Professional Documents
Culture Documents
CrossCulturalVariationsinConsumerBehavior
2.
Trademarks
A. forthemostpartneedtobeestablishedonacountrybycountrybasis.
B.
canbeestablishedglobally.
C. werealegalconcerninthepastbutwiththeriseofglobalizationarenolongeranissue.
D. representanaspectpowerdistanceinglobalmarketingefforts.
E.
alloftheabove.
Whichofthefollowingisaculturalfactorthataffectsconsumerbehaviorandmarketingstrategy?
A.
B.
C.
D.
E.
demographics
values
language
nonverbalcommunications
alloftheabove
3.
4.
HowardIndustriesisacomputermanufacturerlocatedinLaurel,MS.Thiscompanyisinterestedin
expandinginternationally.Whichofthefollowingisaculturalfactorthataffectsconsumerbehaviorand
marketingstrategythatHowardIndustriesneedstobeawareof?
A.
B.
C.
D.
E.
nonverbalcommunications
naturalresources
economicconditions
exchangerates
alloftheabove
WhichofthefollowingstatementsisFALSEregardingcrossculturalmarketing?
A. Marketingacrossculturalboundariesisadifficultandchallengingtask.
B.Increasingly,globalizationmeansmutualinfluenceasproducts,brands,cultures,andvaluesmoveback
andforthacrosstheworld.
C. Therearebothsubtleanddirectethicalissuesinvolvedininternationalmarketing.
D.Whilemarketingstrategyisheavilyinfluencedbyculturalfactors,itdoesnotinfluenceaspectsof
cultures.
E. Culturesmaydifferindemographics,languages,nonverbalcommunications,andvalues.
2-1
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
5.
Whichoneofthefoursegmentsofworldcitizensfeelspositivelyaboutinternationalbrands,valuestheir
symbolicaspects,andislessconcernedaboutcorporateresponsibility?
A.
B.
C.
D.
E.
globalcitizens
globaldreamers
antiglobals
globalagnostics
globaltrendsetters
6.
Whichoneofthefoursegmentsofworldcitizensfeelspositivelyaboutinternationalbrandsbecausethey
viewthemasasignalofhigherquality?
A.
B.
C.
D.
E.
globalcitizens
globaldreamers
antiglobals
globalagnostics
globaltrendsetters
7.
_____isthecomplexwholethatincludesknowledge,belief,art,law,morals,customs,andanyother
capabilitiesandhabitsacquiredbyhumansasmembersofsociety.
A.
B.
C.
D.
E.
Referencegroup
Government
Culture
Authority
Gestalt
8.
9.
WhichofthefollowingstatementsisTRUEregardingculture?
A.
Cultureisarelativelysimpleconcept.
B.
Cultureisacquired.
C. Cultureoftenprovidesdetailedprescriptionsforappropriatebehavior.
D. Thenatureofculturalinfluencesissuchthatweareconsciouslyawareofthem.
E.
Alloftheabovearetrue.
IntheUnitedStates,promptnessisconsideredavirtue.Americansareexpectedtobeontimetoanevent,
andtheyexpectotherstodosoaswell.Whichaspectofculturebestexplainsthisbehavior?
A.
B.
C.
D.
E.
Cultureisasimpleconcept.
Cultureissomethingoneisbornwith.
Cultureisuniquetoeachindividualinasociety.
Cultureistimebound.
Cultureisacquired,thatis,itislearned.
2-2
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
10. Theboundariesthatculturesetsonbehaviorarecalled_____.
A.
B.
C.
D.
E.
rules
norms
prescriptions
precepts
sanctions
11. _____arerulesthatspecifyorprohibitcertainbehaviorsinspecificsituations.
A.
B.
C.
D.
E.
Norms
Precepts
Sanctions
Prescriptions
Values
12. Karen'sfatherisanexecutiveforamajorinternationalcorporationandhasbeentransferredtovarious
countriesovertheyears.Witheachmove,Karenisenrolledinanewschool.EventhoughEnglishis
spokenintheschoolssheattends,therearestudentsfromallovertheworldwhoseparentshavejobs
similartoKaren'sfather.Witheachnewschool,Karenspendsthefirstfewweeksmerelyobservingthe
otherstudentstolearnwhichbehaviorsareappropriateinspecificsituationsbecauseshe'slearnedthatat
eachschoolthekidsbehavedifferently.Karenisattemptingtolearnthatstudentbody'sspecific_____
regardingbehavior.
A.
B.
C.
D.
E.
rules
guidelines
precepts
norms
prescriptions
13. Normsarederivedfrom_____.
A.
B.
C.
D.
culturalvalues
laws
education
internationalprotocol
14. _____arewidelyheldbeliefsthataffirmwhatisdesirable.
A.
B.
C.
D.
E.
Laws
Religions
Edicts
Culturalvalues
Sanctions
2-3
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
15. Marketersthatwishtoexpandinternationallyneedtounderstandaculture'swidelyheldbeliefsthataffirm
whatisdesirable.Todothis,marketersshouldstudy_____.
A.
B.
C.
D.
E.
laws
religions
culturalvalues
sanctions
edicts
16. Violationofculturalnormsresultsin_____,orpenaltiesrangingfrommildsocialdisapprovalto
banishmentfromthegroup.
A.
B.
C.
D.
E.
norms
sanctions
proclamations
ostracization
sentencing
17. Robertis15yearsoldandhasrecentlymovedtoanewtownandtherefore,anewhighschool.Hewas
tryingtogetacceptedbyagroupofkidsthathewantedtobefriendswith.Whentheyaskedhimtoattenda
partyovertheweekend,hesaidhe'dhavetoaskhisparentsforpermission.Thisgroupofstudentslaughed
athimandcalledhima"momma'sboy"andtoldhimhecan'tbeoneofthembecausetheydon'taskparents
forpermission,theyjustdowhattheywant.ThissocialdisapprovalofRobert'sbehaviorisanexampleof
a(n)_____.
A.
B.
C.
D.
E.
norm
violation
sanction
precept
edict
18. WhichofthefollowingisNOTabroadformofculturalvalues?
A.
B.
C.
D.
E.
otheroriented
environmentoriented
selforiented
objectoriented
Alloftheabovearebroadformsofculturalvalues.
2-4
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
19. _____valuesreflectasociety'sviewoftheappropriaterelationshipsbetweenindividualsandgroupswithin
thatsociety.
A.
B.
C.
D.
E.
Otheroriented
Environmentoriented
Selforiented
Externallyoriented
Internallyoriented
20. Asiansocieties(i.e.,Japan)valuecollectiveactivity.Thatis,consumerslooktowardothersforguidancein
purchasedecisionsanddonotrespondfavorablytopromotionalappealsfocusingonindividualism.Which
categoryofculturalvaluesdoesthisrepresent?
A.
B.
C.
D.
E.
internallyoriented
environmentoriented
otheroriented
selforiented
grouporiented
21. _____valuesprescribeasociety'srelationshiptoitseconomicandtechnologicalaswellasitsphysical
environment.
A.
B.
C.
D.
E.
Otheroriented
Selforiented
Externallyoriented
Internallyoriented
Environmentoriented
22. Samhaslearnedthatacountrytowhichhiscompanydesirestoexpandplacesahighvalueoncleanliness
andadmiresnatureimmensely.Whichcategoryofculturalvaluesdoesthisrepresent?
A.
B.
C.
D.
E.
otheroriented
selforiented
environmentoriented
externallyoriented
internallyoriented
23. _____valuesreflecttheobjectivesandapproachestolifethattheindividualmembersofsocietyfind
desirable.
A.
B.
C.
D.
E.
Otheroriented
Selforiented
Environmentoriented
Externallyoriented
Internallyoriented
2-5
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
24. Whichofthefollowingisanexampleofanotherorientedvalue?
A.
B.
C.
D.
E.
problemsolving/fatalistic
postponedgratification/immediategratification
religious/secular
individual/collective
risktaking/security
25. WhichofthefollowingisNOTanexampleofanotherorientedvalue?
A.
B.
C.
D.
E.
youth/age
extended/limitedfamily
tradition/change
masculine/feminine
diversity/uniformity
26. Whichofthefollowingisanexampleofanenvironmentorientedvalue?
A.
B.
C.
D.
E.
active/passive
tradition/change
extended/limitedfamily
masculine/feminine
material/nonmaterial
27. WhichofthefollowingisNOTanexampleofanenvironmentorientedvalue?
A.
B.
C.
D.
E.
cleanliness
tradition/change
nature
competitive/cooperative
problemsolving/fatalistic
28. Whichofthefollowingisanexampleofaselforientedvalue?
A.
B.
C.
D.
E.
religious/secular
individual/collective
risktaking/security
tradition/change
diversity/uniformity
2-6
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
29. Whichofthefollowingcountriestendstovalueindividualismovercollectivism?
A.
B.
C.
D.
E.
Mexico
India
UnitedStates
Korea
Japan
30. Jakeisinthemarketforanewcar.He'slookingatbrandssuchasMercedes,Lexus,andBMWbecausehe
feelstheytellotherpeoplethathe'ssuccessfulinlife.Thisisanillustrationofwhichvalue?
A.
B.
C.
D.
E.
collectivism
youth
masculine
individualism
active
31. Whichculturehastraditionallyvaluedthewisdomthatcomeswithage?
A.
B.
C.
D.
E.
American
Australian
British
European
Asian
32. WhichofthefollowingstatementsisFALSEregardingyouthandage?
A.MaturespokespersonswouldtendtobemoresuccessfulinAsianculturesbecausetheyhave
traditionallyvaluedthewisdomthatcomeswithage.
