Deck 3: The Cultural Environment

Question 1

For years, most marketers have felt that the global customer would be one that would both think and purchase similarly throughout the world.

Answer 1

True

Question 2

Tapping into the regions cultural affinities through a network scale approach is not only possible but advisable.

Answer 2

True

Question 3

Groups that provide the values and attitudes of society and become influential in shaping behavior are called "libraries of commerce".

Answer 3

False

Question 4

To take advantage of global markets, marketers are required to standardize all communication and product offerings to blend the cultural and social norms of differing peoples into one branded strategy.

Question 5

The culture of the United States emphasizes uniformity whereas the Japanese culture focuses on the differences between and unique characteristics of individuals.

Question 6

The challenges for the marketing manager include governing human interaction and predicting human behavior.

Question 7

Culture is defined as the set of controversies that enable the citizen to establish fortune through an elaborate system of weights and measures.

Question 8

Acculturation is the process of extending one's own culture across boundaries to influence, if not dominate, a competing culture in another global market.

Question 9

Technology has little to do with cultural changes, because technology cannot affect the bond between husband and wife, or parent and child.

Question 10

Hinduism, which reaches from the west coast of Africa to the Philippines, has more than 1.2 billion followers.

Question 11

The concept of ethnocentrism predicts what beliefs consumers will have based on a predisposed set of criteria which scientists have proven are universal in all cultures.

Question 12

The three causes of distortion are the consumer's selective attention, exposure, and retention.

Question 13

Focus groups are segments of management who gather to write opinions based on their perception of the market and stem from the "jury of executive opinion" research which was conducted in the 1950s.

Question 14

In today's business environment, a company has no choice but to face international competition.

Question 15

Modernization and Westernization are the same.

Question 16

Education, either formal or informal, plays a major role in the passing on and sharing of culture.

Question 17

Values are shared beliefs or group norms that have been internalized by individuals.

Question 18

Package sizes and labels must be adapted in many countries to suit the needs of the particular culture. For example, Campbell's sells soup in cans large enough o serve four or five in Mexico.

Question 19

Language has been described as the mirror of culture.

Question 20

Religion provides the basis for transcultural similarities under different beliefs and behaviors.

Question 21

Which of the following is not considered one of the dominant world religions?

A) Islam
B) Judaism
C) Buddhism
D) Christianity

Question 22

Black symbolizes mourning in the domestic market. What color symbolizes the same in the Japanese and Far East markets?

A) Red
B) White
C) Blue
D) Gold

Question 23

Which of the following is a test that helps determine the potential acceptance and proper understanding of a proposed new product?

A) Alphabet test
B) Navigational hierarchy
C) Gateway test
D) Concept test

Question 24

According to the survey of managers noted in the text, what is the most critical way to acquire international expertise, especially in terms of understanding cultures?

A) Undergraduate courses
B) Assignments overseas
C) Training programs
D) Business travel

Question 25

Which of the following religions has the largest following among world religions?

A) Cubanism
B) Catholicism
C) Christianity
D) Confucianism

Question 26

Marketers who bring about cultural change through dramatic campaigns without the adaptation of culture specific elements can be accused of:

A) post-cultural antagonism.
B) bilateral modernism.
C) linguistic lethargy.
D) cultural imperialism.

Question 27

How can marketers determine the education levels of a culture?

A) By using literacy rates and enrollment in secondary or higher education from secondary data
B) By observing how well the people of the culture speak
C) By comparing dress and ornament of wardrobe
D) Through self-reported linguistic analysis (SRLA)

Question 28

Which of the following is defined as groups of people that provide the values and attitudes that become influential in shaping behavior?

A) Evoked set
B) Customer profitability segments
C) Reference groups
D) Phone encounters

Question 29

Back-translation is a copy technique used by marketers and advertisers to:

A) translate culturally specific words into the common vernacular.
B) portray a culturally diverse unit into a semantic simile.
C) become a method of control whereby the original translation is translated back by a different person to test whether the original translation has communication problems.
D) oversee the backlog of translation work faced by the majority of global companies.

Question 30

The use of visual aids rather than printed materials is recommended in cultures with:

A) high concentrations of Chinese, since their language is interpretive.
B) high levels of illiteracy.
C) high-end technology including computers and kiosks.
D) government regulation.

Question 31

Which of the following is not considered a cultural universal?

A) Sleep
B) Courtship
C) Mealtime
D) Etiquette

Question 32

Cultures make statements concerning good taste and express this mainly through symbols of:

A) colors, form, and music.
B) animals, plants, and water.
C) earth, wind ,and fire.
D) technology, censorship, and discipline.

Question 33

The basic economic infrastructure elements of a society are:

A) bonding, licensure, and tariff.
B) transportation, energy, and communication.
C) disease control, food rationing, and water cleanliness.
D) government, bureaucracy, and compartmentalizing.

