Marketing Notes

back-translation

• make survey/questionnaire in the foreign language and then ask someone else to transfer it back into english because then you will be able to see which wording is wrong
• -nonverbal language:
• -verbal language: use back translation or locals in our decision making process

the way the core values influence our behavior

• -time: punctuality, we show up early so we are not late, in other countries it shows that you like a witness if you are early
• -space: personal space between a friend and yourself vs. personal space between a stranger and yourself
• -material possessions
• -friendship patterns
• -business agreements

5 dimensions of culture analysis

• -individualism vs. collectivism: I-making assumptions about people’s behavior in diff countries US is a very individualist and china is collectivists
• -power distance: the way people view their relationships w others. ex. we sometimes call our bosses by our first names this is also on the website
• -uncertainty avoidance: when people are risk evers its high and that shapes their consumption behavior because they are more careful
• -longterm vs short term orientation
• -gender role orientation

cultural universals
Exhibitions of the total way of life of a group of people, which include:

• Body adornments
• Courtship
• Etiquette
• Family Gestures
• Joking

self reference criterion
¥ Factual: Obtained through communication, research, and education
¥ Experiential: Acquired by being involved in a culture other than one’s own
¥ Interpretive: Acquired by understanding the nuances of different cultural traits and patterns
Self-reference criterion: Unconscious reference to one’s own cultural values
Ethnocentrism: The belief that one’s own culture is superior to others:

-national tendency that we all have to some degree that whenever we analyze anything we use our own culture as a reference point to analyze the issue
-unconscious reference to one’s own cultural values

focus groups
test groups that are only a few people (8-12)
-representative of the proposed target market audience, can be interviewed to check for disasters and fine-tune research findings

in-depth studies
scheduled w 1 person at a time 1-2 hours lengthy convos, one on one meetings and start the convo w have you got our product…., ask them questions after questions to see what the core/main problem with the product
-Are used to study of consumer needs across markets

ethnocentrism

• our culture is superior to other people’s culture, it makes us feel better about ourselves, self serving bias
• -china(easier), France(harder) :in countries that ethnocentrism is more salient it is going to be hard to sell America products.

Which of the following is a result of technology and is directly related to the way a society organizes its economic activity?
material culture

The differences in cultural lifestyle can be accounted for by five major dimensions of culture that include individualism-collectivism, power distance, uncertainty avoidance, gender-role orientation, and _ orientation.
long term vs short term

The unconscious allusion to one’s own cultural values is known as _ criterion.
self reference

Relatively weak resistance to new products is one of the marketing implications for countries that are _.
low in uncertainty avoidance

which one is true:
a. In domestic markets, colors have more symbolic value than in international markets.
b. Ethnocentrism is the belief that all cultures are equally important.
c. Understanding manners and customs is irrelevant in negotiations.
d. Companies that tend to do the best job at web globalization are those that view themselves as global companies with local customers.
companies that tend to do the best job at web globalization are those that view themselves as global companies with local customers (d)

high context culture
-Context is as important as what is actually said:
-Speaker and the listener rely on a common understanding of the context

low context culture
Most of the information is contained explicitly in the words

culture
an integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society

enculturation
(consumer socialization) is learning one’s own culture.

acculturation
learning new or foreign cultures

formal learning
learning from family

informal learning
imitate behaviors of selected others like family or friends
Technical Learning happens when teachers instruct children in educational environments

reference groups
provide the values and attitudes that become influential in shaping behavior

The unconscious allusion to one’s own cultural values is known as _ criterion.

a. high-context
b. collectivist
c. ethnocentric
d. self-reference
d. self-reference

Which of the following is the term used to describe the belief that one’s own culture is superior to others?

a. Acculturation
b. Ethnocentrism
c. Cultural relativism
d. Cultural convergence
b. Ethnocentrism

Which of the following is one way in which companies have tried to avoid the training problem inherent in being an international company?