B. Arabcountriesarebecomingincreasinglyyouthoriented.
C.
Americansocietyisyouthoriented.
D. Childreninallcountrieshaveasignificantinfluenceonpurchases.
E. China'spolicyoflimitingfamiliestoonechildhasproducedastrongfocusonthechild.
33. Whatisthebasisforvirtuallyallsocieties?
A.
B.
C.
D.
E.
familyunit
government
schools
religion
workplace
2-7
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
34. Whichofthefollowingstatementsregardingthemasculine/femininevalueisFALSE?
A. Basically,weliveinamasculineorientedworld.
B. Therolesofwomenarechangingandexpandingthroughoutmuchoftheworld.
C. WomeninSouthKoreafrequentlyparticipatemoreinsportsandexercisethanmen.
D.ManyJapanesewomenfeelguiltypreparingfrozenvegetablesinamicrowaveratherthanpreparing
freshvegetables.
E.Traditionalandmodernsegmentswithregardtothisvalueexistsimultaneouslyinmanycultures,so
marketersmustadaptnotonlyacrossbutwithincultures.
35. TheUnitedStatesiscomprisedofaculturethatacceptsawidearrayofpersonalbehaviorsandattitudes,
foods,dress,andotherproductsandservices.Thus,theUnitedStatesvalues_____.
A.
B.
C.
D.
E.
uniformity
collectivism
power
diversity
cooperation
36. _____referstothedegreetowhichpeopleacceptinequalityinpower,authority,status,andwealthas
naturalorinherentinsociety.
A.
B.
C.
D.
E.
Cooperation
Powerdistance
Collectivism
Individualism
Status
37. Whichvaluerelatestotoleranceforambiguityanduncertaintyavoidance?
A.
B.
C.
D.
E.
youth/age
risktaking/security
individual/collective
masculine/feminine
diversity/uniformity
38. Whichvaluehasastronginfluenceonentrepreneurshipandeconomicdevelopmentaswellasnewproduct
acceptance?
A.
B.
C.
D.
E.
individual/collective
competitive/cooperative
tradition/change
risktaking/security
masculine/feminine
2-8
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
39. _____tendtofeeltheydon'thavecontrolovertheoutcomeofevents.
A.
B.
C.
D.
E.
Fatalists
Individualists
Collectivists
Females
Males
40. Mariehaspurchasedabrandthatshehaspurchasedbefore.However,thefirsttimesheusedthisbrand,the
productfailedandshewasdissatisfied.Unfortunately,thesecondtimeshepurchasedthisbrand,thesame
thinghappened.She'sfrustratedandwantshermoneyback,butshedoesn'tfeelasthoughshehasany
controloverthissituation.She'sdecidedthatshejustneedstoacceptthispoorqualityandnotexpectso
muchfromthenextproductshepurchases.Mariecanbedescribedasa(n)______.
A.
B.
C.
D.
E.
individualist
fatalist
collectivist
cooperativist
otherorientedconsumer
41. ThefactthatAmericansarepronetoengageinphysicalactivitiesandtotakeanactionorientedapproach
toproblemscanbeexplainedthroughwhichselforientedvaluedichotomy?
A.
B.
C.
D.
E.
sensualgratification/abstinence
competitive/cooperative
diversity/uniformity
active/passive
age/youth
42. Whatarethetwotypesofmaterialism?
A.
B.
C.
D.
E.
primaryandsecondary
internalandexternal
instrumentalandterminal
masculineandfeminine
individualandcollective
43. Whichtypeofmaterialismistheacquisitionofthingstoenableonetodosomething?
A.
B.
C.
D.
E.
primary
secondary
terminal
meansend
instrumental
2-9
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
44. Jamesusedhisbirthdaymoneytobuyaskateboardsothathecanbeoutwithhisfriendsatthepark
skateboarding.Whichtypeofmaterialismdoesthisrepresent?
A.
B.
C.
D.
E.
primary
secondary
terminal
instrumental
meansend
45. Whichtypeofmaterialismistheacquisitionofitemsforthesakeofowningtheitemitself?
A.
B.
C.
D.
E.
primary
secondary
terminal
instrumental
endstate
46. Johnandhiswifeloveartandtraveltheworldtopurchaseartworkthatisrepresentativeofacountry's
culture.Whichtypeofmaterialismdoesthisrepresent?
A.
B.
C.
D.
E.
terminal
instrumental
cultural
primary
secondary
47. InGermany,oneconcernretailershaveisensuringthatcashdrawershaveenoughmoneytomakechange
whenconsumersmakepurchases.Onecompanywentsofarastouseacomputerizedmodelthatmonitored
theweightofthecashdrawerandsignaledaneedforreplenishment.Thisissuchaconcernbecause
consumerstypicallyusecashtomakepurchases,whichdiffersfromothercountries,suchastheUnited
States,wherecreditcarduseismorecommon.Whichculturalvaluedoesthisillustrate?
A.
B.
C.
D.
E.
hardwork/leisure
competitive/cooperative
material/nonmaterial
postponedgratification/immediategratification
sensualgratification/abstinence
48. Whichofthefollowingismostcloselyrelatedtoverbalcommunications?
A.
B.
C.
D.
E.
time
space
language
colors
shapes
2-10
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
49. WhichofthefollowingisNOTafactorthatcreatesproblemsinliteraltranslationsandslangexpressions?
A. differencesinthedirectioninwhichwrittenwordsareread
B.
symbolicmeaningsassociatedwithwords
C. absenceofsomewordsfromvariouslanguages
D.
difficultyofpronouncingcertainwords
E. Alloftheabovearefactorsthatcreateproblemsinliteraltranslationsandslangexpressions.
50. Whichofthefollowingisafactorinfluencingnonverbalcommunications?
A.
B.
C.
D.
E.
things
relationships
space
symbols
alloftheabove
51. WhichofthefollowingisNOTafactorinfluencingnonverbalcommunications?
A.
B.
C.
D.
E.
etiquette
time
relationships
values
things
52. NicholasisexamininghowpeopleinIndiaperceivetime,space,symbols,relationships,agreements,
things,andetiquette.Heisinterestedinthesefactorsbecausetheyinfluence_____.
A.
B.
C.
D.
E.
language
demographics
nonverbalcommunications
values
laws
53. _____arethearbitrarymeaningsacultureassignsactions,events,andthingsotherthanwords.
A.
B.
C.
D.
E.
Nonverbalcommunicationsystems
Values
Subcultures
Semiotics
Perspectives
2-11
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
54. Whatarethetwomajorwaystimevariesbetweencultures?
A.
B.
C.
D.
E.
primaryandsecondary
workandleisure
familyandpersonal
monochronicandpolychronic
perspectiveandinterpretation
55. Aculture'soverallorientationtowardtimeisknownasits_____.
A.
B.
C.
D.
E.
timeperspective
timemeaning
usesandgratifications
timesymbolism
timerelationship
56. Beforeamarketercansuccessfullylaunchabrandinaforeigncountry,severalnonverbalcommunication
factorsneedtobeunderstood.Oneofthesefactorsistime,andinternationalmarketersmustunderstanda
culture'soverallorientationtowardtime.Thisisknownasaculture's_____.
A.
B.
C.
D.
E.
timemeaning
timeinterpretation
timeperspective
timerelationship
timesymbolism
57. Whichtimeperspectiveviewstimealmostasaphysicalobjectbelievingthatapersondoesonethingata
time?
A.
B.
C.
D.
E.
lineartimeperspective
paralleltimeperspective
sequentialtimeperspective
monochronictimeperspective
polychronictimeperspective
58. Ralphisveryprompt.Ifhesayshewillbethereat10:00a.m.,hewillbethereexactlyatthattime.
Furthermore,hewillnotbeginanothertaskuntilheiscompletelydonewiththeoneheiscurrentlyworking
on.WhichtimeperspectivedoesRalphhave?
A.
B.
C.
D.
E.
polychronic
monochronic
linear
parallel
priority
2-12
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
59. Aculturethattendstoviewtimeasbeinglessdiscreteandlesssubjecttoscheduling,viewssimultaneous
involvementinmanyactivitiesasnatural,allowsactivitiestooccurattheirownpaceratherthanaccording
toapredeterminedtimetableisadheringtoa_____timeperspective.
A.
B.
C.
D.
E.
polychronic
monochronic
linear
parallel
simultaneous
60. JoseisfromBrazilandiscurrentlyenrolledinanMBAprogramataU.S.university.Heroutinelycomes
toclass3060minuteslateanddoesnotturninassignmentsbythedeadline.Oneofhisprofessorspulled
himasideandaskedhimwhyhe'salwayslateforclassandturnshisworkinlate.Josewassurprisedthat
hisprofessorwasbotheredbythisasthisbehaviorisentirelyacceptableinBrazil.Infact,it'sexpected.
WhichofthefollowingbestdescribesJose'stimeperspective?
A.
B.
C.
D.
E.
spontaneous
parallel
monochronic
polychronic
variable
61. Thenearnessthatotherscancometoyouinvarioussituationswithoutyourfeelinguncomfortableis
knownas_____.
A.
B.
C.
D.
E.
intimatespace
personalspace
sphereofinfluence
rangeofinteraction
interactionspace
62. Whichofthefollowingisconsideredasymbolthathasvaryingmeaningacrosscultures?
A.
B.
C.
D.
E.
colors
animals
numbers
music
alloftheabove
2-13
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
63. Inwhichcountryistheconceptofguanxi,whichinvolvespersonalrelationships,animportant
consideration?
A.
