International Advertising (Scenario)
Quik-Vac Corporation, a U.S.-based company, manufactures small, inexpensive
vacuum cleaners that work on rechargeable batteries. Quik-Vac customers typically live
in small apartments where a large vacuum cleaner is neither necessary nor easy to use.
Quik-Vac managers believe there is a market for the vacuum cleaners outside of the
United States, especially in communities where living space is limited. The Quik-Vac
marketing department has been assigned the task of creating an advertising campaign to
introduce Quik-Vac’s offerings to global consumers.
Standardized advertising, if used by Quik-Vac, would most likely ________.
A) cater to customers with varied preferences worldwide
B) simplify Quik-Vac’s communications strategy and save costs
C) appeal to the highly literate populations only
D) make importation of raw materials mandatory for Quik-Vac
Strikes organized by labor unions are aimed at ________.
A) settling disputes regarding offshore unions
B) pressuring management to grant union demands
C) pressuring management to unionize
D) creating public awareness about social issues
Polycentric orientation refers to ________.
A) a host-country mind-set in which the manager develops a strong affinity with the
country in which she or he conducts business
B) the use of one’s own culture as the standard for judging other cultures
C) a collectivist mind-set, which emphasizes conformity, duty, prescribed roles, and
sacrifice for the greater good
D) the tendency to rely on elaborate verbal explanations, putting much emphasis on
spoken words