a. Hiring only well-traveled executives for overseas operations

b. Standardizing all processes and products in the host country like those in the home country

c. Hiring only home country employees for overseas operations

d. Outsourcing its operations to a country with a cheap but skilled labor force
a. Hiring only well-traveled executives for overseas operations

Which of the following is true of cross-cultural training methods?

a. Sensitivity training exposes a manager to a different cultural environment for a limited amount of time.

b. Although the expense of placing and maintaining an expatriate is high, field experience is commonly used in training.

c. Area studies programs provide factual preparation for a manager to operate in, or work with people from, a particular country.

d. The cultural assimilator program has been used in particular in cases of transfers abroad where there is adequate time to prepare.
c. Area studies programs provide factual preparation for a manager to operate in, or work with people from, a particular country.

Cultural _ is the program in which trainees must respond to scenarios of specific situations in a particular country.

a. orientation
b. assimilator
c. universals
d. convergence
b. assimilator

Which of the following should be a basic prerequisite for other types of training programs?

a. Sensitivity training
b. Simulation
c. Area studies
d. Field experience
c. Area studies

Which of the following training methods focuses on enhancing a manager’s flexibility in situations that are quite different from those at home and is based on the assumption that understanding and accepting oneself is critical to understanding a person from another culture?

a. Simulation
b. Sensitivity training
c. Lectures
d. Role plays
b. Sensitivity training

Sensitivity training and case studies are examples of the _ training method.

a. experiential
b. analytical
c. factual
d. role play
b. analytical

Which of the following refers to a training program that exposes a manager to a different cultural environment for a limited amount of time?

a. Case studies
b. Lectures
c. Role play
d. Field experience
d. Field experience

In order to expand their businesses internationally despite cultural differences, nowhere is companies’ commitment to local markets as evident as in _.

a. corporatization
b. exporting
c. focusing on profits
d. product offerings
d. product offerings

The single most important cause for failure in the international marketplace is the inability to communicate in the host country language.

T or F
False

The American Marketing Association (AMA) defines marketing research as the function that links the consumer, customer, and public to the marketer through information.

T or F
True

The research done for international marketing activities is most often more rigorous, formal, and quantitative than for domestic marketing activities.

T or F
False

A marketing plan is usually developed prior to doing any international research.

T or F
False

The value of the international marketing decision with the benefit of research should be greater than the value of the decision without research.

T or F
True

When importing, firms shift their major focus from supplying to sourcing.

T or F
True

Firms appear to be less open about their international marketing activities than about their domestic ones.

T or F
False

It is not necessary to consider the compatibility and comparability of the data while using secondary data.

T or F
False

The researcher should use creative inferences to arrive at knowledge useful to the firm.

T or F
True

The EU law permits companies to collect personal data only if the individuals consent to the collection, know how the data will be used, and have access to databases to correct or erase their information.

T or F
True

The two major approaches to international research organization are the top-down approach and the bottom-up approach.

T or F
False

The less the corporation’s research needs overlap with an agency’s past research accomplishment, the more likely it is that the research task will be carried out satisfactorily.

T or F
False

Centralizing all research activities with one service provider is more efficient than having experts working on a problem.

T or F
False

Clustering countries into similar groups for screening and evaluation is the first step of foreign-market opportunity analysis.

T or F
False

Standardized research techniques are more useful in the collection of subjective data than of objective data.

T or F
False

Focus groups can be most useful when specific answers are sought to very narrow questions.

T or F
False

When qualitative data are desired, surveys are appropriate research instruments.

T or F
False

Unstructured questions increase the potential for interviewer bias.

T or F
True

Delphi studies are one means of obtaining factual data through quantitative methods.

T or F
False

Scenario analysis is used to look at different configurations of key variables in the international market.

T or F
True

What are the two basic forms of research gathering methods?

a. Generic and specific
b. Presentation and demonstration
c. Primary and secondary
d. Limited and scope-oriented
c. Primary and secondary

Which of the following is true of marketing research?

a. Marketing research can take place in a void.

b. Marketing research is the link between marketer and market without which marketing cannot function.

c. Marketing research highlights the roles of bias, emotions, and subjective judgment.

d. Marketing research can take place even without a business purpose.
b. Marketing research is the link between marketer and market without which marketing cannot function.