B.
C.
D.
E.
UnitedStates
Canada
China
India
SaudiArabia
64. _____representsgenerallyacceptedwaysofbehavinginsocialsituations.
A.
B.
C.
D.
E.
Guanxi
Etiquette
Demographics
Culture
Monochronism
65. CharmaineisamemberofaJuniorMissorganizationthatteachesyoungwomenhowtobehaveinvarious
socialsituations.Sheislearningmanners,howtocarryherself,andappropriateattireforspecificsituations.
Charmaineislearning_____.
A.
B.
C.
D.
E.
culture
timesymbolism
symbolism
etiquette
verballanguage
66. InJapan,theexchangeofmeishiisthemostbasicofsocialritualsinanationwheresocialritualmatters
verymuch.Theactofexchangingmeishiisweightedwithmeaning.Oncethesocialminuetiscompleted,
thetwoknowwheretheystandinrelationtoeachotherandtheirrespectivestatureswithinthehierarchyof
corporateorgovernmentbureaucracy.Whatis"meishi"?
A.
B.
C.
D.
E.
shakinghands
exchangeofbusinesscards
introductionsbyathirdparty
formalinvitation
bows
67. Whichofthefollowingisenablingthegrowthofaglobalculture?
A.
B.
C.
D.
E.
massmedia
work
education
travel
alloftheabove
2-14
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
68. Whatisthelargestsingleinfluenceonthemovementtowarduniformityintheglobalyouthmarket?
A.
B.
C.
D.
E.
massmedia
education
work
travel
religion
69. WhichofthefollowingisFALSEregardingtrendsintheglobalyouthmarket?
A. Technologyismainstreamandnotrestrictedtodevelopedcountries.
B. U.S.brandsarecurrentlytheleadersamongglobalteens.
C. U.S.teensnolongerleadthewayinglobaltrends.
D.
BothAandBarefalse.
E.
BothBandCarefalse.
70. _____describesapopulationintermsofitssize,structure,anddistribution.
A.
B.
C.
D.
E.
Economics
Demographics
Psychographics
Geographics
Lifestyles
71. DalehastowritearesearchreportaboutPolandinhisInternationalMarketingclass.Oneaspecthemust
learnaboutthecountryisitssize,structure,anddistribution.Whatdoesthisrepresent?
A.
B.
C.
D.
E.
psychographics
geography
demographics
economics
lifestyles
72. Withrespecttodemographics,whichofthefollowingreferstothenumberofindividualsinasociety?
A.
B.
C.
D.
E.
distribution
size
structure
dispersion
concentration
2-15
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
73. ThepopulationoftheUnitedStatesismorethan300millionpeople.Withrespecttodemographics,this
numberrepresents_____.
A.
B.
C.
D.
E.
size
structure
dispersion
density
concentration
74. Withrespecttodemographics,whichofthefollowingdescribesthesocietyintermsofage,income,
education,andoccupation?
A.
B.
C.
D.
E.
size
distribution
concentration
structure
composition
75. _____referstothephysicallocationofindividualsintermsofgeographicregionandrural,suburban,and
urbanlocation.
A.
B.
C.
D.
E.
Size
Structure
Distribution
Dispersion
Concentration
76. _____isbasedonthecostofastandardmarketbasketofproductsboughtineachcountry.
A.
B.
C.
D.
E.
Adjustedgrossincome(AGI)
Grossdomesticproduct(GDP)
Percapitaincome(PCI)
Purchasingpowerparity(PPP)
Crossculturalpurchasingpower(CPP)
77. Whichcountryhasthelargestpercentageofitscitizensolderthan60yearsofage?
A.
B.
C.
D.
E.
Philippines
Canada
UnitedStates
Japan
SaudiArabia
2-16
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
78. Usingonemarketingstrategyacrossvariousculturesisreferredtoas_____.
A.
B.
C.
D.
E.
standardization
optimization
crossculturalization
marketingimperialism
crossfertilization
79. WhichoneofthesefactorsisNOTtrueregardingglocalization?
A. Standardizedmarketingcanofferacostsavings.
B.
Uniformityisalwayspossible.
C. Valuesanddemographicsrequireadaptingtoculturaldifferences.
D. Anadthatappealstosomecountriesmightbeinappropriateinothers.
E.
Allofthesefactorsaretrue.
80. Whichofthefollowingisakeyconsiderationforeachgeographicmarketthatafirmiscontemplating?
A. Isthegeographicareahomogenousorheterogeneouswithrespecttoculture?
B. Whatneedscanthisproductoraversionofitfillinthisculture?
C. Whatarethedistribution,political,andlegalstructuresfortheproduct?
D. Inwhatwayscanwecommunicateabouttheproduct?
E.
Alloftheabovearekeyconsiderations.
81. UnileverishighlysuccessfulinmarketingitslaundryproductsoutsideoftheUnitedStates.Whichfactors
dotheyusetoadaptwithinandacrosscountrieswheretheydobusiness?
A.
B.
C.
D.
E.
culturalhomogeneity
ethicalimplications
affordability
infrastructure
alloftheabove
TrueFalse
83. Marketingacrossculturalboundariesisadifficultandchallengingtask.
TrueFalse
2-17
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
84. Whilecultureheavilyinfluencesmarketingstrategy,cultureisnotinfluencedbymarketingstrategy.
TrueFalse
85. GlobalcitizensarehighlyconcentratedintheUnitedStatesandtheUnitedKingdom.
TrueFalse
86. Culturesarestaticandrarelychange.
TrueFalse
87. Otherorientedvaluesreflectasociety'sviewoftheappropriaterelationshipsbetweenindividualsand
groupswithinthatsociety.
TrueFalse
88. CollectivismisadefiningcharacteristicofAmericanculture.
TrueFalse
89. Thefamilyunitisthebasisforvirtuallyallsocieties.
TrueFalse
90. Thechangingandexpandingrolesofwomenthroughoutmuchoftheworldiscreatingnewopportunities
aswellaschallengesformarketers.
TrueFalse
91. Powergapreferstothedegreetowhichpeopleacceptinequalityinpower,authority,status,andwealthas
naturalorinherentinsociety.
TrueFalse
92. Terminalmaterialismistheacquisitionofthingstoenableonetodosomething.
TrueFalse
93. Themeaningoftimevariesbetweenculturesintwomajorways:timeperspectiveandinterpretations
assignedtospecificusesoftime.
TrueFalse
94. Personalspacereferstothenearnessthatotherscancometoyouinvarioussituationswithoutyourfeeling
uncomfortable.
TrueFalse
95. ThecolorblueconnotesfemininityinHollandbutmasculinityinSwedenandtheUnitedStates.
TrueFalse
2-18
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
96. Thelargestsingleinfluencetowarduniformityamongyouthworldwideiseducation.
TrueFalse
97. Psychographicsdescribeapopulationintermsofitssize,structure,anddistribution.
TrueFalse
98. Adaptingproductsandservicestolocalconsiderationsisknownaslocalizing.
TrueFalse
Essay Questions
99. Listtheculturalfactorsthatinfluenceconsumerbehaviorandmarketingstrategy.
100.Explaintheconceptofculture,anddiscusswhyisitimportanttostudyforunderstandingconsumer
behavior.
2-19
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
101.Compareandcontrast(a)otherorientedvalues,(b)environmentorientedvalues,and(c)selforiented
values.
102.JasonisplanningabusinesstriptoJapan,anditishisfirsttimedoingbusinessinthatcountry.Discuss
somevaluedifferencesbetweenJapanesecultureandAmericanculturethataremostrelevanttohimina
businessmeetingsituation.
103.Namethesevenfactorsinfluencingnonverbalcommunications,anddescribefourofthem.
104.Listanddescribethethreetrendsintheglobalyouthmarket.
2-20
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
105.ListandexplainfourofthesevenfactorsthatUnileverutilizesinordertosuccessfullysellitslaundry
productsglobally.
2-21
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Chapter02CrossCulturalVariationsinConsumerBehaviorAnswerKey
Trademarks
A. forthemostpartneedtobeestablishedonacountrybycountrybasis.
B.
canbeestablishedglobally.
C. werealegalconcerninthepastbutwiththeriseofglobalizationarenolongeranissue.
D. representanaspectpowerdistanceinglobalmarketingefforts.
E.
alloftheabove.
Trademarksaremore"local"thanmightbeexpectedbasedonglobaltrademarklaw.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
2.
Whichofthefollowingisaculturalfactorthataffectsconsumerbehaviorandmarketingstrategy?
A.
demographics
B.
values
C.
language
D.
nonverbalcommunications
alloftheabove
E.
Culturalfactorsthataffectconsumerbehaviorandmarketingstrategyaredemographics,values,
language,andnonverbalcommunications.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
2-22
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
3.
HowardIndustriesisacomputermanufacturerlocatedinLaurel,MS.Thiscompanyisinterestedin
expandinginternationally.Whichofthefollowingisaculturalfactorthataffectsconsumerbehavior
andmarketingstrategythatHowardIndustriesneedstobeawareof?
nonverbalcommunications
A.
B.
naturalresources
C.
economicconditions
D.
exchangerates
E.
alloftheabove
HowardIndustriesneedstobeawarethatnonverbalcommunicationsisaculturalfactorthataffects
consumerbehaviorandmarketingstrategy.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
4.
WhichofthefollowingstatementsisFALSEregardingcrossculturalmarketing?
A. Marketingacrossculturalboundariesisadifficultandchallengingtask.
B. Increasingly,globalizationmeansmutualinfluenceasproducts,brands,cultures,andvaluesmove
backandforthacrosstheworld.
