Deck 12: Cultural and Cross-Cultural Influences

Question 1

Strong,positive personal meanings are most likely to inhibit:

A) grooming rituals.
B) personalizing rituals.
C) divestment rituals.
D) exchange rituals.
E) product nurturing rituals.

Answer 1

C

Question 2

Cross-cultural differences do not always coincide with:

A) language barriers.
B) eating habits.
C) dressing habits.
D) economic barriers.
E) national borders.

Answer 2

E

Question 3

Which of the following is used to identify segments of consumers having different sets of end values?

A) Ethnographic fieldwork
B) Content analysis
C) VALS
D) Means-end
E) Focus group analysis

Answer 3

C

Question 4

Nestle modified the taste of its Nescafe coffee and the promotions for it in the adjoining countries of France and Switzerland to accommodate different cultural preferences in each nation.The above situation is an example of:

A) standardizing strategy across cultures.
B) changing the culture.
C) adapting strategy across culture.
D) product variation.
E) a strategic alliance.

Question 5

The use of celebrities as endorsers involves all of the following interpretations EXCEPT:

A) that the celebrity is treated as a cultural object with specific cultural meanings.
B) that it is a popular tool for "defining" the cultural meanings of products/brands.
C) that it requires a "good match" between the celebrity's image and the desired image of the product/image.
D) that the celebrity's cultural meanings are always logically linked to the product.
E) that it can damage the firm if the celebrity incurs social disapproval.

Question 6

All of the following are key features of the American self-concept EXCEPT:

A) individualism.
B) interrelatedness.
C) independence.
D) freedom.
E) personal achievement.

Question 7

Which of the following is likely to be the most powerful source of intrinsic self-relevance for products?

A) Cultural meanings
B) Product meanings
C) Personal meanings
D) Rituals
E) Habits

Question 8

Acquisition rituals may be associated with all EXCEPT:

A) purchase.
B) divestment.
C) bargaining.
D) bidding.
E) search.

Question 9

The purchase/use of gym memberships,home exercise products,vitamins and supplements,and workout clothing is most closely associated with:

A) possession rituals.
B) product nurturing rituals.
C) exchange rituals.
D) personalizing rituals.
E) grooming rituals.

Question 10

Similarities in the nature of cross-cultural changes have been noted in all of the following EXCEPT:

A) the cultural role/image of women.
B) the desire for more leisure time.
C) greater sexual equality.
D) greater consumption orientation.
E) personal attitudes.

Question 11

The cultural process is represented by all of the following EXCEPT:

A) that it is transferred by social behavior.
B) that it is continuous.
C) that it is reciprocal.
D) that it is bidirectional.
E) that it is static.

Question 12

In a materialistic society,possessions are all of the following EXCEPT:

A) symbols of success/achievement.
B) sources of pleasure.
C) sources of happiness.
D) representations of indulgence/luxury.
E) necessities.

Question 13

All of the following statements about the cultural meanings in products are true EXCEPT:

A) certain brands have meanings concerning the sex and age groups for which they are appropriate.
B) buying and using products make their cultural meanings tangible and visible.
C) cultural meanings of products are standard across different societies.
D) some of the cultural meanings in products are hidden.
E) many products contain personal meanings in addition to cultural meanings.

Question 14

The content of culture includes all EXCEPT:

A) the beliefs, attitudes, goals, and values held by most people.
B) the individual idiosyncrasies of members of society.
C) the meanings of significant aspects of the social and physical environment.
D) the meanings of typical physical objects used by a society.
E) the meanings of characteristics, behaviors, rules, customs, and norms followed by most people.

Question 15

Christmas,weddings,and birthdays allow marketers to take advantage of:

A) exchange rituals.
B) product nurturing rituals.
C) personalizing rituals.
D) possession rituals.
E) bonding rituals.

Question 16

Washing,waxing,detailing one's car is best described as a(n):

A) grooming ritual.
B) acquisition ritual.
C) exchange ritual.
D) product nurturing ritual.
E) divestment ritual.

Question 17

Which of the following techniques provides the only means of showing how consumers perceive products to be related to cultural meanings?

A) Focus groups
B) Means-end chains
C) Content analysis
D) Ethnographic fieldwork
E) Measures of values

Question 18

Increased emphasis upon the values of convenience and time efficient shopping was a major factor in the success of all EXCEPT:

A) mail catalogs.
B) direct mail shopping.
C) TV shopping channels.
D) internet shopping.
E) malls.

