Global Marketing Management, 8e (Keegan)
Chapter 4 The Global Cultural Environment
1) Cultural similarities provide a good basis for making relatively standardized marketing
strategies.
2) Culture does not include unconscious values or attitudes that shape human behavior.
3) Cultural evolution produces convergence and avoids fragmentation.
4) Culture is most likely converging toward individual autonomy and independence in the mass-
market segment of an emerging market.
5) SMS messages provide a substitute for telephone calls in the urban-elite segment of an
emerging market.
6) Products can be symbols of individual or collective reality.
7) Sociopsychological processes are shaped by recurrent episodes in daily life, which personalize
the core ideas communicated by the external world.
8) Consumers derive utilitarian value for a product from its functional and physical qualities.
9) Consumers use possession rituals to display consumer goods.
10) Increasing travel and digital communications mean that many national attitudes toward style
in clothing, color, music, food, and drink are increasingly diverging.
11) People who grow up in the East tend to use more nonverbal communication than those in the
West.
12) Ethnographic approaches refer to the use of standardized measures to classify countries.
13) According to Maslow, as countries progress through the stages of economic development,
more and more members of society operate at the esteem need level and higher.
14) Hellmut Schütte has proposed a modified equivalent of Maslow’s hierarchy of needs theory
to explain the needs and wants of African consumers.
15) According to Hellmut Schütte, at the top of the Asian hierarchy is status.
16) Luxury badging describes consumers who engage in conspicuous consumption and buy
products and brands that others will notice.
17) Values affect every stage of the consumer decision process, except information processing.
18) Hofstede’s measures and methodology are increasingly criticized for Western cultural bias.
19) According to Hofstede, achievement and success are dominant values in feminine cultures.
20) According to Hofstede, people typically show less emotion during interactions and are more
contemplative in cultures with high uncertainty avoidance.
21) According to Hofstede, long-term orientation emphasizes respect for tradition, fulfilling
social obligations, and protecting one’s public image.
22) According to Project GLOBE, the degree to which individuals in organizations or societies
are confrontational and aggressive in interpersonal relations is called institutional collectivism.
23) According to Project GLOBE, the degree to which an organization rewards groups for
performance improvements is called humane orientation.
24) According to Schwartz, individuals are encouraged to recognize each other as equals who
share basic interests as human beings in societies where egalitarianism is emphasized.
25) According to Schwartz, embeddedness is a cultural dimension that emphasizes ambition and
curiosity.
26) According to Schwartz, emerging-market cultures emphasize embeddedness and hierarchy.
27) According to Schwartz, Western European cultures emphasize autonomy and egalitarianism.
28) Social axioms are conceptualized as generalized expectancies that people hold about life and
how it works.
29) The reason cultural factors are a challenge to global marketers is that they are hidden from
view.
30) The “minimal-group paradigm” experiments of French psychologist Henri Tajfel first
brought the idea of national culture into prominence.
31) The unconscious avoidance of reference to one’s own cultural values is called the self–
reference criterion.
32) Environmental sensitivity is the extent to which products must be adapted to the culture-
specific needs of different national markets.
33) Food is considered to be the most culturally sensitive category of consumer products.
34) Culture is a determining rather than an influencing factor in the context of marketing.
35) The United States has a high-context culture.
36) Role-playing often brings out thoughts and feelings that otherwise might go unexamined or
even unacknowledged.
37) Which of the following statements is true of culture?
A) Culture includes only conscious, and not unconscious, values.
B) Culture is innate in nature.
C) All facets of culture are interrelated.
D) The earlier the cultural responses are learned, the easier they are to change.
38) ________ occurs when population segments within a country diverge in culture.
A) Cultural imperialism
B) Cultural hegemony
C) Cultural fragmentation
D) Cultural genocide
39) Which of the following is a characteristic of a mass-market segment in an emerging nation?
A) full access to globalized media
B) emphasis on social connectedness in its culture
C) letter writing replaced by SMS messages
D) high household income
40) Which of the following cultural layers reflects the ecological, economic, and sociopolitical
factors that determine the development of institutions within a culture?
A) collective reality
B) individual reality
C) sociopsychological processes
D) psychological structures
41) Which of the following statements is true of individual reality as a cultural layer?
