In the clothing mini case, outer limits marketing strategy would be best described as ________.

Consumer Behavior, 10e (Schiffman/Kanuk)Chapter 13 Cross-Cultural Consumer Behavior: An International Perspective1) Differences between consumers of different societies are known as ________.A) cross-cultural interpretationB) cross-cultural consumer researchC) cross-cultural analysisD) cross-cultural differencesE) cross-cultural localizationAnswer: DDiff: 1 Page Ref: 406Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy2) The objective of understanding cross-cultural differences is to ________.A) develop effective targeted marketing strategies to use in each foreign market of interestB) be informed as good citizensC) to fulfill a societal marketing aspectD) to be considered a global companyE) to fulfill their social responsibilitiesAnswer: ADiff: 2 Page Ref: 406Skill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy3) A ________ marketing perspective stresses the similarities among consumers worldwide.A) diverseB) internationalC) globalD) comprehensiveE) localizedAnswer: CDiff: 1 Page Ref: 408Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy1ScholarStock4) A ________ marketing strategy stresses the diversity among consumers in different nations.A) diverseB) internationalC) globalD) comprehensiveE) localizedAnswer: EDiff: 2 Page Ref: 408AACSB: Reflective ThinkingSkill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy5) A company that includes a blend of standardized and local elements in order to secure thebenefits of their different marketing strategies is called a ________.A) smart companyB) global companyC) multinational companyD) glocal companyE) international companyAnswer: DDiff: 3 Page Ref: 408AACSB: Analytic SkillsSkill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy6) A glocal company is one that ________.A) is both global and localB) operates inside and outside the U.S.C) is a company that is environmentally orientedD) buys products locally and sells them globallyE) blends a uniform communication strategy with a uniform productAnswer: ADiff: 1 Page Ref: 408Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy2ScholarStock7) Why are firms selling their products all over the world?A) Overseas markets represent the single most important opportunity for growth.B) Trade agreements require all companies operating within the agreement nations to have aglobal plan.C) Companies fear competition from "me too" products elsewhere.D) Companies want to gain new production and marketing ideas.E) Companies seek to take advantage of lower labor costs.Answer: ADiff: 3 Page Ref: 408AACSB: Reflective ThinkingSkill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy8) ________ provide(s) a form of "culture transfer" when companies expand their markets bybringing new products, services, practices, ideas, and experiences to potential consumersresiding in a different country and possessing a different cultural view.A) International marketingB) TravelC) MoviesD) GiftsE) TelevisionAnswer: ADiff: 3 Page Ref: 409AACSB: Analytic SkillsSkill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy9) ________ is made up of 27 member countries in Europe who allow the free movement ofgoods and services.A) NAFTAB) The European UnionC) CAFTAD) ASEANE) MercosurAnswer: BDiff: 1 Page Ref: 408Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy3ScholarStock10) ________, which currently consists of the United States, Canada, and Mexico, provides freemarket access to more than 440 million consumers.A) NAFTAB) The European UnionC) CAFTAD) ASEANE) MercosurAnswer: ADiff: 1 Page Ref: 408Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy11) ________ is a free trade agreement that includes Costa Rica, the Dominican Republic, ElSalvador, Guatemala, Honduras, and Nicaragua.A) NAFTAB) The European UnionC) CAFTAD) ASEANE) MercosurAnswer: CDiff: 1 Page Ref: 408Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy12) By exposing consumers to unfamiliar and foreign products, international marketing providesa form of ________.A) cross-cultural diversityB) culture transferC) international homogeneityD) cross-cultural analysisE) stereotypingAnswer: BDiff: 3 Page Ref: 409Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy4ScholarStock13) When consumers make consumption decisions based on an association between the product,brand name, or service, and the country in which it was made, this is referred to as ________.A) jumping to conclusionsB) stereotypingC) country of origin effectsD) the halo effectE) judging valueAnswer: CDiff: 2 Page Ref: 410Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy14) A research study in Turkey found that while products from Germany, France, Italy, and Israelwere favored by Turkish consumers for their quality, design, and performance, products from theUnited States and England were chosen for their reliability and warranty. This is an example of________.A) jumping to