on relationships close to home, such as spouses, significant others, family, and friends.
T
Japanese consumers have been abandoning their loyalty to expensive, premium grade homegrown rice in favor of cheaper alternatives from China, Australia and the United States.
T
Teenagers appear to have quite similar interests, desires, and consumption behavior no matter where they live.
T
Teenagers appear to want the same types of products, regardless of which nation they call home, if the products are trendy, entertaining, and image oriented.
T
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.
T
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.
D) Global Agnostics
Which country has the highest gross income?
D) Norway
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?
D) Product
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 ________.
D) Social Inequality
There are four possible global marketing strategies, one of which is a local strategy, which is offering ________.
D) a customized product and a customized message
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?
D) creatives
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?
D) differences in perceived benefits of products and services
Cross-cultural studies should address willingness to buy foreign-made products, which is also known as ________.
D) ethnocentrism
A ________ strategy involves standardization of both the product and the communications program.
D) global
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.
D) hybrid
Because McDonald's uses a blend of standardized and local elements in order to secure the benefits of their different marketing strategies, it is characterized as a(n) ________.
D) hybrid company
Purchasing Advil represents ________ because consumers have experience with over-the-counter pain relievers and do not need to establish the criteria for evaluating them.
D) routinized response behavior
When is a relatively similar marketing strategy most viable across nations?
D) when the nations are similar