Test bank consumer behavior 10e schiffman kanuk chapter 13

Diff: 2 Page Ref: 414 AACSB: Analytic Skills Skill: Application Objective: 13.2: Understand how to study the differences among cultures while developing marketing strategies... A many co

Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 13 Cross-Cultural Consumer Behavior: An International Perspective

1) Differences between consumers of different societies are known as

2) The objective of understanding cross-cultural differences is to

A) develop effective targeted marketing strategies to use in each foreign market of interest B) be informed as good citizens

C) to fulfill a societal marketing aspect

D) to be considered a global company

E) to fulfill their social responsibilities

4) A marketing strategy stresses the diversity among consumers in different nations A) diverse

Diff: 2 Page Ref: 408

AACSB: Reflective Thinking

Diff: 3 Page Ref: 408

AACSB: Analytic Skills

Skill: Concept

Objective: 13.1: Understand the importance of formulating an appropriate multinational or global marketing strategy

6) A glocal company is one that

A) is both global and local

B) operates inside and outside the U.S

C) is a company that is environmentally oriented

D) buys products locally and sells them globally

E) blends a uniform communication strategy with a uniform product

7) Why are firms selling their products all over the world?

A) Overseas markets represent the single most important opportunity for growth

B) Trade agreements require all companies operating within the agreement nations to have a global plan

C) Companies fear competition from "me too" products elsewhere

D) Companies want to gain new production and marketing ideas

E) Companies seek to take advantage of lower labor costs

Answer: A

Diff: 3 Page Ref: 408

AACSB: Reflective Thinking

Diff: 3 Page Ref: 409

AACSB: Analytic Skills

10) , which currently consists of the United States, Canada, and Mexico, provides free market access to more than 440 million consumers.

13) When consumers make consumption decisions based on an association between the product, brand name, or service, and the country in which it was made, this is referred to as A) jumping to conclusions

B) stereotyping

C) country of origin effects

D) the halo effect

A) jumping to conclusions

B) stereotyping

C) country of origin effects

D) the halo effect

16) American consumers who preferentially select products made in the USA demonstrate high

Diff: 1 Page Ref: 412

AACSB: Analytic Skills

19) If the cultural beliefs, values, and customs of specific target countries are found to differ widely then a highly marketing strategy is indicated for each country

21) According to recent projections, the middle class will increase in size by 1.8 billion people,

of which about one third will be in

Diff: 2 Page Ref: 414

AACSB: Analytic Skills

Skill: Application

Objective: 13.2: Understand how to study the differences among cultures while developing marketing strategies

22) Many marketers, finding their home markets to be nearing the saturation point in terms of sales opportunities, are looking to the growing in developing countries to expand their sales

23) Which of the following is true of the middle class in emerging markets?

A) Companies can expect middle class consumers worldwide to earn roughly the same income.B) Middle-class consumers in less-developed nations often cannot afford to pay as much for a product as consumers in the more advanced economies do

C) The majority of the global middle class lives in developed nations

D) Only one-third of people living in developing countries are literate

E) The emerging middle class constitutes the highest percentage of the total country population

24) The reason that many products fail when marketed in a foreign country is

A) many companies do not insure their products against theft

B) many companies assume that if a product is a success domestically than it will be accepted anywhere

C) marketers do not go through enough enculturation education

D) marketers' use of localized marketing strategies negatively influence consumer preferences E) country of origin effects

Answer: B

Diff: 3 Page Ref: 418

AACSB: Reflective Thinking

Skill: Application

Objective: 13.2: Understand how to study the differences among cultures while developing marketing strategies

25) Learning about foreign cultures is called

Diff: 1 Page Ref: 418

AACSB: Analytic Skills

28) Company B appeals to consumers in different countries by using relatively different, "local,"

or specific marketing strategies for members of distinctive cultures or countries Company B is using as a segmentation strategy

A) shared needs and values

A) differences in language and meaning

B) differences in marketing research possibilities

C) differences in consumption patterns

D) differences in perceived benefits of products and services

E) differences in economic and social conditions and family structure

A) differences in language and meaning

B) differences in marketing segmentation opportunities

C) differences in consumption patterns

D) differences in perceived benefits of products and services

E) differences in economic and social conditions and family structure

Answer: B

Diff: 3 Page Ref: 419, Table 13.8

AACSB: Analytic Skills

Skill: Application

Objective: 13.2: Understand how to study the differences among cultures while developing marketing strategies

31) In some cultures, the female head of household is the primary decision-maker when it comes

to purchases for the family In others, it is the male head of household This is an example of which of the following basic research issues in cross-cultural analysis?

A) differences in language and meaning

B) differences in marketing research possibilities

C) differences in consumption patterns

D) differences in perceived benefits of products and services

E) differences in economic and social conditions and family structure

A) differences in language and meaning

B) differences in marketing research possibilities

C) differences in consumption patterns

D) differences in perceived benefits of products and services

E) differences in economic and social conditions and family structure

Answer: B

Diff: 3 Page Ref: 419, Table 13.8

AACSB: Analytic Skills

Diff: 2 Page Ref: 420

AACSB: Analytic Skills

Skill: Concept

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

34) An upscale wristwatch such as Patek Philippe would be best marketed through a strategy

Diff: 2 Page Ref: 422

AACSB: Analytic Skills

Skill: Concept

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

36) Global companies are held to a higher level of than local brands, and are expected

to respond to social problems associated with what they sell

37) The majority of a country's citizens fall into which one of the following categories with respect to their view of global brands?

