Q&A Hero

Q: Using different colors to package products that are being sold in foreign countries is a way to overcome failure due to ________ problems. A) product B) pricing C) distribution D) promotional E) consumption

Q: When Snapple failed to reduce the level of sweetness before offering it to the Japanese market, sales came in significantly below anticipated levels. This is an example of failure due to which of the following three P's? A) Placement B) Pricing C) Promotion D) Product E) People

Q: There are four possible global marketing strategies, one of which is a local strategy, which is offering ________. A) a standardized product and a customized message B) a standardized product and a standardized message C) a customized product and a standardized message D) a customized product and a customized message E) a standardized pricing strategy and a customized product

Q: There are four possible global marketing strategies, one of which is a global strategy, which involves offering ________. A) a standardized product and a customized message B) a standardized product and a standardized message C) a customized pricing strategy and a standardized message D) a customized product and a standardized message E) a customized product and a customized message

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

Q: A ________ strategy involves customizing either the product or the communications program. A) local B) restricted C) national D) global E) mixed

Q: A ________ advertising strategy involves customizing both the product and communications program. A) local B) national C) restricted D) global E) mixed

Q: A ________ strategy involves standardization of both the product and the communications program. A) local B) national C) restricted D) global E) mixed

Q: What is the most important advertising component that will blend with the local culture? A) language B) localizing product attributes C) use of local models D) using local music E) using local advertising settings

Q: The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who view global brands as quality products and are not particularly concerned about the social responsibility issue. A) Global Citizens B) Global Dreamers C) Antiglobals D) Global Agnostics E) Global Zealots

Q: The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who evaluate global brands the same way they evaluate local brands. A) Global Citizens B) Global Dreamers C) Antiglobals D) Global Agnostics E) Global Zealots

Q: The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who use a company's global success as an indication of product quality and innovativeness, and are concerned that a firm acts in a socially responsible manner. A) Global Citizens B) Global Dreamers C) Antiglobals D) Global Agnostics E) Global Zealots

Q: ________ refers to the fact that consumers believe the more people who purchase a brand, the higher the brand's quality and that consumers believe global brands develop new products and technologies faster than local brands. A) Quality signal B) Country of origin C) Global myth D) Glocal branding E) Social responsibility

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

Q: One study of American and Thai consumers discovered that the persuasive ability of comparative ads was related to two personality traits: ________ and need for cognition. A) self-construal B) interdependence C) submissiveness D) dogmatism E) stability

Q: 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) ________. A) product adaptation B) legal barrier C) collectivistic appeal D) individualistic appeal E) linguistic barrier

Q: Because McDonald's uses a blend of standardized and local elements in order to secure the benefits of their different marketing strategies, it is characterized as a(n) ________. A) smart company B) global company C) multinational company D) hybrid company E) international company

Q: One of the challenges associated with conducting consumer research studies in other countries is ________. A) it is illegal to stop people on the streets in some countries B) gatherings of four or more people (with the exception of family and religious gatherings) are outlawed in some countries C) surveys that ask personal questions arouse suspicion in some countries D) scales of measurement are not adequate in some countries E) all of the above

Q: Acculturation is a dual learning process. What is the first step? A) Marketers must teach the members of the society to break with their traditions. B) Marketers must learn everything that is relevant to the product and product category in the society they plan to market. C) Marketers must devise promotional strategies that will change attitudes. D) Marketers must develop a strategy that encourages members of society to modify their traditions. E) Marketers much teach the members of the society to adopt a new product.

Q: To overcome a narrow and culturally myopic view, marketers must go through a(n) ________ process. A) acculturation B) enculturation C) proculturation D) adculturation E) novoculturation

Q: ________ 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. A) Collectivism B) Individualism C) Interdependence D) Enculturation E) Acculturation

Q: The personal cultural orientation that questions whether the well-being of group members is important for the individual and whether the individual feels good when s/he cooperates with group members is ________. A) Risk Aversion B) Interdependence C) Power D) Social Inequality E) Masculinity

Q: The personal cultural orientation that questions whether a person's social status reflects his or her place in the society and whether it is important for everyone to know their rightful place in society is ________. A) Risk Aversion B) Interdependence C) Power D) Social Inequality E) Masculinity

Q: The personal cultural orientation that questions whether the consumer avoids talking to strangers and prefers a routine is ________. A) Risk Aversion B) Interdependence C) Power D) Social Inequality E) Masculinity

