49) Which of the following global consumer market segments is known for seeking knowledge
and insight, and having a keen interest in books and new media?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
50) Which of the following global consumer market segments considers material things to be
extremely important?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
51) Which of the following global consumer market segments is most focused on social
relationships and family?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
52) Which of the following global consumer market segments is responsible, respectful, and
conservative?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
53) Which of the following global consumer market segments is unselfish in their concern for
others, society, and the future?
A) strivers
B) devouts
C) altruists
D) creatives
E) intimates
54) In the CLOTHING MINI CASE, Outer Limits Outfitters would be considered a(n)
________.
A) global brand
B) acculturated brand
C) subsidiary brand
D) national brand
E) local brand
55) In the CLOTHING MINI CASE, the majority of Outer Limits’ consumers fall into the
________ consumer segment.
A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics
56) In the CLOTHING MINI CASE, the success of Outer Limits clothing abroad is most clearly
attributable to ________.
A) quality signal
B) social responsibility
C) international prestige
D) global myth
E) cross-cultural analysis
57) In the CLOTHING MINI CASE, Outer Limits’ marketing strategy would be best described
as ________.
A) global
B) hybrid
C) homogenous
D) local
E) individualistic
58) In the CRAFT MINI CASE, Global Craft capitalizes on its reputation for ________ to
promote the products it imports.
A) social responsibility
B) global myth
C) quality signaling
D) prestige
E) value
59) In the CRAFT MINI CASE, Global Craft’s advertising strategy would be best described as
________.
A) heterogeneous
B) localized
C) individualized
D) value-driven
E) standardized
60) In the CRAFT MINI CASE, the majority of Global Craft’s consumers fall into the ________
consumer segment.
A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics
61) In the COLA MINI CASE, Fizzy Cola plans to use a(n) ________ marketing strategy to
reach customers in the Middle East.
A) local
B) global
C) international
D) homogeneous
E) uniform
62) In the COLA MINI CASE, marketers of Fizzy Cola must undergo a process of ________ in
order to recognize the relevant factors pertaining to the usage of its products in the Middle East.
A) enculturation
B) acculturation
C) proculturation
D) novoculturation
E) adculturation
63) In the COLA MINI CASE, Fizzy Cola’s marketing research difficulties arise from which of
the following basic research issues in cross-cultural analysis?
A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities
64) In the COLA MINI CASE, Islamic law prohibits the consumption of alcohol, leading to a
relative increase in the consumption of soft drinks by Muslims in the Middle East. This is an
example of ________.
A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities
65) Cross-cultural analysis determines the extent to which the consumers of two or more nations
are similar or different.
66) Marketers should observe differences in language and meaning, differences in market
segmentation opportunities, and differences in consumption patterns, among others, when they
conduct cross-cultural analysis.
67) China and Singapore are collectivistic cultures.
68) German consumers were less brand loyal, more price-sensitive, and least likely to seek
variety in products, and did not consider themselves impulsive shoppers.
69) Some marketers have been able to create a multicultural mosaic for their brand that can
appeal across national boundaries.
70) U.S. consumers are more likely to seek new and different products than French and German
consumers.
71) The analyses of the extent consumers of two or more nations are similar or different provides
marketers with an understanding of the psychological, social, and cultural characteristics of the
foreign consumers they wish to target, so that they can design effective marketing strategies for
the specific national markets involved.
72) A firm’s success in marketing a product or service in a number of foreign countries is likely
to be influenced by how similar the beliefs, values, and customs are that govern the use of the
product in the various countries.
73) Products are viewed in the same way in all countries.
74) Teenagers appear to have quite similar interests, desires, and consumption behavior no
matter where they live.
75) Global brands are viewed differently than local brands, and consumers worldwide associate
global brands with three characteristics: quality signal, global myth, and social responsibility.
76) Consumers believe that the more people who purchase a brand, the higher the brand’s
quality, which often results in a global brand being able to command a premium price.
77) Consumers worldwide believe that local brands develop new products and breakthrough
technologies at a faster pace than global brands.
78) There are four major segments in each country with respect to how its citizens view global
brands. These include: global citizens, global dreamers, antiglobals, and global agnostics.
79) U.K. consumers are highly brand loyal and targeting them should focus on special deals and
discounts in order to reinforce their loyalty.
80) Consumers are more responsive when advertising content is adapted to their local needs.
81) Local adaptation of marketing material only involves translating web pages into the local
language.
82) Young Europeans are now avoiding American fashions.
83) Japanese consumers have been abandoning their loyalty to expensive, premium grade
homegrown rice in favor of cheaper alternatives from China, Australia, and the United States.
84) Equality is more important to Creatives than it is to all teens, in general.
85) Public image is more important to Creatives than it is to all teens, in general.
86) Teenagers appear to want the same types of products, regardless of which nation they call
home, if the products are trendy, entertaining, and image oriented.
87) The largest of the six global consumer market segments are the Altruists.
88) Strivers are dedicated to technology, knowledge, and learning, and are the highest consumers
of media.
89) Intimates are consumers focused on relationships close to home, such as spouses, significant
others, family, and friends.
90) What is the motivation for firms to sell their products worldwide?
91) Label and describe the “coolest” teens as identified by the World Global Teen Study.
92) How has the growth of the middle class in developing countries impacted marketers?
93) What is acculturation and how does it affect marketers?
94) In a sense, cross-cultural acculturation is a dual process for marketers. How does this dual
process work? Give an example.
95) What are three of the issues that might deter researchers from conducting marketing research
in foreign countries?
96) Do all consumers, internationally, respond similarly to brand extensions from global brands?
97) What are the possible multinational marketing strategies with regard to standardization and
localization?
98) How is the Japan-VALS framework used? How does the Japan-VALS framework segment
consumers?
99) Roper Starch Worldwide conducted a major multinational study and found out that most of
the world can be segmented into six major segments. Talk about two of those segments.