OBJ: LO: 9-2 NAT: BUSPROG: Diversity STA: DISC: Customer
TOP: A-head: Using Core Societal Values KEY: Bloom’s: Comprehension
27. Aaron is proud of the traits associated with his countrymen. They are generally perceived as
adventurous with a pronounced inclination toward risk-taking and an aversion for the structured
routine life. According to the CSV dimension, this is an example of a culture low in _____.
a.
masculinity
b.
individualism
c.
power distance
d.
short-term orientation
e.
uncertainty avoidance
28. Consumers from high-uncertainty-avoidance cultures tend to:
a.
be faster in adopting product and service innovations than in other cultures.
b.
be slower in buying a product because of its perceived scarcity than in other cultures.
c.
perceive stronger price-quality relationships than in other cultures.
d.
demand greater amount of product information than in other cultures.
e.
rely less on commonly held beliefs to decide on a purchase than in other cultures.
29. Which of the following is true about uncertainty avoidance?
a.
Nations that are low in uncertainty avoidance will be slower to adopt product innovations.
b.
The price-quality relationship is not as strong among cultures with high uncertainty
avoidance.
c.
Consumers in high-uncertainty-avoidance cultures are slower to buy products that are
perceived to be scarce.
d.
Consumers from low-uncertainty-avoidance cultures demand greater amounts of product
information and explanation.
e.
Superstitions and myths play a bigger role among cultures low in uncertainty avoidance.
30. Which of the following CSV dimension reflects values consistent with Confucian philosophy and a
prioritization of future rewards over short-term benefits?
a.
Individualism
b.
Masculinity
c.
Power distance
d.
Uncertainty avoidance
e.
Long-term orientation
31. In China, business deals focus on building lasting and enduring relationships between the parties
involved. This illustrates that China is a country high in _____.
a.
masculinity
b.
individualism
c.
power distance
d.
long-term orientation
e.
uncertainty avoidance
32. In Jack’s home country, business negotiations focus primarily on immediate profits and quick
temporary solutions. According to the CSV dimension, this is an example of a culture low in _____.
a.
masculinity
b.
individualism
c.
power distance
d.
long-term orientation
e.
uncertainty avoidance
33. 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.
masculinity
b.
individualism
c.
power distance
d.
uncertainty avoidance
e.
long-term orientation
34. Mitch is a sales representative for Caterpillar, the world’s largest manufacturer of heavy equipment.
Caterpillar decides to send Mitch to China to help with the sales operation in its newly established unit
in Beijing. Mitch undergoes extensive training to understand the way business is conducted in China.
During his training, Mitch learns about a practice called _____ according to which people in China
expect a salesperson to devote his resources in developing an acquaintance with the customer before
they even discuss business.
a.
renquing
b.
kaizen
c.
guanxi
d.
taguchi methods
e.
ishikawa
35. The idea that when someone does a good deed for you, you are expected to return that good deed is
known as _____.
a.
renquing
b.
kaizen
c.
guanxi
d.
nemawashi
e.
mottainai
36. Which of the following represents how disparate one nation is from another in terms of their CSVs?
a.
Cultural distance
b.
Cultural lag
c.
Cultural diffusion
d.
Cultural equity
e.
Cultural alliance
37. Theo is looking at how distinct one nation is from another in terms of their cultural values. In doing so,
he learns that the United States is very similar to Australia and the United Kingdom. The approach
Theo is using to know the distinctness of countries according to their cultural values is based on the
concept of cultural _____.
a.
diffusion
b.
distance
c.
lag
d.
alliance
e.
equity
38. _____ involves learning through observation and the active processing of information about lived,
everyday experience.
a.
Adaptation
b.
Modification
c.
Externalization
d.
Socialization
e.
Acclimatization
39. Jane is a little girl who is learning culture-appropriate behavior from her observations in daily life. She
keenly watches and analyzes the way people around her act. This type of learning is referred to as
_____.
a.
adaptation
b.
modification
c.
externalization
d.
socialization
e.
acclimatization
40. Which of the following represents the way a person learns his or her native culture?
a.
Acculturation
b.
Enculturation
c.
Acclimatization
d.
Adaptation
e.
Assimilation
41. Most people grow up imbibing the culture they are born into. They generally do not contemplate about
why they have a preference for certain foods. This is mainly because everyone else in the family or in
their culture seems to share the same preference. The process by which people imbibe the ways of the
culture they are born into is referred to as _____.
a.
acculturation
b.
assimilation
c.
enculturation
d.
adaptation
e.
acclimatization
42. The process by which consumers come to learn a culture other than their natural, native culture is
called _____.
a.
externalization
b.
enculturation
c.
acclimatization
d.
acculturation
e.
adaptation
43. John, an American, works for a U.S. law firm that transferred him to their office in Brazil for three
years. During his stay there, John also learnt the Brazilian culture. This is an example of _____.
a.
acculturation
b.
enculturation
c.
externalization
d.
adaptation
e.
acclimatization
44. The degree to which consumers feel a sense of belonging to the culture of their ethnic origins is known
as ethnic _____.
a.
polarization
b.
internalization
c.
fractionalization
d.
acculturation
e.
identification
45. Wei’s parents are first-generation Chinese immigrants to the United States. Unlike Wei, her parents
never learned English and always preferred products made in China to the ones made in their adopted
country. Wei attributes this to the sense of attachment and loyalty they have for their native country.
