Deck 11: Global Communication Expands

Question 1

Which statement is inaccurate about Thomas Friedman's "the world is flat" concept?

A) Globalization has leveled the playing field for emerging markets.
B) Small companies and entrepreneurs have new business opportunities.
C) Global needs take precedence over local needs.
D) Technology is a key factor in globalization.
E) Innovation is a valued resource.

Answer 1

Global needs take precedence over local needs.

Question 2

To embrace change in a flat world, companies must

A) override stereotypes.
B) erase cultural differences.
C) focus on using low-cost workers in emerging markets to give these countries a chance to enter the world market.
D) send nationals to foreign offices to manage operations.
E) concentrate on product development that will primarily benefit the company.

Answer 2

override stereotypes.

Question 3

Suppose you are asked to discuss an American Indian ceremony. Perhaps you describe the use of peace pipes, drums, feathered headdresses and dancing and chanting around a fire. This information is an example of

A) assigning neutral traits stereotypes.
B) using mediated information to add to your knowledge.
C) forming a negative stereotype based on inaccurate information.
D) forming a negative stereotype of a group of people.
E) "knowing" a group of people.

Answer 3

using mediated information to add to your knowledge.

Question 4

In changing markets, communication tactics

A) are based on techniques used in traditional markets.
B) are mass media-driven.
C) do not require the use of conventional databases.
D) use a combination of traditional and new media.
E) focus on global, rather than local needs.

Question 5

You are responsible for the development of a website to reach a global audience. Which of the following would not be an important consideration?

A) questioning how viewers use search engines.
B) using simple graphics.
C) considering colour changes as important to the viewer's perception of your site.
D) hiring a translation service to help you offer readers multiple language options.
E) using globally-understood symbols and formatting.

Question 6

Digital media enables customers to control content. This is called

A) communicasting.
B) interactive media.
C) social media.
D) datacasting.
E) media convergence.

Question 7

The merging of media and the community for the purpose of empowerment is called

A) communicasting.
B) datacasting.
C) social responsibility.
D) customer relationship marketing.
E) media convergence.

Question 8

In your text, the example of the Chinese washing machine competing with Whirlpool Corporation illustrates the need for successful companies to

A) take market share from large corporations.
B) promote your product as a category leader.
C) target upper-income, well-established families.
D) invest in social media as a marketing tool.
E) understand demographics and psychographics.