b.
A salesman could not engage in door-to–door selling in an effort to appeal to the woman of
the house.
c.
Women can only bank at women’s banks.
d.
Personal services may be performed by individuals of a different gender.
18. Which of the following is an example of an instrumental value?
a.
Equality
c.
Happiness
b.
Ambitious
d.
A comfortable life
19. The process by which individuals learn the beliefs and behaviors endorsed by one’s own culture is
known as
a.
enculturation.
c.
assimilation.
b.
acculturation.
d.
the self-reference criterion.
20. To be successful in a market, a firm must be able to discern between:
a.
cultural imperatives and cultural exclusives
b.
cultural exclusives and cultural adiaphoras
c.
cultural adiaphoras and cultural imperatives
d.
all of the above
21. What locals may do but an outsider cannot do is a
a.
cultural imperative
c.
cultural adiaphora
b.
cultural exclusive
d.
cultural assimilation
22. An American woman having to wear clothing that would cover her wrists, ankles, hair and face in
Saudi Arabia is an example of a
a.
cultural imperative.
c.
cultural adiaphora.
b.
cultural exclusive.
d.
cultural enculturation.
23. Greeting a woman in Hungary by kissing her hand is an example of a cultural
a.
imperative.
c.
adiaphora.
b.
exclusive.
d.
faux pas.
24. Which country operates on M-time?
a.
Switzerland
c.
Italy
b.
Spain
d.
France
25. In Latin America when invited to a dinner party, arriving at the specified time indicates
a.
respect for the host.
b.
poor manners.
c.
that the guest is socially prominent.
d.
that the guest has a p-time orientation.
26. Regarding time orientation, which of the following is true?
a.
In Mexico, government workers are allowed a two hour siesta.
b.
In Europe it is common to find someone at the office on Friday afternoons.
c.
Vacation time in Europe lasts from May 1 to May 31, and little work gets done at that
time.
d.
In Islamic countries, businesses are closed on Fridays.
27. Knowing what gifts are appropriate to give to your hosts is very important. Which gift would be
inappropriate?
a.
Bringing a bottle of wine to your host in the U.S.
b.
Giving a box of cigarettes to a Romanian host
c.
Bringing a box of handkerchiefs to an Eastern European host.
d.
Giving an odd number of roses to a Russian host.
28. The manner in which a gift is given is important. Which of the following is true of gift giving?
a.
In Asia, gifts of significance should be given privately.
b.
In the Middle East, gifts should be presented publicly.
c.
In Asia, gifts such as pens with the company logo are accepted regardless of timing.
d.
All of the above are true.
29. In China, business relationships are seen as:
a.
a long-term engagement.
c.
transaction-related only.
b.
a short-term engagement.
d.
unnecessary for doing business.
30. Which of the following is untrue regarding social class?
a.
In the U.S. prominent politicians and business people commonly refer back to their
humble beginnings.
b.
Expatriates from Great Britain and Spain typically hide their lower-class origins.
c.
Due to the influence of 800 years of Moorish control, Spain had a flexible social class
referred to as egalitarian and democratic.
d.
Mexico has an emerging middle class.
31. Which region of the world has undergone great changes and individuals have lost “status security?”
a.
Eastern Europe
c.
Western Europe
b.
Japan
d.
North Africa
32. Considering Hofstede’s power distance, which of the following cultures does not have a vertical
relationship structure?
a.
Latin America
c.
Middle East
b.
Eastern Europe
d.
the U.S.
33. According to Hofstede’s classification, which country has a feminine society?
a.
Australia
c.
Great Britain
b.
Canada
d.
Japan
34. New products will most likely sell better in a market that:
a.
has a low uncertainty avoidance
c.
is collectivist
b.
has a high uncertainty avoidance
d.
is individualist
35. Masculine societies emphasize values such as
a.
benevolence.
c.
preserving the environment.
b.
ambition.
d.
equality.
36. Which country is not an example of a collectivist culture?
a.
Australia
c.
Japan
b.
Colombia
d.
Saudi Arabia
37. What is the first step of Lee‘s four step self-reference correction process?
a.
Define the marketing problem in terms of the home country cultural traits, norms and
values.
b.
Define the marketing problem in terms of the host country cultural traits, norms and
values.
c.
Isolate the self-reference criterion influence and evaluate it to understand how it affects the
marketing problem.
d.
Redefine the marketing problem and, in the process, eliminate the self-reference criterion
influence.
38. Ethnocentrism is the belief that
a.
a particular culture is superior to another and that strategies used in the home country will
work just as well abroad.
b.
purchasing foreign products is wrong because it hurts the domestic economy.
c.
a global consumer exists.
d.
each culture is different, and a unique marketing strategy should be created for each
country.