conclusionsB) stereotypingC) country of origin effectsD) the halo effectE) judging valueAnswer: CDiff: 2 Page Ref: 410Skill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy15) Of the three entities involved in country of origin, ________ has the strongest influence onproduct evaluations.A) country of designB) country of saleC) country of assemblyD) country of purchaseE) country of partsAnswer: EDiff: 2 Page Ref: 411Skill: ConceptObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy5ScholarStock16) American consumers who preferentially select products made in the USA demonstrate high________.A) cultural homogeneityB) national heritageC) belief structureD) international viewE) consumer ethnocentrismAnswer: EDiff: 1 Page Ref: 410Skill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy17) ________ is defined as the effort to determine to what extent the consumers of two or morenations are similar or different.A) Cross-cultural differenceB) Consumer behaviorC) Cross-cultural analysisD) Country of origin effectsE) Marketing researchAnswer: CDiff: 1 Page Ref: 412AACSB: Analytic SkillsSkill: ConceptObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies18) ________ can provide marketers with an understanding of the psychological, social, andcultural characteristics of the foreign consumers they wish to target, so that they can designeffective marketing strategies for the specific national markets involved.A) Marketing researchB) Cross-cultural analysisC) Cross-cultural differenceD) Country of origin researchE) Consumer behaviorAnswer: BDiff: 2 Page Ref: 412Skill: ConceptObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies6ScholarStock19) If the cultural beliefs, values, and customs of specific target countries are found to differwidely then a highly ________ marketing strategy is indicated for each country.A) individualizedB) generalizedC) homogenizedD) heterogeneousE) uniformAnswer: ADiff: 2 Page Ref: 413Skill: ConceptObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies20) By 2020, the middle class will grow to constitute over ________ of the world's population.A) 50%B) 60%C) 70%D) 75%E) 80%Answer: ADiff: 2 Page Ref: 414Skill: ConceptObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies21) According to recent projections, the middle class will increase in size by 1.8 billion people,of which about one third will be in ________.A) ChinaB) IndiaC) Western EuropeD) the United StatesE) RussiaAnswer: ADiff: 2 Page Ref: 414AACSB: Analytic SkillsSkill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies7ScholarStock22) Many marketers, finding their home markets to be nearing the saturation point in terms ofsales opportunities, are looking to the growing ________ in developing countries to expand theirsales.A) lower classB) working classC) middle classD) wealthy classE) upper classAnswer: CDiff: 3 Page Ref: 415Skill: ConceptObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies23) Which of the following is true of the middle class in emerging markets?A) Companies can expect middle class consumers worldwide to earn roughly the same income.B) Middle-class consumers in less-developed nations often cannot afford to pay as much for aproduct as consumers in the more advanced economies do.C) The majority of the global middle class lives in developed nations.D) Only one-third of people living in developing countries are literate.E) The emerging middle class constitutes the highest percentage of the total country populationin Mexico.Answer: BDiff: 3 Page Ref: 415Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies24) The reason that many products fail when marketed in a foreign country is ________.A) many companies do not insure their products against theftB) many companies assume that if a product is a success domestically than it will be acceptedanywhereC) marketers do not go through enough enculturation educationD) marketers' use of localized marketing strategies negatively influence consumer preferencesE) country of origin effectsAnswer: BDiff: 3 Page Ref: 418AACSB: Reflective ThinkingSkill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies8ScholarStock25) Learning about foreign cultures is called ________.A) enculturationB) acculturationC) ethnocentrismD) consumer researchE) novoculturationAnswer: BDiff: 1 Page Ref: 418AACSB: Analytic SkillsSkill: ConceptObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies26) To overcome a narrow and culturally myopic view, marketers must go through a(n)________ process.A) acculturationB) enculturationC) proculturationD) adculturationE) novoculturationAnswer: ADiff: 3 Page Ref: 418Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies27) Company A appeals to consumers in different countries in terms of their "common" needs,values, and goals. Company A is using ________ as a segmentation strategy.A) national bordersB) international statusC) shared needs and valuesD) local concernsE) contemporary issuesAnswer: CDiff: 2 Page Ref: 420Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy9ScholarStock28) Company B appeals to consumers in different countries by using relatively different, "local,"or specific marketing strategies for members of distinctive cultures or countries. Company B isusing ________ as a segmentation strategy.A) shared needs and valuesB) national bordersC) international statusD) local concernsE) contemporary issuesAnswer: BDiff: 2 Page Ref: 420Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy29) Two nations may use or consume the same product in very different ways or for differentpurposes. This is an example of which of the following basic research issues in cross-culturalanalysis?A) differences in language and meaningB) differences in marketing research possibilitiesC) differences in consumption patternsD) differences in perceived benefits of products and servicesE) differences in economic and social conditions and family structureAnswer: DDiff: 3 Page Ref: 419, Table 13.8Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies30) The income, social class, age, and sex of target customers may differ dramatically betweentwo different countries. This is an example of which of the following basic research issues incross-cultural analysis?A) differences in language and meaningB) differences in marketing segmentation opportunitiesC) differences in consumption patternsD) differences in perceived benefits of products and servicesE) differences in economic and social conditions and family structureAnswer: BDiff: 3 Page Ref: 419, Table 13.8AACSB: Analytic SkillsSkill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies10ScholarStock31) In some cultures, the female head of household is the primary decision-maker when it comesto purchases for the family. In others, it is the male head of household. This is an example ofwhich of the following basic research issues in cross-cultural analysis?A) differences in language and meaningB) differences in marketing research possibilitiesC) differences in consumption patternsD) differences in perceived benefits of products and servicesE) differences in economic and social conditions and family structureAnswer: EDiff: 3 Page Ref: 419, Table 13.8Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies32) The availability of professional consumer researchers can vary considerably from country tocountry. This is an example of which of the following basic research issues in cross-culturalanalysis?A) differences in language and meaningB) differences in marketing research possibilitiesC) differences in consumption patternsD) differences in perceived benefits of products and servicesE) differences in economic and social conditions and family structureAnswer: BDiff: 3 Page Ref: 419, Table 13.8AACSB: Analytic SkillsSkill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies33) ________ products are manufactured, packaged, and positioned in exactly the same wayregardless of the country in which they are sold.A) Regional brandB) World brandC) National brandD) Local brandE) International brandAnswer: BDiff: 2 Page Ref: 420AACSB: Analytic SkillsSkill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy11ScholarStock34) An upscale wristwatch such as Patek Philippe would be best marketed through a ________strategy.A) globalB) world brandC) adapted marketingD) mass marketingE) direct marketingAnswer: BDiff: 3 Page Ref: 420Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy35) _________ refers to the fact that consumers view global brands as a kind of "cultural ideal,"and their purchase and use makes the consumer feel like a citizen of the world.A) Quality signalB) Social responsibilityC) Constructive marketingD) Global mythE) Corporate speculationAnswer: DDiff: 2 Page Ref: 422AACSB: Analytic SkillsSkill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy36) Global companies are held to a higher level of ________ than local brands, and are expectedto respond to social problems associated with what they sell.A) qualityB) corporate social responsibilityC) identificationD) prestigeE) employmentAnswer: BDiff: 2 Page Ref: 422Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy12ScholarStock37) The majority of a country's citizens fall into which one of the following categories withrespect to their view of global brands?A) global citizensB) global dreamersC) antiglobalsD) global pragmatistsE) global agnosticsAnswer: ADiff: 2 Page Ref: 422AACSB: Multicultural and DiversitySkill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy38) According to research presented in the text, ________ feel that global brands are higher inquality than local brands, but dislike brands that preach U.S. values and do not trust globalcompanies to act responsibly.A) global citizensB) global dreamersC) antiglobalsD) global pragmatistsE) global agnosticsAnswer: ADiff: 2 Page Ref: 422Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy39) According to research presented in the text, ________ view global