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1. In Asian nations, where power distance is high, older people have more status than younger people.
a.
True
b.
False
ANSWER:
True
2. Role expectations define the types of products that are appropriate for a person within a role.
a.
True
b.
False
ANSWER:
True
3. Popular culture captures cultural trends and shapes norms and sanctions within society.
a.
True
b.
False
ANSWER:
True
4. Consumption activities associated with a given role tend to be universal across cultures.
a.
True
b.
False
ANSWER:
False
5. Nations that are high in uncertainty avoidance will be quicker to adopt product or react to novel price promotions.
a.
True
b.
False
ANSWER:
False
6. An influx of nonnative media can influence the rate of acculturation.
a.
True
b.
False
ANSWER:
True
7. Nonverbal communication cues have universally accepted standard meanings that are independent of their cultural
contexts.
a.
True
b.
False
ANSWER:
False
8. Translation–back translation is a way to try to produce translational equivalence.
a.
True
b.
False
ANSWER:
True
9. International advertisements that make use of Globish slogans emphasize the correct use of English grammar.
a.
True
b.
False
ANSWER:
False
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10. Every consumption act has an absolute meaning.
a.
True
b.
False
ANSWER:
False
11. In the context of learning culture, media is considered an influential institution today.
a.
True
b.
False
ANSWER:
True
12. When marketers promote their products in foreign markets, translation of advertisements is sufficient for effective
communication with the consumers.
a.
True
b.
False
ANSWER:
False
13. Long-term orientation prioritizes future rewards over short-term benefits.
a.
True
b.
False
ANSWER:
True
14. Countries with relatively high cultural distance (CD) scores are more similar and tend to value the same types of
consumption experiences.
a.
True
b.
False
ANSWER:
False
15. Jane lives in a place where an individual is primarily identified as belonging to a particular family. Jane lives in a
highly individualistic society.
a.
True
b.
False
ANSWER:
False
16. In the context of socialization, learning results in core societal values that are relatively enduring.
a.
True
b.
False
ANSWER:
True
17. While tradition can be thought of as influencing culture, it can also be stated that, in the long run culture also defines
tradition.
a.
True
b.
False
ANSWER:
True
18. Cultural distance (CD) is independent of geographical distance between countries.
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a.
True
b.
False
ANSWER:
True
19. The masculinity dimension of core societal value (CSV) captures traits such as caring, conciliation, and community.
a.
True
b.
False
ANSWER:
False
20. The core societal value (CSV) profile of a culture can influence the effectiveness of cultural shaping.
a.
True
b.
False
ANSWER:
True
21. Role expectations are the primary basis for cultural norms and sanctions.
a.
True
b.
False
ANSWER:
True
22. Culture determines things that are socially rewarding or socially unrewarding.
a.
True
b.
False
ANSWER:
True
23. In a nation low in uncertainty avoidance, the primary task of the marketer is to make the unfamiliar seem familiar.
a.
True
b.
False
ANSWER:
False
24. In societies with a high long-term orientation, consumers tend to be spendthrift and indolent.
a.
True
b.
False
ANSWER:
True
25. Consumers who are highly ethnocentric believe in purchasing globally and buy products from different cultures across
the world.
a.
True
b.
False
ANSWER:
False
26. Cultural distance (CD) represents how disparate one nation is from another in terms of their core societal values
(CSVs).
a.
True
b.
False
ANSWER:
True
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27. Culver is a city in which both men and women are likely to be employed as nurses, even though traits such as caring,
conciliation, and community are traditionally associated with women. Hence, Culver ranks high on the masculinity
dimension of core societal value (CSV).
a.
True
b.
False
ANSWER:
False
28. A consumer with a strong ethnic identification is most likely to quickly adopt products from a different culture.
a.
True
b.
False
ANSWER:
False
29. In low-power-distance nations, marketing messages that make use of authority appeals are very effective in facilitating
positive consumer response.
a.
True
b.
False
ANSWER:
False
30. The extent to which scarcity drives actual purchase intentions is more pronounced among cultures high in uncertainty
avoidance.
a.
True
b.
False
ANSWER:
True
31. Consumers can find value in marketing messages even if they do not understand the language used in the
advertisement.
a.
True
b.
False
ANSWER:
False
32. Culture guides consumers in deciding the appropriate actions in various consumer situations.
a.
True
b.
False
ANSWER:
True
33. In the masculinity dimension of core societal value (CSV), femininity refers to the prominence of women in society.
a.
True
b.
