Question 1

According to a segmentation study, Chinese consumers are more likely to go through skin care regimens and rituals, unlike Western women, who have less patience for rituals.

Accepted Answer

According to a segmentation study, Chinese consumers enjoy going through skin care regimens and rituals, unlike Western women, who have less patience for rituals.

Question 2

Russian consumers spend more than Western European consumers on cosmetics and toiletries.

Accepted Answer

Russians spend 1.3 percent of GDP on cosmetics and toiletries, double what Western Europeans spend.

Question 3

Plant and warehouse location studies are NOT examples 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 4

The extent to which Sony's offer of financial incentives to electronics salespeople in Ahmedabad, India, is likely to increase sales of the Sony brand is an example of descriptive research.

Accepted Answer

The extent to which Sony's offer of financial incentives to electronics salespeople in Ahmedabad, India, is likely to increase sales of the Sony brand is an example of causal research. Causal research examines cause and effect relationships.

Question 5

Russian women focus primarily on outward appearance and strive 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 6

Most Asian consumers have low levels of brand loyalty.

Accepted Answer

Most Asian consumers have a strong aversion to uncertainty, which results in high-brand consciousness, strong brand loyalty, and a greater insistence on quality.

Question 7

Behavioral intentions studies are conducted to identify market segments, profiles of heavy product users, and occasions for consumption.

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 8

Proctor & Gamble made a marketing blunder in Japan when it initially launched a thinner diaper.

Accepted Answer

Proctor & Gamble launched a thicker diaper in Japan, but they should have launched a thinner diaper. Japanese mothers change diapers more frequently and have less room to store diapers.

Question 9

Companies selling consumer products are especially prone to experiencing product failure in foreign markets.

Accepted Answer

Numerous examples exist of failure in the international consumer products area. For instance, an American manufacturer of cornflakes tried to introduce its product in Japan but failed because the Japanese were not interested in the concept of breakfast cereals. Most of these failures are due to an incomplete understanding of the market, and it is often more difficult to understand consumers than business customers.

Question 10

When a company wants to use coupons and promotions in a foreign country, the first thing it must do is research what types of advertising people will best respond to, rather than to check on the legality of premiums and coupons in these target markets.

Accepted Answer

First, in terms of studies of premiums, coupons, and deals, it is important to identify the practices in each country where the specific promotion will run. When an agency has developed an idea to run in a number of countries, it first needs to check on the legality of premiums and coupons across those markets.

Question 11

Green signifies abundance in the Amazon region and disease in the Middle East.

Accepted Answer

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

Question 12

Phillip Morris advertises its Lark and Parliament brands in Japan and China using glamorous American images.

Accepted Answer

Phillip Morris advertises its Lark and Parliament brands in Japan using glamorous American images. However, the Chinese are reticent to fully buy into U.S. values so Phillip Morris cannot advertise the same way in China. In fact, China bans mass media tobacco advertising.

Question 13

According to a recent study of Chinese market segments, Chinese consumers prefer lively colors, and bright and bold packaging for their products.

Accepted Answer

Chinese consumers prefer less color and simple graphics and typography on product packaging.. 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 14

In countries where salespeople typically keep the change, it is important to price the product a few pennies below the amount that can be paid using larger currency denominations.

Accepted Answer

By pricing the product a few pennies below the amount that can be paid using larger currency denominations, the salesperson is able to receive a "tip". This is an important consideration, especially in markets where salespeople have a considerable latitude as to which product they would make available to the consumer.

Question 15

In Guangzhou, China, Frito-Lay's Cheetos aren't cheesy at all.

Accepted Answer

Due to extensive product testing, Frito-Lay determined that a cheesy snack was not appropriate for the Chinese market. Therefore, in China, Cheetos have cream and steak flavors.

Question 16

Giving away "money-off" vouchers is illegal in the UK.

Accepted Answer

Giving away "money-off" vouchers is legal in the UK, Ireland and Spain. It is illegal in German, Norway, and Switzerland.

Question 17

In Ecuador, transportation between the capital city and Guayquill is likely to encounter difficulties since the transportation infrastructure between the two locations is complicated by the terrain.

Accepted Answer

Transportation between the capital and Cuenca is facilitated by well developed highways. However, transportation between the capital and Guayquill is difficult due to poor infrastructure and mountainous terrain.

Question 18

Product testing 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 19

Researching individual exporter and importer expertise and local influence is unnecessary in terms of predicting a firm's success in a particular market.

Accepted Answer

Import/export analyses aid companies in identifying the logistics companies most capable of handling the paperwork and getting products through customs in a timely and cost-effective manner. Researching individual exporter and importer expertise and local influence is crucial to the success of the firm in a particular market.

Question 20

Export research is an example of research in the study of industry, market characteristics, and market trends.

Accepted Answer

Export research is an example of research in the study of industry, market characteristics, and market trends; it is prompted by the shortening of the product life cycle and the intensity of international competition, as well as by the rapid technological change that increases the need to segment markets more frequently.

Quiz 6: International Marketing Research: Practices and Challenges