Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 13 Cross-Cultural Consumer Behavior: An International Perspective
1) ________ are brands that hold significant market share in their home country as well as other
countries.
A) Local brands
B) Global brands
C) Hybrid brands
D) Customized brands
E) Intra-cultural brands
2) Apple is not about products. Apple is a kind of thinking, a certain set of values, and an
unmistakable human touch that pervades everything Apple does, which is why our connections
to the brand transcends commerce. This would make Apple a(n) ________.
A) local brand
B) hybrid brand
C) global brand
D) customized brand
E) intra-cultural brand
3) ________ are brands that hold significant market share in their home country as well as other
countries.
A) Diverse brands
B) International brands
C) Global brands
D) Comprehensive brands
E) Local brands
4) ________ is defined as determining the extent to which consumers of two or more nations are
similar or different.
A) Psychological analysis
B) Social analysis
C) Comparison analysis
D) Subculture analysis
E) Cross-cultural analysis
5) Which of the following is NOT a factor in cross-cultural analysis?
A) differences in language and meaning
B) differences in market segmentation opportunities
C) differences in consumption patterns
D) differences in the perceived benefits of products and services
E) All of the above are factors in cross-cultural analysis.
6) The objective of understanding cross-cultural differences is to ________.
A) develop effective targeted marketing strategies to use in each foreign market of interest
B) be informed as good citizens
C) fulfill a societal marketing aspect
D) be considered a global company
E) fulfill their social responsibilities
7) A(n) ________ analysis is a form of marketing research that examines the differences and
similarities among consumer in different countries.
A) diverse
B) international
C) cross-cultural
D) comprehensive
E) localized
8) A company that is customizing both the product and the communications program for each
unique market is using a(n) ________ marketing strategy.
A) confused
B) global
C) multinational
D) local
E) intranational
9) Which of the following is NOT a characteristic of collectivists relative to individualists?
A) They attach more importance to explicit and implicit promises and third parties.
B) They rely more on word-of-mouth.
C) They prefer trusted, familiar sources when forming expectations.
D) They attribute less responsibility to themselves for good and bad outcomes to buying
decisions.
E) They are more responsive to social influence.
10) Which of the following is a collectivist country?
A) United States
B) United Kingdom
C) Singapore
D) Australia
E) Canada
11) When do some global airlines target upscale business travelers from different countries and
cultures similarly?
A) when the nations differ widely
B) when the nations have different beliefs
C) when the nations have different values
D) when they share the same needs
E) when the nations have different customs
12) Acculturation is the process by which marketers learn about the ________.
A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) values, beliefs, and customs of other countries
E) differences in economic and social conditions and family structure
13) When characterizing “consumer style,” or how a consumer approaches the purchase and
consumption experience, German consumers were more ________ and less ________ than their
counterparts from the United States, the United Kingdom and France.
A) price sensitive; brand-loyal
B) brand-loyal; price sensitive
C) likely to seek variety; likely to seek information
D) brand-loyal; likely to seek variety
E) likely to seek variety; brand-loyal
14) Cross-cultural studies should address willingness to buy foreign-made products, which is
also known as ________.
A) acculturation
B) ethnic self-identification
C) national self-identification
D) ethnocentrism
E) consumption culture
15) American consumers who preferentially select products made in the USA demonstrate high
________.
A) cultural homogeneity
B) national heritage
C) belief structure
D) international view
E) consumer ethnocentrism
16) A study that investigated the interrelationship between consumers’ attitudes toward local and
global products identified all of the following relevant dimensions for measuring attitudes
EXCEPT ________.
A) entertainment
B) furnishings
C) acculturation
D) food
E) lifestyles
17) The personal cultural orientation that questions whether the consumer avoids talking to
strangers and prefers a routine is ________.
A) risk aversion
B) interdependence
C) power
D) social inequality
E) masculinity
18) The personal cultural orientation that questions whether a person’s social status reflects his or
her place in the society and whether it is important for everyone to know their rightful place in
society is ________.
A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity
19) The personal cultural orientation that questions whether the well-being of group members is
important for the individual and whether the individual feels good when s/he cooperates with
group members is ________.
A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity
20) To overcome a narrow and culturally myopic view, marketers must go through a(n)
________ process.
A) acculturation
B) enculturation
C) proculturation
D) adculturation
E) novoculturation
21) Acculturation is a dual learning process. What is the first step?
A) Marketers must teach the members of the society to break with their traditions.
B) Marketers must learn everything that is relevant to the product and product category in the
society they plan to market.
C) Marketers must devise promotional strategies that will change attitudes.
D) Marketers must develop a strategy that encourages members of society to modify their
traditions.
E) Marketers much teach the members of the society to adopt a new product.
22) One of the challenges associated with conducting consumer research studies in other
countries is ________.
A) it is illegal to stop people on the streets in some countries
B) gatherings of four or more people (with the exception of family and religious gatherings) are
outlawed in some countries
C) surveys that ask personal questions arouse suspicion in some countries
D) scales of measurement are not adequate in some countries
E) all of the above
23) Because McDonald’s is a firm that tries to localize its advertising and other marketing
communications to consumers in each of the cultural markets in which it operates, it is
characterized as using a ________.
A) global marketing strategy
B) hybrid strategy
C) multinational strategy
D) local marketing strategy
E) none of the above
24) In Taiwan, when the translation of the Pepsi slogan, “Come alive with the Pepsi Generation”
translated to mean “Pepsi will bring your ancestors back from the dead” in Taiwan, it was an
example of a(n) ________.
