Deck 13: Cross-cultural consumer behaviour: An international perspective

Question 1

Tim thinks BMW and Mercedes are good car brands as he believes that German cars are of good quality. This is an example of which of the following?

A) Culturally-aware-consumer effect.
B) Country-of-origin effect.
C) National manufacturing reputation.
D) Country-standards reputation.

Answer 1

Country-of-origin effect.

Question 2

The effect of country of origin can influence four different factors. Which of the following is not one of them?

A) Consumer nationalism.
B) Knowledge of the product and country of origin.
C) Degree of a consumer's involvement in the product.
D) Individual differences in information processing.

Answer 2

Consumer nationalism.

Question 3

In which of the following international free trade agreements is Australia part of?

A) EU.
B) NAFTA.
C) ASEAN.
D) None of the above.

Answer 3

ASEAN.

Question 4

Melissa believes that clothing made in France is of higher standard than clothing made in Bangladesh even though it is made of the same material. This is because of:

A) Melissa's prejudice.
B) the country's standards reputation.
C) national manufacturing reputation.
D) the country-of-origin effect.

Question 5

A culture supporting conservation:

A) values the acceptance of others as equals and concern for their well-being.
B) honours the pursuit of one's own relative success and dominance over others.
C) emphasises individual thought and action and looks upon change favourably.
D) values self-restriction, preservation of traditional practices and the protection of stability.

Question 6

Which of the following is a reason why the Asia-Pacific market is of great significance to Australia?

A) Australia's market of 22.5 million people is small.
B) Trade agreements in the EU block Australian producers' access to these markets.
C) Trade agreements in the US and Canada block Australian producers' access to these markets.
D) All of the above are reasons why the Asia-Pacific market is of great significance to Australia.

Question 7

Australia's top two-way trade partner currently is:

A) the United Kingdom.
B) Indonesia.
C) China.
D) the United States.

Question 8

With which of the following countries does Australia not have a bilateral free trading agreement?

A) Vietnam.
B) The United States.
C) Singapore.
D) Thailand.

Question 9

Which of the following is not one of Australia's top 10 importer sources?

A) China.
B) United Kingdom.
C) Indonesia.
D) South Africa.

Question 10

Which of the following brands was not in the Top 10 brand in 2012?

A) Coca Cola.
B) Hyundai.
C) Apple.
D) McDonalds.

Question 11

______ analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different.

A) International
B) Consumer
C) Intrapersonal
D) Cross-cultural consumer

Question 12

Which of the following is not one of Australia's top ten export markets?

A) China.
B) Papua New Guinea.
C) New Zealand.
D) Japan.

Question 13

The fact that many people associate France with wine, cheese and fashionable clothing has to do with which of the following?

A) Country-of-origin effect.
B) French quality of products.
C) Consumer ethnocentrism.
D) Cultural effect.

Question 14

When are consumers less likely to base judgments on country-of-origin information?

A) When they do not know much about the country the product is from.
B) When consumer motivation is high.
C) When consumer motivation is low.
D) When the product is a high-involvement product.

Question 15

APEC, which includes most countries around the Asia-Pacific rim, would best be described as:

A) a Free Trade Agreement (FTA).
B) an Economic Zone with one currency.
C) a discussion forum.
D) a trade bloc.

Question 16

William is in on the market to purchase a new car. Due to him thinking that Korean car brands are of a lower standard and quality than Japanese car brands he avoids purchasing a Korean car. This is an example of?

A) The country of origin effect and animosity.
B) Discrimination.
C) Positive country of origin effect.
D) Cultural analysis.

Question 17

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 _____, _____ and _____ are that govern the use of the product in the various countries.

A) culture, opinions and ethnicity
B) beliefs, values and customs
C) culture, opinions and customs
D) beliefs, values and ethnicity

Question 18

When a culture supports openness to change it means that:

A) it values self-restriction, preservation of traditional practices and the protection of stability.
B) it honours the pursuit of one's own relative success and dominance over others.
C) it emphasises individual thought and action and looks upon change favourably.
D) it values the acceptance of others as equals and concern for their well-being.

Question 19

ASEAN is a free trade agreement and stands for:

A) Australia and Southeast Asian Nations
B) Association of Southeast Asian Nations
C) Association of Southeast Australian Nation-states
D) Australia Singaporean and Eastern Nations

Question 20

Some consumers may refrain from purchasing products from particular countries due to animosity. Which is the following is not an example of this?

A) Some Jewish consumers might avoid purchasing German-made products because of the Holocaust.
B) Some New Zealand and Australian consumers considered boycotting French products at one time because of France's nuclear tests in the South Pacific.
C) 81% of Thai students would not buy a product that is "Made in China" for the same price as one that is "Made in Japan".
D) All of the above are examples of animosity.

Question 21

Of the following, which is not one of the 'basic issues' in planning cross-cultural consumer research?

A) Differences in language and meaning.
B) Differences in consumption patterns.
C) Differences in the perceived benefits of products and services.
D) All of the above are basic cross-cultural research issues.

Question 22

A global strategy with a uniform product and a uniform message would be made up of which product and communications strategy?

A) Localised product with standardised communication strategy.
B) Standardised product with standardised communication strategy.
C) Localised communication strategy with localised product.
D) Localised communication strategy with standardised product.

Question 23

Which of the following statement about time effects is false?

A) In the United States, about 80 per cent of work time is spent on the task and perhaps 20 per cent is used for social activities.
B) In Japan social time (such as having tea with peers in the middle of the day) is considered to be a part of work.
C) In the United States it is completely acceptable to show up two hours late to a children's birthday party.
D) All of the above statements are true.

Question 24

Product standardisation appears to be most successful products that approach either end of the _______ continuum.

A) high-tech-high-touch
B) five-stage
C) product recognition
D) involvement

Question 25

Some researchers have written that globalisation and _____ should be viewed as two ends of a continuum.

A) standardisation
B) localisation
C) cross-cultural analysis
D) none of the above.

Question 26

McDonald's is a firm that tries to localise its advertising to consumers in each of the cross-cultural markets in which it operates. This means that they adopt which of the following strategies?

A) A global advertising strategy.
B) Mass-customisation strategy.
C) Mass-marketing strategy.
D) Adaptive global marketing strategy.

Question 27

Advertisements for high-involvement, high-touch products tend to use more _____ appeals emphasise visual images.

A) cognitive
B) rational
C) personal
D) emotional

Question 28

Which of the following is not an example of why it is often difficult for marketers to conduct cross-cultural consumer research?

A) Accurate statistical information about markets and consumers may be lacking in countries.
B) In certain countries groupings of four people or more (other than family and religious gatherings) are outlawed, therefore making things such as focus groups not possible.
C) Marketers may not have the time to conduct international research.
D) In some cultures asking people personal questions through surveys may arouse suspicion.

Question 29

Product standardisation appears to be most successful for ___-involvement.

A) low
B) high
C) mid
D) none of the above.

Question 30

When two values are adjacent in the model of relations among motivational types of values, higher-order value types and bipolar value dimensions, it means that they:

A) are compatible.
B) can be considered in a decision without conflict.
C) are not related to each other.
D) both (a) and (b) are correct.

Question 31

Which of the following most accurately describes stage one of the product recognition continuum for multinational marketing?

A) Local consumers have heard or read of a brand marketed elsewhere but cannot get it at home; a brand is 'alien' and unavailable but may be desirable.
B) Local consumers accord imported brand 'national status'; that is, its national origin is known but does not affect their choice.
C) Local consumers view a brand made elsewhere as 'foreign', made in a particular country but locally available. The fact that the brand is foreign makes a difference in the consumer's mind, sometimes favourable, sometimes not.
D) A brand owned by a foreign company is made (wholly or partly) domestically and has come to be perceived by locals as a local brand; its foreign origins may be remembered but the brand has been 'adopted'.