A major reason that firms are reluctant to engage in international marketing activities is the:

a. lack of investors in international markets.
b. lack of sensitivity to differences in consumer tastes and preferences.
c. absence of profitable opportunities.
d. lack of distributors in international markets.
b. lack of sensitivity to differences in consumer tastes and preferences.

The value of research in making a particular decision can be determined by applying the following equation: V(dr) – V(d) > C(r). In this equation, V(dr) represents the:

a. cost of research.
b. value of the decision with the benefit of research.
c. value of the decision without the benefit of research.
d. difference between the cost of research and the benefit of research.
b. value of the decision with the benefit of research.

Which of the following is the aim of foreign-market opportunity analysis?

a. To utilize a broad-brush approach which is accomplished quickly at low cost

b. To conduct a detailed analysis of the world on a market-by-market basis

c. To obtain consistency in the firm’s marketing efforts

d. To evaluate the natural resources present in the different markets
a. To utilize a broad-brush approach which is accomplished quickly at low cost

Which of the following is the first step in foreign-market opportunity analysis?

a. Identifying the potential demand for a specific product

b. Indexing and ranking countries by their market appeal

c. Clustering countries into similar groups for screening and evaluation

d. Developing and planning of strategies of the country chosen
b. Indexing and ranking countries by their market appeal

Macro level secondary data usually involves:

a. data on local laws and regulations.
b. tariff and nontariff information.
c. information about individual companies.
d. data on local distribution systems and competitive activities.
b. tariff and nontariff information.

Collecting secondary data at the micro level involves gathering:

a. tariff and nontariff information.
b. government trade policy information.
c. information obtained from the WTO.
d. data on local laws, regulations, standards, and specifications.
d. data on local laws, regulations, standards, and specifications.

_ information includes population trends, general trade flows between countries, and world agricultural production.

a. Behavioral
b. Macro
c. Systemic
d. Structural
b. Macro

Which of the following entities has the greatest variety of secondary data?

a. International organizations
b. Governments
c. Trade associations
d. Service organizations
b. Governments

Which of the following is true about trade associations?

a. Trade associations provide valuable information about local markets.

b. The information provided by trade associations is often quite specific in nature.

c. Trade associations do not maintain files on international trade issues and trends affecting international marketers.

d. Trade associations provide general background information such as the name of the chief executive officer, the address and telephone number, and some information about a firm’s products.
a. Trade associations provide valuable information about local markets.

Why is information provided by trade associations often quite general in nature?

a. Because the frequency of updates is very low

b. Because the basic intent of such information is to serve as an “appetizer”

c. Because summary information is what most international organizations look out for

d. Because of the wide variety of clients served
d. Because of the wide variety of clients served

Which of the following is a drawback associated with electronic information services?

a. The information provided is not cost-effective.

b. They are heavily biased toward the English language.

c. They do not provide information on technical standards and trade regulations on specific products.

d. The information provided is often quite general in nature.
b. They are heavily biased toward the English language.

The level of computerization of a society can estimate the future need for software. In this statement, the level of computerization of a society is a:

a. random variable.
b. proxy variable.
c. constant.
d. qualitative variable.
b. proxy variable.

Which of the following is true about primary research?

a. It is always conducted by the firm with a specific need.

b. It is very limited in scope as it typically does not go beyond the activities of secondary data collection.

c. It is conducted to fill specific information needs.

d. It is easier to conduct internationally.
c. It is conducted to fill specific information needs.

