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80) A global brand is a brand marketed under the same name in multiple countries with similar
and centrally coordinated marketing programs. However, adaptations of global brands are made
A) only if required by government regulations in the host market.
B) only in its initial introduction into a market and only until the brand is recognized.
C) by domestic competitors causing brand confusion.
D) only when necessary to better connect the brand to consumers in different markets.
E) when there is a serious drop in market share.
81) In Europe, North America, South America, and the industrialized nations of Asia, those 13 to
19 years old
A) are more similar than different regarding their purchase behaviors.
B) are becoming more similar, but still differ significantly in terms of fashion and design.
C) are rebelling against the Americanization of fashion and culture.
D) have very different tastes in fashions and music.
E) are more influenced by Asian culture than European culture.
82) The appreciation of fashion, music, and a desire for novelty and trendier designs and images
A) are preferences found more in American teenagers than in most other cultures around the
world.
B) actually begin at age 10, but begin to decline significantly as students enter high school.
C) ironically are found more for teenagers who cannot afford to make those purchases than for
those who can.
D) are preferences of teenagers around the world regardless of where they live.
E) are often established early among European teens and they typically linger well into
adulthood.
83) Based on a study of 6,500 teens in 26 countries, when asked what country had the most
influence on their attitudes and purchase behavior, 54 percent of teens from the United States, 87
percent of those from Latin America, 80 percent of the Europeans, and 80 percent of those from
Asia named
A) the United States.
B) Japan.
C) the United Kingdom.
D) France.
E) China.
84) Consumer groups living in many countries or regions of the world that have similar needs or
seek similar features and benefits from products or services are referred to as
A) transnational consumers.
B) meganational consumers.
C) international consumers.
D) multinational consumers.
E) global consumers.
85) Global consumers are
A) all potential consumers for any and all products or services regardless of cultural, ethnic, or
national origins.
B) customers within a nation who consider the entire world a single marketplace.
C) consumer groups living in many countries or regions of the world who have similar needs or
seek similar features and benefits from products or services.
D) consumer groups living in many countries or regions of the world that seek customized
features and benefits from products or services that reflect their individual cultures.
E) multinational organizations whose products incorporate raw materials, assembly, and
distribution contributions from multiple nations before they are marketed.
86) Around the world, middle-class, youth, and elite markets that consume similar assortments of
products and services, regardless of geographic location, are referred to as
A) transnational consumers.
B) meganational consumers.
C) international consumers.
D) multinational consumers.
E) global consumers.
87) The use of ________ as a tool for exchanging products, services, and information on a global
scale is one of the developments that has affected world trade.
A) buying centers
B) Internet technology
C) language translators
D) tariff and quota policies
E) multinational marketing strategies
88) Which of the following statements about the emergence of a networked global marketspace
is most accurate?
A) Marketspace creates an unfair competitive environment for emerging nations.
B) More business-to-consumer marketing is done on the Internet than business-to-business
marketing.
C) The most active participants in the networked global marketspace are companies in
developing nations.
D) All business in the networked global marketspace is conducted in English.
E) A networked global marketspace enables the exchange of products, services, and information
from sellers anywhere to buyers anywhere at any time and at a lower cost.
89) The clandestine collection of trade secrets or proprietary information about a company's
competitors is referred to as
A) trade piracy.
B) transnational fraud.
C) economic espionage.
D) competitive duplicity.
E) transnational espionage.
90) Economic espionage is the clandestine collection of trade secrets or
A) government economic information.
B) military intelligence.
C) government weapons information.
D) banking information.
E) proprietary information about competitors.
91) The estimated cost of economic espionage to firms in the United States is estimated to be
upwards of
A) $10 billion per year.
B) $400 billion per year.
C) $750 billion per year.
D) $900 billion per year.
E) $1 trillion per year.
92) The Economic Espionage Act
A) allows the World Court in The Hague to adjudicate trade disputes on behalf of UN members
and requires the home country to impose any penalties.
B) imposes a personal fine on a convicted U.S. citizen of up to $10 million.
C) targets espionage activities that are commonplace in any industry that holds governmental
contracts.
D) makes the theft of trade secrets by foreign entities a federal crime in the United States.
E) is well-intended in theory, but is virtually impossible to enforce.