Q: A study that investigated the interrelationship between consumers' attitudes toward local and global products identified all of the following relevant dimensions for measuring attitudes EXCEPT ________. A) entertainment B) furnishings C) acculturation D) food E) lifestyles

Q: American consumers who preferentially select products made in the USA demonstrate high ________. A) cultural homogeneity B) national heritage C) belief structure D) international view E) consumer ethnocentrism

Q: Cross-cultural studies should address willingness to buy foreign-made products, which is also known as ________. A) acculturation B) ethnic self-identification C) national self-identification D) ethnocentrism E) consumption culture

Q: 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. 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

Q: The availability of professional consumer researchers can vary considerably from country to country. This is an example of which of the following basic research issues in cross-cultural analysis? 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

Q: 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? 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

Q: The income, social class, age, and sex of target customers may differ dramatically between two different countries. This is an example of which of the following basic research issues in cross-cultural analysis? A) differences in language and meaning B) differences in marketing segmentation opportunities C) differences in consumption patterns D) differences in perceived benefits of products and services E) differences in economic and social conditions and family structure

Q: Two nations may use or consume the same product in very different ways or for different purposes. This is an example of which of the following basic research issues in cross-cultural analysis? 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

Q: When is a relatively similar marketing strategy most viable across nations? A) when the nations differ widely B) when the nations have different beliefs C) when the nations have different values D) when the nations are similar E) when the nations have different customs

Q: Which of the following is a collectivist country? A) United States B) United Kingdom C) Mexico D) Australia E) Canada

Q: Which of the following is NOT a characteristic of collectivists relative to individualists? A) They attach more importance to explicit and implicit promises and third parties. B) They rely more on word of mouth. C) They prefer trusted, familiar sources when forming expectations. D) They attribute less responsibility to themselves for good and bad outcomes to buying decisions. E) They are more responsive to social influence.

Q: A company that includes a blend of standardized and local elements in order to secure the benefits of their different marketing strategies is using a(n) ________ marketing strategy. A) confused B) global C) multinational D) hybrid E) intranational

Q: A(n) ________ marketing strategy stresses the diversity among consumers in different nations. A) diverse B) international C) global D) comprehensive E) local

Q: A(n) ________ marketing strategy stresses the similarities among consumers worldwide and sells the same product using the same positioning approach and communications globally. A) diverse B) international C) global D) comprehensive E) localized

Q: The objective of understanding cross-cultural differences is to ________. A) develop effective targeted marketing strategies to use in each foreign market of interest B) be informed as good citizens C) fulfill a societal marketing aspect D) be considered a global company E) fulfill their social responsibilities

Q: Which of the following is NOT a factor in cross-cultural analysis? A) differences in language and meaning B) differences in market segmentation opportunities C) differences in consumption patterns D) differences in the perceived benefits of products and services E) All of the above are factors in cross-cultural analysis.

Q: ________ is defined as determining the extent to which consumers of two or more nations are similar or different. A) Psychological analysis B) Social analysis C) Comparison analysis D) Subculture analysis E) Cross-cultural analysis

Q: Patek Phillippe watches are manufactured, packaged, and positioned in exactly the same way regardless of the country in which they are sold, making Patek Phillippe a(n) ________. A) local brand B) hybrid brand C) world brand D) customized brand E) intra-cultural brand

Q: A(n) ________ is manufactured, packaged, and positioned the same way regardless of the country in which it is sold. A) local brand B) world brand C) hybrid brand D) customized brand E) intra-cultural brand

Q: Which of the following is true of Hispanic-American households? A) Hispanic Americans tend to be members of smaller families. B) Hispanic Americans are less likely to live in an extended family household. C) Hispanic American households are less likely to contain children. D) Hispanic Americans spend more time caring for their children. E) The majority of all Hispanic Americans under the age of 18 living in the United States were born in Latin America.

