Question 1

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 a common perception among consumers known as the "bandwagon effect" where people tend to follow the crowd and assume that popularity equates to quality. As a result, global brands with a large customer base are often able to charge higher prices because of the perceived value and status associated with the brand.

Question 2

The smaller the similarity between nations,the more feasible it is to use relatively similar marketing strategies in each nation.

Accepted Answer

The statement is incorrect. The greater the similarity between nations, the more feasible it is to use relatively similar marketing strategies in each nation. This is because similar cultures and consumer behaviors make it easier to create a unified marketing approach across multiple nations.

Question 3

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 4

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 5

Low-involvement products in the midrange of the high-tech/high-touch continuum are most suitably marketed as global brands.

Accepted Answer

Low-involvement products in the midrange of the high-tech/high-touch continuum are most suitably marketed as local brands.

Question 6

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 7

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. Each country can be divided into four segments based on how its citizens perceive global brands: global citizens, global dreamers, antiglobals, and global agnostics.

Question 8

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

The more similar the beliefs, values, and customs are in the foreign countries, the easier it is to market the product or service successfully in those countries. This is because the product or service can be positioned and promoted in a way that resonates with the cultural norms of the target audience, leading to greater acceptance and adoption of the product.

Question 9

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 10

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

Accepted Answer

Localized advertising content resonates more with consumers and is more likely to lead to engagement and purchase. It shows that the brand understands their needs and preferences, leading to a stronger connection with the consumer.

Question 11

Product standardization appears to be most successful for high-involvement products that approach either end of the high-tech/high-touch continuum.

Accepted Answer

Standardization is most successful for products that are high-involvement and either highly technical or highly personal in nature. In these cases, consumers are more likely to value consistency and reliability in the product, and standardization can help meet those expectations.

Question 12

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

Accepted Answer

Intimates are generally defined as those who are close to us, such as spouses, significant others, family members, and close friends.

Question 13

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

Accepted Answer

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

Question 14

The Internet is a culturally neutral medium.

Accepted Answer

The Internet is not culturally neutral, as it reflects and perpetuates cultural norms and biases of the societies that created and use it. It can also be influenced by political, economic, and social forces, which can reinforce or challenge dominant cultural perspectives.

Question 15

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 16

Consumers in different countries of the world have roughly the same amount of exposure to advertisements.

Accepted Answer

Consumers in different countries of the world have different levels of exposure to advertisements due to variations in media consumption habits, advertising regulations, and cultural norms.

Question 17

Local adaptation of marketing material involves no more than translating Web pages into the local language.

Accepted Answer

Local adaptation of marketing material involves more than just translating Web pages into the local language. It involves taking into account cultural nuances, local customs, and market preferences to effectively appeal to the target audience in the specific locality. This may include changing product names, adjusting images and graphics, and adapting messaging to resonate with local consumers.

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, social, and economic factors. For example, certain products may not be acceptable or relevant in certain cultures and may not have the same demand as in others. Additionally, pricing, brand perception, and consumer behavior can also vary across countries, leading to different views on products.

Question 19

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 statement is true. Studies have shown that global brands are associated with qualities such as high quality, a global myth, and social responsibility by consumers worldwide.

Question 20

In general,demographic segments in other nations want to be or act like Americans.

Accepted Answer

This statement is not necessarily true. While some people in other nations may be influenced by American culture and values, not all demographic segments necessarily want to be or act like Americans. Cultural values and norms vary greatly across different regions and populations, and it is important to recognize and respect these differences.

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