False
ANSWER:
False
34. Low-power-distance nations tend to be less egalitarian.
a.
True
b.
False
ANSWER:
False
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35. An acquired taste for flavors in some cultures, considered “unpalatable” in other cultures, is made possible through
enculturation.
a.
True
b.
False
ANSWER:
True
36. Which of the following processes represents the way a person learns his or her native culture?
a.
Acculturation
b.
Enculturation
c.
Acclimatization
d.
Adaptation
ANSWER:
b
37. In emerging cultures, marketers look for _____ as one of the signs of opportunities to do business.
a.
free markets
b.
command markets
c.
markets with oligopoly
d.
government-controlled markets
ANSWER:
a
38. Aaron’s community is generally perceived as adventurous with a pronounced inclination toward risk-taking and an
aversion for the structured, routine life. According to the core societal value (CSV) dimensions, Aaron’s community is low
in _____.
a.
uncertainty avoidance
b.
power distance
c.
individualism
d.
masculinity
ANSWER:
a
39. _____ is a belief among consumers that their ethnic group is superior to others and that the products that come from
their native land are superior to other products.
a.
Consumer ethnocentrism
b.
Consumer xenophilia
c.
Consumer hedonism
d.
Consumer affect
ANSWER:
a
40. _____ refers to the customs and accepted ways of structuring society.
a.
Sanction
b.
Adaptation
c.
Tradition
d.
Ethnocentrism
ANSWER:
c
41. Claudia, a researcher, conducted a survey in Spain. She wrote her report in Spanish. However, she wants to publish
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her findings in English. She hires a translator to translate her report in English and hires another translator to translate it
back to Spanish. Claudia is trying to ensure _____.
a.
metric equivalence
b.
scalar equivalence
c.
dialectic equivalence
d.
translational equivalence
ANSWER:
d
42. The customary greetings people exchange when they meet, which differ from culture to culture, are an example of
_____.
a.
restraint
b.
sanction
c.
etiquette
d.
trait
ANSWER:
c
43. Which of the following statements is true about the uncertainty-avoidance trait?
a.
Consumers with low uncertainty avoidance are more likely to have a higher degree of implicit trust.
b.
Consumers with low uncertainty avoidance demand greater amounts of product information and explanation.
c.
Consumers with high uncertainty avoidance are slower in buying products that are perceived to be scarce.
d.
Consumers with high uncertainty avoidance will be faster in adopting product innovations.
ANSWER:
a
44. YouSparkle, a cosmetics company, is planning to expand its business to South America and the Middle East. Their
range of makeup is waterproof. The advertisement to be aired in Brazil depicts models on a beach to demonstrate the
waterproof property of the makeup. However, in the advertisement for the Middle East, the company plans to promote
their cosmetics as sweat proof using modestly dressed models. This difference in the advertisements for the two distinct
cultures is an example of _____.
a.
glocalization
b.
translational equivalence
c.
guanxi
d.
indulgence-restraint
ANSWER:
a
45. A culture high in _____ is uncomfortable with things that are ambiguous or unknown.
a.
power distance
b.
individualism
c.
uncertainty avoidance
d.
long-term orientation
ANSWER:
c
46. Wei lives in Beijing where most consumers value thriftiness and perseverance and relationships are gradually
established with the intention of making them last for a lifetime. This is an example of a culture high in _____.
a.
femininity
b.
masculinity
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c.
power distance
d.
long-term orientation
ANSWER:
d
47. Which of the following is true of the Chinese principle of “guanxi”?
a.
It is associated more with immediate payoffs.
b.
It refers to a higher degree of implicit trust among exchange partners.
c.
It refers to reciprocation of a good deed with a good deed.
d.
It presents barriers for credit card companies.
ANSWER:
d
48. Verbal communication proves to be difficult even within a single language because:
a.
every language has several dialects.
b.
every language does not have metric equivalences.
c.
every language has translational equivalences.
d.
some languages do not use body language to convey messages.
ANSWER:
a
49. Jonah lives in a place where the weather is cold even during summer. As a result, he rarely takes showers, unlike
people living in the tropics. This difference in the attitude toward taking showers can be attributed to the difference in
_____.
a.
ethnic factors
b.
ecological factors
c.
social factors
d.
intrinsic factors
ANSWER:
b
50. Which of the following core societal value (CSV) dimensions reflects values consistent with Confucian philosophy
and a prioritization of future rewards?
a.
Uncertainty avoidance
b.
Long-term orientation
c.
Masculinity
d.
