schiffman14tif 中山大学吴柏林教授 广告心理学清华大学出版社绝密资料.docx

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schiffman14tif中山大学吴柏林教授广告心理学清华大学出版社绝密资料

Chapter14:

Cross-CulturalConsumerBehavior:

AnInternationalPerspective

MultipleChoiceQuestions:

1.Whatisthemainreasonwhymarketerslearnaboutothercultures?

a.tobeinformedasgoodcitizens

b.tofulfillasocietalmarketingaspect

c.tobeconsideredaglobalcompany

d.toidentifyopportunitiesforglobalmarketing

（d;Difficulty1,p.471）

2.Acompanythatincludesablendofstandardizedandlocalelementsinordertosecurethebenefitsoftheirdifferentmarketingstrategiesiscalleda:

a.smartcompany.

b.globalcompany.

c.multinationalcompany.

d.glocalcompany.

（d;Difficulty2,p.472）

3.Aglocalcompanyisonethat:

a.isbothglobalandlocal.

b.operatesinsideandoutsidetheU.S.

c.isacompanythatisenvironmentallyoriented.

d.buysproductslocallyandsellsthemglobally.

（a;Difficulty1,p.472）

4.Themainissuefacinglocalcompaniesis:

a.whethertomarketabrandinothercountries.

b.howtomarketabrandinothercountries.

c.howtosurvivelocally.

d.bothaandb

（b;Difficulty2,p.472）

5.ThemajorchallengefacingtheEuropeanUnionis:

a.geographicboundaries.

b.theunifiedcurrency.

c.transformingthemarketintoasinglehomogeneousgroup.

d.politicaldifferences.

（c;Difficulty2,p.472）

6.NAFTAstandsfor:

a.theNorthAmericanFreeTradeAssociation.

b.theNorthAmericanFederalTradeAgreement.

c.theNorthAmericanFederationofTradeAssociations.

d.theNorthAmericanFreeTradeAgreement.

（d;Difficulty1,p.472）

7.TheNAFTAincludesallthefollowingcountriesexcept:

a.theUnitedStates.

b.Canada.

c.Brazil.

d.Mexico.

（c;Difficulty1,p.472）

8.ASEANconsistsofthefollowingcountriesexcept:

a.Indonesia.

b.Singapore.

c.Brunei.

d.Bangladesh.

（d;Difficulty2,p.472）

9.Whyarefirmssellingtheirproductsallovertheworld?

a.Overseasmarketsrepresentthesinglemostopportunityforgrowth.

b.Tradeagreementsrequireallcompaniesoperatingwithintheagreementnationstohaveaglobalplan.

c.infearoftheproductionof“metoo”productselsewhere

d.alloftheabove

（a;Difficulty3,p.472）

10.Whichofthefollowingisthemostvaluablebrandintheworld?

a.Disney

b.Microsoft

c.McDonald’s

d.Coca-Cola

（d;Difficulty3,p.473,table14-1）

11.ThebrandvalueoftheCoca-Colacompanyisestimatedat_____.

a.$25million

b.$500million

c.$68billion

d.$340billion

（c;Difficulty3,p.473,table14-1）

12.Thesinglemostimportantmethodinhowconsumersareexposedtootherculturesisthrough:

a.travel.

b.marketersefforts.

c.media.

d.beingexposedtoforeignproductsinlocalmarkets.

（a;Difficulty3,p.473）

13.Whenconsumersmakeconsumptiondecisionsbasedonanassociationbetweentheproduct,brandname,orservice,andthecountryinwhichitwasmade,thisisreferredtoas:

a.jumpingtoconclusions.

b.stereotyping.

c.countryoforigineffects.

d.thehaloeffect.

（c;Difficulty2,p.474）

14.WhenwethinkofBMWorMercedes,wecannothelpbutthinkofGermany.Thisisanexampleof:

a.jumpingtoconclusions.

b.countryoforigineffects.

c.stereotyping.

d.thehaloeffect.

（b;Difficulty2,p.474）

15.Ourattitudes,perceptionsorexperienceswithaparticularproductbeingmadeinaparticularcountry,knownascountryoforigineffects,areusually_____.

a.positive

b.negative

c.neutral

d.anyoftheabove

（d;Difficulty3,p.474）

16.StudieshaveshownthatChineseconsumersinChinaownedfewJapanesecars.Thisisaresultof:

a.countryoforigineffects.

b.stereotyping.

c.thehaloeffect.

d.animosity.

（d;Difficulty3,p.474）

17.JewishconsumersmayrefrainfrompurchasingGermanproductsbecauseof:

a.countryoforigineffects.

b.stereotyping.

c.thehaloeffect.

d.animosity.

（d;Difficulty3,p.474）

18.TheAmericanAutomobileLabelingactof1992requiresthatallnewcarssoldintheU.S.mustcontainalabelindicating:

a.thepercentageofforeignworkersthatcontributedtothemanufacturingofthecar.

b.componentsourcecountryinformationifsuchcomponentsexceed15percentofthetotalproductioncost.

c.costofvehicleincountryoforigin.

d.alloftheabove

（b;Difficulty3,p.474）

19._____isdefinedastheefforttodeterminetowhatextenttheconsumersoftwoormorenationsaresimilarordifferent.

a.Marketingresearch

b.Consumerbehavior

c.Cross-culturalconsumeranalysis

d.Countryoforigineffects

（c;Difficulty1,p.476）

20.Cross-culturalconsumeranalysisextendsitselftoallthefollowingexcept:

a.comparisonofpsychologicalcharacteristicsofdifferentcultures.

b.acomparisonofsubculturalgroups.

c.socialdifferencesbetweenpeopleindifferentcultures.

d.conductingresearchonhowtariffsareimplementedindifferentcountries.

