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

A company that is customizing both the product and the communications program for each unique market is using a(n) ________ marketing strategy.

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

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 ________.

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, the majority of Global Craft's consumers fall into the ________ consumer segment.

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 ________.

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?

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.

The reason that many products fail when marketed in a foreign country is ________.

Which country has the highest gross income?

When do some global airlines target upscale business travelers from different countries and cultures similarly?

Apple is not about products. Apple is a kind of thinking, a certain set of values, and an unmistakable human touch that pervades everything Apple does, which is why our connections to the brand transcends commerce. This would make Apple 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, Islamic law prohibits the consumption of alcohol, leading to a relative increase in the consumption of soft drinks by Muslims in the Middle East. This is an example of ________.

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

Acculturation is the process by which marketers learn about the ________.

By 2025, which country will have the largest middle class?

What is acculturation and how does it affect marketers?

Label and describe the "coolest" teens as identified by the World Global Teen Study.

Which of the following is a collectivist country?

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's advertising strategy would be best described as ________.