Chapter 02 Test Bank
1. Trademarks
A. for the most part need to be established on a country-by-country basis.
B. can be established globally.
C. were a legal concern in the past but with the rise of globalization are no longer an issue.
D. represent an aspect power-distance in global marketing efforts.
E. All of these choices are correct.
2. Which of the following is a cultural factor that affects consumer behavior and marketing strategy?
A. demographics
B. values
C. language
D. nonverbal communications
E. All of these choices are correct.
3. Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding
internationally. Which of the following is a cultural factor that affects consumer behavior and marketing strategy
that Howard Industries needs to be aware of?
A. nonverbal communications
B. natural resources
C. economic conditions
D. exchange rates
E. All of these choices are correct.
4. Which of the following statements is false regarding cross-cultural marketing?
A. Marketing across cultural boundaries is a difficult and challenging task.
B. Increasingly, globalization means mutual influence as products, brands, cultures, and values move back and forth
across the world.
C. There are both subtle and direct ethical issues involved in international marketing.
D. While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures.
E. Cultures may differ in demographics, languages, nonverbal communications, and values.
5. Which one of the four segments of world citizens feels positively about international brands, values their
symbolic aspects, and is less concerned about corporate responsibility?
A. global citizens
B. global dreamers
C. antiglobals
D. global agnostics
E. global trendsetters
6. Which one of the four segments of world citizens feels positively about international brands because they view
them as a signal of higher quality?
A. global citizens
B. global dreamers
C. antiglobals
D. global agnostics
E. global trendsetters
7. __________ is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other
capabilities and habits acquired by humans as members of society.
A. Reference group
B. Government
C. Culture
D. Authority
E. Gestalt
8. Which of the following statements is true regarding culture?
A. Culture is a relatively simple concept.
B. Culture is acquired.
C. Culture often provides detailed prescriptions for appropriate behavior.
D. The nature of cultural influences is such that we are consciously aware of them.
E. All of these choices are correct.
9. In the United States, promptness is considered a virtue. Americans are expected to be on time to an event, and
they expect others to do so as well. Which aspect of culture best explains this behavior?
A. Culture is a simple concept.
B. Culture is something one is born with.
C. Culture is unique to each individual in a society.
D. Culture is time-bound.
E. Culture is acquired, that is, it is learned.
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AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 02-01 Define the concept of culture.
Topic: The Concept of Culture
10. The boundaries that culture sets on behavior are called
A. rules.
B. norms.
C. prescriptions.
D. precepts.
E. sanctions.
11. __________ are rules that specify or prohibit certain behaviors in specific situations.
A. Norms
B. Precepts
C. Sanctions
D. Prescriptions
E. Values
12. Karen’s father is an executive for a major international corporation and has been transferred to various countries
over the years. With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she
attends, there are students from all over the world whose parents have jobs similar to Karen’s father. With each new
school, Karen spends the first few weeks merely observing the other students to learn which behaviors are
appropriate in specific situations because she’s learned that at each school the kids behave differently. Karen is
attempting to learn that student body’s specific __________ regarding behavior.
A. rules
B. guidelines
C. precepts
D. norms
E. prescriptions
13. Norms are derived from
A. cultural values.
B. laws.
C. education.
D. international protocol.
14. __________ are widely held beliefs that affirm what is desirable.
A. Laws
B. Religions
C. Edicts
D. Cultural values
E. Sanctions
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 02-01 Define the concept of culture.
Topic: The Concept of Culture
15. Marketers that wish to expand internationally need to understand a culture’s widely held beliefs that affirm what
is desirable. To do this, marketers should study
A. laws.
B. religions.
C. cultural values.
D. sanctions.
E. edicts.
16. Violation of cultural norms results in __________, or penalties ranging from mild social disapproval to
banishment from the group.
A. norms
B. sanctions
C. proclamations
D. ostracization
E. sentencing
17. Robert is 15 years old and has recently moved to a new town, and therefore, a new high school. He was trying to
get accepted by a group of kids that he wanted to be friends with. When they asked him to attend a party over the
weekend, he said he’d have to ask his parents for permission. This group of students laughed at him and called him a
“momma’s boy” and told him he can’t be one of them because they don’t ask parents for permission, they just do
what they want. This social disapproval of Robert’s behavior is an example of a(n)
A. norm.
B. violation.
C. sanction.
D. precept.
E. edict.
18. Which of the following is not a broad form of cultural values?
A. other-oriented
B. environment-oriented
C. self-oriented
D. object-oriented
E. All of these choices are broad forms of cultural values.
19. __________ values reflect a society’s view of the appropriate relationships between individuals and groups
within that society.
A. Other-oriented
B. Environment-oriented
C. Self-oriented
D. Externally-oriented
E. Internally-oriented
20. Asian societies (i.e., Japan) value collective activity. That is, consumers look toward others for guidance in
purchase decisions and do not respond favorably to promotional appeals focusing on individualism. Which category
of cultural values does this represent?
A. internally-oriented
B. environment-oriented
C. other-oriented
D. self-oriented
E. group-oriented
21. __________ values prescribe a society’s relationship to its economic and technological as well as its physical
environment.
A. Other-oriented
B. Self-oriented
C. Externally-oriented
D. Internally-oriented
E. Environment-oriented
22. Sam has learned that a country to which his company desires to expand places a high value on cleanliness and
admires nature immensely. Which category of cultural values does this represent?
A. other-oriented
B. self-oriented
C. environment-oriented
D. externally-oriented
E. internally-oriented
23. __________ values reflect the objectives and approaches to life that the individual members of society find
desirable.