A) It reflects reference group influences that promote the core ideas of a society.
B) It reflects core cultural ideas regarding what is good and what is moral.
C) It exerts pressure on all formal and informal regulative and socioeconomic systems.
D) It helps shape psychological structures, such as needs and personality traits.
42) Consumers derive ________ from products that have high aesthetic and emotional values
and are closely associated with personal, social, or cultural identity.
A) utilitarian meaning
B) hedonic meaning
C) original meaning
D) egalitarian meaning
43) Which of the following statements is true of Maslow’s hierarchy of needs?
A) The first level of need that an individual has to fulfill is his safety requirements.
B) Self-esteem needs act as a powerful drive to create demand for status-improving goods.
C) As countries progress economically, more people begin to operate at the physiological level.
D) The final stage in Maslow’s need hierarchy is self-esteem.
44) According to Hellmut Schütte, which of the following is a higher-level need that can be
satisfied through acts within a group that command respect?
A) physiological needs
B) safety needs
C) admiration needs
D) affiliation needs
45) ________ refer to enduring, centrally held beliefs that pertain to goals in life and guide
attention, comprehension, and the selection or evaluation of people, behavior, and events in life.
A) Values
B) Emotions
C) Skills
D) Competencies
46) According to Hofstede, which of the following is a dominant characteristic of a society with
high power-distance?
A) Societies regulate behavior with very few rules.
B) Status is not given much importance.
C) People are integrated into strong, cohesive in-groups.
D) Inequality is expected by all.
47) According to Hofstede, which of the following is a characteristic of a society with high
uncertainty avoidance?
A) People show greater diversity in opinions and behavior.
B) People are more contemplative and tolerant of unorthodox ideas.
C) People are highly innovative and entrepreneurial.
D) People typically show more emotions during social interactions.
48) According to Hofstede, a society with long-term orientation emphasizes ________.
A) respect for tradition
B) thrift and perseverance
C) protection of one’s public image
D) fulfillment of social obligations
49) According to Project GLOBE, ________ refers to the degree to which individuals in
organizations or societies encourage and reward individuals for fairness, altruism, generosity,
caring, and kindness toward others.
A) institutional collectivism
B) in-group collectivism
C) humane orientation
D) performance orientation
50) According to Project GLOBE, future orientation refers to the degree to which organizations
or societies ________.
A) expect and agree that power should be distributed unequally, favoring those at higher levels
B) avoid uncertainty by relying on established norms and behaviors
C) engage in behaviors such as planning and delaying individual or collective gratification
D) encourage and reward group members for performance improvements and excellence
51) According to Schwartz, societies that emphasize intellectual autonomy encourage individuals
to ________.
A) pursue their own ideas independently
B) respect social order and tradition
C) place importance on security, obedience, and wisdom
D) participate in a shared way of life
52) According to Schwartz, societies in which egalitarianism is emphasized encourage
individuals to ________.
A) pursue affective positive experiences for themselves
B) master, direct, and change the natural and social environment to attain group goals
C) assume and expect unequal distribution of power, roles, and resources
D) recognize each other as equals who share basic interests as human beings
53) According to Leung and Bond, the degree to which societies are characterized by cognitive
apprehension or assessment of the world confronting people is referred to as ________.
A) dynamic externality
B) societal cynicism
C) fate control
D) social complexity
54) ________ refers to a process of adapting to a foreign culture through continuous direct
contact with it.
A) Acculturation
B) Marginalization
C) Recuperation
D) Cultural relativism
55) Which of the following is true of the people in high-context cultures compared to low-
context cultures?
A) Lawyers are considered extremely important.
B) Competitive bidding is infrequent.
C) Negotiations proceed quickly.
D) Intrusions into private space are resented.
56) Which of the following is most likely a part of the American culture?
A) Responsibilities for organizational errors are taken by the highest level.
B) Negotiations are lengthy and enable involved parties to get to know each other.
C) A monochronic time system is followed and time is considered precious.
D) A person’s word can be relied upon and no written agreements are needed.
57) How does social behavior vary in different cultures? Explain with a few examples.
58) According to psychologist Henri Tajfel, what are the basic strategies that people employ
when positive social identity is threatened?
59) What are some of the guidelines that can help managers improve the ability to learn about
other cultures?