Power distance
ANSWER:
b
51. In Japan, business deals focus on building lasting and enduring relationships between the parties involved. This is a
result of high _____.
a.
uncertainty avoidance
b.
masculinity
c.
power distance
d.
long-term orientation
ANSWER:
d
52. Unlike highly collectivistic societies, highly individualistic societies:
a.
are extremely loyal to the groups to which they belong.
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b.
are uncomfortable with things that are ambiguous or unknown.
c.
place high value on self-reliance.
d.
tend to live in extended families.
ANSWER:
c
53. The idea of renquing is that:
a.
parties doing business together must first invest time and resources in getting to know one another.
b.
when someone does a good deed for you, you are expected to return that good deed.
c.
indulgence should be regulated through the means of social and cultural norms.
d.
those with less status must show deference to those with greater status.
ANSWER:
b
54. The socialization process by which consumers’ behaviors slowly adapt to a culture through a series of rewards and
sanctions is referred to as _____.
a.
indulgence
b.
ethnocentrism
c.
shaping
d.
modeling
ANSWER:
c
55. In some cultures, commercial exploitation of natural resources is a breach of cultural norms and may cause severe
disapproval of the community. This is an example of _____.
a.
xenocentrism
b.
ethnocentrism
c.
cultural sanction
d.
cultural bias
ANSWER:
c
56. _____ is the extent to which people accept as fact the principle of the division of authority and privilege among
different groups within society.
a.
Individualism
b.
Long-term orientation
c.
Uncertainty avoidance
d.
Power distance
ANSWER:
d
57. Kamal lives with his parents and grandparents. All of Kamal’s decisions incorporate his family’s opinions and wishes.
In the given scenario, it is most likely that Kamal belongs to a culture that is:
a.
highly collectivistic.
b.
highly individualistic.
c.
high in uncertainty avoidance.
d.
highly pragmatic.
ANSWER:
a
58. Which of the following represents a commonly agreed-upon consensus about the most preferable ways of living
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within a society?
a.
Core societal values
b.
Long-term orientations
c.
Renquing
d.
Cultural relativism
ANSWER:
a
59. The _____ approach represents how disparate one nation is from another in terms of their core societal values (CSVs).
a.
cultural distance
b.
cultural diffusion
c.
cultural lag
d.
cultural equity
ANSWER:
a
60. John, an American, works for a U.S. law firm. The firm transferred him to its office in Brazil for three years. During
his stay there, John learned a lot about the Brazilian culture. Gradually, he adopted social and business etiquettes of
Brazilians, which helped him in his interactions with his local business associates. In the given scenario, John’s adoption
of Brazilian etiquettes is an example of _____.
a.
enculturation
b.
acculturation
c.
renquing
d.
guanxi
ANSWER:
b
61. The natives of Midland, a country in southern Europe, believe that their wine is better than the wine produced
elsewhere in the world. This is an example of _____.
a.
consumer imperialism
b.
cultural hegemony
c.
consumer xenocentrism
d.
consumer ethnocentrism
ANSWER:
d
62. Who among the following are most likely to take the longest time for acculturation?
a.
Adults with high ethnic identification
b.
Adults with low ethnic identification
c.
Young children with low ethnocentrism
d.
Young children with high ethnocentrism
ANSWER:
a
63. The process of learning by imitating others’ behavior is known as _____.
a.
shaping
b.
modeling
c.
reinforcing
d.
diffusing
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ANSWER:
b
64. Alex, an American, was invited to a formal dinner by his French manager. He was not sure about the correct flatware
to be used for each course. He took his cues from the other diners and copied them. Alex’s behavior is an example of
_____.
a.
xenocentrism
b.
sanction
c.
shaping
d.
modeling
ANSWER:
d
65. A _____ refers to the penalties associated with performing a nongratifying or culturally inconsistent behavior.
a.
renquing
b.
cultural norm
c.
guanxi
d.
cultural sanction
ANSWER:
d
66. Robin, a teenager, has excelled in horse riding and rock climbing. It is quite common for people of his native culture
to learn these two sports. Robin’s excellence at both the sports is most likely the result of _____.
a.
individualism
b.
long-term orientation
c.
enculturation
d.
acculturation
ANSWER:
c
67. Men tend to share some feminine traits in a culture with low _____.
a.
individualism
b.
masculinity
c.
uncertainty avoidance
d.
long-term orientation
ANSWER:
b
68. In the United States, people wear black to funerals, while in China, people wear white. This difference best
exemplifies _____.
a.
cultural sentiments
b.
cultural biases
c.
cultural norms
d.
cultural sanctions
ANSWER:
c
69. _____ refers to using numbers to represent quantities the same way across cultures.
a.