Question 32

Which of the following advertising components has been found to be most important in cross-cultural marketing and advertising?

A) Localising product attributes and advertisement models.
B) Localising language.
C) Localising colours in ads.
D) Localising humour.

Question 33

Globally accepted products such as 'wi-fi' and 'firewire' are:

A) high-tech, low involvement products.
B) low-tech, high involvement products.
C) low-tech, low involvement products.
D) high-tech, high-involvement products.

Question 34

The framework for alternative global marketing strategies is:

A) a 3x6 matrix with varying degree of globalisation or localisation.
B) a 4x4 matrix with different levels of customisation.
C) a 2x2 matrix which consider a range from a global to local strategy.
D) none of the above.

Question 35

____-involvement products in the mid-range of the high-tech-high-touch continuum are more suitably marketed as local brands.

A) Mid
B) High
C) Low
D) None of the above.

Question 36

When local consumers accord imported brand 'national status'; that is, its national origin is known but does not affect their choice (e.g. Foster's beer worldwide, Ford cars in southern Europe) it means that the product is at stage ____ of the product recognition continuum for multinational marketing.

A) two
B) three
C) four
D) five

Question 37

When a brand owned by a foreign company is made (wholly or partly) domestically and has come to be perceived by locals as a local brand (for example: Sony in the United States), it would be said this product is at what stage of the product recognition continuum for multinational marketing?

A) Stage 2.
B) Stage 3.
C) Stage 4.
D) Stage 5.

Question 38

Low-involvement products in the mid-range of the high-tech-high-touch continuum are more suitably marketed as ____ brands.

A) global
B) local
C) adapted
D) regional

Question 39

Brands that tend to target a more affluent global market such as beauty product brand Estée Lauder or exclusive watch brand Patek Philippe have recently moved to what type of global marketing strategy?

A) Mass-customisation strategy.
B) Adaptive global marketing strategy.
C) A global advertising strategy.
D) Personalised advertising strategy.

Question 40

Product _______ appears to be most successful for high-involvement products that approach either end of the high-tech-high-touch continuum.

A) customisation
B) personalisation
C) standardisation
D) adaptation

Question 41

Which of the following is a problem involved in cross-cultural analysis?

A) Differences in language.
B) Difference in consumption patterns and needs.
C) Difference in economic and social conditions.
D) All of the above could be problems involved in cross-cultural analysis.

Question 42

The country of origin effect only applies in situations where the consumer has a positive attitude to the country of origin.

Question 43

A traditional view of the Chinese consumer market was that they strongly prefer foreign brands, however more recent research suggests that is no longer the case.

Question 44

The attitude a person may have about a particular product being made in a particular country may be positive, neutral or negative.

Question 45

Australia's biggest two-way trading partner is China.

Question 46

The youngest global consumer market segment identified is described as:

A) altruists.
B) creatives.
C) fun seekers.
D) gen Y.

Question 47

When consumers are making purchase decisions, they may take into consideration their preferred countries of origin. This is what is known as the country of origin effect.

Question 48

Which of the following is not a way in which marketers can reduce or avoid pricing and distribution problems?

A) Adjusting the pricing and distribution policies to meet local economic conditions and customs.
B) Vary the distribution channels by nation.
C) If marketers have a pricing and distribution strategy which works in their home country, they should use the same one globally.
D) Conduct cross-cultural consumer research into the consumers' buying behaviours and preferences.

Question 49

Australia has a bilateral free trade agreement with Russia.

Question 50

Snapple failed to make momentum in the Japanese iced tea market as they were either unwilling or too slow to alter its ingredients to conform to local Japanese tastes. Which of the following could have prevented this failure?

A) Acculturation.
B) Thorough cross-cultural analysis.
C) Localisation.
D) All of the above.

Question 51

When a person decides to purchase a Korean car rather than a Japanese car because that person does not like Japanese people, it is an example of the country of origin effect.

Question 52

For most countries of the westernised world a highly individualised marketing strategy per country is advised.

Question 53

Which of the following statements is false?

A) Colour is a critical variable in international marketing, because the same colour often has different meanings in different cultures.
B) Red is considered a propitious colour in China.
C) The colour white means warmth in most of the Asian countries.
D) Yellow represents warmth in the United States, but connotes infidelity in France.

Question 54

______ value wealth, status, ambition and power, and products like mobile phones and computers. They consider material things extremely important.

A) Devouts
B) Strivers
C) Altruists
D) Intimates

Question 55

Cross-culture consumer analysis is simply what Australian marketers do when they examine Australia's minority ethnic groups.

Question 56

Which of the following is not one of the global consumer market segments?

A) Religious.
B) Devouts.
C) Intimates.
D) Strivers.

Question 57

Those who have more traditional values, like faith, duty, obedience and respect for elders, are least involved with the media and least likely to want Western brands and are concentrated in the Mideast, Africa and Asia would most likely be called:

A) intimates.
B) strivers.
C) altruists.
D) devouts.

Question 58

Some consumers may refrain from purchasing products from particular countries due to animosity.

Question 59

Which of the following is not one of the drivers of value in culture?

A) Physical.
B) Social.
C) Cultural.
D) Functional.

Question 60

Which of the following is not one of the common marketing mistakes?

A) Product problems.
B) Promotional problems.
C) Culture Problems.
D) Pricing and distribution problems.

Question 61

The global middle class is decreasing.

Question 62

Differences in which the ways advertisements are recalled in different countries poses one of many issues to cross-cultural consumer research.

Question 63

Product standardisation appears to be most successful for low-involvement products that fall in the middle of the high-tech-high-touch continuum.

Question 64

What is cross-cultural consumer analysis? What are some of the main objectives of cross-culture consumer analysis and why should marketers invest in it?

Question 65

Acculturation is a simple one-step process for marketers to complete.

Question 66

Within the model of relations among motivational types of values, higher-order value types and bipolar value dimensions, cultures that are open to change tend to have high levels of conversion also.

Question 67

Ronald McDonald has been renamed Donald McDonald in Japan, because the Japanese language does not contain the 'R' sound. This is an example of an adaptive global marketing strategy.

Question 68

'Acculturation is a necessary marketing viewpoint.' Critically discuss this statement. In your answer make use of examples.

Question 69

Of the six global consumer market segments, altruists are defined as being very outer focused-interested in social issues and causes. Generally well-educated, older (median age 44), and more female than the norm. Found in Russia and Latin America.

Question 70

Chinese cultural traits tend to be centred on a set of relationships whilst American cultural traits are centred on the individual.

Question 71

The types and quality of retail outlets and direct-mail lists may vary greatly among countries and fewer homes may have fixed phones in certain countries. This is an example of the issue of differences in social conditions and family structure.

Question 72

Within an acculturation process marketers must learn everything that is relevant about the usage or potential usage of their products and product categories in the foreign countries in which they plan to operate.

Question 73

a. What is the country of origin effect? In your explanation, use examples.

b. Why have researchers recently focused on the Chinese market and their country of origin effects? What are some of the main trends in the Chinese consumers’ preferences and the four factors which were identified to be influences by the country of origin effect?

Question 74

Due to the fact that language and word usage often differ from nation to nation, a common technique called 'back translation' is often used.

Question 75

Acculturation is a necessary marketing viewpoint.

Question 76

Describe the growing trend of the middle class. Why is this an attractive phenomenon to global marketers?

Question 77

Globally, there are less barriers to conducting cross-cultural research than in Australia.

Question 78

Identify some of the main differences between the cultural traits of Chinese versus American consumers when it comes to television advertisements.

Question 79

A growing global middle class is a phenomenon that is very attractive to global marketers, who are often eager to identify new customers for their products.

Question 80

Many multinational companies like Gillette, Estée Lauder and Unilever have each moved from a local strategy of nation-by-nation advertising to a global advertising strategy.