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

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.

Global pragmatists use a company's global success as an indication of product quality and innovativeness,and are also concerned that the firm acts in a socially responsible manner.

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

Differences between consumers of different societies are known as ________.

Two nations may use or consume the same product in very different ways or for different purposes.This is an example of which of the following basic research issues in cross-cultural analysis?

Intimates are consumers focused on relationships close to home,such as spouses,significant others,family,and friends.

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.

________ can provide marketers with an understanding of the psychological,social,and cultural characteristics of the foreign consumers they wish to target,so that they can design effective marketing strategies for the specific national markets involved.

The availability of professional consumer researchers can vary considerably from country to country.This is an example of which of the following basic research issues in cross-cultural analysis?

According to research presented in the text,________ feel that global brands are higher in quality than local brands,but dislike brands that preach U.S.values and do not trust global companies to act responsibly.

A company that includes a blend of standardized and local elements in order to secure the benefits of their different marketing strategies is called a ________.

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

Global companies are held to a higher level of ________ than local brands,and are expected to respond to social problems associated with what they sell.

What are three of the issues that might deter researchers from conducting marketing research in foreign countries?

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,marketing of Fizzy Cola in the Middle East as a symbol of America is likely to fail largely due to ________.

CLOTHING MINI CASE: Outer Limits Outfitters is an 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 ________.

The smaller the similarity between nations,the more feasible it is to use relatively similar marketing strategies in each nation.

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.

A ________ advertising strategy involves customizing either the product or the communications program.

CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African craftsmen 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 highlights the exotic origins of the crafts it imports,relying on positive ________ to promote sales of its imports.