Firms are increasingly recognizing that __ variables, such as lifestyles, attitudes, or personality, can play a major role in identifying similar consumer groups in different countries.

a. discrete
b. segmentation
c. purchase-related
d. economic
b. segmentation

Which of the following questions will require the use of primary research?

a. What are the latest accords and negotiations in the WTO?

b. What is the ratio of Columbia’s debt to gross domestic product?

c. What is the market potential for furniture in Indonesia?

d. What percentage of global steel production is accounted by the Chinese steel industry?
c. What is the market potential for furniture in Indonesia?

Which of the following approaches uses an intermediary such as an outside research agency to bring headquarters and country operations together?

a. Coordinated research approach
b. Top-down approach
c. Decentralized approach
d. Centralized approach
a. Coordinated research approach

In the _ approach, the headquarters establishes the broad thrust of research activities and delegates further design and implementation to the specific countries. The research is then carried out locally, and only a final report is provided to headquarters.

a. top-down
b. decentralized
c. coordinated
d. centralized
b. decentralized

Outside research is appropriate:

a. for small-scale international marketing research.
b. for small-scale domestic marketing research.
c. when generalized research skills are required.
d. when specialized research skills are required.
d. when specialized research skills are required.

_ can be helpful in providing information about perceptions, emotions, and other nonovert factors.

a. Focus groups
b. Scanner data
c. Structured questionnaires
d. Surveys
a. Focus groups

Which of the following research techniques is most valuable for the researcher who is totally unfamiliar with a market or market situation, and can be quickly achieved through participation in a trade mission?

a. Surveys
b. Interviews
c. Focus groups
d. Observation
d. Observation

Which of the following research instruments is used for gathering qualitative data in marketing research?

a. Data mining
b. Survey
c. Scanner data
d. Interviews
d. Interviews

The intent of gathering qualitative data is to:

a. amass data.
b. search for statistical significance.
c. generalize.
d. obtain a better understanding of given situations and behavioral patterns.
d. obtain a better understanding of given situations and behavioral patterns.

When quantitative data are desired, _ are appropriate research instruments.

a. interviews
b. focus groups
c. surveys
d. observations
c. surveys

Surveys are usually conducted _.

a. via questionnaires
b. through observations
c. via experiments
d. through focus groups
a. via questionnaires

Which of the following is true about structured questions?

a. Structured questions increase the potential for interviewer bias.

b. Structured questions typically permit the capture of more in-depth information than unstructured questions.

c. Structured questions are quite useful in cross-cultural surveys because they make allowance for the frame of reference of the respondents.

d. Structured questions typically allow the respondents only limited choice options.
d. Structured questions typically allow the respondents only limited choice options.

Which of the following is true about unstructured questions?

a. Unstructured questions typically allow the respondents only limited choice options.

b. Unstructured questions decrease the potential for interviewer bias.

c. Unstructured questions permit the capture of in-depth information.

d. Unstructured questions prevent the respondents from setting their own frame of reference.
c. Unstructured questions permit the capture of in-depth information.

In some cultures, certain questions are asked directly to respondents while in others, the same questions are thought to be rude and insulting. This is because of:

a. data equivalence.
b. social desirability.
c. interviewer bias.
d. sampling error.
b. social desirability.

In a developed country, a white-collar worker may be part of the middle class, whereas in a less-developed country, the same person would be part of the upper class. This example underscores the importance of _ while deciding on survey question formats.

a. data equivalence
b. social desirability
c. question validity
d. overt questioning
a. data equivalence

_ requires categories used in questionnaires to be comparatively structured.

a. Translation-retranslation approach
b. Social desirability
c. Data equivalence
d. Content analysis
c. Data equivalence

In the _, a researcher formulates the questions, has them translated into the language of the country under investigation, and subsequently has a second translator return the foreign text to the researcher’s native language.

a. transliteration methodology
b. translation-retranslation approach
c. multilingual evaluation
d. reverse translation methodology
b. translation-retranslation approach

Translation-retranslation approach is _.

a. designed to reduce interviewer bias.

b. employed to ensure that categories used in questionnaires are comparatively structured.

c. necessary to ensure the capture of more in-depth information.

d. used to reduce problems in question wording.
d. used to reduce problems in question wording.