brands as qualityproducts, and are not particularly concerned about the social responsibility issue.A) global citizensB) global dreamersC) antiglobalsD) global pragmatistsE) global agnosticsAnswer: BDiff: 2 Page Ref: 423Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy13ScholarStock40) According to research presented in the text, ________ evaluate global brands in the sameway they evaluate local brands.A) global citizensB) global dreamersC) antiglobalsD) global pragmatistsE) global agnosticsAnswer: EDiff: 2 Page Ref: 423AACSB: Reflective ThinkingSkill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy41) McDonald's tries to adapt its advertising messages to the specific values of particularcultures. This makes it a ________ company.A) globalB) localC) glocalD) world brandE) multinationalAnswer: CDiff: 2 Page Ref: 423Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy42) According to recent consumer research, which of the following is true of combining globaland local marketing strategies?A) Consumers in different countries of the world are exposed to roughly the same level ofadvertising.B) Consumers worldwide focus more on the aesthetic qualities of advertising than on theproduct-related claims made.C) Creating a general consensus of meaning across various cultures can be achieved using strongvisual images whose fundamental message is highly apparent.D) In developing advertising for international markets, localizing language to blend with thelocal culture is considered to be the least important component of advertising customization.E) The most effective way to reach international markets for all types of products is by using auniform advertising theme.Answer: CDiff: 3 Page Ref: 424AACSB: Reflective ThinkingSkill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy14ScholarStock43) What is the most important advertising component that will blend with the local culture?A) languageB) localizing product attributesC) use of local modelsD) using local musicE) using local advertising settingsAnswer: ADiff: 2 Page Ref: 424Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy44) A ________ advertising strategy involves standardization of both the product and thecommunications program.A) localB) nationalC) restrictedD) globalE) mixedAnswer: DDiff: 1 Page Ref: 424Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy45) A ________ advertising strategy involves customizing both the product and communicationsprogram.A) localB) nationalC) restrictedD) globalE) mixedAnswer: ADiff: 1 Page Ref: 424Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy15ScholarStock46) A ________ advertising strategy involves customizing either the product or thecommunications program.A) localB) restrictedC) nationalD) globalE) mixedAnswer: EDiff: 2 Page Ref: 424Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy47) There are four possible global marketing strategies, one of which is a mixed strategy, whichinvolves offering ________.A) a uniform product and a customized messageB) a customized pricing scheme and a uniform messageC) a uniform product and a uniform messageD) a customized product and a customized messageE) a uniform product and a uniform pricing schemeAnswer: ADiff: 3 Page Ref: 425, Table 13.10AACSB: Analytic SkillsSkill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy48) There are four possible global marketing strategies, one of which is a global strategy, whichinvolves offering ________.A) a uniform product and a customized messageB) a uniform product and a uniform messageC) a customized pricing strategy and a uniform messageD) a customized product and a uniform messageE) a customized product and a customized messageAnswer: BDiff: 3 Page Ref: 425, Table 13.10AACSB: Analytic SkillsSkill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy16ScholarStock49) There are four possible global marketing strategies, one of which is a local strategy, which isoffering ________.A) a uniform product and a customized messageB) a uniform product and a uniform messageC) a customized product and a uniform messageD) a customized product and a customized messageE) a uniform pricing strategy and a customized productAnswer: DDiff: 3 Page Ref: 425, Table 13.10Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy50) Product standardization works best with ________ products.A) snack foodB) cleaningC) high techD) fashion and clothingE) agriculturalAnswer: CDiff: 2 Page Ref: 426, Table 13.11Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy51) A localized marketing strategy works best when ________.A) the local economy is prosperousB) there are very few market segmentsC) there is intense local competitionD) the company's international reputation is very goodE) there are few potential local partnersAnswer: CDiff: 3 Page Ref: 426, Table 13.11AACSB: Multicultural and DiversitySkill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy17ScholarStock52) When seeking success in a foreign market, it has been