Exam 9: Consumer Culture

Renquing is the idea that when someone does a good deed for an individual,the individual is expected to return that good deed.

Consumption activities associated with a given role tend to be universal across cultures.

MNC SCENARIO: Mr. Adam Smith works as a senior executive for Corebiz Corp., a multinational company with subsidiaries in many Asian countries. The firm believes in a marketing strategy that strongly resonates the essence of the local culture in its implementation. The company relocates Mr. Smith to Beijing to handle their operations in China. A few months into his stay, Mr. Smith begins to learn the ways of life and appropriate behavior in China. When Mr. Smith was invited for tea by his colleagues, he observed people around him and learned the right way to tap his finger and fold a napkin. He also learned that the Chinese revere their elders and treat them with respect. Even when there is no kinship involved, an older person should never be addressed with his/her name. Any show of disrespect, especially “name calling,” is shunned upon by society; and the person found doing so, risks being ridiculed by everyone. Though these learnings can sometimes be inconvenient for Mr. Smith owing to the vast cultural difference between the United States and China, Mr. Smith thinks that it is worth all the trouble. -Refer to MNC Scenario.Even though Corebiz Corp.is a multinational company,it believes in a marketing strategy that strongly resonates the essence of the local culture in its implementation.This is an example of _____.

Which of the following CSV dimension reflects values consistent with Confucian philosophy and a prioritization of future rewards over short-term benefits?

Define cultural sanction.How do popular culture and role expectation shape cultural sanctions?

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

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

Jonah lives in a place where summers are unheard of and temperatures hardly rise above sub-zero.As a result,people living in that region rarely take daily showers,unlike people living in tropical regions.This difference in the frequency of showers between cultures can be attributed to the difference in _____ factors.

Hannah lives in place where rice is the staple diet of the people and eating wheat or potatoes is associated with poverty and inferior status.This association that favors the consumption of rice to wheat or potatoes is an example of consumer _____.

Role expectations define the types of products that are appropriate for a person within a role.

The socialization process by which consumers' behaviors slowly adapt to a culture through a series of rewards and sanctions is known as _____.

The specific expectations that are associated with each type of person are referred to as _____ expectations.

Jane is a little girl who is learning culture-appropriate behavior from her observations in daily life.She keenly watches and analyzes the way people around her act.This type of learning is 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.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 _____.

Media acts as an agent of enculturation.

Cultural distance represents how disparate one nation is from another in terms of their CSVs.

Culture determines things that are socially rewarding or socially unrewarding.

Ecological factors cause differences in culture because they change the relative value of objects.

Theo is looking at how distinct one nation is from another in terms of their cultural values.In doing so,he learns that the United States is very similar to Australia and the United Kingdom.The approach Theo is using to know the distinctness of countries according to their cultural values is based on the concept of cultural _____.

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 _____.