Question 34

The definition of culture:

A) pertains only to the group being analyzed and does not translate to another group.
B) shows that newborns have an understanding of culture from birth, so culture is hereditary.
C) is an integrated system of learned behavior patterns that are distinguishing characteristics.
D) is difficult to articulate because culture has no distinguishing characteristics.

Question 35

The division of a particular population into classes is termed:

A) school.
B) population centricity.
C) social stratification.
D) illegal.

Question 36

Managers and employees are arranged in roles which make some subordinate to others. This process of organizing people in the workforce into these roles is called:

A) priority payment.
B) subclass situation.
C) filtering.
D) social organization.

Question 37

Cultural knowledge is acquired through two main broad-based and multifaceted ways. They are:

A) factual information and experiential knowledge.
B) premature and post-tenure.
C) philanthropy and philosophy.
D) story sharing and transition.

Question 38

The ideal number of participants in a focus group is:

A) 8-12.
B) exactly 100.
C) one user of each of the brands in the family.
D) 4, representing children, teenagers, adults, and seniors.

Question 39

Which of the following is a result of technology and is directly related to the way a society organizes its economic activity?

A) Coin collecting by nationalists
B) Expressive dominance
C) Capitulating dogmatism
D) Material culture

Question 40

The adjustment to cultural variables in the marketplace may have to be long term and accomplished through:

A) bribes.
B) trial and error.
C) product placement.
D) situational comedy.

Question 41

Which of the following is a problem that managers face when working in foreign markets?

A) The manager will always be a foreigner.
B) They must adhere to U.S. government patents.
C) Restrictions on trade imposed by UNESCO will thwart many of their efforts.
D) Retirement comes at a later lifestage in other countries than in the U.S.

Question 42

Which of the following is a common trait of internationally successful companies?

A) Patience
B) They all hire locals.
C) Undifferentiated hierarchy
D) Paying employees in U.S. currency

Question 43

Which of the following is not a recommended practice to ensure marketing success abroad?

A) Embrace local culture
B) Employ ethnocentrism doctrine
C) Build relationships
D) Employ locals

Question 44

A program in which trainees must respond to scenarios of specific situations in a particular country is known as:

A) bicultural refraction.
B) cultural assimilator.
C) polarization.
D) fleeting interaction development.

Question 45

Which of the following is a complicated and challenging element of the international marketplace?

A) Television
B) Media in general
C) Culture
D) Value of U.S. dollar

Question 46

The increase in international activity of global firms has increased the need for:

A) gender role division.
B) political capital.
C) cultural sensitivity training.
D) mathematics skills.

Question 47

Which of the following is one way in which companies have tried to avoid the training problem inherent in being an international company?

A) Hiring nationals to staff overseas operations
B) Standardizing all procedures in English operations
C) Lobbying the United Nations for a World Chamber of Commerce
D) Global Positioning Satellite technology

Question 48

Elaborate on the following statement: The most complicated problems in dealing with cultural environment stem from the fact that we cannot learn culture, we have to live it.

Question 49

Which of the following is the term used to describe the belief that one's own culture is superior to others?

A) Unilateral fundamentalism
B) Ethnocentrism
C) Passive transcendence
D) Projected culturalism

Question 50

What are the six rules which serve as a summary of how culture and its appreciation may serve as a tool to ensure marketing success?

Question 51

It has been argued that the differences in cultural lifestyle can be accounted for by four major dimensions of culture including individualism, power distance, uncertainty avoidance, and _______.

A) political dominance
B) understated relevance
C) masculinity
D) femininity

Question 52

Why has management in global firms instituted internal cultural educational programs?

A) To employ nationals in temporary jobs
B) To identify task orientation procurement methods
C) To foster cultural sensitivity and acceptance of new ways of doing things within the organization
D) To follow government mandates

Question 53

Why are patience, flexibility, and tolerance for others' beliefs important in global marketing?

Question 54

ANS: B DIF: Difficult REF: Page 70 - Table 3.4
Which department of the United States government publishes information about foreign countries?

A) Immigration and Naturalization Service
B) Department of Commerce
C) Department of Revenue
D) Internal Revenue Service

Question 55

Which of the following is a form of training that is rarely used because of the expense?

A) Sensitivity training
B) Cross cultural assimilation
C) Area study
D) Field experience

Question 56

In the UNESCO study of ten- and fourteen-year old students in nine countries, where did U.S. teens rank in their comprehension of foreign cultures?

A) First
B) Eighth
C) Last
D) Second

Question 57

Understanding the nuances of a different culture's traits and patterns comes with time. Once this knowledge is acquired, it is called:

A) culture bath.
B) interpretive knowledge.
C) social immersion.
D) longevity.

Question 58

The unconscious reference to one's own cultural values is:

A) projected referencing.
B) planned giving.
C) sorted segmenting.
D) self-reference criterion.