Question 1

In which country is giving away money-off vouchers illegal?

Accepted Answer

The text states that money-off vouchers are legal in the UK, Ireland, and Spain. Money-off vouchers are illegal in Germany, Norway, and Switzerland.

Question 2

In Poland and Romania, simple packaging implies

Accepted Answer

In Poland and Romania, many local dairy products are available in recyclable glass jars, have no brand name (just the product name, such as yogurt, kefir, etc.), and may contain only the dairy's address information. International products, on the other hand, come in colorful, sophisticated, disposable packaging. To the local consumers, however, simple packaging represents freshness and a lack of additives.

Question 3

The researcher who understands that the meaning of household in the U.S. is different form the meaning of household in many developing countries understands the international constraint of:

Accepted Answer

The international constraint of conceptual equivalence (for both secondary and primary data) recognizes that concepts have different meanings in different cultural environments. For example the concept of household in the U.S. usually refers to the nuclear family, while in Latin America is usually refers to the extended family.

Question 4

The researcher who realizes that jewelry is used to advertise status in some countries while it is used to accumulate wealth in others understands the international constraint of:

Accepted Answer

The international constraint of functional equivalence (for both secondary and primary data) states that products themselves may be used for different purposes in different country environments. Thus, knowing that jewelry may be used for different purposes in different countries shows an understanding of functional equivalence.

Question 5

Proctor & Gamble Japan may not have failed in its marketing of Pampers to Japanese mothers if it had conducted a:

Accepted Answer

The problem with the Pampers launch in Japan was that P&G failed to understand how Japanese women used diapers. A consumer segmentation study is conducted to identify profiles of heavy product consumers, as well as occasions for consumption. If P&G had done a consumer segmentation study, it would have realized that the Japanese mother is a heavy user of diapers. This may have encouraged them to develop a thinner diaper that would have been more successful that the thick diaper that was initially introduced into Japan.

Question 6

According to the text, which question is a good identification of a research problem?

Accepted Answer

The text cautions researchers on defining a problem too broadly or too narrowly. Asking, "What are French consumers' entertainment needs?" is too broad of a definition. Asking, "Will enough French consumers pay an additional 20 FFr. to gain access to a specific American movie channel to make an investment in such a business worthwhile?" is too narrow. The text uses the question, "What should be the price of this service in order to draw sufficient subscribers?" as an example of a good identification of a research problem.

Question 7

Which of the following is an example of product research?

Accepted Answer

Test marketing is an example of international product research studies. Examples of distribution research are plant/warehouse location studies, as well as evaluations of the transport infrastructure (roads, shipping, and warehousing infrastructure). This material is in the "Product Research" and the "Distribution Research" sections (6-3d).

Question 8

In which region does the color green signify disease?

Accepted Answer

Green signifies disease in the Amazon region. It signifies abundance in North Africa and the Middle East. It signifies healthful contents in North America.

Question 9

Which consumers want to impress at any price focusing primarily on outward appearance and striving to make a bold personal statement?

Accepted Answer

Russian consumers want to impress at any price; Russian women focus primarily on outward appearance and strive to make a bold personal statement.

Question 10

For what type of study would it make a difference if the road between a country's two major cities was on rough, mountainous terrain?

Accepted Answer

Plant/warehouse location studies are important, as are evaluations of the transport infrastructure (roads, shipping, and warehousing infrastructure). In countries with an underdeveloped infrastructure and/or a mountainous terrain, warehousing is available only in the main cities or just in the capital city. Consequently, distribution to a more remote location is complicated, and firms may elect to avoid it altogether. Research in this regard is important.

Question 11

Research that examines how frequently shoppers in Cairo shop for food items or whether they prefer to shop for meat products in state stores is an example of:

Accepted Answer

Descriptive research portrays a situation. Because the example does not examine "why" consumers shop, it is not an example of causal research. No experiment is mentioned in the example, and the example is not product specific. On the other hand, the example does address "how" consumers shop, which is an example of descriptive research.

Question 12

Which of the following is NOT an example of promotion research

Accepted Answer

Advertising research studies, as well as studies of salesforce compensation, quota, and territory studies, are examples of promotion research. This material is found in the "Promotion Research" section (6-3e).

Question 13

____ evaluates the extent to which the product conforms to local tastes.

Accepted Answer

Product testing evaluates the extent to which the product conforms to local tastes. This material is found in the "Product Research" section (6-3c).

Question 14

Which of the following is NOT an example of distribution research?

Accepted Answer

Examples of distribution research are plant/warehouse location studies, as well as evaluations of the transport infrastructure (roads, shipping, and warehousing infrastructure). This material is in the "Distribution Research" section (6-3d).

Question 15

Which statement regarding Kazakstan's infrastructure is true?

Accepted Answer

Kazakstan has an extensive railway network that carries products within Kazakstan. However, it has poor roads and bad telecommunications. These deficiencies combined with its vast geography, make it virtually impossible to rely on just one regionally based distributor.

Question 16

Which consumers prefer less color and simple graphics and typography on their product packages?

Accepted Answer

Chinese cosmetics segments prefer less color and simple graphics and typography. White is the preferred color for all skin products because it projects luminescence and clarity of skin. Black is acceptable as well, as an indicator of quality and brand status.

Question 17

Which of the following is not true regarding consumer segmentation studies?

Accepted Answer

Consumer segmentation studies which are conducted to identify market segments. Such studies are also used to identify profiles of heavy product consumers and occasions for consumption.

Question 18

Which of the following statements is true regarding Chinese cosmetics consumers?

Accepted Answer

Chinese consumers prefer less color and simple graphics and typography. On the other hand, Russian women focus primarily on outward appearance and strive to make a bold personal statement, spending heavily on cosmetics - 1.3 percent of GDP.

Question 19

Which of the following statements is false regarding Russian cosmetics consumers?

Accepted Answer

Russian women focus primarily on outward appearance and strive to make a bold personal statement. They spend heavily on cosmetics: many twenty-something professionals spend $300 a month on cosmetics, and even students manage to spend $150 in spite of little or no income. In fact, Russia spends 1.3 percent of GDP on cosmetics and toiletries, double what Western Europeans spend. Chinese cosmetics segments, on the other hand, prefer less color and simple graphics and typography.

Question 20

Which of the following is NOT an example of international product research?

Accepted Answer

Product testing evaluates the extent to which the product conforms to local tastes. Product testing, concept development and testing, brand name testing are all examples of product research. This material is from the "Product Research" section (6-3c).

Quiz 6: International Marketing Research: Practices and Challenges