suggested that a company shouldremember the following P's: ________.A) place, position, and productsB) price, place, and peopleC) place, price, and positionD) place, people, and productsE) products, people and positionAnswer: DDiff: 3 Page Ref: 425Skill: ConceptObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy53) The Chevrolet Nova did not sell well in Latin America because the Spanish word Novameans "it doesn't run." This is an example of failure due to which of the following of the threeP's?A) ProductB) ProjectionC) PricingD) PlacementE) PeopleAnswer: ADiff: 3 Page Ref: 425AACSB: Analytic SkillsSkill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy54) When Snapple failed to reduce the level of sweetness before offering it to the Japanesemarket, sales came in significantly below anticipated levels. This is an example of failure due towhich of the following three P's?A) PlacementB) PricingC) PromotionD) ProductE) PeopleAnswer: DDiff: 1 Page Ref: 425AACSB: Analytic SkillsSkill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy18ScholarStock55) Using different colors to package products that are being sold in foreign countries is a way toovercome failure due to ________ problems.A) productB) pricingC) distributionD) promotionalE) consumptionAnswer: ADiff: 3 Page Ref: 425Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy56) Which of the following global consumer market segments is the youngest group?A) striversB) devoutsC) fun SeekersD) creativesE) intimatesAnswer: CDiff: 3 Page Ref: 427Skill: ConceptObjective: 13.4: Understand how lifestyle and psychographic segmentation can be used indeveloping global or local marketing strategies57) Which of the following global consumer market segments is known for seeking knowledgeand insight, and having a keen interest in books and new media?A) striversB) devoutsC) fun SeekersD) creativesE) intimatesAnswer: DDiff: 3 Page Ref: 427Skill: ConceptObjective: 13.4: Understand how lifestyle and psychographic segmentation can be used indeveloping global or local marketing strategies19ScholarStock58) Which of the following global consumer market segments considers material things to beextremely important?A) striversB) devoutsC) fun seekersD) creativesE) intimatesAnswer: ADiff: 3 Page Ref: 427Skill: ConceptObjective: 13.4: Understand how lifestyle and psychographic segmentation can be used indeveloping global or local marketing strategies59) Which of the following global consumer market segments is most focused on socialrelationships and family?A) striversB) devoutsC) fun seekersD) creativesE) intimatesAnswer: CDiff: 3 Page Ref: 427Skill: ConceptObjective: 13.4: Understand how lifestyle and psychographic segmentation can be used indeveloping global or local marketing strategiesCLOTHING MINI CASE: Outer Limits Outfitters is an Swiss company that makes clothes forskiing and snowboarding. The company produces standardized lines of clothing for sale at itsretail outlets worldwide. In Switzerland,. Outer Limits' advertising portrays the company as adistinctly Swiss brand. In other countries, however, it creates localized advertising, using localactors and local scenery. Outer Limits also makes substantial donations to regional naturalpreservation charities in its various markets because it knows that natural conservation is veryimportant to its core consumers.60) In the CLOTHING MINI CASE, Outer Limits Outfitters would be considered a(n)________.A) global brandB) acculturated brandC) subsidiary brandD) national brandE) local brandAnswer: ADiff: 3 Page Ref: 422Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy20ScholarStock61) In the CLOTHING MINI CASE, if U.S. consumers held positive perceptions of Outer LimitsOutfitters because it is a Swiss company and the Swiss are known for having beautiful mountainsand high quality goods, this would be an example of ________.A) country of origin effectsB) localized strategyC) glocal brandingD) cross-cultural analysisE) consumer ethnocentricityAnswer: ADiff: 3 Page Ref: 410Skill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy62) In the CLOTHING MINI CASE, the majority of Outer Limits' consumers fall into the________ consumer segment.A) Global CitizensB) Global DreamersC) Global IndifferentsD) AntiglobalsE) Global AgnosticsAnswer: ADiff: 3 Page Ref: 422AACSB: Reflective ThinkingSkill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy63) In the CLOTHING MINI CASE, the success of Outer Limits clothing abroad is most clearlyattributable to ________.A) quality signalB) social responsibilityC) international prestigeD) global mythE) cross-cultural analysisAnswer: DDiff: 3 Page Ref: 422AACSB: Analytic SkillsSkill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy21ScholarStock64) In the CLOTHING MINI CASE, Outer Limits' marketing strategy would be best describedas ________.A) globalB) mixedC) homogenousD) localE) individualisticAnswer: BDiff: 3 Page Ref: 425, Table 