To enrich information obtained from factual data, corporations resort to the use of creative and highly qualitative data-gathering methods. Which of the following methods would allow this?

a. Surveys
b. Questionnaires
c. Scanner data
d. Delphi studies
d. Delphi studies

Delphi studies:

a. seek to obtain the responses of many people with only specific and limited knowledge.

b. aim at qualitative rather than quantitative measures by aggregating the information of a group of experts.

c. encourage interaction among the participants.

d. require only two steps for completion and hence information is obtained very quickly.
b. aim at qualitative rather than quantitative measures by aggregating the information of a group of experts.

The manifestations of the total way of life of any group of people are referred to as cultural _.
a.
universals
b.
imperialism
c.
convergences
d.
relativism
a.
universals

_ provides the basis for transcultural similarities under shared beliefs and behavior.
a.
Language
b.
Social infrastructure
c.
Religion
d.
Education
c.
Religion

Which of the following is true about values and attitudes?
a.
In tradition-bound societies, attitude toward change is viewed with great suspicion.
b.
Attitude toward change is basically negative in industrialized countries.
c.
Values are the evaluation of alternatives based on attitudes.
d.
Cultural attitudes are typically a deterrent to foreign business practices.
a.
In tradition-bound societies, attitude toward change is viewed with great suspicion.

Which of the following types of tests help determine the potential acceptance and proper understanding of a proposed new product?
a.
Product tests
b.
Brand equity tests
c.
Gateway tests
d.
Concept tests
d.
Concept tests

The ideal number of participant(s) in a focus group is _.
a.
8 to 12
b.
100 to 200
c.
1
d.
25 to 50
a.
8 to 12

Which of the following is a result of technology and is directly related to the way a society organizes its economic activity?
a.
Cultural convergence
b.
Cultural assimilator
c.
IT education
d.
Material culture
d.
Material culture

The basic economic infrastructure elements of a society are _.
a.
bonding, licensure, and tariff
b.
transportation, energy, and communication systems
c.
housing, health, and education systems
d.
government, bureaucracy, and compartmentalizing
b.
transportation, energy, and communication systems

How can marketers assess the educational levels of a culture from secondary data sources?
a.
By using literacy rates and enrollment in higher education
b.
By calculating voter turnout rates by educational attainment
c.
By assessing the male-female sex ratio through differences in education levels
d.
By calculating the per capita income spent on education
a.
By using literacy rates and enrollment in higher education

_ are groups of people who provide values and attitudes that become influential in shaping behavior.
a.
Cultural universals
b.
Focus groups
c.
Reference groups
d.
Cultural assimilators
c.
Reference groups

The division of a particular population into classes is termed _.
a.
cultural assimilation
b.
ethnocentrism
c.
social stratification
d.
acculturation
c.
social stratification

Which of the following determines the roles of managers and subordinates and the way they relate to one another?
a.
Inequality
b.
Ethnocentrism
c.
Cultural assimilation
d.
Social organization
d.
Social organization

Which of the following is true about the sources of cultural knowledge?
a.
Regional integration is an example of country-specific experiential knowledge.
b.
Objective information is acquired only by being involved in a culture other than one’s own.
c.
Experiential knowledge is obtained only from others through communication, research, and education.
d.
Government regulations are an example of country-specific objective information.
d.
Government regulations are an example of country-specific objective information.