Diff: 2 Page Ref: 422

AACSB: Multicultural and Diversity

40) According to research presented in the text, evaluate global brands in the same way they evaluate local brands

Diff: 2 Page Ref: 423

AACSB: Reflective Thinking

Skill: Concept

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

41) McDonald's tries to adapt its advertising messages to the specific values of particular

cultures This makes it a company

B) Consumers worldwide focus more on the aesthetic qualities of advertising than on the

product-related claims made

C) Creating a general consensus of meaning across various cultures can be achieved using strongvisual images whose fundamental message is highly apparent

D) In developing advertising for international markets, localizing language to blend with the local culture is considered to be the least important component of advertising customization E) The most effective way to reach international markets for all types of products is by using a uniform advertising theme

Answer: C

Diff: 3 Page Ref: 424

AACSB: Reflective Thinking

43) What is the most important advertising component that will blend with the local culture? A) language

B) localizing product attributes

C) use of local models

D) using local music

E) using local advertising settings

46) A advertising strategy involves customizing either the product or the

A) a uniform product and a customized message

B) a customized pricing scheme and a uniform message

C) a uniform product and a uniform message

D) a customized product and a customized message

E) a uniform product and a uniform pricing scheme

Answer: A

Diff: 3 Page Ref: 425, Table 13.10

AACSB: Analytic Skills

A) a uniform product and a customized message

B) a uniform product and a uniform message

C) a customized pricing strategy and a uniform message

D) a customized product and a uniform message

E) a customized product and a customized message

Answer: B

Diff: 3 Page Ref: 425, Table 13.10

AACSB: Analytic Skills

Skill: Concept

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

49) There are four possible global marketing strategies, one of which is a local strategy, which is offering

A) a uniform product and a customized message

B) a uniform product and a uniform message

C) a customized product and a uniform message

D) a customized product and a customized message

E) a uniform pricing strategy and a customized product

51) A localized marketing strategy works best when

A) the local economy is prosperous

B) there are very few market segments

C) there is intense local competition

D) the company's international reputation is very good

E) there are few potential local partners

Answer: C

Diff: 3 Page Ref: 426, Table 13.11

AACSB: Multicultural and Diversity

Skill: Application

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

52) When seeking success in a foreign market, it has been suggested that a company should remember the following P's:

A) place, position, and products

B) price, place, and people

C) place, price, and position

D) place, people, and products

E) products, people and position

Diff: 3 Page Ref: 425

AACSB: Analytic Skills

Diff: 1 Page Ref: 425

AACSB: Analytic Skills

Skill: Application

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

55) Using different colors to package products that are being sold in foreign countries is a way toovercome failure due to problems

58) Which of the following global consumer market segments considers material things to be extremely important?

59) Which of the following global consumer market segments is most focused on social

relationships and family?

60) In the CLOTHING MINI CASE, Outer Limits Outfitters would be considered a(n)

61) In the CLOTHING MINI CASE, if U.S consumers held positive perceptions of Outer LimitsOutfitters because it is a Swiss company and the Swiss are known for having beautiful mountainsand high quality goods, this would be an example of .

A) country of origin effects

Diff: 3 Page Ref: 422

AACSB: Reflective Thinking

Diff: 3 Page Ref: 422

AACSB: Analytic Skills

Skill: Application

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

64) In the CLOTHING MINI CASE, Outer Limits' marketing strategy would be best described

65) In the CRAFT MINI CASE, Global Craft capitalizes on its reputation for to promote the products it imports

66) In the CRAFT MINI CASE, Global Craft highlights the exotic origins of the crafts it

imports, relying on positive to promote sales of its imports

67) In the CRAFT MINI CASE, Global Craft's advertising strategy would be best described as

Diff: 3 Page Ref: 422

AACSB: Reflective Thinking

Skill: Application

Objective: 13.3: Understand how consumer-related factors impact a firm's decision to select a global, local, or mixed marketing strategy

COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East Due

to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility.

70) In the COLA MINI CASE, Fizzy Cola plans to use a(n) marketing strategy to reach customers in the Middle East

72) In the COLA MINI CASE, marketing of Fizzy Cola in the Middle East as a symbol of America is likely to fail largely due to

A) differences in consumption patterns

B) differences in economic and social conditions

C) differences in market segmentation opportunities

D) differences in language and meaning

E) differences in marketing research possibilities

A) differences in consumption patterns

B) differences in economic and social conditions

C) differences in market segmentation opportunities

D) differences in language and meaning

E) differences in marketing research possibilities

75) The formation of the European Union has resulted in the transformation of the European continent into a homogeneous market of people with the same or very similar wants and needs Answer: FALSE

Diff: 3 Page Ref: 408

Diff: 1 Page Ref: 408

AACSB: Analytic Skills

Diff: 1 Page Ref: 409

AACSB: Reflective Thinking

Answer: TRUE

Diff: 2 Page Ref: 410

AACSB: Multicultural and Diversity

Skill: Application

Objective: 13.1: Understand the importance of formulating an appropriate multinational or

80) Country of design, country of assembly, and country of parts are three dimensions that make

up country of origin

Answer: TRUE

Diff: 1 Page Ref: 410

AACSB: Analytic Skills

Diff: 1 Page Ref: 412

AACSB: Reflective Thinking

Skill: Application

Objective: 13.2: Understand how to study the differences among cultures while developing marketing strategies

82) A firm's success in marketing a product or service in a number of foreign countries is likely

to be influenced by how similar the beliefs, values, and customs are that govern the use of the product in the various countries

Diff: 1 Page Ref: 416

AACSB: Reflective Thinking