Question 1

There are four possible global marketing strategies, one of which is a mixed strategy, which involves offering ________.

Accepted Answer

A)  a standardized product and a customized message 
B)  a customized pricing scheme and a standardized message 
C)  a standardized product and a standardized message 
D)  a customized product and a customized message 
E)  a uniform product and a standardized pricing scheme

Question 2

Teenagers appear to want the same types of products, regardless of which nation they call home, if the products are trendy, entertaining, and image oriented.

Accepted Answer

A) True 
 B)False

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

________ refers to the fact that consumers view global brands as a cultural ideal and their purchase and use makes the consumer feel like a citizen of the world and gives them an identity.

Accepted Answer

A)  Quality signal 
B)  Country of origin 
C)  Global myth 
D)  Global branding 
E)  Social responsibility

Question 5

When characterizing "consumer style," or how a consumer approaches the purchase and consumption experience, German consumers were more ________ and less ________ than their counterparts from the United States, the United Kingdom and France.

Accepted Answer

A)  price sensitive; brand-loyal 
B)  brand-loyal; price sensitive 
C)  likely to seek variety; likely to seek information 
D)  brand-loyal; likely to seek variety 
E)  likely to seek variety; brand-loyal

Question 6

Many marketers, finding their home markets to be nearing the saturation point in terms of sales opportunities, are looking to the growing ________ in developing countries to expand their sales.

Accepted Answer

A)  lower class 
B)  working class 
C)  middle class 
D)  wealthy class 
E)  upper class

Question 7

When the translation of the Pepsi slogan, "Come alive with the Pepsi Generation" translated to mean "Pepsi will bring your ancestors back from the dead" in Taiwan, it was an example of a(n)________.

Accepted Answer

A)  product adaptation 
B)  legal barrier 
C)  collectivistic appeal 
D)  individualistic appeal 
E)  linguistic barrier

Question 8

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.

Accepted Answer

A) True 
 B)False

Question 9

What is acculturation and how does it affect marketers?

Accepted Answer

The answer of What is acculturation and how does it...

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

________ is the process by which marketers learn, via cross-cultural analysis, about the values, beliefs, and customs of other cultures and apply this knowledge to marketing products internationally.

Accepted Answer

A)  Collectivism 
B)  Individualism 
C)  Interdependence 
D)  Enculturation 
E)  Acculturation

Question 12

What are the four possible multinational marketing strategies with regard to standardization and localization?

Accepted Answer

The answer of What are the four possible multinational marketing...

Question 13

Japanese consumers have been abandoning their loyalty to expensive, premium grade homegrown rice in favor of cheaper alternatives from China, Australia and the United States.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  local 
B)  national 
C)  restricted 
D)  global 
E)  mixed

Question 15

$\text{COLA MINI CASE:}$ 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.

Accepted Answer

A)  individualized 
B)  global 
C)  international 
D)  homogeneous 
E)  uniform

Question 16

Which of the following global consumer market segments is unselfish in their concern for others, society, and the future?

Accepted Answer

A)  strivers 
B)  devouts 
C)  altruists 
D)  creatives 
E)  intimates

Question 17

How has the growth of the middle class in developing countries impacted marketers?

Accepted Answer

The answer of How has the growth of the middle...

Question 18

Cross-cultural studies should address willingness to buy foreign-made products, which is also known as ________.

Accepted Answer

A)  acculturation 
B)  ethnic self-identification 
C)  national self-identification 
D)  ethnocentrism 
E)  consumption culture

Question 19

$\text{CRAFT MINI CASE:}$ 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, the majority of Global Craft's consumers fall into the ________ consumer segment.

Accepted Answer

A)  Global Citizens 
B)  Global Dreamers 
C)  Global Indifferents 
D)  Antiglobals 
E)  Global Agnostics

Question 20

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

Accepted Answer

A)  product 
B)  pricing 
C)  distribution 
D)  promotional 
E)  consumption

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

There are four possible global marketing strategies, one of which is a mixed strategy, which involves offering ________.

Teenagers appear to want the same types of products, regardless of which nation they call home, if the products are trendy, entertaining, and image oriented.

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.

________ refers to the fact that consumers view global brands as a cultural ideal and their purchase and use makes the consumer feel like a citizen of the world and gives them an identity.

When characterizing "consumer style," or how a consumer approaches the purchase and consumption experience, German consumers were more and less than their counterparts from the United States, the United Kingdom and France.

Many marketers, finding their home markets to be nearing the saturation point in terms of sales opportunities, are looking to the growing ________ in developing countries to expand their sales.

When the translation of the Pepsi slogan, "Come alive with the Pepsi Generation" translated to mean "Pepsi will bring your ancestors back from the dead" in Taiwan, it was an example of a(n) ________.

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.

What is acculturation and how does it affect marketers?

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

________ is the process by which marketers learn, via cross-cultural analysis, about the values, beliefs, and customs of other cultures and apply this knowledge to marketing products internationally.

What are the four possible multinational marketing strategies with regard to standardization and localization?

Japanese consumers have been abandoning their loyalty to expensive, premium grade homegrown rice in favor of cheaper alternatives from China, Australia and the United States.

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

Which of the following global consumer market segments is unselfish in their concern for others, society, and the future?

How has the growth of the middle class in developing countries impacted marketers?

Cross-cultural studies should address willingness to buy foreign-made products, which is also known as ________.

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