13.10Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategyCRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African craftsmen tothe United States. The company broadcasts a standardized advertising campaign nationwideemphasizing the fair price that it pays for the crafts that it imports, supporting rather thanexploiting these craftsmen. Its advertising also serves to introduce American consumers tointernational craft products to which they may not have been already introduced.65) In the CRAFT MINI CASE, Global Craft capitalizes on its reputation for ________ topromote the products it imports.A) social responsibilityB) global mythC) quality signalingD) prestigeE) valueAnswer: ADiff: 3 Page Ref: 422Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy66) In the CRAFT MINI CASE, Global Craft highlights the exotic origins of the crafts itimports, relying on positive ________ to promote sales of its imports.A) cultural exposureB) consumption experiencesC) country of origin effectsD) cross-cultural differencesE) standardized productsAnswer: CDiff: 3 Page Ref: 410Skill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy22ScholarStock67) In the CRAFT MINI CASE, Global Craft's advertising strategy would be best described as________.A) heterogeneousB) localizedC) individualizedD) value-drivenE) standardizedAnswer: EDiff: 3 Page Ref: 420Skill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy68) In the CRAFT MINI CASE, Global Craft's marketing provides a form of ________.A) cross-cultural analysisB) culture transferC) indirect sellingD) enculturationE) world brandAnswer: BDiff: 3 Page Ref: 409Skill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy69) In the CRAFT MINI CASE, the majority of Global Craft's consumers fall into the ________consumer segment.A) Global CitizensB) Global DreamersC) Global IndifferentsD) AntiglobalsE) Global AgnosticsAnswer: ADiff: 3 Page Ref: 422AACSB: Reflective ThinkingSkill: ApplicationObjective: 13.3: Understand how consumer-related factors impact a firm's decision to select aglobal, local, or mixed marketing strategy23ScholarStockCOLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as asymbol of American values and society and has traditionally supplied beverages to the UnitedStates Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Colasees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Dueto current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America isunlikely to be a successful marketing approach with Muslim consumers in the Middle East. As aresult, Fizzy Cola plans to tailor its marketing message to the specific needs and values of thepotential markets in the Middle East. Market research, however, has been hindered by laws inthe area, especially in Saudi Arabia, where gatherings of more than four people are illegal,making focus group research a near impossibility.70) In the COLA MINI CASE, Fizzy Cola plans to use a(n) ________ marketing strategy toreach customers in the Middle East.A) individualizedB) globalC) internationalD) homogeneousE) uniformAnswer: ADiff: 2 Page Ref: 413Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies71) In the COLA MINI CASE, marketers of Fizzy Cola must undergo a process of ________ inorder to recognize the relevant factors pertaining to the usage of its products in the Middle East.A) enculturationB) acculturationC) proculturationD) novoculturationE) adculturationAnswer: BDiff: 2 Page Ref: 418Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies24ScholarStock72) In the COLA MINI CASE, marketing of Fizzy Cola in the Middle East as a symbol ofAmerica is likely to fail largely due to ________.A) cross-cultural analysisB) indirect sellingC) country of origin effectsD) prestige propertiesE) global segmentation strategiesAnswer: CDiff: 3 Page Ref: 410Skill: ApplicationObjective: 13.1: Understand the importance of formulating an appropriate multinational orglobal marketing strategy73) In the COLA MINI CASE, Fizzy Cola's marketing research difficulties arise from which ofthe following basic research issues in cross-cultural analysis?A) differences in consumption patternsB) differences in economic and social conditionsC) differences in market segmentation opportunitiesD) differences in language and meaningE) differences in marketing research possibilitiesAnswer: EDiff: 3 Page Ref: 419, Table 13.8Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies74) In the COLA MINI CASE, Islamic law prohibits the consumption of alcohol, leading to arelative increase in the consumption of soft drinks by Muslims in the Middle East. This is anexample of ________.A) differences in consumption patternsB) differences in economic and social conditionsC) differences in market segmentation opportunitiesD) differences in language and meaningE) differences in marketing research possibilitiesAnswer: ADiff: 3 Page Ref: 419, Table 13.8Skill: ApplicationObjective: 13.2: Understand how to study the differences among cultures while developingmarketing strategies25ScholarStock