A) product adaptation
B) legal barrier
C) collectivistic appeal
D) individualistic appeal
E) linguistic barrier
25) One study of American and Thai consumers discovered that the persuasive ability of
comparative ads was related to two personality traits: ________ and need for cognition.
A) self-construal
B) interdependence
C) submissiveness
D) dogmatism
E) stability
26) ________ refers to the fact that consumers view global brands as a cultural ideal and their
purchase and use makes the consumer feel like a citizen of the world and gives them an identity.
A) Quality signal
B) Country of origin
C) Global myth
D) Global branding
E) Social responsibility
27) ________ refers to the fact that consumers believe the more people who purchase a brand,
the higher the brand’s quality and that consumers believe global brands develop new products
and technologies faster than local brands.
A) Quality signal
B) Country of origin
C) Global myth
D) Global branding
E) Social responsibility
28) The study that identified intra-country segments with respect to how a country’s citizens
view global brands characterized ________ as the individuals who use a company’s global
success as an indication of product quality and innovativeness, and are concerned that a firm acts
in a socially responsible manner.
A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots
29) The study that identified intra-country segments with respect to how a country’s citizens
view global brands characterized ________ as the individuals who evaluate global brands the
same way they evaluate local brands.
A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots
30) The study that identified intra-country segments with respect to how a country’s citizens
view global brands characterized ________ as the individuals who view global brands as quality
products and are not particularly concerned about the social responsibility issue.
A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots
31) What is probably the most challenging factor facing companies that are expanding
internationally?
A) linguistic differences
B) localizing product attributes
C) use of local models
D) using local music
E) using local advertising settings
32) A ________ marketing strategy involves selling the same product using the same positioning
approach and communications globally.
A) local
B) national
C) restricted
D) global
E) mixed
33) A ________ marketing strategy customizes both its product and communications program
for each unique market.
A) local
B) national
C) restricted
D) global
E) mixed
34) There are four possible global marketing strategies, one of which is a global strategy, which
involves offering ________.
A) a standardized product and a customized message
B) a standardized product and a standardized message
C) a customized pricing strategy and a standardized message
D) a customized product and a standardized message
E) a customized product and a customized message
35) There are four possible global marketing strategies, one of which is a local strategy, which is
offering ________.
A) a standardized product and a customized message
B) a standardized product and a standardized message
C) a customized product and a standardized message
D) a customized product and a customized message
E) a standardized pricing strategy and a customized product
36) When Snapple failed to reduce the level of sweetness before offering it to the Japanese
market, sales came in significantly below anticipated levels. This is an example of failure due to
which of the following three P’s?
A) Placement
B) Pricing
C) Promotion
D) Product
E) People
37) Using different colors to package products that are being sold in foreign countries is a way to
overcome failure due to ________ problems.
A) product
B) pricing
C) distribution
D) promotional
E) consumption
38) Which company used a localized strategy based on online speed connectivity, because in
some countries, consumers with a 2G phone might see an ad with an image, but others with a
higher speed phone could see a video ad?
A) Facebook
B) Verizon
C) Spring
D) Google
E) Quora
39) Which brand is an example of a firm that tries to localize its advertising and other marketing
communications to consumers in each of the cultural markets in which it operates?
A) Coca-Cola
B) McDonald’s
C) Disney
D) Google
E) Nike
40) Which company’s global campaign highlighted its hardships that its brand faced since its
introduction in Cuba in 1862 – prohibition in the United States and an earthquake in 1932 that
destroyed its facilities?
A) Coca-Cola
B) Domino’s Sugar
C) Hilton Hotels
D) Bacardi
E) Nike
41) Why are firms selling their products all over the world?
A) Overseas markets represent an important opportunity for growth when home markets reach
maturity.
B) Trade agreements require all companies operating within the agreement nations to have a
global plan.
C) Companies fear competition from “me too” products elsewhere.
D) Companies want to gain new production and marketing ideas.
E) Companies seek to take advantage of lower labor costs.
42) Which country has the highest gross income?
A) Greece
B) United States
C) India
D) Norway
E) China
43) By 2025, which country will have the largest middle class?
A) China
B) India
C) Western Europe
D) the United States
E) Russia
44) Many marketers, finding their home markets to be nearing the saturation point in terms of
sales opportunities, are looking to the growing ________ in developing countries to expand their
sales.
A) lower class
B) working class
C) middle class
D) wealthy class
E) upper class
45) Which of the following is true of the middle class in emerging markets?
A) Companies can expect middle-class consumers worldwide to earn roughly the same income.
B) Middle-class consumers in less-developed nations often cannot afford to pay as much for a
product as consumers in the more advanced economies do.
C) The majority of the global middle class lives in developed nations.
D) Only one-third of people living in developing countries are literate.
E) The emerging middle class constitutes the highest percentage of the total country population
in Mexico.
46) The reason that many products fail when marketed in a foreign country is ________.
A) many companies do not insure their products against theft
B) many companies assume that if a product is a success domestically, it will be accepted
anywhere
C) marketers do not go through enough enculturation education
D) marketers’ use of localized marketing strategies negatively influence consumer preferences
E) country of origin effects
47) In the Japan-VALS framework, primary motivations include ________.
A) tradition, achievement, self-expression
B) ideals, achievement, self-expression
C) ideals, self-confidence, intelligence
D) tradition, self-confidence, leadership skills
E) energy, self-confidence, self-expression
48) Which of the following global consumer market segments is young in age and outlook?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates