Question 1

List and describe the biases that make it difficult to overcome one's own cultural comfort zone. List three types of cross-cultural research and briefly explain why each is helpful in minimizing these biases when marketing a product in a different culture.

Accepted Answer

The answer of List and describe the biases that make...

Question 2

Given the development phase their country is in and their demonstrated interest in western products like fast food, consumers in Singapore are likely to also be experiencing

Accepted Answer

Singapore is a country in the midst of development, and its consumers are likely experiencing changes in various aspects of their lives, including changing gender roles, Americanization of their preferences, and shifts in values and norms, particularly among the younger generation. Therefore, all of the statements are likely to be true of consumers in Singapore.

Question 3

Singapore has seen dozens of new Burger King restaurants open up in recent years as a result of its rapid economic growth. Which of the following classes of economic development likely best describes Singapore?

Accepted Answer

The presence of numerous Burger King restaurants indicates the growth of fast food chains, which points towards a newly industrialized country like Singapore. A G-8 country refers to the top industrialized nations, while EU/EC countries are members of the European Union. Less developed countries are characterized by a lack of industrialization and lower economic growth.

Question 4

Describe the advantages of using a global advertising agency when you begin a global marketing effort. How is an international affiliate different from a global agency in structure? What is the disadvantage to an advertiser in using its agency's international affiliate to reach a market in a different country?

Accepted Answer

The answer of Describe the advantages of using a global...

Question 5

Burger King managers believe that all customers are entitled to be served very high quality food. Therefore, they believe that standardization of offerings leads to higher and more consistent quality levels. Which of the following best describes this behavior?

Accepted Answer

The answer of Burger King managers believe that all customers...

Question 6

Scenario 7-6
Recently, an American business traveler visited a Burger King restaurant in downtown Singapore. As the customer viewed the menu board while standing in line, she noted that the menu was almost identical to that found in Burger Kind outlets in the United States. When she stepped up to place her order, she said, "I would like a Whopper; hold the mayonnaise." The man serving her at the counter, seeing that she was not a local citizen, smiled and said, "This is not the States, you can't 'have it your way.'" As a result, if she wanted to order a Whopper, she had to accept it with all of the standard condiments already applied.
-(Scenario 7-6) After the server informed the customer that all sandwiches were prepared and served the same, she made the comment, "Why don't you guys do it our way and give the people a choice?" This indicates that the customer has a(n) ____ view of how business should be conducted in this market.

Accepted Answer

The customer's comment suggests that she believes her way of doing things (ordering a customized sandwich) is superior to the local way of doing things (standard condiments already applied), indicating an ethnocentric view.

Question 7

Describe the various pressures that drive the costs of a global marketing effort upward when one is faced with buying media.

Accepted Answer

The answer of Describe the various pressures that drive the...

Question 8

Make an argument for the use of a globalized campaign as opposed to a localized campaign. Then summarize the opposing argument.

Accepted Answer

The answer of Make an argument for the use of...

Question 9

Burger King advertisements in the United States and Singapore show only a picture of a fresh and delicious-looking Whopper. This is because the of role of ____ in cross-cultural communication.

Accepted Answer

Picturing plays a crucial role in cross-cultural communication as images can convey messages that transcend language barriers and cultural differences. In the case of Burger King, using a picture of a fresh Whopper can appeal to consumers in both the United States and Singapore regardless of the language they speak or their cultural background.

Question 10

Explain why an understanding of the role of picturing is important to an advertiser. Describe the visual in a print advertisement that you have seen recently. Explain why it may or may not be interpreted differently by someone in a culture other than your own.

Accepted Answer

The answer of Explain why an understanding of the role...

Quiz 7: The International Market Environment for Brand Promotion