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

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's marketing provides a form of ________.

What is the most important advertising component that will blend with the local culture?

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 ________.

Country of design,country of assembly,and country of parts are three dimensions that make up country of origin.

According to research presented in the text,________ view global brands as quality products,and are not particularly concerned about the social responsibility issue.

Product standardization appears to be most successful for high-involvement products that approach either end of the high-tech/high-touch continuum.

A firm's success in marketing a product or service in a number of foreign countries is likely to be influenced by how similar the beliefs,values,and customs are that govern the use of the product in the various countries.

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

When consumers make consumption decisions based on an association between the product,brand name,or service,and the country in which it was made,this is referred to as ________.

Company B appeals to consumers in different countries by using relatively different,"local," or specific marketing strategies for members of distinctive cultures or countries.Company B is using ________ as a segmentation strategy.

Local adaptation of marketing material involves no more than translating Web pages into the local language.

Using different colors to package products that are being sold in foreign countries is a way to overcome failure due to ________ problems.

Consumers believe that the more people who purchase a brand,the higher the brand's quality,which often results in a global brand being able to command a premium price.

_________ refers to the fact that consumers view global brands as a kind of "cultural ideal," and their purchase and use makes the consumer feel like a citizen of the world.

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's advertising strategy would be best described as ________.

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

According to recent projections,the middle class will increase in size by 1.8 billion people,of which about one third will be in ________.

By exposing consumers to unfamiliar and foreign products,international marketing provides a form of ________.

Why are firms selling their products all over the world?

________,which currently consists of the United States,Canada,and Mexico,provides free market access to more than 440 million consumers.