C. Therearebothsubtleanddirectethicalissuesinvolvedininternationalmarketing.
D. Whilemarketingstrategyisheavilyinfluencedbyculturalfactors,itdoesnotinfluenceaspectsof
cultures.
E. Culturesmaydifferindemographics,languages,nonverbalcommunications,andvalues.
Globalizationcaninfluenceculturalvalues.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
5.
Whichoneofthefoursegmentsofworldcitizensfeelspositivelyaboutinternationalbrands,values
theirsymbolicaspects,andislessconcernedaboutcorporateresponsibility?
A.
globalcitizens
globaldreamers
B.
C.
antiglobals
D.
globalagnostics
E.
globaltrendsetters
Globaldreamersarethesegmentofworldcitizenswhofeelpositivelyaboutinternationalbrands,value
theirsymbolicaspects,andarelessconcernedaboutcorporateresponsibility.
AACSB:AnalyticalThinking
2-23
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
6.
Whichoneofthefoursegmentsofworldcitizensfeelspositivelyaboutinternationalbrandsbecause
theyviewthemasasignalofhigherquality?
globalcitizens
A.
B.
globaldreamers
C.
antiglobals
D.
globalagnostics
E.
globaltrendsetters
Globalcitizensarethesegmentofworldcitizenswhofeelpositivelyaboutinternationalbrandsbecause
theyviewthemasasignalofhigherquality.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
7.
_____isthecomplexwholethatincludesknowledge,belief,art,law,morals,customs,andanyother
capabilitiesandhabitsacquiredbyhumansasmembersofsociety.
A.
Referencegroup
B.
Government
Culture
C.
D.
Authority
E.
Gestalt
Cultureisthecomplexwholethatincludesknowledge,belief,art,law,morals,customs,andanyother
capabilitiesandhabitsacquiredbyhumansasmembersofsociety.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
2-24
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
8.
WhichofthefollowingstatementsisTRUEregardingculture?
A.
Cultureisarelativelysimpleconcept.
Cultureisacquired.
B.
C. Cultureoftenprovidesdetailedprescriptionsforappropriatebehavior.
D. Thenatureofculturalinfluencesissuchthatweareconsciouslyawareofthem.
E.
Alloftheabovearetrue.
Cultureisacquired;itdoesnotincludeinheritedresponsesandpredispositions.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
9.
IntheUnitedStates,promptnessisconsideredavirtue.Americansareexpectedtobeontimetoan
event,andtheyexpectotherstodosoaswell.Whichaspectofculturebestexplainsthisbehavior?
A.
Cultureisasimpleconcept.
B.
Cultureissomethingoneisbornwith.
C.
Cultureisuniquetoeachindividualinasociety.
D.
Cultureistimebound.
Cultureisacquired,thatis,itislearned.
E.
Cultureisacquired;itdoesnotincludeinheritedresponsesandpredispositions.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
10.
Theboundariesthatculturesetsonbehaviorarecalled_____.
A.
rules
norms
B.
C.
prescriptions
D.
precepts
E.
sanctions
Theboundariesthatculturesetsonbehaviorarecallednorms.Normsarerulesthatspecifyorprohibit
certainbehaviorsinspecificsituations.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
2-25
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
11.
_____arerulesthatspecifyorprohibitcertainbehaviorsinspecificsituations.
Norms
A.
B.
Precepts
C.
Sanctions
D.
Prescriptions
E.
Values
Normsarerulesthatspecifyorprohibitcertainbehaviorsinspecificsituations.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
12.
Karen'sfatherisanexecutiveforamajorinternationalcorporationandhasbeentransferredtovarious
countriesovertheyears.Witheachmove,Karenisenrolledinanewschool.EventhoughEnglishis
spokenintheschoolssheattends,therearestudentsfromallovertheworldwhoseparentshavejobs
similartoKaren'sfather.Witheachnewschool,Karenspendsthefirstfewweeksmerelyobservingthe
otherstudentstolearnwhichbehaviorsareappropriateinspecificsituationsbecauseshe'slearnedthat
ateachschoolthekidsbehavedifferently.Karenisattemptingtolearnthatstudentbody'sspecific
_____regardingbehavior.
A.
rules
B.
guidelines
C.
precepts
norms
D.
E.
prescriptions
Normsarerulesthatspecifyorprohibitcertainbehaviorsinspecificsituations.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
13.
Normsarederivedfrom_____.
culturalvalues
A.
B.
C.
education
D.
internationalprotocol
Normsarederivedfromculturalvalues.
laws
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
2-26
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
14.
_____arewidelyheldbeliefsthataffirmwhatisdesirable.
A.
Laws
B.
Religions
C.
Edicts
Culturalvalues
D.
E.
Sanctions
Culturalvaluesarewidelyheldbeliefsthataffirmwhatisdesirable.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
15.
Marketersthatwishtoexpandinternationallyneedtounderstandaculture'swidelyheldbeliefsthat
affirmwhatisdesirable.Todothis,marketersshouldstudy_____.
A.
laws
B.
religions
culturalvalues
C.
D.
sanctions
E.
edicts
Marketerswhowishtoexpandinternationallyshouldstudyculturalvaluestounderstandaculture's
widelyheldbeliefsthataffirmwhatisdesirable.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
16.
Violationofculturalnormsresultsin_____,orpenaltiesrangingfrommildsocialdisapprovalto
banishmentfromthegroup.
A.
norms
sanctions
B.
C.
proclamations
D.
ostracization
E.
sentencing
Sanctionsarepenaltiesrangingfrommildsocialdisapprovaltobanishmentfromthegroup.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
2-27
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
17.
Robertis15yearsoldandhasrecentlymovedtoanewtownandtherefore,anewhighschool.Hewas
tryingtogetacceptedbyagroupofkidsthathewantedtobefriendswith.Whentheyaskedhimto
attendapartyovertheweekend,hesaidhe'dhavetoaskhisparentsforpermission.Thisgroupof
studentslaughedathimandcalledhima"momma'sboy"andtoldhimhecan'tbeoneofthembecause
theydon'taskparentsforpermission,theyjustdowhattheywant.ThissocialdisapprovalofRobert's
behaviorisanexampleofa(n)_____.
A.
norm
B.
violation
sanction
C.
D.
precept
E.
edict
Sanctionsarepenaltiesrangingfrommildsocialdisapprovaltobanishmentfromthegroup.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
18.
WhichofthefollowingisNOTabroadformofculturalvalues?
A.
otheroriented
B.
environmentoriented
C.
selforiented
objectoriented
D.
E.
Alloftheabovearebroadformsofculturalvalues.
Objectorientedisnotabroadformofculturalvalues.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
2-28
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
19.
_____valuesreflectasociety'sviewoftheappropriaterelationshipsbetweenindividualsandgroups
withinthatsociety.
Otheroriented
A.
B.
Environmentoriented
C.
Selforiented
D.
Externallyoriented
E.
Internallyoriented
Otherorientedvaluesreflectasociety'sviewoftheappropriaterelationshipsbetweenindividualsand
groupswithinthatsociety.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
20.
Asiansocieties(i.e.,Japan)valuecollectiveactivity.Thatis,consumerslooktowardothersforguidance
inpurchasedecisionsanddonotrespondfavorablytopromotionalappealsfocusingonindividualism.
Whichcategoryofculturalvaluesdoesthisrepresent?
A.
internallyoriented
B.
environmentoriented
otheroriented
C.
D.
selforiented
E.
grouporiented
Otherorientedsocietiesvaluecollectiveactivity.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
21.
_____valuesprescribeasociety'srelationshiptoitseconomicandtechnologicalaswellasitsphysical
environment.
A.
Otheroriented
B.
Selforiented
C.
Externallyoriented
D.
Internallyoriented
Environmentoriented
E.
Environmentorientedvaluesprescribeasociety'srelationshiptoitseconomicandtechnologicalaswell
asitsphysicalenvironment.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
2-29
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Blooms:Remember
Difficulty:1Easy
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
22.
Samhaslearnedthatacountrytowhichhiscompanydesirestoexpandplacesahighvalueon
cleanlinessandadmiresnatureimmensely.Whichcategoryofculturalvaluesdoesthisrepresent?
A.
otheroriented
B.
selforiented
environmentoriented
C.
D.
externallyoriented
E.
internallyoriented
Environmentorientedisthecategoryofculturalvaluesthatplacesahighvalueoncleanlinessand
admiresnatureimmensely.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
23.
_____valuesreflecttheobjectivesandapproachestolifethattheindividualmembersofsocietyfind
desirable.
A.
Otheroriented
Selforiented
B.
C.
Environmentoriented
D.
Externallyoriented
E.
Internallyoriented
Selforientedvaluesreflecttheobjectivesandapproachestolifethattheindividualmembersofsociety
finddesirable.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
2-30
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
24.
Whichofthefollowingisanexampleofanotherorientedvalue?
A.
problemsolving/fatalistic
B.
postponedgratification/immediategratification
C.
religious/secular
individual/collective
D.
E.
risktaking/security
Individual/collectiveisanexampleofanotherorientedvalue.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
25.
WhichofthefollowingisNOTanexampleofanotherorientedvalue?
A.
youth/age
B.
extended/limitedfamily
tradition/change
C.
D.
masculine/feminine
E.
diversity/uniformity
Tradition/changeisnotanexampleofanotherorientedvalue;itisanexampleofanenvironment
orientedvalue.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
26.
Whichofthefollowingisanexampleofanenvironmentorientedvalue?
A.
active/passive
tradition/change
B.
