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

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.

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.

Consumers are more responsive when advertising content is adapted to their local needs.

Which of the following global consumer market segments is most focused on social relationships and family?

Global brands are viewed differently than local brands, and consumers worldwide associate global brands with three characteristics: quality signal, global myth, and social responsibility.

In Taiwan, 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) ________.

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.

U.K. consumers are highly brand loyal and targeting them should focus on special deals and discounts in order to reinforce their loyalty.

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 ________.

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

How is the Japan-VALS framework used? How does the Japan-VALS framework segment consumers?

Which company used a localized strategy based on online speed connectivity, because in some countries, consumers with a 2G phone might see an ad with an image, but others with a higher speed phone could see a video ad?

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.

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

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.

Why are firms selling their products all over the world?

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

What is probably the most challenging factor facing companies that are expanding internationally?

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 success of Outer Limits clothing abroad is most clearly attributable to ________.

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