93) The prescribed penalty for agents of foreign governments found guilty of economic
espionage is
A) up to 15 years in prison and fines up to $500,000.
B) life in prison with the possibility of parole after 25 years.
C) 25 years in prison and a $10 million fine.
D) permanent expulsion from the United States.
E) 30 years in prison and fines proportional to the damage caused.
94) Cross-cultural analysis refers to the study of
A) the subgroups within the larger, or national, culture with unique values, ideas, and attitudes.
B) the set of values, ideas, and attitudes that are learned and shared among the consumers of a
country.
C) the similarities and differences among consumers in two or more nations or societies.
D) the buying behaviors within a given nation to identify similarities and differences among
individuals.
E) the buying behaviors within a given nation that link a person's actions to the cultural group
with which he or she identifies most.
95) The study of similarities and differences among consumers in two or more nations or
societies is referred to as
A) market synthesis.
B) cross-cultural analysis.
C) international sociographics.
D) transnational anthropology.
E) multicultural ethnocentrism.
96) For the marketer, a thorough ________ involves an understanding of and an appreciation for
the values, customs, symbols, and language of other societies.
A) market synthesis
B) international sociographic study
C) anthropological examination
D) cross-cultural analysis
E) ethnocentrism assessment
97) All of the following should be understood and appreciated about another society for a
thorough cross-cultural analysis except which?
A) economics
B) symbols
C) values
D) languages
E) customs
98) Personally or socially preferable modes of conduct or states of existence that tend to persist
over time are referred to as
A) customs.
B) ethics.
C) values.
D) culture.
E) beliefs.
99) Values are
A) personally or socially held core beliefs that are consistent within a given culture.
B) the beliefs that dictate a person's behavior, which are often derived from a religious code of
conduct.
C) personally or socially preferable modes of conduct or states of existence that tend to persist
over time.
D) the innate sense of what a person considers to be right or wrong in terms of his or her own
conduct when dealing with others.
E) those personality traits regarding honesty and integrity that have been passed down from
generation to generation.
100) The reverence that Japan shows toward its elderly is an example of that nation's
A) values.
B) beliefs.
C) customs.
D) religion.
E) cultural diversity.
101) Which of the following examples best demonstrates a company's appreciation of another
country's values?
A) American companies in Germany encourage the use of all types of credit cards.
B) In Brazil, American companies are extremely careful to keep to a strict agenda and time
schedule, even though an informal structure is preferred.
C) Bath products are advertised by portraying intimate scenes between husbands and wives in
countries where personal privacy is important.
D) McDonald's restaurants in India sell the Maharaja Mac rather than beef products.
E) Vogue Italia published a feature with a model wearing "slave earrings," which it said were
"worn by women of color during the slave trade."
102) Which of the following examples best demonstrates a company's appreciation for another
country's values?
A) A German company allows customers to make large purchases using lay-away (paying small
amounts until the item is paid for and delivered).
B) In Brazil, an appliance maintenance firm schedules service appointments allowing only 15
minutes of leeway for missed calls or no shows.
C) In Japan, a spa owner created special exercise classes for husbands and wives.
D) In India, a popular hamburger chain separated its dining area by color for people who wanted
to eat beef and those who did not.
E) Calvin Klein eliminated outdoor advertising placements showing scantily clad models in
countries with predominantly Muslim populations.
103) Almost all countries have some division of social class (upper, middle, and lower). The
determining factor for the assignment to one of these classes may differ from country to country.
For example, in the United States, the primary determining factor is occupation; in India, it is
birthright; in China, it is geographical region and education; and in Singapore, it is income.
These differences are best explained in terms of a country's
A) semiotics.
B) legal system.
C) ethnocentricity.
D) religion.
E) values.
104) What is considered normal and expected about the way people do things in a specific
country is referred to as
A) morals.
B) ethics.
C) values.
D) customs.
E) beliefs.
105) Customs are
A) what is considered normal and expected about the way people do things in a specific country.
B) those actions or activities within a community that are unique or distinctly different from any
other group.
C) actions or behaviors that are repeated over time and carry a specific meaning to a unique
group, nationality, or ethnicity.
D) traditions among a group of people, a nation, or ethnicity that affect their purchase behaviors.
E) what would be considered unusual or unexpected, and even unacceptable, about the way
people do things in a specific country.
