Question 1

The global middle class is decreasing.

Accepted Answer

The global middle class has been growing, particularly in emerging economies, as millions of people have been lifted out of poverty and have seen their incomes rise, leading to an expansion of the middle class on a global scale.

Question 2

Differences in which the ways advertisements are recalled in different countries poses one of many issues to cross-cultural consumer research.

Accepted Answer

The statement accurately reflects the challenges faced by cross-cultural consumer researchers, as differences in ad recall can be influenced by factors such as language, culture, and media consumption habits.

Question 3

Product standardisation appears to be most successful for low-involvement products that fall in the middle of the high-tech-high-touch continuum.

Accepted Answer

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

Question 4

What is cross-cultural consumer analysis? What are some of the main objectives of cross-culture consumer analysis and why should marketers invest in it?

Accepted Answer

The answer of What is cross-cultural consumer analysis? What are...

Question 5

Acculturation is a simple one-step process for marketers to complete.

Accepted Answer

Acculturation is a complex and ongoing process of adapting to a new culture, and it is not a simple one-step process for marketers to complete. It requires a deep understanding of the target culture's values, beliefs, and behaviors.

Question 6

Within the model of relations among motivational types of values, higher-order value types and bipolar value dimensions, cultures that are open to change tend to have high levels of conversion also.

Accepted Answer

Cultures that are open to change typically prioritize values such as self-direction and stimulation, which are opposite to conservation values (tradition, conformity, security) on the spectrum of Schwartz's Theory of Basic Human Values. Conservation focuses on preserving the status quo and avoiding change, making it unlikely for a culture that is open to change to also have high levels of conservation.

Question 7

Ronald McDonald has been renamed Donald McDonald in Japan, because the Japanese language does not contain the 'R' sound. This is an example of an adaptive global marketing strategy.

Accepted Answer

This statement is true. McDonald's adapted its marketing strategy by renaming Ronald McDonald to Donald McDonald in Japan as the Japanese language does not include the 'R' sound. This is an example of how global companies need to adapt their marketing strategies to fit the local language and culture of their target market.

Question 8

'Acculturation is a necessary marketing viewpoint.' Critically discuss this statement. In your answer make use of examples.

Accepted Answer

The answer of 'Acculturation is a necessary marketing viewpoint.' Critically...

Question 9

Of the six global consumer market segments, altruists are defined as being very outer focused-interested in social issues and causes. Generally well-educated, older (median age 44), and more female than the norm. Found in Russia and Latin America.

Accepted Answer

This statement accurately describes the segment of altruists within global consumer markets.

Question 10

Chinese cultural traits tend to be centred on a set of relationships whilst American cultural traits are centred on the individual.

Accepted Answer

This is a common characterization of the differences between Chinese and American cultures. Chinese culture values harmony and the relationships between people, such as family and community, while American culture tends to prioritize individualism and independence.

Question 11

The types and quality of retail outlets and direct-mail lists may vary greatly among countries and fewer homes may have fixed phones in certain countries. This is an example of the issue of differences in social conditions and family structure.

Accepted Answer

This is an example of the issue of differences in infrastructure and technological development among countries, not directly related to social conditions and family structure.

Question 12

Within an acculturation process marketers must learn everything that is relevant about the usage or potential usage of their products and product categories in the foreign countries in which they plan to operate.

Accepted Answer

This statement is true. Marketers need to understand the local culture, preferences, and attitudes towards their products and categories to develop effective marketing strategies in foreign countries. This is a part of the acculturation process, which involves adapting to a new culture or environment.

Question 13

a. What is the country of origin effect? In your explanation, use examples.

b. Why have researchers recently focused on the Chinese market and their country of origin effects? What are some of the main trends in the Chinese consumers’ preferences and the four factors which were identified to be influences by the country of origin effect?

Accepted Answer

The answer of a. What is the country of origin...

Question 14

Due to the fact that language and word usage often differ from nation to nation, a common technique called 'back translation' is often used.

Accepted Answer

Back translation is a common technique used to ensure accurate translation by translating a document from one language to another, and then translating it back into the original language to check for any errors or discrepancies. This is often done because language and word usage can vary significantly between different countries and regions.

Question 15

Acculturation is a necessary marketing viewpoint.

Accepted Answer

Acculturation refers to the process of adapting to a new culture. In today's globalized world, it is essential for marketers to understand the acculturation process of their target audience in order to effectively communicate and market their products or services to them. Hence, acculturation is a necessary marketing viewpoint.

Question 16

Describe the growing trend of the middle class. Why is this an attractive phenomenon to global marketers?

Accepted Answer

The answer of Describe the growing trend of the middle...

Question 17

Globally, there are less barriers to conducting cross-cultural research than in Australia.

Accepted Answer

This statement is false. Australia has strict ethical guidelines for conducting cross-cultural research, including obtaining informed consent and ensuring cultural sensitivity. Other countries may have different regulations or cultural expectations, which can create additional barriers for researchers.

Question 18

Identify some of the main differences between the cultural traits of Chinese versus American consumers when it comes to television advertisements.

Accepted Answer

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Question 19

A growing global middle class is a phenomenon that is very attractive to global marketers, who are often eager to identify new customers for their products.

Accepted Answer

A growing global middle class presents a significant market opportunity for global marketers as these consumers have increased disposable income and are looking to spend it on new products and experiences.

Question 20

Many multinational companies like Gillette, Estée Lauder and Unilever have each moved from a local strategy of nation-by-nation advertising to a global advertising strategy.

Accepted Answer

Many multinational companies have shifted towards a global advertising strategy instead of a nation-by-nation approach.

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