C.
extended/limitedfamily
D.
masculine/feminine
E.
material/nonmaterial
Tradition/changeisanexampleofanenvironmentorientedvalue.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
2-31
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
27.
WhichofthefollowingisNOTanexampleofanenvironmentorientedvalue?
A.
cleanliness
B.
tradition/change
C.
nature
competitive/cooperative
D.
E.
problemsolving/fatalistic
Competitive/cooperativeisnotanexampleofanenvironmentorientedvalue;itisanexampleofan
otherorientedvalue.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
28.
Whichofthefollowingisanexampleofaselforientedvalue?
religious/secular
A.
B.
individual/collective
C.
risktaking/security
D.
tradition/change
E.
diversity/uniformity
Religious/secularisanexampleofaselforientedvalue.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
29.
Whichofthefollowingcountriestendstovalueindividualismovercollectivism?
A.
Mexico
B.
India
UnitedStates
C.
D.
Korea
E.
Japan
TheUnitedStatestendstovalueindividualismovercollectivism.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
2-32
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
30.
Jakeisinthemarketforanewcar.He'slookingatbrandssuchasMercedes,Lexus,andBMWbecause
hefeelstheytellotherpeoplethathe'ssuccessfulinlife.Thisisanillustrationofwhichvalue?
A.
collectivism
B.
youth
C.
masculine
individualism
D.
E.
active
Inindividualisticcultures,luxuryitemsarepurchasedasameanofselfexpressionortostandout.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
31.
Whichculturehastraditionallyvaluedthewisdomthatcomeswithage?
A.
American
B.
Australian
C.
British
D.
European
Asian
E.
TheAsianculturehastraditionallyvaluedthewisdomthatcomeswithage.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
32.
WhichofthefollowingstatementsisFALSEregardingyouthandage?
A. MaturespokespersonswouldtendtobemoresuccessfulinAsianculturesbecausetheyhave
traditionallyvaluedthewisdomthatcomeswithage.
B. Arabcountriesarebecomingincreasinglyyouthoriented.
C.
Americansocietyisyouthoriented.
D. Childreninallcountrieshaveasignificantinfluenceonpurchases.
E. China'spolicyoflimitingfamiliestoonechildhasproducedastrongfocusonthechild.
WhileAmericansocietyisclearlyyouthoriented,thisfocusvarieswithcultures.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
2-33
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
33.
Whatisthebasisforvirtuallyallsocieties?
familyunit
A.
B.
government
C.
schools
D.
religion
E.
workplace
Thefamilyunitisthebasisforvirtuallyallsocieties.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
34.
Whichofthefollowingstatementsregardingthemasculine/femininevalueisFALSE?
A.
Basically,weliveinamasculineorientedworld.
B. Therolesofwomenarechangingandexpandingthroughoutmuchoftheworld.
C. WomeninSouthKoreafrequentlyparticipatemoreinsportsandexercisethanmen.
D. ManyJapanesewomenfeelguiltypreparingfrozenvegetablesinamicrowaveratherthanpreparing
freshvegetables.
E. Traditionalandmodernsegmentswithregardtothisvalueexistsimultaneouslyinmanycultures,so
marketersmustadaptnotonlyacrossbutwithincultures.
Theretendstobeawidedisparitybetweenmenandwomenparticipationrates(menhigher)incountries
andcultureshighinmasculineorientationsuchasSouthKorea,Mexico,Brazil,andFrance.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
35.
TheUnitedStatesiscomprisedofaculturethatacceptsawidearrayofpersonalbehaviorsand
attitudes,foods,dress,andotherproductsandservices.Thus,theUnitedStatesvalues_____.
A.
uniformity
B.
collectivism
C.
power
diversity
D.
E.
cooperation
TheUnitedStatesvaluesdiversity.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
2-34
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
36.
_____referstothedegreetowhichpeopleacceptinequalityinpower,authority,status,andwealthas
naturalorinherentinsociety.
A.
Cooperation
Powerdistance
B.
C.
Collectivism
D.
Individualism
E.
Status
Powerdistancereferstothedegreetowhichpeopleacceptinequalityinpower,authority,status,and
wealthasnaturalorinherentinsociety.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:EnvironmentOrientedValues
37.
Whichvaluerelatestotoleranceforambiguityanduncertaintyavoidance?
A.
youth/age
risktaking/security
B.
C.
individual/collective
D.
masculine/feminine
E.
diversity/uniformity
Risktaking/securityisthevaluethatrelatestotoleranceforambiguityanduncertaintyavoidance.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:EnvironmentOrientedValues
38.
Whichvaluehasastronginfluenceonentrepreneurshipandeconomicdevelopmentaswellasnew
productacceptance?
A.
individual/collective
B.
competitive/cooperative
C.
tradition/change
risktaking/security
D.
E.
masculine/feminine
Risktaking/securityisthevaluethathasastronginfluenceonentrepreneurshipandeconomic
developmentaswellasnewproductacceptance.
AACSB:AnalyticalThinking
2-35
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:EnvironmentOrientedValues
39.
_____tendtofeeltheydon'thavecontrolovertheoutcomeofevents.
Fatalists
A.
B.
Individualists
C.
Collectivists
D.
Females
E.
Males
Fataliststendtofeeltheydon'thavecontrolovertheoutcomeofevents.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:EnvironmentOrientedValues
40.
Mariehaspurchasedabrandthatshehaspurchasedbefore.However,thefirsttimesheusedthisbrand,
theproductfailedandshewasdissatisfied.Unfortunately,thesecondtimeshepurchasedthisbrand,the
samethinghappened.She'sfrustratedandwantshermoneyback,butshedoesn'tfeelasthoughshehas
anycontroloverthissituation.She'sdecidedthatshejustneedstoacceptthispoorqualityandnot
expectsomuchfromthenextproductshepurchases.Mariecanbedescribedasa(n)______.
A.
individualist
fatalist
B.
C.
collectivist
D.
cooperativist
E.
otherorientedconsumer
Marieisafatalistbecauseshefeelsshedoesn'thavecontrolovertheoutcomeofevents.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:EnvironmentOrientedValues
2-36
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
41.
ThefactthatAmericansarepronetoengageinphysicalactivitiesandtotakeanactionoriented
approachtoproblemscanbeexplainedthroughwhichselforientedvaluedichotomy?
A.
sensualgratification/abstinence
B.
competitive/cooperative
C.
diversity/uniformity
active/passive
D.
E.
age/youth
"Don'tjuststandthere,dosomething"isacommonresponsetoproblemsinAmerica.Emphasisis
placedondoing.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
42.
Whatarethetwotypesofmaterialism?
A.
primaryandsecondary
B.
internalandexternal
instrumentalandterminal
C.
D.
masculineandfeminine
E.
individualandcollective
Thetwotypesofmaterialismareinstrumentalandterminal.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
43.
Whichtypeofmaterialismistheacquisitionofthingstoenableonetodosomething?
A.
primary
B.
secondary
C.
terminal
D.
meansend
instrumental
E.
Thetypeofmaterialismthatistheacquisitionofthingstoenableonetodosomethingisinstrumental.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
2-37
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
44.
Jamesusedhisbirthdaymoneytobuyaskateboardsothathecanbeoutwithhisfriendsatthepark
skateboarding.Whichtypeofmaterialismdoesthisrepresent?
A.
primary
B.
secondary
C.
terminal
instrumental
D.
E.
meansend
Thetypeofmaterialismdescribedhereisinstrumental:theacquisitionofthingstoenableonetodo
something.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
45.
Whichtypeofmaterialismistheacquisitionofitemsforthesakeofowningtheitemitself?
A.
primary
B.
secondary
terminal
C.
D.
instrumental
E.
endstate
Thetypeofmaterialismthatistheacquisitionofitemsforthesakeofowningtheitemsitselfis
terminal.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
46.
Johnandhiswifeloveartandtraveltheworldtopurchaseartworkthatisrepresentativeofacountry's
culture.Whichtypeofmaterialismdoesthisrepresent?
terminal
A.
B.
instrumental
C.
cultural
D.
primary
E.
secondary
Thetypeofmaterialismdescribedhereisterminal:theacquisitionofitemsforthesakeofowningthe
itemitself.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
2-38
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
47.
InGermany,oneconcernretailershaveisensuringthatcashdrawershaveenoughmoneytomake
changewhenconsumersmakepurchases.Onecompanywentsofarastouseacomputerizedmodelthat
monitoredtheweightofthecashdrawerandsignaledaneedforreplenishment.Thisissuchaconcern
becauseconsumerstypicallyusecashtomakepurchases,whichdiffersfromothercountries,suchasthe
UnitedStates,wherecreditcarduseismorecommon.Whichculturalvaluedoesthisillustrate?
A.
hardwork/leisure
B.
competitive/cooperative
C.
material/nonmaterial
postponedgratification/immediategratification
D.
E.
sensualgratification/abstinence
Thepostponedgratification/immediategratificationculturalvalueisillustratedhere;shouldwe"save
forarainyday"or"livefortoday"?
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
48.
Whichofthefollowingismostcloselyrelatedtoverbalcommunications?
A.
time
B.
space
language
C.
D.
colors
E.
shapes
Languageismostcloselyrelatedtoverbalcommunications.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:CulturalVariationsinNonverbalCommunications
2-39
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
49.
WhichofthefollowingisNOTafactorthatcreatesproblemsinliteraltranslationsandslang
expressions?