（d;Difficulty2,p.476）

21.WhichofthefollowingisnotanAmericanculturaltrait?

a.focusingontheindividual

b.placingprimaryfaithinrationalism

c.resentmentofclass-baseddistinction

d.placingweightonverticalinterpersonalrelationships

（d;Difficulty3,p.476,table14-2）

22.WhichofthefollowingisnotaChineseculturaltrait?

a.submittingtoauthority

b.emphasizinginnerexperiencesofmeaningandfeeling

c.activemasteryintheperson-naturerelationship

d.valuingaperson’sdutytofamily,clanandstate

（c;Difficulty3,p.476,table14-2）

23.Withtheknowledgethatconsumersindifferentcultureshavedifferentbeliefs,valuesandcustoms,whydoesBritishAirwaysdepicttheluxuryandpamperingofferedintheirfirstclassinthesamewayglobally?

a.BritishAirwayshasnotconductedproperresearchtolearnthedifferences.

b.Theyhavedecidedtocutcostsandgowithastandardizedmarketingprogram.

c.Theyonlyhaveoneproducttooffer.

d.Theyrealizethereisaclassthatiscommoninalmostallculturesthatcanrelatetothesamemessage.

（d;Difficulty3,p.477）

24.Whichofthefollowingproductscanbemarketedbesttoconsumersgloballywithastandardizedmessage?

a.Rolexwatches

b.BritishAirwaysfirstclass

c.LouisVuittonbags

d.Nikewalkingshoes

（d;Difficulty3,p.477）

25.ThefactthatBrazilianswillwaitfortwohoursforgueststoarrive,andAmericanswillwaitnomorethan15minutes,isduetodifferencesin:

a.timeeffects.

b.traffic.

c.respectfortimeinBrazil.

d.climatewhichaffectsbehavior.

（a;Difficulty2,p.477）

26.Paceoflifestudieswereresearchedin31differentcountries.Themethodsusedwereacombinationofallthefollowingexcept:

a.howlongittookpedestrianstowalk60feet.

b.thenumberofminutesittakespostalclerktocompleteastamp-purchasetransaction.

c.thenumberofminutespeoplewerelateforasocialeventthatstartedataspecifictime.

d.theaccuracyofpublicwatches.

（c;Difficulty2,p.478）

27.Whichcountryhadthefastestpaceoflifeinthe31countrystudy?

a.Germany

b.Switzerland

c.theUnitedStates

d.Japan

（b;Difficulty3,p.479,table14-3）

28.Whichcountryhadtheslowestpaceoflifeinthe31countrystudy?

a.Brazil

b.Mexico

c.Syria

d.Italy

（b;Difficulty3,p.479,table14-3）

29.Whichcountryhadthemostaccuratepublicclocksintheworld?

a.Germany

b.Switzerland

c.theUnitedStates

d.Japan

（b;Difficulty3,p.479,table14-3）

30.Thereisarapidlyexpanding_____classaroundtheworld.

a.lower

b.middle

c.upper

d.techno

（b;Difficulty3,p.478）

31.WhereasanAmericanconsumerwantshis“fastfood”fast,aKoreanconsumerwouldprefer:

a.cheaperpricesthanfasterservice.

b.bettertastethanfasterservice.

c.moreconvenientstorehoursthanfasterservice.

d.morevarietythanfasterservice.

（c;Difficulty3,p.480）

32.U.S.consumersprefertousetheirchargecardsforonlinepurchases.InGermany,consumersprefer:

a.invoices.

b.creditcards.

c.COD.

d.checks.

（c;Difficulty3,p.480）

33.Thereasonthatmanyproductsfailwhenmarketedinaforeigncountryis:

a.manycompaniesdonotinsuretheirproductsagainsttheft.

b.manycompaniesassumethatifaproductisasuccessinternallythanitwillbeacceptedanywhere.

c.marketersdonotgothroughenoughenculturationeducation.

d.alloftheabove

（b;Difficulty3,p.480）

34.Learningaboutforeignculturesiscalled_____.

a.enculturation

b.acculturation

c.ethnocentrism

d.consumerresearch

（b;Difficulty1,p.480）

35.WhenconsideringgoingintoChina,companiesmustconsider_____,whichtranslatesintoconsiderationofspecialsituationsorcharactersinChina.

a.guoching

b.gworqing

c.guoqing

d.quoging

（c;Difficulty3,p.480）

36.ThefactthatChinahasalimitofonechildperfamilyisanexampleof_____,howChinaisdifferentculturally.

a.socialism

b.communism

c.guoqing

d.acculturation

（c;Difficulty3,p.480）

37.Thefactthatin_____achildistreatedlikealittleemperormakesitalucrativemarketforhighqualityproducts.

a.Japan

b.China

c.Indonesia

d.Thailand

（b;Difficulty1,p.480）

38.Acculturationincludesallthefollowingexcept:

a.gettingfamiliarwiththevalues,beliefsandcustomsofanewsociety.

b.developstrategiesthatencouragemembersofaparticularsocietytomodifyorevenbreaktheirowntraditions.

c.gettingfamiliarwiththeclimateinaforeigncountry.

d.bothbandc

（c;Difficulty3,p.480）

39.Someofthebasicresearchproblemsfacingcompaniesinforeigncountriesincludeallthefollowingexcept:

a.differencesinmarketsegmentationopportunities.

b.differencesintheperceivedproductbenefits.

c.differencesinthecriteriaforevaluatingproductsandservices.

d.differencesinth