39. Consumer ethnocentrism is the belief that
a.
a particular culture is superior to another and that strategies used in the home country will
work just as well abroad.
b.
purchasing foreign products is wrong because it hurts the domestic economy, causes losses
of jobs, and is plainly unpatriotic.
c.
home country products are inferior to imports, which typically leads to a trade deficit.
d.
all consumers are essentially the same, which leads to a standardized marketing campaign
across cultures.
40. Worldwide, there is a decline in the number of people who like and use, or desire to use:
a.
local products
c.
European products
b.
American products
d.
non-kosher products
41. Which campaign is an example of a “global consumer culture” marketing strategy?
a.
Phillips’ “Let’s Make Things Better” campaign.
b.
Chevy Trucks positioning itself as part of the “American” way of life.
c.
Yoplait yogurt emphasizing its French origin through the slogan “C’est si bon – it’s so
good.”
d.
None of the above.
42. “United Colors of Benetton,” “ADM, Supermarket to the World,” and Philips’ “Let’s Make Things
Better,” which feature individuals and synopses from different countries, are all examples of:
a.
global consumer culture positioning
b.
local consumer culture positioning
c.
foreign consumer culture positioning
d.
united consumer culture positioning
COMPLETION
1. ____________________ is defined as a continuously evolving totality of learned and shared
meanings, rituals, norms and traditions among the members of an organization or society.
2. ____________________ is the manner in which society adapts to its habitat.
3. ____________________ are groups of individuals with shared value systems based on ethnicity or
common background.
4. ____________________ can be based on regional differences: Southern Italian consumers have
different lifestyles than Italians in the North, for example.
5. Subcultures could be based on ____________________ differences: Southern Italian consumers have
different lifestyles than Italians in the North, for example. Northern Germans have a different world
view from Germans in the Southern state of Bavaria.
6. Subcultures can be based on ____________________: Turkish Germans maintain many of their
home-country traditions and strong ties to the old country. They have larger, extended, families living
under one roof, they purchase in Turkish shops, which pepper the retailing landscape in larger German
cities, and they maintain Muslim religious traditions.
7. In Germany, the members of the ____________________ subculture have larger, extended, families
living under one roof, they purchase in shops with home-country products, which pepper the retailing
landscape in larger German cities, and they maintain Muslim religious traditions.
8. ____________________ refer(s) to the relationship between physical space and the process of
communication.
9. ____________________ refer(s) to the timing of verbal exchanges.
10. ____________________ refer(s) to the use of touch while conversing.
11. ____________________ refer(s) to the movement of part of the body in order to communicate.
12. ____________________ refer(s) to non-verbal aspects of speech that include the emotional intonation,
accents, and the quality of voice.
13. In a(n) ____________________ context culture, what is said is precisely what is meant.
14. ____________________ are enduring beliefs about a specific mode of conduct or desirable end-state;
they guide the selection or evaluation of behavior, and are ordered by importance in relation to one
another to form a system of value priorities.
15. According to Rokeach, ____________________ values are the processes whereby one can attain a
goal.
16. ____________________ is the process by which individuals learn the beliefs and behaviors endorsed
by one’s own culture.
17. ____________________ is the process of learning a new culture, which most managers must do when
doing business abroad.
18. In ____________________, the federal government recently placed new regulation into effect that
brought a cultural revolution to this country: It required government workers to work from 9:00 a.m. to
6:00 p.m., with only one hour for lunch.
19. ____________________ time is attributed to individuals who usually do one thing at a time, and in
sequence.
20. Due to the influence of 800 years of Moorish control, ____________________ still has a rigid class
structure described as feudal and autocratic.
21. _________________________ refers to the manner in which interpersonal relationships are formed
when differences in power are perceived.
22. ____________________ societies emphasize values such as wealth, material success, ambition, and
achievement.
23. ____________________ cultures, such as those of Latin America, Asia, and the Middle East, stress
subordination to the group and require acting in the interest of the group rather than in one’s
self-interest.
24. ____________________ is the belief that a particular culture is superior to another and that strategies
used in the home country will work just as well abroad.
25. ______________________________ is the belief that purchasing foreign products is wrong because it
hurts the domestic economy, causes job loss, and is plainly unpatriotic.
ESSAY
1. Describe the various nonverbal communication venues.
2. Explain the difference between low-context and high-context cultures.
3. How does religion affect economic development?
4. Explain the difference between cultural imperatives, cultural exclusives, and cultural adiaphoras.
Provide an example of each.
5. Explain what the self-reference criterion is an also how it may be corrected.