Wei’s parents are most likely to have strong _____.
a.
ethnic externalization
b.
ethnic identification
c.
ethnic polarization
d.
ethnic fractionalization
e.
ethnic acculturation
46. 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 is called consumer _____.
a.
imperialism
b.
polycentrism
c.
pseudoskepticism
d.
ethnocentrism
e.
xenocentrism
47. The French believe that their wine is superior to wine produced elsewhere in the world. This is an
example of consumer _____.
a.
sinocentrism
b.
ethnocentrism
c.
imperialism
d.
feudalism
e.
xenocentrism
48. The process of learning by imitating others’ behavior is known as _____.
a.
shaping
b.
modeling
c.
reinforcing
d.
renquing
e.
diffusing
49. Alex was invited to a formal dinner by his manager. As he had never been a part of a formal six-course
meal, he was not sure about the use of the different cutleries for each course. He watched the other
diners seated beside him and followed their use of knives and forks. He learned that the really small
fork was for the shrimp cocktail, and that the bread plate on the left as well as the glass of water on the
right were for him. This kind of learning is an example of _____.
a.
shaping
b.
renquing
c.
modeling
d.
diffusing
e.
reinforcing
50. The socialization process by which consumers’ behaviors slowly adapt to a culture through a series of
rewards and sanctions is known as _____.
a.
modeling
b.
renquing
c.
diffusing
d.
shaping
e.
structuring
51. Most children learn appropriate ways to behave in different situations through parental appreciation for
proper behavior and punishment for improper behavior. Such kind of learning is an example of _____.
a.
shaping
b.
diffusing
c.
structuring
d.
modeling
e.
renquing
52. Almost every language is spoken slightly differently from place to place. These variations in how
languages are spoken are referred to as _____.
a.
dialects
b.
accents
c.
slangs
d.
jargons
e.
lexicons
53. _____ equivalence exists when two phrases share the same precise meaning in two different cultures.
a.
Scalar
b.
Dialectic
c.
Metric
d.
Translational
e.
Dialogic
54. A researcher conducts a survey in the United States and Brazil. She wants to publish the survey
findings in each country’s native language. She hires a bilingual Brazilian to translate the findings into
English and gets another person to translate it back to the native language. This technique known as
back translation is done to ensure that _____ equivalence exists between the publications of the
findings in two different languages.
a.
translational
b.
transitory
c.
scalar
d.
dialectic
e.
translocational
55. The state in which consumers are shown to use numbers to represent quantities the same way across
cultures is called _____ equivalence.
a.
translational
b.
metric
c.
elemental
d.
conceptual
e.
dialectic
56. Which of the following is used to compare average scores for consumer attitudes from one culture to
the next?
a.
Numerical equivalence
b.
Attitudinal equivalence
c.
Translational equivalence
d.
Conceptual equivalence
e.
Scalar equivalence
57. Maria is educating her children on culture-appropriate manners of addressing adults as “sir” or
“ma’am.” These accepted ways of addressing people represents _____.
a.
etiquette
b.
diplomacy
c.
anomie
d.
faux pas
e.
vignette
58. Which of the following is a BRIC country?
a.
Belgium
b.
Ireland
c.
Russia
d.
Italy
e.
Canada
59. The idea that a marketing strategy may be global but the implementation of that strategy at the
marketing tactics level should be local is referred to as _____.
a.
enculturation
b.
glocalization
c.
acculturation
d.
adaptation
e.
acclimatization
60. Thirst, a beverage manufacturer, markets its products using the same strategy worldwide. However,
changes are made when implementing the strategy to reflect an essence of the local culture, such as the
ethnicity of the people in their ads and the music used in jingles. This is an example of _____.
a.
enculturation
b.
acculturation
c.
glocalization
d.
acclimatization
e.
accommodation
MNC SCENARIO
Mr. Adam Smith works as a senior executive for Corebiz Corp., a multinational company with
subsidiaries in many Asian countries. The firm believes in a marketing strategy that strongly resonates
the essence of the local culture in its implementation. The company relocates Mr. Smith to Beijing to
handle their operations in China. A few months into his stay, Mr. Smith begins to learn the ways of life
and appropriate behavior in China. When Mr. Smith was invited for tea by his colleagues, he observed
people around him and learned the right way to tap his finger and fold a napkin. He also learned that
the Chinese revere their elders and treat them with respect. Even when there is no kinship involved, an
older person should never be addressed with his/her name. Any show of disrespect, especially “name
calling,” is shunned upon by society; and the person found doing so, risks being ridiculed by everyone.
Though these learnings can sometimes be inconvenient for Mr. Smith owing to the vast cultural
difference between the United States and China, Mr. Smith thinks that it is worth all the trouble.
