Deck 3: Evaluating Cultural and Social Environments

Question 1

When business representatives unconsciously apply their own cultural and values to marketing communication in another culture, they have fallen into the trap of___________________.

A) the self-reference criterion
B) egocentric marketing
C) cultural imperialism
D) cross-cultural ambiguity
E) home-country bias

Answer 1

A

Question 2

Culture is comprised of the following concepts EXCEPT:

A) national character.
B) national income.
C) time orientation.
D) space orientation.
E) non-verbal communication.

Answer 2

B

Question 3

Which of the following is NOT true about national character?

A) The concept assumes that people from a given nation share common behavior patterns that are distinct from other nations.
B) The concept can include sociotypes-valid stereotypes based on ethnographic work.
C) National character is often created by marketers to help promote the country to tourists in other parts of the world.
D) The concept has been criticized as the studies lack rigorous foundations.
E) National character may not reflect actual personality traits.

Answer 3

C

Question 4

The Chinese concept of "face" is best described as:

A) personal presence in terms of professional appearance, dress, demeanor.
B) providing a show of bravery in the "face" or immediate presence of a threat.
C) fidelity to one's social class; loyalty.
D) effrontery or impudence.
E) showing respect for someone in a way that publicly acknowledges the person's status.

Question 5

The Schwartz Value Survey has the advantage that:

A) it can measure individual differences.
B) it can avoid problems with individual differences by "netting" them out.
C) it summarizes a nation into one composite measure.
D) it is the best measure of overall national character aggregates.
E) it collapses the Hofstede categories into a single unifying theme.

Question 6

The GLOBE model:

A) predicts individual behaviors but falls short of predicting at a macro or national level.
B) predicts that selected aspects of cultural practices will account for economic competitiveness of nations.
C) is valid for Western or Northern European cultures but lacks predictive validity outside of the Euro-zone.
D) only works for countries that are part of multi-national regional trading blocs.
E) focuses on economic but not cultural variables.

Question 7

Non-verbal communication includes all of the following EXCEPT:

A) facial expressions.
B) gestures.
C) oral but not written communication.
D) the way space is utilized.
E) the way time is utilized.

Question 8

Which of the following is correct in observing monochronic actions versus polychronic actions?

A) People from monochronic cultures multitask more than those in polychronic cultures.
B) Polychronic cultures focus on one task at a time.
C) Monochronic cultures are more relationship focused than polychronic cultures.
D) The priority for a monochronic culture is that the task comes first.
E) Attention to time is more planned in a polychronic culture than in a monochronic culture.

Question 9

C.K. Prahalad, author of The Fortune at the Bottom of the Pyramid, proposed that one of biggest opportunities for a company is for these markets. Which of the following is NOT part of this concept?

A) This is a huge market of more than four billion people.
B) These customers must be offered the right product.
C) The 4As are critically important here.
D) The poor have special needs and purchasing patterns.
E) Reaching these potential customers through promotion is the most effective way to penetrate these markets.

Question 10

How can a marketer best learn about the culture of a specific nation Provide four ways and briefly describe each.

Question 11

Considering both the 4Ps and 4As, how could a marketer build a competitive advantage out of an in-depth understanding of culture?