Question 1

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 2

McDonald's tries to adapt its advertising messages to the specific values of particular cultures.This makes it a ________ company.

Accepted Answer

A)  global 
B)  local 
C)  glocal 
D)  world brand 
E)  multinational

Question 3

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

Accepted Answer

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

Question 4

Which of the following global consumer market segments considers material things to be extremely important?

Accepted Answer

A)  strivers 
B)  devouts 
C)  fun seekers 
D)  creatives 
E)  intimates

Question 5

A research study in Turkey found that while products from Germany,France,Italy,and Israel were favored by Turkish consumers for their quality,design,and performance,products from the United States and England were chosen for their reliability and warranty.This is an example of ________.

Accepted Answer

A)  jumping to conclusions 
B)  stereotyping 
C)  country of origin effects 
D)  the halo effect 
E)  judging value

Question 6

In some cultures,the female head of household is the primary decision-maker when it comes to purchases for the family.In others,it is the male head of household.This is an example of which of the following basic research issues in cross-cultural analysis?

Accepted Answer

A)  differences in language and meaning 
B)  differences in marketing research possibilities 
C)  differences in consumption patterns 
D)  differences in perceived benefits of products and services 
E)  differences in economic and social conditions and family structure

Question 7

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 8

An upscale wristwatch such as Patek Philippe would be best marketed through a ________ strategy.

Accepted Answer

A)  global 
B)  world brand 
C)  adapted marketing 
D)  mass marketing 
E)  direct marketing

Question 9

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

Accepted Answer

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

Question 10

Low-involvement products in the midrange of the high-tech/high-touch continuum are most suitably marketed as global brands.

Accepted Answer

A) True 
 B)False

Question 11

Learning about foreign cultures is called ________.

Accepted Answer

A)  enculturation 
B)  acculturation 
C)  ethnocentrism 
D)  consumer research 
E)  novoculturation

Question 12

The majority of a country's citizens fall into which one of the following categories with respect to their view of global brands?

Accepted Answer

A)  global citizens 
B)  global dreamers 
C)  antiglobals 
D)  global pragmatists 
E)  global agnostics

Question 13

When seeking success in a foreign market,it has been suggested that a company should remember the following P's: ________.

Accepted Answer

A)  place, position, and products 
B)  price, place, and people 
C)  place, price, and position 
D)  place, people, and products 
E)  products, people and position

Question 14

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 15

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,if U.S.consumers held positive perceptions of Outer Limits Outfitters because it is a Swiss company and the Swiss are known for having beautiful mountains and high quality goods,this would be an example of ________.

Accepted Answer

A)  country of origin effects 
B)  localized strategy 
C)  glocal branding 
D)  cross-cultural analysis 
E)  consumer ethnocentricity

Question 16

Which of the following global consumer market segments is the youngest group?

Accepted Answer

A)  strivers 
B)  devouts 
C)  fun Seekers 
D)  creatives 
E)  intimates

Question 17

In a sense,cross-cultural acculturation is a dual process for marketers.How does this dual process work? Give an example.

Accepted Answer

The answer of In a sense,cross-cultural acculturation is a dual...

Question 18

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 majority of Outer Limits' consumers fall into the ________ consumer segment.

Accepted Answer

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

Question 19

When is standardization of product and message most appropriate?

Accepted Answer

The answer of When is standardization of product and message...

Question 20

By 2020,the middle class will grow to constitute over ________ of the world's population.

Accepted Answer

A)  50% 
B)  60% 
C)  70% 
D)  75% 
E)  80%

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