106) In Japan, Japanese women give Japanese men chocolates on Valentine's Day. This is an
example of a(n)
A) custom.
B) value.
C) demographic pattern.
D) belief.
E) idiosyncrasy.
107) KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and
potatoes. In Thailand, it offers fresh rice. In Holland, instead of potatoes, KFC offers customers a
potato and onion croquette. In France, KFC sells pastries alongside its chicken. These examples
illustrate that KFC exhibits an appreciation for the ________ of other societies.
A) demographics
B) symbols
C) sensitivities
D) customs
E) values
108) Which of the following statements about bribery is most accurate?
A) Bribes, kickbacks, and payoffs offered to entice someone to commit an illegal or improper act
are deemed corrupt in some cultures but not in others.
B) The world's major exporting nations have agreed to treat bribery of foreign government
officials as a violation of trade agreements.
C) Bribes paid to foreign companies are in some cases a tax-deductible expense in the United
States.
D) It is a crime for U.S. corporations to bribe an official of a foreign government or political
party unless preapproved by the Federal Trade Commission.
E) It is illegal for a U.S. corporation to bribe an official of a foreign government or political party
to obtain or retain business in a foreign country.
109) The Foreign Corrupt Practices Act
A) makes it a crime for U.S. corporations to bribe an official of a foreign government or political
party to obtain or retain business in a foreign country.
B) has different levels of punishment based upon the wealth of the host nation.
C) regulates only the behavior of U.S. businesses conducting business within the United States.
D) makes the theft of trade secrets by foreign entities a federal crime in the United States.
E) is a unilateral agreement the United States made with several developing nations.
110) The law, as amended by the International Anti-Dumping and Fair Competition Act, that
makes it a crime for U.S. corporations to bribe an official of a foreign government or political
party to obtain or retain business in a foreign country, is referred to as the
A) International Law for Egalitarian Ethics Act.
B) International Fair Practices Act.
C) Law of International Equity Act.
D) International Law of Ethical Business Practices Act.
E) Foreign Corrupt Practices Act.
111) Cultural symbols are
112) Because different societies often attach alternate meanings to things, these representations
of ideas are referred to as
A) universal symbols.
B) cultural symbols.
C) symbolic concepts.
D) ideological representations.
E) cultural representations.
113) A field of study that examines the correspondence between symbols and their role in the
assignment of meaning for people is referred to as
A) back translation.
B) symbiotics.
C) semiotics.
D) symbolic linguistics.
E) cross-cultural analysis.
114) Semiotics refers to
A) a field of study in marketing linguistics that identifies the connotative meanings behind words
in order to create the most effective product or brand names.
B) a field of study in marketing linguistics that identifies the connotative meanings behind words
in order to create the most effective advertising messages.
C) a field of study that examines the correspondence between symbols and their role in the
assignment of meaning for people.
D) a field of linguistics that translates words into internationally recognized symbols to help
companies carry their product message across international boundaries.
E) the practice where a translated word or phrase is retranslated into the original language by a
different interpreter to catch errors.
115) A researcher studying the fact that in some nations black is a sign of mourning while in
others white is a sign of mourning would be studying
A) semiotics.
B) semantics.
C) semaphorics.
D) cultural symbolism.
E) cultural linguistics.
116) By skillfully using ________, global marketers can tie positive meanings to their products,
services, and brands to enhance their attractiveness to consumers.
A) cultural symbols
B) visual icons
C) trademarks
D) brand names
E) ethnic emblems
117) Tiffany & Company knows that Japanese are superstitious about the number four. As a
result, Tiffany sells its fine glassware and china in sets of five, not four, in Japan. Tiffany uses its
knowledge of ________ to avoid connecting its products with the number four.
A) trademarks
B) visual icons
C) cultural symbols
D) brand names
E) ethnic emblems
118) The Parthenon evokes strong feelings from consumers in Greece and is referred to as the
"holy rock." Coca-Cola marketers did not expect that this ________, when used in a marketing
campaign that replaced the columns with Coke bottles, would arouse such an angry response in
that country.
A) cultural symbol
B) anthropomorphic code
C) back translation
D) semantic representation
E) civil analysis
119) Canada has two official languages, which are
A) English and Japanese.
B) English and Spanish.
C) English and French.
D) English and Italian.
E) English and German.
