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Marketing
Q:
The degree to which potential customers perceive new products as superior to existing substitutes is its ________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability
Q:
Digital cameras and digital video recorders were somewhat disruptive to consumers, but did not change the basic behavior patterns established with photography and film. These are best described as ________.
A) discontinuous innovations
B) dynamically discontinuous innovations
C) dynamically continuous innovations
D) statically continuous innovations
E) continuous innovations
Q:
A ________ involves the introduction of a modified product rather than a totally new product, and has the least disruptive influence on established patterns.
A) discontinuous innovation
B) dynamically discontinuous innovation
C) dynamically continuous innovation
D) statically continuous innovation
E) continuous innovation
Q:
________ is a macro process concerned with the spread of a new product from its source to the consuming public.
A) Adoption
B) Assumption
C) Diffusion
D) Innovation
E) Introduction
Q:
Marge and Steve treat themselves (a small family unit) to a Caribbean cruise for their 25th wedding anniversary. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Q:
Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its accounting firm. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Q:
Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Q:
The Lambert family (which has five family members) gives their babysitter a high school graduation gift. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Q:
Barry buys a necklace as a gift for his girlfriend. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Q:
________ can be thought of as the gift exchange that takes place between a giver and a recipient.
A) Postpurchase evaluation
B) Loyalty programs
C) Gifting behavior
D) Permission marketing
E) Long-term commitment purchase
Q:
________ implies the notion of a trade-off of benefits like the features of the purchased item versus the sacrifice necessary to purchase it like the time investment and the price.
A) Satisfaction
B) Dissonance
C) Value
D) Influence
E) Perception
Q:
________ occurs when a product's performance is below expectations and the consumer is dissatisfied.
A) Positive disconfirmation of expectations
B) Negative disconfirmation of expectations
C) Reverse dissonance
D) Postpurchase analysis
E) Brand loyalty
Q:
________ behavior is closely related to the concept of brand loyalty, which most firms try to encourage because it contributes to greater stability in the marketplace.
A) Gifting
B) Trial purchase
C) Permission marketing
D) Repeat purchase
E) Long-term commitment purchase
Q:
A ________ is the exploratory phase of purchase behavior in which consumers attempt to evaluate a product through direct use.
A) gift purchase
B) trial purchase
C) loyalty purchase
D) repeat purchase
E) long-term commitment purchase
Q:
Which of the following is NOT one of the ways consumers cope with missing information during the decision-making process:
A) develop arguments for why the missing information is important
B) delay the decision until the missing information is obtained
C) ignore missing information and continue with current decision rule using available attribute information
D) change customarily used decision strategy to one that better accommodates missing information
E) infer the missing information
Q:
Roper Starch Worldwide conducted a major multinational study and found out that most of the world can be segmented into six major segments. Talk about two of those segments.
Q:
How is the Japan-VALS framework used? How does the Japan-VALS framework segment consumers?
Q:
What are the four possible multinational marketing strategies with regard to standardization and localization?
Q:
Do all consumers, internationally, respond similarly to brand extensions from global brands?
Q:
What are three of the issues that might deter researchers from conducting marketing research in foreign countries?
Q:
In a sense, cross-cultural acculturation is a dual process for marketers. How does this dual process work? Give an example.
Q:
What is acculturation and how does it affect marketers?
Q:
How has the growth of the middle class in developing countries impacted marketers?
Q:
Label and describe the "coolest" teens as identified by BBDO based on its GenWorld Global Teen Study.
Q:
What is the motivation for firms to sell their products worldwide?
Q:
Intimates are consumers focused on relationships close to home, such as spouses, significant others, family, and friends.
Q:
Strivers are dedicated to technology, knowledge, and learning, and are the highest consumers of media.
Q:
The largest of the six global consumer market segments are the Altruists.
Q:
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.
Q:
Public image is more important to Creatives than it is to all teens, in general.
Q:
Equality is more important to Creatives than it is to all teens, in general.
Q:
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.
Q:
Young Europeans are now avoiding American fashions.
Q:
Local adaptation of marketing material only involves translating web pages into the local language.
Q:
Consumers are more responsive when advertising content is adapted to their local needs.
Q:
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.
Q:
There are four major segments in each country with respect to how its citizens view global brands. These include: global citizens, global dreamers, antiglobals, and global agnostics.
Q:
Consumers worldwide believe that local brands develop new products and breakthrough technologies at a faster pace than global brands.
Q:
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.
Q:
Global brands are viewed differently than local brands, and consumers worldwide associate global brands with three characteristics: quality signal, global myth, and social responsibility.
Q:
Teenagers appear to have quite similar interests, desires, and consumption behavior no matter where they live.
Q:
Products are viewed in the same way in all countries.
Q:
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.
Q:
The smaller the similarity between nations, the more feasible it is to use relatively similar marketing strategies in each nation.
Q:
U.S. consumers are more likely to seek new and different products than French and German consumers.
Q:
Some marketers have been able to create a multicultural mosaic for their brand that can appeal across national boundaries.
Q:
Relative to Chinese consumers, American consumers are more submissive to authority and place less emphasis on self-reliance.