A. differencesinthedirectioninwhichwrittenwordsareread
B.
symbolicmeaningsassociatedwithwords
C.
absenceofsomewordsfromvariouslanguages
D.
difficultyofpronouncingcertainwords
E. Alloftheabovearefactorsthatcreateproblemsinliteraltranslationsandslangexpressions.
Differencesinthedirectioninwhichwrittenwordsarereadisnotafactorthatcreatesproblemsin
literaltranslationsandslangexpressions.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:CulturalVariationsinNonverbalCommunications
50.
Whichofthefollowingisafactorinfluencingnonverbalcommunications?
A.
things
B.
relationships
C.
space
D.
symbols
alloftheabove
E.
Things,relationships,space,andsymbolsareallfactorsinfluencingnonverbalcommunications.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:CulturalVariationsinNonverbalCommunications
51.
WhichofthefollowingisNOTafactorinfluencingnonverbalcommunications?
A.
etiquette
B.
time
C.
relationships
values
D.
E.
things
Valuesarenotafactorinfluencingnonverbalcommunications.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:CulturalVariationsinNonverbalCommunications
2-40
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
52.
NicholasisexamininghowpeopleinIndiaperceivetime,space,symbols,relationships,agreements,
things,andetiquette.Heisinterestedinthesefactorsbecausetheyinfluence_____.
A.
language
B.
demographics
nonverbalcommunications
C.
D.
values
E.
laws
Time,space,symbols,relationships,agreements,things,andetiquettearefactorsthatinfluence
nonverbalcommunications.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:CulturalVariationsinNonverbalCommunications
53.
_____arethearbitrarymeaningsacultureassignsactions,events,andthingsotherthanwords.
Nonverbalcommunicationsystems
A.
B.
Values
C.
Subcultures
D.
Semiotics
E.
Perspectives
Nonverbalcommunicationsystemsarethearbitrarymeaningsacultureassignsactions,events,and
thingsotherthanwords.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:CulturalVariationsinNonverbalCommunications
54.
Whatarethetwomajorwaystimevariesbetweencultures?
A.
primaryandsecondary
B.
workandleisure
C.
familyandpersonal
D.
monochronicandpolychronic
perspectiveandinterpretation
E.
Thetwomajorwaystimevariesbetweenculturesareperspectiveandinterpretation.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
2-41
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
55.
Aculture'soverallorientationtowardtimeisknownasits_____.
timeperspective
A.
B.
timemeaning
C.
usesandgratifications
D.
timesymbolism
E.
timerelationship
Aculture'soverallorientationtowardtimeisknownasitstimeperspective.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
56.
Beforeamarketercansuccessfullylaunchabrandinaforeigncountry,severalnonverbal
communicationfactorsneedtobeunderstood.Oneofthesefactorsistime,andinternationalmarketers
mustunderstandaculture'soverallorientationtowardtime.Thisisknownasaculture's_____.
A.
timemeaning
B.
timeinterpretation
timeperspective
C.
D.
timerelationship
E.
timesymbolism
Aculture'soverallorientationtowardtimeisknownasitstimeperspective.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
57.
Whichtimeperspectiveviewstimealmostasaphysicalobjectbelievingthatapersondoesonethingat
atime?
A.
lineartimeperspective
B.
paralleltimeperspective
C.
sequentialtimeperspective
monochronictimeperspective
D.
E.
polychronictimeperspective
Havingastrongorientationtowardthepresentandtheshorttermfutureisknownasamonochronic
timeperspective.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
2-42
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
58.
Ralphisveryprompt.Ifhesayshewillbethereat10:00a.m.,hewillbethereexactlyatthattime.
Furthermore,hewillnotbeginanothertaskuntilheiscompletelydonewiththeoneheiscurrently
workingon.WhichtimeperspectivedoesRalphhave?
A.
polychronic
monochronic
B.
C.
linear
D.
parallel
E.
priority
Havingastrongorientationtowardthepresentandtheshorttermfutureisknownasamonochronic
timeperspective.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
59.
Aculturethattendstoviewtimeasbeinglessdiscreteandlesssubjecttoscheduling,views
simultaneousinvolvementinmanyactivitiesasnatural,allowsactivitiestooccurattheirownpace
ratherthanaccordingtoapredeterminedtimetableisadheringtoa_____timeperspective.
polychronic
A.
B.
monochronic
C.
linear
D.
parallel
E.
simultaneous
Simultaneousinvolvementinmanyactivitiesisknownasapolychronictimeperspective.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
2-43
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
60.
JoseisfromBrazilandiscurrentlyenrolledinanMBAprogramataU.S.university.Heroutinely
comestoclass3060minuteslateanddoesnotturninassignmentsbythedeadline.Oneofhis
professorspulledhimasideandaskedhimwhyhe'salwayslateforclassandturnshisworkinlate.Jose
wassurprisedthathisprofessorwasbotheredbythisasthisbehaviorisentirelyacceptableinBrazil.In
fact,it'sexpected.WhichofthefollowingbestdescribesJose'stimeperspective?
A.
spontaneous
B.
parallel
C.
monochronic
polychronic
D.
E.
variable
Apolychronictimeperspectiveconsidersdeadlinesandschedulesassecondary.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
61.
Thenearnessthatotherscancometoyouinvarioussituationswithoutyourfeelinguncomfortableis
knownas_____.
A.
intimatespace
personalspace
B.
C.
sphereofinfluence
D.
rangeofinteraction
E.
interactionspace
Thenearnessthatotherscancometoyouinvarioussituationswithoutfeelinguncomfortableisknown
aspersonalspace.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Space
62.
Whichofthefollowingisconsideredasymbolthathasvaryingmeaningacrosscultures?
A.
colors
B.
animals
C.
numbers
D.
music
alloftheabove
E.
Colors,animals,numbers,andmusicareallconsideredsymbolsthathavevariousmeaningacross
cultures.
AACSB:AnalyticalThinking
2-44
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Symbols
63.
Inwhichcountryistheconceptofguanxi,whichinvolvespersonalrelationships,animportant
consideration?
A.
UnitedStates
B.
Canada
China
C.
D.
India
E.
SaudiArabia
GuanxiisanimportantconsiderationinChina.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Relationships
64.
_____representsgenerallyacceptedwaysofbehavinginsocialsituations.
A.
Guanxi
Etiquette
B.
C.
Demographics
D.
Culture
E.
Monochronism
Etiquetterepresentsgenerallyacceptedwaysofbehavinginsocialsituations.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Etiquette
2-45
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
65.
CharmaineisamemberofaJuniorMissorganizationthatteachesyoungwomenhowtobehavein
varioussocialsituations.Sheislearningmanners,howtocarryherself,andappropriateattirefor
specificsituations.Charmaineislearning_____.
A.
culture
B.
timesymbolism
C.
symbolism
etiquette
D.
E.
verballanguage
Etiquetterepresentsgenerallyacceptedwaysofbehavinginsocialsituations.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Etiquette
66.
InJapan,theexchangeofmeishiisthemostbasicofsocialritualsinanationwheresocialritualmatters
verymuch.Theactofexchangingmeishiisweightedwithmeaning.Oncethesocialminuetis
completed,thetwoknowwheretheystandinrelationtoeachotherandtheirrespectivestatureswithin
thehierarchyofcorporateorgovernmentbureaucracy.Whatis"meishi"?
A.
shakinghands
exchangeofbusinesscards
B.
C.
introductionsbyathirdparty
D.
formalinvitation
E.
Meishiistheexchangeofbusinesscards.
bows
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Etiquette
67.
Whichofthefollowingisenablingthegrowthofaglobalculture?
A.
massmedia
B.
work
C.
education
D.
travel
alloftheabove
E.
Massmedia,work,education,andtravelareallenablingthegrowthofglobalculture.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
2-46
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:GlobalCultures
68.
Whatisthelargestsingleinfluenceonthemovementtowarduniformityintheglobalyouthmarket?
massmedia
A.
B.
education
C.
work
D.
travel
E.
religion
Massmediaisthelargestsingleinfluenceonthemovementtowarduniformityintheglobalyouth
market.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0204Summarizekeyaspectsoftheglobalyouthculture
Topic:AGlobalYouthCulture?
69.
WhichofthefollowingisFALSEregardingtrendsintheglobalyouthmarket?
A. Technologyismainstreamandnotrestrictedtodevelopedcountries.
B. U.S.brandsarecurrentlytheleadersamongglobalteens.
C.
U.S.teensnolongerleadthewayinglobaltrends.
D.
BothAandBarefalse.
E.
BothBandCarefalse.
U.S.brandsusedtobetheleadersamongglobalteens.NowthetopthreeareSony(Japan),Nokia
(Finland),andAdidas(Germany).
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0204Summarizekeyaspectsoftheglobalyouthculture
Topic:AGlobalYouthCulture?
70.
_____describesapopulationintermsofitssize,structure,anddistribution.
A.
Economics
Demographics
B.
C.
Psychographics
D.
Geographics
E.
Lifestyles
Demographicsdescribeapopulationintermsofitssize,structure,anddistribution.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
2-47
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty:1Easy
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
71.
DalehastowritearesearchreportaboutPolandinhisInternationalMarketingclass.Oneaspecthe
mustlearnaboutthecountryisitssize,structure,anddistribution.Whatdoesthisrepresent?
A.
psychographics
B.
geography
demographics
C.
D.
economics
E.
lifestyles
Demographicsdescribeapopulationintermsofitssize,structure,anddistribution.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
72.
Withrespecttodemographics,whichofthefollowingreferstothenumberofindividualsinasociety?
A.
distribution
size
B.
C.
structure
D.
dispersion
E.
concentration
Withrespecttodemographics,sizereferstothenumberofindividualsinasociety.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
73.
