Question 1

Of the following, which is not one of the 'basic issues' in planning cross-cultural consumer research?

Accepted Answer

All of the options listed are basic issues in planning cross-cultural consumer research, therefore D is not the correct option.

Question 2

A global strategy with a uniform product and a uniform message would be made up of which product and communications strategy?

Accepted Answer

A global strategy with a uniform product and a uniform message requires a standardised product and communication strategy. This means that the same product and message will be used across all markets in order to create a consistent brand image and ensure economies of scale in production and marketing.

Question 3

Which of the following statement about time effects is false?

Accepted Answer

In the United States, it is not completely acceptable to show up two hours late to a children's birthday party. It is considered disrespectful and rude. Therefore, statement C is false. Statements A and B are true.

Question 4

Product standardisation appears to be most successful products that approach either end of the _______ continuum.

Accepted Answer

High-tech products (e.g. electronics, software) and high-touch products (e.g. luxury goods, experiences) are more likely to be successfully standardized as they often have clear and consistent features that can be easily replicated. In contrast, products that fall in the middle of the continuum may require more customization to meet the needs of different market segments. Therefore, A) high-tech-high-touch is the best choice.

Question 5

Some researchers have written that globalisation and _____ should be viewed as two ends of a continuum.

Accepted Answer

Globalisation and localisation are opposite concepts, with globalisation referring to the process of increased interconnectedness and standardisation across cultures and localisation referring to the process of maintaining and promoting unique cultural identities and traditions. Therefore, it makes sense that they would be viewed as two ends of a continuum, with varying degrees of globalisation or localisation possible.

Question 6

McDonald's is a firm that tries to localise its advertising to consumers in each of the cross-cultural markets in which it operates. This means that they adopt which of the following strategies?

Accepted Answer

McDonald's adopts an adaptive global marketing strategy, which allows the firm to adapt its marketing messages and approach to fit the local culture and consumer preferences in each market they operate in. This approach recognizes the differences in consumer behavior, cultures, and marketing regulations globally, and adapts marketing messages and strategies accordingly. This strategy combines some aspects of global standardization and local customization to achieve marketing success in different environments while maintaining a consistent brand image.

Question 7

Advertisements for high-involvement, high-touch products tend to use more _____ appeals emphasise visual images.

Accepted Answer

High-involvement, high-touch products involve a strong emotional connection with the consumer, therefore advertisements for these products tend to use emotional appeals to connect with the audience. These emotional appeals are often conveyed through visual imagery to create a memorable impression on the consumer.

Question 8

Which of the following is not an example of why it is often difficult for marketers to conduct cross-cultural consumer research?

Accepted Answer

While the other options listed are examples of challenges that can arise when conducting cross-cultural consumer research, option C is not related to cultural differences or challenges that arise due to conducting research in different countries. It is simply a matter of time constraints for the marketer.

Question 9

Product standardisation appears to be most successful for ___-involvement.

Accepted Answer

The answer of Product standardisation appears to be most successful...

Question 10

When two values are adjacent in the model of relations among motivational types of values, higher-order value types and bipolar value dimensions, it means that they:

Accepted Answer

The fact that two values are adjacent in the model implies that they are compatible and can be considered in a decision without conflict. Therefore, choices (a) and (b) are correct, making option D the best choice. Choice (c) is incorrect because if two values are adjacent, it means they are related to each other within the model.

Question 11

Which of the following most accurately describes stage one of the product recognition continuum for multinational marketing?

Accepted Answer

In stage one of the product recognition continuum for multinational marketing, local consumers are aware of a brand that is marketed in other countries but cannot access it in their own market, making the brand seem "alien" and unavailable, yet potentially desirable.

Question 12

Which of the following advertising components has been found to be most important in cross-cultural marketing and advertising?

Accepted Answer

The answer of Which of the following advertising components has...

Question 13

Globally accepted products such as 'wi-fi' and 'firewire' are:

Accepted Answer

Wi-Fi and FireWire are high-tech products that require significant consumer involvement in terms of understanding and using the technology.

Question 14

The framework for alternative global marketing strategies is:

Accepted Answer

The framework for alternative global marketing strategies is typically a 2x2 matrix, which considers a range from a global to local strategy. This matrix evaluates the level of standardization and customization required for a product or service across different markets. Therefore, option C is the most appropriate choice.

Question 15

____-involvement products in the mid-range of the high-tech-high-touch continuum are more suitably marketed as local brands.

Accepted Answer

The answer of ____-involvement products in the mid-range of the...

Question 16

When local consumers accord imported brand 'national status'; that is, its national origin is known but does not affect their choice (e.g. Foster's beer worldwide, Ford cars in southern Europe) it means that the product is at stage ____ of the product recognition continuum for multinational marketing.

Accepted Answer

Stage three of the product recognition continuum is when the product is recognized as an import, but the country of origin doesn't affect the consumer's choice. In this case, the consumers recognize the national origin of the product but it doesn't influence their decision, indicating that the product is at stage three.

Question 17

When a brand owned by a foreign company is made (wholly or partly) domestically and has come to be perceived by locals as a local brand (for example: Sony in the United States), it would be said this product is at what stage of the product recognition continuum for multinational marketing?

Accepted Answer

At stage 4 of the product recognition continuum for multinational marketing, a brand owned by a foreign company is made domestically and has come to be perceived by locals as a local brand. This stage reflects a high level of integration and acceptance within the local market.

Question 18

Low-involvement products in the mid-range of the high-tech-high-touch continuum are more suitably marketed as ____ brands.

Accepted Answer

The answer of Low-involvement products in the mid-range of the...

Question 19

Brands that tend to target a more affluent global market such as beauty product brand Estée Lauder or exclusive watch brand Patek Philippe have recently moved to what type of global marketing strategy?

Accepted Answer

The answer of Brands that tend to target a more...

Question 20

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

Accepted Answer

The answer of Product _______ appears to be most successful...

Quiz 13: Cross-cultural consumer behaviour: An international perspective