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

$\text{COLA MINI CASE:}$ 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?

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

Local adaptation of marketing material only involves translating web pages into the local language.

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

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

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 ________.

The largest of the six global consumer market segments are the Altruists.

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

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?

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

What is the motivation for firms to sell their products worldwide?

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

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.

A(n)________ is manufactured, packaged, and positioned the same way regardless of the country in which it is sold.

The smaller the similarity between nations, the more feasible it is to use relatively similar marketing strategies in each nation.

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

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

Roper Starch Worldwide conducted a major multinational study and found out that most of the world can be segmented into six major segments. Talk about two of those segments.

When is a relatively similar marketing strategy most viable across nations?

A(n)________ marketing strategy stresses the similarities among consumers worldwide and sells the same product using the same positioning approach and communications globally.