ThepopulationoftheUnitedStatesismorethan300millionpeople.Withrespecttodemographics,this
numberrepresents_____.
size
A.
B.
structure
C.
dispersion
D.
density
E.
concentration
Withrespecttodemographics,sizereferstothenumberofindividualsinasociety.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
2-48
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
74.
Withrespecttodemographics,whichofthefollowingdescribesthesocietyintermsofage,income,
education,andoccupation?
A.
size
B.
distribution
C.
concentration
structure
D.
E.
composition
Withrespecttodemographics,structuredescribesthesocietyintermsofage,income,education,and
occupation.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
75.
_____referstothephysicallocationofindividualsintermsofgeographicregionandrural,suburban,
andurbanlocation.
A.
Size
B.
Structure
Distribution
C.
D.
Dispersion
E.
Concentration
Distributionreferstothephysicallocationofindividualsintermsofgeographicregionandrural,
suburban,andurbanlocation.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
2-49
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
76.
_____isbasedonthecostofastandardmarketbasketofproductsboughtineachcountry.
A.
Adjustedgrossincome(AGI)
B.
Grossdomesticproduct(GDP)
C.
Percapitaincome(PCI)
Purchasingpowerparity(PPP)
D.
E.
Crossculturalpurchasingpower(CPP)
Purchasingpowerparity(PPP)isbasedonthecostofastandardmarketbasketofproductsboughtin
eachcountry.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
77.
Whichcountryhasthelargestpercentageofitscitizensolderthan60yearsofage?
A.
Philippines
B.
Canada
C.
UnitedStates
Japan
D.
E.
SaudiArabia
Japanhasthelargestpercentageofitscitizensolderthan60yearsofage.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
78.
Usingonemarketingstrategyacrossvariousculturesisreferredtoas_____.
standardization
A.
B.
optimization
C.
crossculturalization
D.
marketingimperialism
E.
crossfertilization
Usingonemarketingstrategyacrossvariousculturesisreferredtoasstandardization.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:CrossCulturalMarketingStrategy
2-50
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
79.
WhichoneofthesefactorsisNOTtrueregardingglocalization?
A.
Standardizedmarketingcanofferacostsavings.
Uniformityisalwayspossible.
B.
C. Valuesanddemographicsrequireadaptingtoculturaldifferences.
D. Anadthatappealstosomecountriesmightbeinappropriateinothers.
E.
Allofthesefactorsaretrue.
Uniformityissometimespossible,butcompaniesmustoftenadapttoculturaldifferences.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:CrossCulturalMarketingStrategy
80.
Whichofthefollowingisakeyconsiderationforeachgeographicmarketthatafirmiscontemplating?
A. Isthegeographicareahomogenousorheterogeneouswithrespecttoculture?
B. Whatneedscanthisproductoraversionofitfillinthisculture?
C. Whatarethedistribution,political,andlegalstructuresfortheproduct?
D.
Inwhatwayscanwecommunicateabouttheproduct?
Alloftheabovearekeyconsiderations.
E.
Therearesevenkeyconsiderationsforeachgeographicmarketthatafirmiscontemplating.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:1Easy
LearningObjective:0206Listthekeydimensionsindecidingtoenteraforeignmarket
Topic:ConsiderationsinApproachingaForeignMarket
81.
UnileverishighlysuccessfulinmarketingitslaundryproductsoutsideoftheUnitedStates.Which
factorsdotheyusetoadaptwithinandacrosscountrieswheretheydobusiness?
A.
culturalhomogeneity
B.
ethicalimplications
C.
affordability
D.
infrastructure
alloftheabove
E.
TherearesevenglobalconsiderationsthatrelatetoUnilever'sglobalstrategy:(1)culturalhomogeneity,
(2)needfulfillment,(3)affordability,(4)relevantvalues,(5)infrastructure,(6)communications,and
(7)ethicalimplications.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:1Easy
LearningObjective:0206Listthekeydimensionsindecidingtoenteraforeignmarket
Topic:ConsiderationsinApproachingaForeignMarket
2-51
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Twocompaniescannotusethesamelogoandbrandnamewhenoperatingindifferentcountries.
FALSE
Globaltrademarklawallowsfortwocompaniestohavethesamelogoandnameindifferentcountries.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
83.
Marketingacrossculturalboundariesisadifficultandchallengingtask.
TRUE
Thesuccessofglobalmarketersdependsonhowwelltheyunderstandandadapttothedifferencesin
cultures.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
84.
Whilecultureheavilyinfluencesmarketingstrategy,cultureisnotinfluencedbymarketingstrategy.
FALSE
Thereismutualinfluenceasproducts,brands,cultures,andvaluesmovebackandforthacrossthe
world.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
85.
GlobalcitizensarehighlyconcentratedintheUnitedStatesandtheUnitedKingdom.
FALSE
GlobalcitizensarehighlyconcentratedinBrazil,China,andIndonesia.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
2-52
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
86.
Culturesarestaticandrarelychange.
FALSE
Culturesarenotstatic;theytypicallyevolveandchangeslowlyovertime.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0201Definetheconceptofculture
Topic:TheConceptofCulture
87.
Otherorientedvaluesreflectasociety'sviewoftheappropriaterelationshipsbetweenindividualsand
groupswithinthatsociety.
TRUE
Ifthesocietyvaluescollectiveactivity,consumerswilllooktowardothersforguidanceinpurchase
decisionsandwillnotrespondfavorablytopromotionalappealsto"beanindividual."
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
88.
CollectivismisadefiningcharacteristicofAmericanculture.
FALSE
IndividualismisadefiningcharacteristicofAmericanculture.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
89.
Thefamilyunitisthebasisforvirtuallyallsocieties.
TRUE
Thedefinitionofthefamilyandtherightsandobligationsoffamilymembersvarywidelyacross
cultures.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
2-53
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
90.
Thechangingandexpandingrolesofwomenthroughoutmuchoftheworldiscreatingnew
opportunitiesaswellaschallengesformarketers.
TRUE
Basically,weliveinamasculineorientedworld,yetthedegreeofmasculineorientationvarieswidely.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:1Easy
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
91.
Powergapreferstothedegreetowhichpeopleacceptinequalityinpower,authority,status,andwealth
asnaturalorinherentinsociety.
FALSE
Powerdistancereferstothedegreetowhichpeopleacceptinequalityinpower,authority,status,and
wealthasnaturalorinherentinsociety.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:EnvironmentOrientedValues
92.
Terminalmaterialismistheacquisitionofthingstoenableonetodosomething.
FALSE
Terminalmaterialismistheacquisitionofitemsforthesakeofowningtheitemitself.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:SelfOrientedValues
93.
Themeaningoftimevariesbetweenculturesintwomajorways:timeperspectiveandinterpretations
assignedtospecificusesoftime.
TRUE
Themeaningoftimevariesbetweenculturesintwomajorways:timeperspectiveandinterpretations
assignedtospecificusesoftime.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Time
2-54
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
94.
Personalspacereferstothenearnessthatotherscancometoyouinvarioussituationswithoutyour
feelinguncomfortable.
TRUE
Personalspacereferstothenearnessthatotherscancometoyouinvarioussituationswithoutyour
feelinguncomfortable.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:OtherOrientedValues
95.
ThecolorblueconnotesfemininityinHollandbutmasculinityinSwedenandtheUnitedStates.
TRUE
Symbolshavevaryingmeaningsacrosscultures.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:Symbols
96.
Thelargestsingleinfluencetowarduniformityamongyouthworldwideiseducation.
FALSE
Thelargestsingleinfluencetowarduniformityamongyouthworldwideismassmedia.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0204Summarizekeyaspectsoftheglobalyouthculture
Topic:AGlobalYouthCulture?
97.
Psychographicsdescribeapopulationintermsofitssize,structure,anddistribution.
FALSE
Demographicsdescribeapopulationintermsofitssize,structure,anddistribution.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:GlobalDemographics
2-55
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
98.
Adaptingproductsandservicestolocalconsiderationsisknownaslocalizing.
FALSE
Adaptingproductsandservicestolocalconsiderationsisknownasglocalization.
AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0205Understandtheroleofglobaldemographics
Topic:CrossCulturalMarketingStrategy
Essay Questions
99.
Listtheculturalfactorsthatinfluenceconsumerbehaviorandmarketingstrategy.
Language,demographics,values,andnonverbalcommunications.
AACSB:AnalyticalThinking
Blooms:Remember
Difficulty:1Easy
LearningObjective:0201Definetheconceptofculture
Topic:CrossCulturalVariationsinConsumerBehavior
100.
Explaintheconceptofculture,anddiscusswhyisitimportanttostudyforunderstandingconsumer
behavior.
Cultureisthecomplexwholethatincludesknowledge,belief,art,law,morals,customs,andanyother
capabilitiesandhabitsacquiredbyhumansasmembersofsociety.Itisimportanttostudyculturefor
severalreasons.First,cultureisacomprehensiveconceptandincludesalmosteverythingthatinfluences
anindividual'sthoughtprocessesandbehaviors.Second,cultureisacquired.Itdoesnotinclude
inheritedresponsesandpredispositions,andbecausemuchofhumanbehaviorislearnedratherthan
innate,culturedoesaffectawidearrayofbehaviors.Third,thecomplexityofmodernsocietiesissuch
thatcultureseldomprovidesdetailedprescriptionsforappropriatebehavior.Instead,inmostindustrial
societies,culturesuppliesboundarieswithinwhichmostindividualsthinkandact.Finally,thenatureof
culturalinfluencesissuchthatweareseldomawareofthem.Onebehaves,thinks,andfeelsinamanner
consistentwithothermembersofthesameculturebecauseitseems"natural"or"right"todoso.Thus,
itisimportanttostudycultureforunderstandingconsumerbehaviorbecauseitispervasiveand
influencesconsumers'behavior,ofteninwaystheyareunawareof.Marketersmustunderstandthis
influencetoeffectivelyservecustomers'needsanddesires.
AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:2Medium
LearningObjective:0201Definetheconceptofculture
2-56
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Topic:TheConceptofCulture
101.
Compareandcontrast(a)otherorientedvalues,(b)environmentorientedvalues,and(c)selforiented
values.
a.Otherorientedvaluesreflectasociety'sviewoftheappropriaterelationshipsbetweenindividuals
andgroupswithinthatsociety.
b.Environmentorientedvaluesprescribeasociety'srelationshiptoitseconomicandtechnologicalas
wellasitsphysicalenvironment.
c.Selforientedvaluesreflecttheobjectivesandapproachestolifethattheindividualmembersof
societyfinddesirable.
Ofthe18valuesdiscussedinthischapter(seeTable21forasummary),somearemoreimportantin
societiesthanothersbasedontheirvalueorientation.
AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:2Medium
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:VariationsinCulturalValues
102.
JasonisplanningabusinesstriptoJapan,anditishisfirsttimedoingbusinessinthatcountry.Discuss
somevaluedifferencesbetweenJapanesecultureandAmericanculturethataremostrelevanttohimin
abusinessmeetingsituation.
OnekeyareawheretherearesubstantialdifferencesbetweentheJapaneseandAmericanculturesisthe
areaof"otheroriented"values.IndividualismisadefiningcharacteristicofAmericanculture,whereas
theJapanesearemorecollectiveintheirorientation.WhileAmericansocietyisclearlyyouthoriented,
manyAsiancultureshavetraditionallyvaluedthewisdomthatcomeswithage.Cultureswithmore
masculineandindividualisticorientationssuchastheUnitedStatestendtovaluecompetitivenessand
demonstrateitopenly,butcollectivistscultures,evenhighlymasculineonessuchasJapan,tendtofind
openlycompetitivegesturesoffensiveastheycauseothersto"loseface."Finally,Japanandother
collectivistculturestendtoplaceastrongvalueonuniformityandconformity,whereasothercultures,
suchastheUnitedStates,valuediversitymore.
AnotherareawheretherearedifferencesbetweentheJapaneseandAmericanculturesistheareaof
"selforiented"values.AmericansaremuchmorepronethantheJapanesetotakeanactionoriented
approachtoproblems.
AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:3Hard
LearningObjective:0202Describecorevaluesthatvaryacrosscultureandinfluencebehaviors
Topic:OtherOrientedValues
2-57
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
103.
Namethesevenfactorsinfluencingnonverbalcommunications,anddescribefourofthem.
Nonverbalfactorsinfluencingnonverbalcommunicationsincludetime,space,symbols,relationships,
agreements,things,andetiquette.Studentscandiscussanyfourofthefollowing:
a.TimeThemeaningoftimevariesbetweenculturesintwomajorways:timeperspective,whichisa
culture'soverallorientationtowardtime,andtheinterpretationsassignedtospecificusesoftime.Time
perspectivescanbemonochronic(i.e.,onethingatatime,promptness,adheringtoplans,etc.)or
polychronic(i.e.,doingmanythingsatonce,committedtorelationships,changeplansoften,etc.).
b.SpacePersonalspaceisthenearestthatotherscancometoyouinvarioussituationswithoutyour
feelinguncomfortable,andthisspacevariesamongcultures.
c.SymbolsColors,animals,shapes,numbers,andmusichavevaryingmeaningacrosscultures.
d.RelationshipsWhileAmericansformrelationshipsandmakefriendsquicklyandeasilyanddrop
themeasilyalso,inmanyotherpartsoftheworld,relationshipsandfriendshipsareformedslowlyand
carefullybecausetheyimplydeepandlastingobligations.Chineserelationshipsarecomplexand
describedundertheconceptofguanxi.
e.AgreementsAmericansrelyonanextensiveandgenerally,highlyefficientlegalsystemfor
ensuringthatbusinessobligationsarehonoredorforresolvingdisagreements.Manyothercultureshave
notdevelopedsuchasystemandrelyinsteadonrelationships,friendship,andkinship,localmoral
principles,orinformalcustoms.
f.ThingsThedifferentmeaningsthatculturesattachtothings,includingproducts,makegiftgivinga
particularlydifficulttask.
g.EtiquetteGenerallyacceptedwaysofbehavinginsocialsituationsrepresentetiquette.Behaviors
consideredrudeandobnoxiousinoneculturemaybequiteacceptableinanother.MeishiinJapan(i.e.,
theexchangeofbusinesscards)isanimportantpartofJapanesebusinessetiquette.
AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:3Hard
LearningObjective:0203Understandcrossculturalvariationsinnonverbalcommunications
Topic:CulturalVariationsinNonverbalCommunications
104.
Listanddescribethethreetrendsintheglobalyouthmarket.
Severalrecenttrendsintheglobalyouthmarketarecriticalforglobalmarketerstounderstand.These
include:
TechnologyismainstreamWiredteensareaglobalphenomenonnotrestrictedtodeveloped
countries.Fiftysixpercentofteensgloballyare"superconnectors,"meaningtheyusetwoormore
electronicdevices(e.g.,cellphoneandInternet)daily.
U.S.teensnolongerleadthewayNowit'smoreaboutmindsetandthe"creatives"areleadingthe
way.CreativesaremostprevalentinEurope(nottheUnitedStates),areopentonewideas,andlike
expressingthemselvesinvariousways,includingpersonalwebpagesandart.
U.S.brandsarenotcurrentlytheleadersU.S.brandsusedtobetheleadersamongglobalteens.
NowthetopthreeareSony(Japan),Nokia(Finland),andAdidas(Germany).
AACSB:AnalyticalThinking
Blooms:Understand
2-58
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty:3Hard
LearningObjective:0204Summarizekeyaspectsoftheglobalyouthculture
Topic:AGlobalYouthCulture?
105.
ListandexplainfourofthesevenfactorsthatUnileverutilizesinordertosuccessfullysellitslaundry
productsglobally.
CulturalhomogeneityInthegloballaundrymarket,heterogeneity,evenwithinacountry,can
occur.Forexample,Brazil'sNortheastandSoutheastregionsareverydifferent.Onedifferenceisthatin
thepoorerNortheastregion,mostlaundryisdonebyhandandmorebarsoapthanpowderisused.In
themoreaffluentSoutheastregion,mostlaundryisdoneinawashingmachineandmorepowder
detergentisusedthanbarsoapintheprocess.
NeedsHandwashingversusmachinewashingleadstodifferentlaundryproductneeds.Inaddition,
indevelopingcountrieswhichareanimportantfocusforUnilever,productsmustbeadaptedtomeet
strengthofcleaningneedsrelatedtoremovingsweat,odors,andtoughstainsduetophysicallabor.
AffordabilityClearly,affordabilityisacomponentinpricingthelaundrydetergentsthemselvesto
becompetitive.However,Unileveralsofacesthesituationthatatransitionfromhandwashingto
washingmachinesdependsinlargepartontheeconomicprosperityofacountryorregionasthis
determinestheaffordabilityofwashingmachines.Adoptionofwashingmachines,inturn,changesthe
typeandamountsoflaundryproductsusedaswesawearlier.
RelevantvaluesOnesourceindicatesthatcleanliness,convenience,andsustainabilityarekeyvalue
aspectsinlaundryproductsthatvaryacrossculture.InmanycountrieswhereUnileveroperatesthere
aresegmentsofkids,dubbed"NintendoKids,"whodon'ttendtogooutsideandplayandthusdon'tget
dirty.Acorestrategyforanumberoftheirbrandsinthesemarketsisthe"dirtisgood"campaignthat
stressesthatplayingandgettingdirtyarepartofahealthychild'sdevelopment...and"letUnilever
worryaboutgettingtheirclothesclean."
InfrastructureAbroadinfrastructureissueinlaundryisaccesstohotwater.Manyindeveloping
countriesdon'thaveaccesstohotwaterorlargequantitiesofwater.UnileverrespondedinIndiawith
SurfExcelQuickWash,anenzymebasedproductthatuseslesswaterandworksunderlowerwater
temperatures.
CommunicationEuropeanshavetraditionallycleanedtheirclothesinmuchhotterwaterwiththe
logicbeingthat"boilingclothes"istheonlyrealwaytogetthemcleanandkillgerms.Thistrendis
reversingasUnileverpushesmoreenvironmentalfriendlyproductsandasEuropeanshavebegunto
washincoolertemperaturestosaveenergy.Aninterestingconsequenceoftheshiftisthatantibacterial
additivesarenowdemandedbyEuropeancustomerstokillthegerms.
EthicalimplicationsWhileconversionoftheworld'sconsumerstofullyautomatedwashing
machineswouldhelpstandardizeUnilever'sapproach,ithasmajorimplicationsforwaterusage.Thisis
becausecomparedtohandwashing,machinewashingcan,dependingcriticallyonthenumberofrinse
cyclesneeded,usemorewater.Continuedinnovationinproductstowardlowerwaterusewillbeakey
ethicalandperformanceissueforUnilevermovingforward.
AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:3Hard
LearningObjective:0206Listthekeydimensionsindecidingtoenteraforeignmarket
Topic:ConsiderationsinApproachingaForeignMarket
2-59
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.