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

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 ________.

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

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

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) ________.

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 ________.

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

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

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

In a sense, cross-cultural acculturation is a dual process for marketers. How does this dual process work? Give an example.

Do all consumers, internationally, respond similarly to brand extensions from global brands?

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

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.

________ 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.

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.

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.

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

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

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.

________ 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.

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.