Which of the following is an example of country-specific experiential information?
a.
Regional integration
b.
Tariff barriers
c.
Program appropriateness
d.
Government regulations
c.
Program appropriateness

Which of the following United States authorities, in addition to the normal business literature and its anecdotal information, publish specific country studies?
a.
The Immigration and Naturalization Service
b.
The Department of Commerce
c.
The Office of Foreign Assets Control
d.
The Internal Revenue Service
b.
The Department of Commerce

Understanding and appreciating the nuances of different cultural traits and patterns is known as _ knowledge.
a.
predictive
b.
interpretive
c.
self-reference
d.
factual
b.
interpretive

Which of following dimensions of culture is associated with the need for formal rules and regulations?
a.
Power distance
b.
Individualism versus collectivism
c.
Long-term versus short-term orientation
d.
Uncertainty avoidance
d.
Uncertainty avoidance

The differences in cultural lifestyle can be accounted for by five major dimensions of culture that include individualism-collectivism, power distance, uncertainty avoidance, gender-role orientation, and _ orientation.
a.
political versus economical
b.
age versus educational
c.
physiological versus psychological
d.
long-term versus short-term
d.
long-term versus short-term

Relatively weak resistance to new products is one of the marketing implications for countries that are _.
a.
high in power distance
b.
low in uncertainty avoidance
c.
low in individualism
d.
high in masculinity
b.
low in uncertainty avoidance

China, Hong Kong, and Singapore are associated with _.
a.
low power distance and high individualism
b.
low masculinity and high individualism
c.
high power distance and low uncertainty avoidance
d.
high masculinity and low power distance
c.
high power distance and low uncertainty avoidance

Which of the following countries is associated with small power distance, low uncertainty avoidance, high individualism, and low masculinity?
a.
Australia
b.
Sweden
c.
China
d.
Japan
b.
Sweden

Which of the following countries is an innovator and an early technology adopter, has relatively weak resistance to new products, and has a strong consumer desire for novelty and variety?
a.
Thailand
b.
China
c.
Denmark
d.
Austria
c.
Denmark

The unconscious allusion to one’s own cultural values is known as _ criterion.
a.
high-context
b.
collectivist
c.
ethnocentric
d.
self-reference
d.
self-reference

Which of the following is the term used to describe the belief that one’s own culture is superior to others?
a.
Acculturation
b.
Ethnocentrism
c.
Cultural relativism
d.
Cultural convergence
b.
Ethnocentrism

Which of the following is one way in which companies have tried to avoid the training problem inherent in being an international company?
a.
Hiring only well-traveled executives for overseas operations
b.
Standardizing all processes and products in the host country like those in the home country
c.
Hiring only home country employees for overseas operations
d.
Outsourcing its operations to a country with a cheap but skilled labor force
a.
Hiring only well-traveled executives for overseas operations

Which of the following is true of cross-cultural training methods?
a.
Sensitivity training exposes a manager to a different cultural environment for a limited amount of time.
b.
Although the expense of placing and maintaining an expatriate is high, field experience is commonly used in training.
c.
Area studies programs provide factual preparation for a manager to operate in, or work with people from, a particular country.
d.
The cultural assimilator program has been used in particular in cases of transfers abroad where there is adequate time to prepare.
c.
Area studies programs provide factual preparation for a manager to operate in, or work with people from, a particular country.

Cultural _ is the program in which trainees must respond to scenarios of specific situations in a particular country.
a.
orientation
b.
assimilator
c.
universals
d.
convergence
b.
assimilator

Which of the following should be a basic prerequisite for other types of training programs?
a.
Sensitivity training
b.
Simulation
c.
Area studies
d.
Field experience
c.
Area studies

Which of the following training methods focuses on enhancing a manager’s flexibility in situations that are quite different from those at home and is based on the assumption that understanding and accepting oneself is critical to understanding a person from another culture?
a.
Simulation
b.
Sensitivity training
c.
Lectures
d.
Role plays
b.
Sensitivity training

Sensitivity training and case studies are examples of the _ training method.
a.
experiential
b.
analytical
c.
factual
d.
role play
b.
analytical

Which of the following refers to a training program that exposes a manager to a different cultural environment for a limited amount of time?
a.
Case studies
b.
Lectures
c.
Role play
d.
Field experience
d.
Field experience

In order to expand their businesses internationally despite cultural differences, nowhere is companies’ commitment to local markets as evident as in _.
a.
corporatization
b.
exporting
c.
focusing on profits
d.
product offerings
d.
product offerings