Question 1

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 ________.

Accepted Answer

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 interdependence. Risk aversion is a personal trait, power and social inequality are cultural dimensions, and masculinity refers to the cultural value placed on attributes traditionally associated with men.

Question 2

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.

Accepted Answer

Global Dreamers are characterized by their view of global brands as quality products, and they do not prioritize the social responsibility aspect of these brands.

Question 3

________ 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.

Accepted Answer

The process by which marketers learn about the values, beliefs, and customs of other cultures and apply this knowledge to marketing products internationally is called acculturation. Acculturation involves understanding and adapting to the target culture's customs, values, and attitudes towards products and marketing messages. This is an important process for international marketers because different cultures have different preferences regarding advertising and product features, and adapting to these preferences can improve a marketer's chances of success in a foreign market.

Question 4

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.

Accepted Answer

The answer of One study of American and Thai consumers...

Question 5

One of the challenges associated with conducting consumer research studies in other countries is ________.

Accepted Answer

All of the above are challenges associated with conducting consumer research studies in other countries. Laws and cultural norms can vary greatly across different countries, making it important to navigate these differences in order to gather accurate and representative data.

Question 6

What is the most important advertising component that will blend with the local culture?

Accepted Answer

The answer of What is the most important advertising component...

Question 7

________ 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.

Accepted Answer

Quality signal refers to the perception that the popularity of a brand implies higher quality and superiority. This is a common belief among consumers, and it is an essential factor that influences their purchasing decisions. It is also believed that well-established global brands can introduce new products and technologies faster than local brands due to their resources, expertise, and research and development capabilities.

Question 8

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.

Accepted Answer

The term used in the study for individuals who evaluate global brands the same way they evaluate local brands is "Global Agnostics".

Question 9

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)________.

Accepted Answer

The translation issue is a result of a linguistic barrier, specifically a mistranslation caused by differences in language and cultural context.

Question 10

A ________ strategy involves standardization of both the product and the communications program.

Accepted Answer

A global strategy involves standardization of both the product and the communications program across all markets where the company operates. This approach allows for efficiency in production, marketing, and distribution, as well as a consistent brand image across markets.

Question 11

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

Accepted Answer

A global strategy involves offering a standardized product and a standardized message to all markets. This allows for economies of scale and consistency in brand image across different regions.

Question 12

________ 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.

Accepted Answer

Global myth refers to the symbolic meaning attributed to global brands by consumers, making them feel part of a global community and giving them an identity. Quality signal refers to the perception of high quality associated with a brand, while country of origin refers to the country where the brand originates. Global branding is the process of developing and promoting a brand across multiple countries, while social responsibility refers to a company's efforts to act ethically and contribute to society.

Question 13

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

Accepted Answer

The mixed strategy involves offering a standardized product (to maximize economies of scale) but with a customized message (to appeal to local cultural and language differences). Option A best describes this mixed strategy. Option B is not a mixed strategy as it describes only a customized pricing scheme and a standardized message. Option C describes a standardized global approach, while option D is a localized approach. Option E describes a standardized product with a standardized pricing scheme, which is not a mixed strategy.

Question 14

To overcome a narrow and culturally myopic view, marketers must go through a(n)________ process.

Accepted Answer

Acculturation is the process of learning and adopting the beliefs, values, and behaviors of a new culture. In order for marketers to overcome a narrow and culturally myopic view, they must learn about and immerse themselves in the cultures that they are targeting. This allows them to gain a deeper understanding and appreciation for different cultural perspectives and avoid stereotypes and cultural misunderstandings.

Question 15

A ________ advertising strategy involves customizing both the product and communications program.

Accepted Answer

The answer of A ________ advertising strategy involves customizing both...

Question 16

A ________ strategy involves customizing either the product or the communications program.

Accepted Answer

The answer of A ________ strategy involves customizing either the...

Question 17

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.

Accepted Answer

The segment described in the question is the one called "Global Citizens" in the study.

Question 18

Acculturation is a dual learning process. What is the first step?

Accepted Answer

The first step in acculturation is for marketers to learn everything that is relevant to the product and product category in the society they plan to market. This involves understanding the cultural norms, values, beliefs, and behavior of the target audience in order to develop effective marketing strategies. Only then can marketers devise promotional strategies that are culturally appropriate and resonant. Marketers should not aim to break with or change traditions, but rather seek to understand and work within them to better serve the needs and desires of the target audience.

Question 19

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)________.

Accepted Answer

A hybrid company combines elements of both global and local strategies. McDonald's uses standardized elements such as the iconic golden arches and menu items like the Big Mac, but also incorporates local flavors and cultural nuances in its menu in different countries, making it a hybrid company.

Question 20

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 ________.

Accepted Answer

The personal cultural orientation that questions social status and the importance of knowing one's place in society is related to the concept of social inequality. This orientation may question traditional power structures and beliefs about hierarchy in society.

Quiz 13: Cross-Cultural Consumer Behavior: An International Perspective