Q:
China and Mexico are collectivistic cultures.
Q:
Marketers should observe differences in language and meaning, differences in market segmentation opportunities, and differences in consumption patterns, among others, when they conduct cross-cultural analysis.
Q:
Cross-cultural analysis determines the extent to which the consumers of two or more nations are similar or different.
Q:
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 ________.
A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities
Q:
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?
A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities
Q:
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, marketers of Fizzy Cola must undergo a process of ________ in order to recognize the relevant factors pertaining to the usage of its products in the Middle East.
A) enculturation
B) acculturation
C) proculturation
D) novoculturation
E) adculturation
Q:
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.
A) individualized
B) global
C) international
D) homogeneous
E) uniform
Q:
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.
A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics
Q:
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) heterogeneous
B) localized
C) individualized
D) value-driven
E) standardized
Q:
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 capitalizes on its reputation for ________ to promote the products it imports.
A) social responsibility
B) global myth
C) quality signaling
D) prestige
E) value
Q:
CLOTHING MINI CASE: Outer Limits Outfitters is a 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, Outer Limits' marketing strategy would be best described as ________.
A) global
B) hybrid
C) homogenous
D) local
E) individualistic
Q:
CLOTHING MINI CASE: Outer Limits Outfitters is a 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 success of Outer Limits clothing abroad is most clearly attributable to ________.
A) quality signal
B) social responsibility
C) international prestige
D) global myth
E) cross-cultural analysis
Q:
CLOTHING MINI CASE: Outer Limits Outfitters is a 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.
A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics
Q:
CLOTHING MINI CASE: Outer Limits Outfitters is a 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, Outer Limits Outfitters would be considered a(n) ________.
A) global brand
B) acculturated brand
C) subsidiary brand
D) national brand
E) local brand
Q:
Which of the following global consumer market segments is unselfish in their concern for others, society, and the future?
A) strivers
B) devouts
C) altruists
D) creatives
E) intimates
Q:
Which of the following global consumer market segments is responsible, respectful, and conservative?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Q:
Which of the following global consumer market segments is most focused on social relationships and family?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Q:
Which of the following global consumer market segments considers material things to be extremely important?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Q:
Which of the following global consumer market segments is known for seeking knowledge and insight, and having a keen interest in books and new media?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Q:
Which of the following global consumer market segments is young in age and outlook?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Q:
In the Japan-VALS framework, primary motivations include ________.
A) tradition, achievement, self-expression
B) ideals, achievement, self-expression
C) ideals, self-confidence, intelligence
D) tradition, self-confidence, leadership skills
E) energy, self-confidence, self-expression
Q:
According to the BBDO "GenWorld Global Teen Study," the "coolest" teens are ________.
A) Wired Elitists
B) Activists
C) Traditionalists
D) Agnostics
E) Creatives
Q:
The reason that many products fail when marketed in a foreign country is ________.
A) many companies do not insure their products against theft
B) many companies assume that if a product is a success domestically, it will be accepted anywhere
C) marketers do not go through enough enculturation education
D) marketers' use of localized marketing strategies negatively influence consumer preferences
E) country of origin effects
Q:
Which of the following is true of the middle class in emerging markets?
A) Companies can expect middle class consumers worldwide to earn roughly the same income.
B) Middle-class consumers in less-developed nations often cannot afford to pay as much for a product as consumers in the more advanced economies do.
C) The majority of the global middle class lives in developed nations.
D) Only one-third of people living in developing countries are literate.
E) The emerging middle class constitutes the highest percentage of the total country population in Mexico.
Q:
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.
A) lower class
B) working class
C) middle class
D) wealthy class
E) upper class
Q:
According to recent projections, the middle class will increase in size by 1.8 billion people, of which about one third will be in ________.
A) China
B) India
C) Western Europe
D) the United States
E) Russia
Q:
By 2020, the middle class will grow to constitute over ________ of the world's population.
A) 50%
B) 60%
C) 70%
D) 75%
E) 80%
Q:
Which country has the highest gross income?
A) Greece
B) United States
C) India
D) Norway
E) China
Q:
Why are firms selling their products all over the world?
A) Overseas markets represent an important opportunity for growth when home markets reach maturity.
B) Trade agreements require all companies operating within the agreement nations to have a global plan.
C) Companies fear competition from "me too" products elsewhere.
D) Companies want to gain new production and marketing ideas.
E) Companies seek to take advantage of lower labor costs.
Q:
Which global brand increases the power of its brand through innovation and used ambush marketing at the Olympics in London?
A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike
Q:
Which global brand stands out because of its exceptional brand management, significant global presence, and delivering consistent quality and affordability?
A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike
Q:
Which global brand is universally recognized more than any other in the world because it makes people experience fun, freedom, and refreshment?
A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike
Q:
Western culture consumers are believed to differ from Eastern culture consumers in their responses to brand extensions because Eastern culture has a(n) ________ way of thinking and Western culture has a(n) ________ way of thinking.
A) uniform; individualized
B) individualized; uniform
C) holistic; analytic
D) analytic; holistic
E) positive; negative