A. Other-oriented
B. Self-oriented
C. Environment-oriented
D. Externally-oriented
E. Internally-oriented
24. Which of the following is an example of an other-oriented value?
A. problem solving/fatalistic
B. postponed gratification/immediate gratification
C. religious/secular
D. individual/collective
E. risk taking/security
25. Which of the following is not an example of another-oriented value?
A. youth/age
B. extended/limited family
C. tradition/change
D. masculine/feminine
E. diversity/uniformity
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 02-02 Describe core values that vary across culture and influence behaviors.
Topic: Variations in Cultural Values
26. Which of the following is an example of an environment-oriented value?
A. active/passive
B. tradition/change
C. extended/limited family
D. masculine/feminine
E. material/nonmaterial
27. Which of the following is not an example of an environment-oriented value?
A. cleanliness
B. tradition/change
C. nature
D. competitive/cooperative
E. problem solving/fatalistic
28. Which of the following is an example of a self-oriented value?
A. religious/secular
B. individual/collective
C. risk taking/security
D. tradition/change
E. diversity/uniformity
29. Which of the following countries tends to value individualism over collectivism?
A. Mexico
B. India
C. the United States
D. Korea
E. Japan
30. Jake is in the market for a new car. He’s looking at brands such as Mercedes, Lexus, and BMW because he feels
they tell other people that he’s successful in life. This is an illustration of which value?
A. collectivism
B. youth
C. masculine
D. individualism
E. active
2-14
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 02-02 Describe core values that vary across culture and influence behaviors.
Topic: Other-Oriented Values
31. Which culture has traditionally valued the wisdom that comes with age?
A. American
B. Australian
C. British
D. European
E. Asian
32. Which of the following statements is false regarding youth and age?
A. Mature spokespersons would tend to be more successful in Asian cultures because they have traditionally valued
the wisdom that comes with age.
B. Arab countries are becoming increasingly youth-oriented.
C. American society is youth-oriented.
D. Children in all countries have a significant influence on purchases.
E. China’s policy of limiting families to one child has produced a strong focus on the child.
33. What is the basis for virtually all societies?
A. family unit
B. government
C. schools
D. religion
E. workplace
34. Which of the following statements regarding the masculine/feminine value is false?
A. Basically, we live in a masculine-oriented world.
B. The roles of women are changing and expanding throughout much of the world.
C. Women in South Korea frequently participate more in sports and exercise than men.
D. Many Japanese women feel guilty preparing frozen vegetables in a microwave rather than preparing fresh
vegetables.
E. Traditional and modern segments with regard to this value exist simultaneously in many cultures, so marketers
must adapt not only across but within cultures.
35. The United States is comprised of a culture that accepts a wide array of personal behaviors and attitudes, foods,
dress, and other products and services. Thus, the United States values
A. uniformity.
B. collectivism.
C. power.
D. diversity.
E. cooperation.
36. __________ refers to the degree to which people accept inequality in power, authority, status, and wealth as
natural or inherent in society.
A. Cooperation
B. Power distance
C. Collectivism
D. Individualism
E. Status
37. Which value relates to tolerance for ambiguity and uncertainty avoidance?
A. youth/age
B. risk taking/security
C. individual/collective
D. masculine/feminine
E. diversity/uniformity
2-17
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Hard
Gradable: automatic
Learning Objective: 02-02 Describe core values that vary across culture and influence behaviors.
Topic: Environment-Oriented Values
38. Which value has a strong influence on entrepreneurship and economic development as well as new-product
acceptance?
A. individual/collective
B. competitive/cooperative
C. tradition/change
D. risk taking/security
E. masculine/feminine
39. __________ tend to feel they don’t have control over the outcome of events.
A. Fatalists
B. Individualists
C. Collectivists
D. Females
E. Males
40. Marie has purchased a brand that she has purchased before. However, the first time she used this brand, the
product failed and she was dissatisfied. Unfortunately, the second time she purchased this brand, the same thing
happened. She’s frustrated and wants her money back, but she doesn’t feel as though she has any control over this
situation. She’s decided that she just needs to accept this poor quality and not expect so much from the next product
she purchases. Marie can be described as a(n)
A. individualist.
B. fatalist.
C. collectivist.
D. cooperativist.
E. other-oriented consumer.
41. The fact that Americans are prone to engage in physical activities and to take an action-oriented approach to
problems can be explained through which self-oriented value dichotomy?
A. sensual gratification/abstinence
B. competitive/cooperative
C. diversity/uniformity
D. active/passive
E. age/youth
42. What are the two types of materialism?
A. primary and secondary
B. internal and external
C. instrumental and terminal
D. masculine and feminine
E. individual and collective
43. Which type of materialism is the acquisition of things to enable one to do something?
A. primary
B. secondary
C. terminal
D. means-end
E. instrumental
44. James used his birthday money to buy a skateboard so that he can be out with his friends at the park
skateboarding. Which type of materialism does this represent?
A. primary
B. secondary
C. terminal
D. instrumental
E. means-end
2-20
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 02-02 Describe core values that vary across culture and influence behaviors.
Topic: Self-Oriented Values
45. Which type of materialism is the acquisition of items for the sake of owning the item itself?
A. primary
B. secondary
C. terminal
D. instrumental
E. end state
46. John and his wife love art and travel the world to purchase artwork that is representative of a country’s culture.
Which type of materialism does this represent?
A. terminal
B. instrumental
C. cultural
D. primary
E. secondary