Question 1

Strivers are dedicated to technology, knowledge, and learning, and are the highest consumers of media.

Accepted Answer

The term "strivers" does not specifically refer to individuals dedicated to technology, knowledge, and learning, nor does it indicate that they are the highest consumers of media. Strivers typically refer to people who are ambitious and striving for success, which can be in various fields, not limited to technology or media consumption.

Question 2

What is the motivation for firms to sell their products worldwide?

Accepted Answer

The answer of What is the motivation for firms to...

Question 3

Equality is more important to Creatives than it is to all teens, in general.

Accepted Answer

Creatives, by definition, are individuals who make and value self-expression, individuality, and creativity. These values often correlate with a desire for equality and a belief in the importance of diversity and inclusivity. Therefore, it is likely that equality is more important to Creatives than it is to all teens in general.

Question 4

Consumers are more responsive when advertising content is adapted to their local needs.

Accepted Answer

When advertising content is adapted to the local needs of consumers, it is more relatable and has a higher chance of resonating with them. This can lead to increased engagement and response from the audience.

Question 5

Local adaptation of marketing material only involves translating web pages into the local language.

Accepted Answer

Local adaptation of marketing material goes beyond language translation. It involves adapting cultural nuances, customs, and behaviors to optimize content for the local market. It also includes adjusting images, colors, and design elements to appeal to the local audience.

Question 6

Consumers believe that the more people who purchase a brand, the higher the brand's quality, which often results in a global brand being able to command a premium price.

Accepted Answer

This is the phenomenon known as the "bandwagon effect" or social proof. When many people buy a product or service, it can signal to others that the brand is popular and of high quality, leading them to also want to purchase it. This can allow the brand to charge a premium price due to its perceived value and popularity.

Question 7

Global brands are viewed differently than local brands, and consumers worldwide associate global brands with three characteristics: quality signal, global myth, and social responsibility.

Accepted Answer

This is a true statement based on research in the field of international marketing. Global brands are often perceived as high quality, embodying global myths and symbols, and being socially responsible.

Question 8

Consumers worldwide believe that local brands develop new products and breakthrough technologies at a faster pace than global brands.

Accepted Answer

Global brands are often perceived to have more resources, research and development capabilities, and a broader market understanding, which can lead to a perception that they are more likely to develop new products and breakthrough technologies at a faster pace than local brands.

Question 9

Young Europeans are now avoiding American fashions.

Accepted Answer

Young Europeans continue to embrace American fashions, as brands like Nike, Levi's, and Tommy Hilfiger remain popular among European youth, indicating a sustained interest in American fashion trends.

Question 10

Public image is more important to Creatives than it is to all teens, in general.

Accepted Answer

Public image can be important to both Creatives and teens in general, but its importance varies widely among individuals regardless of their interests or age group.

Question 11

There are four major segments in each country with respect to how its citizens view global brands. These include: global citizens, global dreamers, antiglobals, and global agnostics.

Accepted Answer

This statement is true.

Question 12

Intimates are consumers focused on relationships close to home, such as spouses, significant others, family, and friends.

Accepted Answer

Intimates are indeed consumers who focus on relationships that are close to home, including spouses, significant others, family members, and friends.

Question 13

Japanese consumers have been abandoning their loyalty to expensive, premium grade homegrown rice in favor of cheaper alternatives from China, Australia and the United States.

Accepted Answer

This statement reflects the trend observed in Japan, where consumers are choosing cheaper rice from foreign countries over expensive local rice.

Question 14

Teenagers appear to have quite similar interests, desires, and consumption behavior no matter where they live.

Accepted Answer

Despite cultural differences, globalization and the influence of global media have led to teenagers around the world having increasingly similar interests, desires, and consumption behaviors, particularly in areas such as fashion, technology, and entertainment.

Question 15

The largest of the six global consumer market segments are the Altruists.

Accepted Answer

The largest of the six global consumer market segments is actually the Aspirationals, not the Altruists. Aspirationals are characterized by their love of shopping, desire for responsible consumption, and are the most materialistic of the segments.

Question 16

Global pragmatists use a company's global success as an indication of product quality and innovativeness, and are also concerned that the firm acts in a socially responsible manner.

Accepted Answer

The answer of Global pragmatists use a company's global success...

Question 17

Label and describe the "coolest" teens as identified by BBDO based on its GenWorld Global Teen Study.

Accepted Answer

The answer of Label and describe the "coolest" teens as...

Question 18

Products are viewed in the same way in all countries.

Accepted Answer

Products can be viewed differently in different countries due to cultural, societal, and ethical differences. For example, a product that is considered acceptable in one country could be considered offensive or inappropriate in another.

Question 19

Teenagers appear to want the same types of products, regardless of which nation they call home, if the products are trendy, entertaining, and image oriented.

Accepted Answer

Teenagers tend to be influenced by global trends and popular culture, leading to a similar desire for certain products regardless of their nationality. However, there may still be some cultural differences in terms of specific brands or styles that are more popular in certain countries.

Question 20

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 beliefs, values, and customs are that govern the use of the product in the various countries.

Accepted Answer

When the beliefs, values, and customs are similar among different countries, it is likely that the product or service will be received positively across those countries as there will be less need for adaptation or customization. On the other hand, if the beliefs, values, and customs vary significantly, the product or service may need to be adapted to fit the local culture and preferences, which can impact the success of the marketing efforts.

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