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

The income,social class,age,and sex of target customers may differ dramatically between two different countries.This is an example of which of the following basic research issues in cross-cultural analysis?

________ is a free trade agreement that includes Costa Rica,the Dominican Republic,El Salvador,Guatemala,Honduras,and Nicaragua.

The only way consumers gain exposure to different cultures is through their travel,living,and working in foreign countries.

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

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's marketing research difficulties arise from which of the following basic research issues in cross-cultural analysis?

What is acculturation and how does it affect marketers?

Company A appeals to consumers in different countries in terms of their "common" needs,values,and goals.Company A is using ________ as a segmentation strategy.

Overseas markets represent the single most important opportunity for the future growth of firms whose home markets have reached maturity.

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

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

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

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?

A ________ advertising strategy involves standardization of both the product and the communications program.

Strivers are dedicated to technology,knowledge,and learning,and are the highest consumers of media.

The formation of the European Union has resulted in the transformation of the European continent into a homogeneous market of people with the same or very similar wants and needs.

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

Products are viewed in the same way in all countries.

According to research presented in the text,________ evaluate global brands in the same way they evaluate local brands.

________ provide(s)a form of "culture transfer" when companies expand their markets by bringing new products,services,practices,ideas,and experiences to potential consumers residing in a different country and possessing a different cultural view.

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