Suggested Answers Discussion Questions
1. What is culture? Is there such a thing as a cultural universal or cultural universals? If
your answer is affirmative, give an example of a cultural universal. If it is negative,
explain why there is no such thing.
2. Can Hofstede’s cultural typologies help marketers better understand cultures outside
their home country? Is you answer is yes, explain how, and if it is no, explain why not.
3. Explain the self-reference criterion. Go to the library and find examples of product
failures that might have been avoided through the application of the SRC.
4. What is the difference between a low-context culture and a high-context culture? Give an
example of a country that is an example of each type, and provide evidence for your
answer. How does this apply to marketing?
5. Schwartz identifies embeddedness vs. autonomy, egalitarianism vs. hierarchy, and
mastery vs. harmony as national cultural dimensions. In what way do national cultural
dimensions affect marketing practices in your country?
6. What can global marketers do and what issues might they need to address in their
marketing planning to launch a new product in a national market that traditionally
resists change?
7. Take an element of the marketing mix and describe how cultural analysis and factors may
impact its planning, execution, and design with respect to a new product launch.
8. With respect to global branding, are there elements of culture that need to be considered?
If your answer is yes, what are they? If your answer is no, why not?