61. Refer to MNC Scenario. In China, any show of disrespect, especially “name calling,” is shunned upon
by society and the person found doing so, risks being ridiculed by everyone. This is an example of
cultural _____.
a.
limitation
b.
role
c.
sanction
d.
bias
e.
stereotype
62. Refer to MNC Scenario. Mr. Smith learns that the Chinese revere their elders and treat them with
respect. Even when there is no kinship involved, an older person should never be addressed with
his/her name. According to the CSV dimension, China is a culture high in _____.
a.
individualism
b.
collectivism
c.
masculinity
d.
power distance
e.
long-term orientation
63. Refer to MNC Scenario. A few months into his stay, Mr. Smith begins to learn the ways of life and
appropriate behavior in China. This learning is referred to as _____.
a.
acculturation
b.
enculturation
c.
adaptation
d.
acclimatization
e.
externalization
64. Refer to MNC Scenario. When Mr. Smith was invited for tea, he observed people around him and
learned the right way to tap his finger and fold a napkin. Such kind of learning is an example of _____.
a.
diffusing
b.
reinforcing
c.
renquing
d.
modeling
e.
shaping
65. Refer to MNC Scenario. Even though Corebiz Corp. is a multinational company, it believes in a
marketing strategy that strongly resonates the essence of the local culture in its implementation. This is
an example of _____.
a.
accommodation
b.
acclimatization
c.
glocalization
d.
enculturation
e.
acculturation
WALMART SCENARIO
Walmart is the largest retailer in the world with more than 4,000 stores located in 14 countries outside
the United States. The corporation has learned, sometimes the hard way, that the Walmart business
model cannot be applied to every country it enters due to cultural differences. For example, the retailer
ran into difficulties in many European countries because stores are not open 24-hours a day, seven
days a week, like Walmart Supercenters in the United States. When negotiating the purchase of Trust–
Mart stores in China, the company had to develop “enduring” relationships with executives before
even discussing business opportunities. Making inroads into the Chinese market was particularly
difficult for Walmart. Chinese customers generally believe in the superiority of home-made products
to foreign ones. Establishing trust with these customers was difficult as Chinese customers don’t warm
up easily to foreign brands and view them with suspicion. Most of the customers perceived a price-risk
relationship rather than a price-quality relationship while making purchasing decisions. Even within
China, the cultural diversity was immense. Standard Chinese was spoken differently in different parts
of the country. Keeping this diversity in mind, Walmart varied its marketing mixes based on local
tastes, cultures, and economic conditions.
66. Refer to Walmart Scenario. Establishing trust in the customers is very important in China as they don’t
warm up easily to foreign brands and view them with suspicion. This suspicion forms a part of the
consumer _____ in China.
a.
awareness
b.
advocacy
c.
culture
d.
base
e.
network
67. Refer to Walmart Scenario. The corporation has learned, sometimes the hard way, that the Walmart
business model cannot be applied to every country it enters due to cultural differences. For example,
while negotiating the purchase of Trust-Mart stores in China, the company had to develop “enduring”
relationships with executives before even discussing business opportunities and most Chinese
customers perceived a price-risk relationship rather than a price-quality relationship while making
purchasing decisions. Which of the following best describes such differences?
a.
Cultural diffusion
b.
Cultural distance
c.
Cultural lag
d.
Cultural alliance
e.
Cultural equity
68. Refer to Walmart Scenario. Chinese customers generally believe in the superiority of home-made
products to foreign ones. This is an example of consumer _____.
a.
chauvinism
b.
ethnocentrism
c.
imperialism
d.
polycentrism
e.
xenocentrism
69. Refer to Walmart Scenario. Even within China, the cultural diversity is immense. Standard Chinese is
spoken differently in different parts of the country. These variations in how languages are spoken are
referred to as _____.
a.
dialects
b.
accents
c.
slangs
d.
jargons
e.
lexicons
70. Refer to Walmart Scenario. Keeping the existing diversity in mind, Walmart varied its marketing
mixes based on local tastes, cultures, and economic conditions. This practice is best described as
_____.
a.
accommodation
b.
acclimatization
c.
glocalization
d.
enculturation
e.
acculturation
ESSAY
1. Define consumer culture. How does it influence consumers’ perception of value? Explain the functions
it performs for consumers.
2. Explain the meaning, if any, your native culture gives to the following and describe the traditions, if
any, associated with the object or activity:
(1) ring
(2) school graduation
(3) a specific number
(4) four-leaf clover
(5) red dot on forehead
(6) head covering
(7) a specific type of animal
3. Define cultural sanction. How do popular culture and role expectation shape cultural sanctions?
4. Define core societal values (CSV). Discuss any three described in the text.
5. How is culture learned? List the quartet of institutions responsible for communicating CSVs and
discuss which one or ones had the greatest influence on your learning of your native culture and/or a
new culture.
6. List the fundamental elements of verbal and nonverbal communication. Describe a recent interaction
you had with another person and discuss the elements of verbal and nonverbal communication that
took place.
7. Explain the concept of glocalization. Give an example of how marketers can apply it.