Metric equivalence
b.
Translational equivalence
c.
Elementary equivalence
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d.
Dialectic equivalence
ANSWER:
a
70. Which of the following core societal value (CSV) dimensions captures distinctions existing in societies based on
mannerisms typically associated with traits such as assertiveness and control over traits such as caring, conciliation, and
community?
a.
Individualism
b.
Power distance
c.
Uncertainty avoidance
d.
Masculinity
ANSWER:
d
71. Daniel’s workplace does not have any structured hierarchy and all employees are treated equally regardless of their
designations or roles. Daniel’s organization is most likely to be low in _____.
a.
power distance
b.
collectivism
c.
uncertainty avoidance
d.
masculinity
ANSWER:
a
72. As a core societal value (CSV), collectivism refers to the extent to which:
a.
an individual is expected to take responsibility for themselves and their immediate family.
b.
society places high value on self-reliance, individual initiative, and personal achievement.
c.
people see things as an extension of themselves.
d.
the life of an individual is intertwined with a large cohesive group.
ANSWER:
d
73. The American society places a high value on being self-reliant as well as attaining personal milestones. According to
the core societal value dimensions, the American society is most likely to be high in _____.
a.
collectivism
b.
individualism
c.
communism
d.
uncertainty avoidance
ANSWER:
b
74. The term _____ refers to a rule that specifies the appropriate behavior in a given situation within a specific culture.
a.
cultural bias
b.
cultural norm
c.
cultural sensitivity
d.
cultural sanction
ANSWER:
b
75. Which of the following is true of traditions?
a.
They are followed by cultures for centuries, and they do not change.
b.
They undergo rigorous modification in restrained cultures.
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c.
They eventually become embedded in culture and become relatively stable.
d.
They are the social schemata that help people organize knowledge about other people.
ANSWER:
c
76. ShoppingMart, a retail store, is in the process of setting up business operations in China. Mitch, the CEO of
ShoppingMart, visits China to address some operational issues. Once he reaches there, he realizes that he needs to spend a
lot of time socializing with local business partners before he can start discussing the work-related issues. Mitch is learning
the practice of _____.
a.
renquing
b.
guanxi
c.
kaizen
d.
ganqing
ANSWER:
b
77. _____ are the specific expectations that are associated with each type of person.
a.
Role expectations
b.
Rational expectations
c.
Cultural sanctions
d.
Complementarities
ANSWER:
a
78. In the country of Mandolia, most restaurants and public places have separate seating arrangements to segregate
customers based on their “status and position” in society. Mandolia is most likely to have a culture that:
a.
is high in power distance.
b.
has short-term orientation.
c.
has low uncertainty avoidance.
d.
is high in femininity traits.
ANSWER:
a
79. The physical characteristics that describe the physical environment and habitat of a particular place are known as
_____.
a.
intrinsic factors
b.
geodemographic factors
c.
demographic factors
d.
ecological factors
ANSWER:
d
80. Thirst, a beverage manufacturer, markets its products worldwide using the same strategy. However, the tagline in their
ads and the music used in their jingles change according to the place. This is an example of _____.
a.
enculturation
b.
metric equivalence
c.
glocalization
d.
translational equivalence
ANSWER:
c
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81. Which of the following statements is true in the context of Chindia?
a.
Chindian consumers are stepping up to some luxuries that would have been out of their reach previously.
b.
Chindian economy is characterized by rapidly shrinking middle class because of the rise in job opportunities.
c.
Despite the growing economy, luxuries remain out of the reach of Chindian middle class.
d.
The Chindian market is preferred by marketers because of the ecological factors of the region.
ANSWER:
a
82. In cultures with high uncertainty avoidance, people are:
a.
less likely to have patience for detailed product information.
b.
less likely to buy something quickly because of perceived scarcity.
c.
more likely to believe in superstitions and myths.
d.
more likely to visit casinos and gamble.
ANSWER:
c
83. The degree to which consumers feel a sense of belonging to the culture of their ethnic origins is referred to as _____.
a.
consumer affect
b.
ethnic identification
c.
uncertainty avoidance
d.
enduring involvement
ANSWER:
b
84. Mona and Tim teach their children appropriate behavior through appreciation for proper behavior and disapproval for
improper behavior. Such kind of learning is an example of _____.
a.
modeling
b.
renquing
c.
diffusing
d.
shaping
ANSWER:
d
85. In most countries, it is presumed that the Head of State will act with diplomacy and strength. This is an example of
_____.
a.
ethnocentrism
b.
role expectation
c.
ethnic identification
d.
tradition
ANSWER:
b
86. Which of the following is a BRIC country?
a.