Q: In contrast to other American population segments, Hispanic Americans are ________. A) more religious B) more populous C) more patriotic D) younger E) more highly educated

Q: Hispanic youths are more fashion conscious and are more likely to seek out and be loyal to well-known brands than their non-Hispanic counterparts. This is an example of a subcultural characteristic based on ________. A) age B) ethnicity C) religion D) geographic region E) gender

Q: Ethnic clothing, art, music, and foreign-language newspapers are examples of ________ that can be associated with nationality subcultures. A) cultural artifacts B) loyalty drivers C) ambassadors D) fixation products E) cross-cultural bridges

Q: The Hispanic American market is an example of which subculture? A) social class B) ethnic C) race D) religious E) gender

Q: The three primary ethnic subcultures in America, in order from most populous to least populous, are ________. A) Asian Americans, African Americans, and Latinos or Hispanics B) Asian Americans, Latinos or Hispanics, and African Americans C) African Americans, Asian Americans, and Latinos or Hispanics D) African Americans, Latinos or Hispanics, and Asian Americans E) Latinos or Hispanics, African Americans, and Asian Americans

Q: When it comes to consumer behavior, ancestral pride associated with ________ is manifested most strongly in the consumption of ethnic foods, in travel to the "homeland," and in the purchase of numerous cultural artifacts. A) age subcultures B) nationality subcultures C) race subcultures D) religious subcultures E) gender subcultures

Q: Queens County (one of the five boroughs that make up the City of New York) is one of the most multicultural counties in America, where ________ percent of its residents were born outside the United States. A) 26 B) 36 C) 46 D) 56 E) 66

Q: In the United States, ________ percent of the American population is foreign born. This shows how important nationality subcultures are. A) 7 B) 13 C) 19 D) 25 E) 31

Q: Subcultures are ________. A) mutually exclusive in terms of membership B) a hindrance to market segmentation C) dynamic and evolving D) vastly different in values and beliefs from dominant American culture E) static

Q: The proportion of non-Hispanic/Caucasian whites in the U.S. population is projected to ________ over the next several decades. A) increase B) decrease C) diffuse D) remain at same level E) dramatically rise

Q: When discussing subcultures, it is important to note that each individual could be a member of ________. A) either the dominant culture or a subculture B) one subculture only C) two subcultures only D) four subcultures at the most E) many subcultures, as there is no limit

Q: A distinct cultural group that exists as an identifiable segment within a larger, more complex society is known as a(n) ________. A) trait B) subculture C) race D) religion E) ideology

Q: Members of a specific ________ possess beliefs, values, and customs that set them apart from other members of the same society. A) subculture B) demographic C) trait D) race E) ideology

Q: Ethnicity, religion, race, and age are examples of sociocultural and demographic variables upon which ________ is/are based. A) societal analysis B) cross-national cultural analysis C) societal classifications D) subcultural divisions E) cultural classifications

Q: In addition to segmenting markets in terms of cultural factors, marketers also segment societies into smaller ________ that consist of people who are similar in terms of their ethnic origin, customs, and ways of behavior. A) micromarkets B) individual markets C) mass markets D) subcultures E) microsocieties

Q: How is the working-woman market segmented?

Q: How is the elderly market segmented?

Q: America is aging. What three factors are driving the growth of the elderly population in the United States?

Q: Compare Baby Boomers and Generation Xers in terms of attitudes toward brands and price-quality attitudes.

Q: What makes the Baby Boomer market so attractive to marketers?

Q: Why is it of importance to marketers to segment the market according to religious subcultures?

Q: How does consumer behavior change among Hispanic consumers as they acculturate?

Q: How does ancestral pride manifest itself in consumer behavior?

Q: Provide an example of how a marketer might modify their product and/or its positioning to better meet the needs of targeted consumers and suit the subculture's values and tastes.

Q: Define the term "subculture." How do subcultures relate to the common culture of the larger society of which subcultures are a part?

Q: The needs of married women who work outside the home differ from those of women who do not work outside the home.

Q: Women show superior affect and purchase intentions toward ads that are verbal, harmonious, complex, and category-oriented.

Q: Feel age, look age, do age and interest age are different dimensions of chronological age.

Q: Baby boomers are consumption oriented.

Q: For Generation X, enjoying life and having a lifestyle that provides freedom and flexibility is more important than salary.

Q: Hip-ennials believe they can have an impact on the world and make it better, are aware of what's going on globally, give to charity, and search for information regularly.

Q: It is generally accepted that older people's perceptions of their ages are more important in determining behavior than their chronological ages.

Q: Early adulthood is the longest adult life stage for most consumers.

Q: The 21-29 year olds who are part of Generation Y are known as Tweens.

Q: Generation Z is the most diverse American generation ever.

Q: Differences in market share across geographic markets may be the result of such factors as the common marketing practice of putting more merchandising dollars behind markets that sell more.