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

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

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)________.

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

Public image is more important to Creatives than it is to all teens, in general.

________ 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.

$\text{COLA MINI CASE:}$ 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, 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.

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

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.

Products are viewed in the same way in all countries.

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

Which country has the highest gross income?

Strivers are dedicated to technology, knowledge, and learning, and are the highest consumers of media.

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

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.

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

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

China and Mexico are collectivistic cultures.

$\text{CLOTHING MINI CASE:}$ 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 ________.

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

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