Belgium
b.
Ireland
c.
Russia
d.
Canada
ANSWER:
c
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merits consideration as an influential institution. Media, thus, offers another channel through which
87. In the country of Midland, business negotiations focus primarily on immediate profits and quick temporary solutions.
This trend best reflects the characteristics of cultures low in _____.
a.
power distance
b.
masculinity
c.
long-term orientation
d.
uncertainty avoidance
ANSWER:
c
88. Mei’s parents are first-generation Chinese immigrants in the United States. Unlike Mei, her parents never learned
English and always preferred products made in China. Mei’s parents are most likely to have a strong _____.
a.
indulgence-restraint
b.
individualistic orientation
c.
ethnic identification
d.
consumer xenocentrism
ANSWER:
c
89. Nations that are high in _____ are most likely to be slower to adopt product or react to novel price promotions.
a.
short-term orientation
b.
power distance
c.
uncertainty avoidance
d.
masculinity
ANSWER:
c
90. Maria’s uncle will be visiting her soon. As required by her culture, she is teaching her children culture-appropriate
manners, such as standing up when an elderly person enters the room. She has also told her children to address her uncle
as “sir.” Maria is teaching her children the _____ of her culture.
a.
etiquettes
b.
diplomacy
c.
anomie
d.
sanctions
ANSWER:
a
91. Explain the concept of glocalization with an example.
ANSWER:
Answers will vary. The term glocalization represents one alternative that allows flexibility in responding to
the unique value profiles of consumers. Glocalization represents the idea that the marketing strategy may be
global, but the implementation of that strategy at the marketing tactics level should be local. For example,
Reef Brazil beachwear executes a global branding strategy that appeals to the youth market by portraying a
cool, carefree image. This corporate strategy may be set by executives in Brazil. However, rather than
dictating how this plan would be implemented everywhere Reef is sold, Reef could allow local input into
how to translate this image in a way appropriate for the local market. In Brazil, an ad depicting provocatively
dressed women may help execute this message. However, in India or in much of the Middle East, this may
not be an appropriate way to send the message.
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97. Briefly describe any three of the core societal values (CSVs).
ANSWER:
Answers will vary. CSVs or cultural values, represent a commonly agreed-upon consensus about the most
preferable ways of living within a society. Following are three of the CSVs:
• Individualism: Individualism as a CSV means the extent to which people expect each other to take
responsibility for themselves and their immediate family. Highly individualistic societies place high
value on self-reliance, individual initiative, and personal achievement.
• Masculinity: The masculinity CSV dimension captures societal distinctions based on mannerisms
typically associated with Western male traits such as valuing assertiveness and control over
traditional feminine traits such as caring, conciliation, and community.
• Power distance: Power distance is the extent to which people accept as fact the principle of the
division of authority and privilege among different groups within society.
98. List the elements of nonverbal communication.
ANSWER:
Answers will vary. Nonverbal communication refers to information passed through some unspoken act—in
other words, communication not involving the literal word. Following are the various elements of nonverbal
communication:
• Time
• Mannerisms/Body Language
• Space
• Etiquette/Manners
• Relationships
• Agreement
• Symbols
99. Describe how ecological factors cause differences in culture.
ANSWER:
Answers will vary. Ecological factors cause differences in culture because they change the relative value of
objects. Ecological factors are the physical characteristics that describe the physical environment and habitat
of a particular place. Thus, for example, consumers from groups that have traditionally lived in desert areas
place a great value on water relative to consumers from areas filled with freshwater lakes. As a result,
consumers from this area may have different habits when it comes to hygiene, including the frequency and
duration of baths or showers. This can affect sales of beauty products, soaps, and toilet water and things like
hotel room and building design.
100. In the context of nonverbal communication, illustrate how indication of agreement differs from culture to culture.
ANSWER:
Answers will vary. The indication of agreement differs from culture to culture. An Asian consumer who
responds to a sales appeal with “yes” is not indicating agreement. Instead, this “yes” is more a way of
indicating that she understands what is being said. Further, many Asian cultures will avoid strong affirmative
or negative responses and instead use expressions like “that is possible” or “that may be difficult” to indicate
agreement or lack of agreement. Additionally, the extent to which a contract binds varies from place to place.