Exam 9: Consumer Culture

Glocalization represents the idea that the marketing strategy may be local but the implementation of that strategy at the marketing tactics level should be global.

Explain the concept of glocalization.Give an example of how marketers can apply it.

Popular culture captures cultural trends and shapes norms and sanctions within society.

A researcher conducts a survey in the United States and Brazil.She wants to publish the survey findings in each country's native language.She hires a bilingual Brazilian to translate the findings into English and gets another person to translate it back to the native language.This technique known as back translation is done to ensure that _____ equivalence exists between the publications of the findings in two different languages.

A consumer with a strong ethnic identification is most likely to feel close-minded about adopting products from a different culture.

Which of the following is a BRIC country?

Almost every language is spoken slightly differently from place to place.These variations in how languages are spoken are referred to as _____.

WALMART SCENARIO Walmart is the largest retailer in the world with more than 4,000 stores located in 14 countries outside the United States. The corporation has learned, sometimes the hard way, that the Walmart business model cannot be applied to every country it enters due to cultural differences. For example, the retailer ran into difficulties in many European countries because stores are not open 24-hours a day, seven days a week, like Walmart Supercenters in the United States. When negotiating the purchase of Trust-Mart stores in China, the company had to develop "enduring" relationships with executives before even discussing business opportunities. Making inroads into the Chinese market was particularly difficult for Walmart. Chinese customers generally believe in the superiority of home-made products to foreign ones. Establishing trust with these customers was difficult as Chinese customers don't warm up easily to foreign brands and view them with suspicion. Most of the customers perceived a price-risk relationship rather than a price-quality relationship while making purchasing decisions. Even within China, the cultural diversity was immense. Standard Chinese was spoken differently in different parts of the country. Keeping this diversity in mind, Walmart varied its marketing mixes based on local tastes, cultures, and economic conditions. -Refer to Walmart Scenario.Keeping the existing diversity in mind,Walmart varied its marketing mixes based on local tastes,cultures,and economic conditions.This practice is best described as _____.

The masculinity CSV dimension tends to be more clearly visible within a feminine culture.

An influx of nonnative media can influence the rate of acculturation.

_____ refers to customs and accepted ways of structuring society.

List the fundamental elements of verbal and nonverbal communication.Describe a recent interaction you had with another person and discuss the elements of verbal and nonverbal communication that took place.

In a nation low in uncertainty avoidance,the task of the marketer is to make the unfamiliar seem familiar.

A rule that specifies the appropriate behavior in a given situation within a specific culture is referred to as cultural _____.

In Jack's home country,business negotiations focus primarily on immediate profits and quick temporary solutions.According to the CSV dimension,this is an example of a culture low in _____.

In the core societal values (CSV)dimension,the extent to which people expect each other to take responsibility for themselves and their immediate family is referred to as _____.

The idea that a marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local is referred to as _____.

In most countries,the Head of State is expected to act with diplomatic strength.This is an example of _____ expectations.

Daniel's workplace has no structured hierarchy,and all employees are treated equally regardless of their designations or roles in the organization.According to the CSV dimension,this is an example of an organization low in _____.

WALMART SCENARIO Walmart is the largest retailer in the world with more than 4,000 stores located in 14 countries outside the United States. The corporation has learned, sometimes the hard way, that the Walmart business model cannot be applied to every country it enters due to cultural differences. For example, the retailer ran into difficulties in many European countries because stores are not open 24-hours a day, seven days a week, like Walmart Supercenters in the United States. When negotiating the purchase of Trust-Mart stores in China, the company had to develop "enduring" relationships with executives before even discussing business opportunities. Making inroads into the Chinese market was particularly difficult for Walmart. Chinese customers generally believe in the superiority of home-made products to foreign ones. Establishing trust with these customers was difficult as Chinese customers don't warm up easily to foreign brands and view them with suspicion. Most of the customers perceived a price-risk relationship rather than a price-quality relationship while making purchasing decisions. Even within China, the cultural diversity was immense. Standard Chinese was spoken differently in different parts of the country. Keeping this diversity in mind, Walmart varied its marketing mixes based on local tastes, cultures, and economic conditions. -Refer to Walmart Scenario.Even within China,the cultural diversity is immense.Standard Chinese is spoken differently in different parts of the country.These variations in how languages are spoken are referred to as _____.