Question 19

Texas Instruments runs the same ads throughout Europe rather than having individual ad campaigns for each country.This situation is an example of:

A) adapting marketing strategy to each culture.
B) standardizing strategies for use in all markets.
C) attempting to change the culture.
D) a contingency approach.
E) an umbrella approach to marketing strategy.

Question 20

It is important to remember all of the following when attempting to analyze culture,EXCEPT:

A) that social groups differ in the amount of freedom people have to adopt and use certain cultural meanings.
B) that culture can be focused upon as having shared/common meanings.
C) that cultural meanings are created by people.
D) that cultural meanings can change rapidly.
E) that cultural meanings can be analyzed only at the micro level.

Question 21

Standardization of marketing strategies has benefited from the emergence of homogeneous tastes,preferences,and motivations.

Question 22

35 The cultural meanings of celebrity spokespersons are not related to their credibility and expertise concerning a product.

Question 23

Cultural meanings may be moved into products by advertising.

Question 24

The content of culture does not include the meanings of typical physical objects used by a society.

Question 25

Acquisition rituals may be associated with bidding.

Question 26

The most difficult challenge faced by the European Union has proved to be the:

A) introduction of a common currency.
B) reduction of technical barriers.
C) standardization of regulations.
D) elimination of cross-cultural differences.
E) standardization of legal requirements.

Question 27

By purchasing and using a product endorsed by a celebrity,consumers can obtain some of those meanings and use them in constructing a satisfying self-concept.

Question 28

Changes in cultural values usually are not accompanied by changes in behavior.

Question 29

Common cross-cultural changes have not created similar marketing opportunities in many societies.

Question 30

In a materialistic society,possession is a necessity.

Question 31

Procedures such as content analysis,ethnographic fieldwork,and measures of values can be used to identify important meanings shared by people and show how consumers perceive products to be related to those meanings.

Question 32

The construction of cultural meaning is more obvious at the level of larger groups.

Question 33

Buying and using products make their cultural meanings tangible and visible,and communicates their meanings to others.

Question 34

Individualism is a key feature of the American self-concept.

Question 35

Although products can transfer useful meanings to consumers,goods cannot provide all the meanings consumers need to construct healthy self-concepts.

Question 36

A person who purchases accessories for a used car is performing a grooming ritual.

Question 37

In order for a meaning to be "cultural",it must be uniformly held by all members of a social group.

Question 38

Ethnographic methods are adapted from ornithology.

Question 39

In some cases,the personal meanings associated with a product are so strong that a consumer will not replace or dispose of it.

Question 40

The cultural process describes how cultural meaning is transferred between social/physical environments,products and services,and individual consumers.

Question 41

The _____ includes the beliefs,attitudes,goals,and values held by most people in a society,as well as the meanings of characteristic behaviors,rules,customs,and norms that most people follow.

Question 42

What is culture? Discuss in brief the issues that a marketer must keep in mind while analyzing culture.

Question 43

Briefly explain the cultural meanings in consumers.

Question 44

What is the cultural process?

Question 45

A _____ is a word,image,or object that stands for or represents something else.

Question 46

_____ involves detailed/prolonged observation of consumer's emotional responses,cognitions,and behaviors during their ordinary daily lives.

Question 47

_____ is the economic value of a brand.

Question 48

_____ has been defined as the "importance a consumer attaches to worldly possessions."

Question 49

Briefly explain the content of culture.

Question 50

How has the advent of globalization complicated the task of developing international marketing strategies? Briefly describe the approaches available to deal with this problem.

Question 51

Consumers buy products as a way to acquire _____ to use in establishing their self-identities.

Question 52

A _____ is a symbolic action performed by consumers to create,affirm,evoke,or revise cultural meanings.

Question 53

People hang onto their old cars,clothes,or furniture because the _____ for that object is so intense that they cannot part with it.

Question 54

What are the rituals associated with the transfer of meaning into products?

Question 55

_____ are the abstract end goals that people strive to achieve in their lives.

Question 56

With the establishment of the European Union,the cross-cultural differences among member countries are most likely to disappear.

Question 57

Briefly explain the strategy of using celebrity endorsers to move cultural meanings into products and brands.

Question 58

What are core values and how do the changing values affect marketing strategies?

Question 59

What is ethnographic fieldwork? Why is this approach particularly suited to the study of culture?

Question 60

_____ determines how a person perceives oneself and how they should relate to other people.

Question 61

Write short notes on the European Union with respect to the changing culture.