Chapter 4 The Global Cultural Environment: Global Marketing Management, 8e (Keegan)

Global Marketing Management, 8e (Keegan)
Chapter 4 The Global Cultural Environment
1) Cultural similarities provide a good basis for making relatively standardized marketing
strategies.
Answer: TRUE
AACSB: Diverse and multicultural work environments
Difficulty: Easy
2) Culture does not include unconscious values or attitudes that shape human behavior.
Answer: FALSE
Difficulty: Easy
3) Cultural evolution produces convergence and avoids fragmentation.

Answer: FALSE
Difficulty: Easy
4) Culture is most likely converging toward individual autonomy and independence in the mass-
market segment of an emerging market.
Answer: FALSE
Difficulty: Easy
5) SMS messages provide a substitute for telephone calls in the urban-elite segment of an
emerging market.
Answer: TRUE
Difficulty: Easy
6) Products can be symbols of individual or collective reality.

Answer: TRUE
Difficulty: Easy
7) Sociopsychological processes are shaped by recurrent episodes in daily life, which personalize
the core ideas communicated by the external world.
Answer: FALSE
Difficulty: Easy
8) Consumers derive utilitarian value for a product from its functional and physical qualities.
Answer: TRUE
Difficulty: Easy
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9) Consumers use possession rituals to display consumer goods.
Answer: TRUE
Difficulty: Easy
10) Increasing travel and digital communications mean that many national attitudes toward style
in clothing, color, music, food, and drink are increasingly diverging.
Answer: FALSE
Difficulty: Easy
11) People who grow up in the East tend to use more nonverbal communication than those in the
West.
Answer: TRUE
Difficulty: Easy
12) Ethnographic approaches refer to the use of standardized measures to classify countries.
Answer: FALSE
Difficulty: Easy
13) According to Maslow, as countries progress through the stages of economic development,
more and more members of society operate at the esteem need level and higher.
Answer: TRUE
Difficulty: Easy
14) Hellmut Schütte has proposed a modified equivalent of Maslow's hierarchy of needs theory
to explain the needs and wants of African consumers.
Answer: FALSE
Difficulty: Easy
15) According to Hellmut Schütte, at the top of the Asian hierarchy is status.
Answer: TRUE
Difficulty: Easy
16) Luxury badging describes consumers who engage in conspicuous consumption and buy
products and brands that others will notice.
Answer: TRUE
Difficulty: Easy
2
17) Values affect every stage of the consumer decision process, except information processing.
Answer: FALSE
Difficulty: Easy
18) Hofstede's measures and methodology are increasingly criticized for Western cultural bias.
Answer: TRUE
Difficulty: Easy
19) According to Hofstede, achievement and success are dominant values in feminine cultures.
Answer: FALSE
Difficulty: Easy
20) According to Hofstede, people typically show less emotion during interactions and are more
contemplative in cultures with high uncertainty avoidance.
Answer: FALSE
Difficulty: Easy
21) According to Hofstede, long-term orientation emphasizes respect for tradition, fulfilling
social obligations, and protecting one's public image.
Answer: FALSE
Difficulty: Easy
22) According to Project GLOBE, the degree to which individuals in organizations or societies
are confrontational and aggressive in interpersonal relations is called institutional collectivism.
Answer: FALSE
Difficulty: Easy
23) According to Project GLOBE, the degree to which an organization rewards groups for
performance improvements is called humane orientation.
Answer: FALSE
Difficulty: Easy
24) According to Schwartz, individuals are encouraged to recognize each other as equals who
share basic interests as human beings in societies where egalitarianism is emphasized.
Answer: TRUE
Difficulty: Easy
3
25) According to Schwartz, embeddedness is a cultural dimension that emphasizes ambition and
curiosity.
Answer: FALSE
Difficulty: Easy
26) According to Schwartz, emerging-market cultures emphasize embeddedness and hierarchy.

Answer: TRUE
Difficulty: Easy
27) According to Schwartz, Western European cultures emphasize autonomy and egalitarianism.
Answer: TRUE
Difficulty: Easy
28) Social axioms are conceptualized as generalized expectancies that people hold about life and
how it works.
Answer: TRUE
Difficulty: Easy
29) The reason cultural factors are a challenge to global marketers is that they are hidden from
view.
Answer: TRUE
Difficulty: Easy
30) The "minimal-group paradigm" experiments of French psychologist Henri Tajfel first
brought the idea of national culture into prominence.
Answer: FALSE
Difficulty: Easy
31) The unconscious avoidance of reference to one's own cultural values is called the self-
reference criterion.
Answer: FALSE
Difficulty: Easy
32) Environmental sensitivity is the extent to which products must be adapted to the culture-
specific needs of different national markets.
Answer: TRUE
Difficulty: Easy
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33) Food is considered to be the most culturally sensitive category of consumer products.
Answer: TRUE
Difficulty: Easy
34) Culture is a determining rather than an influencing factor in the context of marketing.
Answer: FALSE
Difficulty: Easy
35) The United States has a high-context culture.

Answer: FALSE
Difficulty: Easy
36) Role-playing often brings out thoughts and feelings that otherwise might go unexamined or
even unacknowledged.
Answer: TRUE
Difficulty: Easy
37) Which of the following statements is true of culture?

A) Culture includes only conscious, and not unconscious, values.
B) Culture is innate in nature.
C) All facets of culture are interrelated.
D) The earlier the cultural responses are learned, the easier they are to change.
Answer: C
Difficulty: Easy
38) ________ occurs when population segments within a country diverge in culture.
A) Cultural imperialism
B) Cultural hegemony
C) Cultural fragmentation
D) Cultural genocide
Answer: C
Difficulty: Easy
39) Which of the following is a characteristic of a mass-market segment in an emerging nation?

A) full access to globalized media
B) emphasis on social connectedness in its culture
C) letter writing replaced by SMS messages
D) high household income
Answer: B
Difficulty: Easy
5
40) Which of the following cultural layers reflects the ecological, economic, and sociopolitical
factors that determine the development of institutions within a culture?
A) collective reality
B) individual reality
C) sociopsychological processes
D) psychological structures
Answer: A
Difficulty: Easy
41) Which of the following statements is true of individual reality as a cultural layer?
A) It reflects reference group influences that promote the core ideas of a society.
B) It reflects core cultural ideas regarding what is good and what is moral.
C) It exerts pressure on all formal and informal regulative and socioeconomic systems.
D) It helps shape psychological structures, such as needs and personality traits.
Answer: D
Difficulty: Easy
42) Consumers derive ________ from products that have high aesthetic and emotional values
and are closely associated with personal, social, or cultural identity.
A) utilitarian meaning
B) hedonic meaning
C) original meaning
D) egalitarian meaning
Answer: B
Difficulty: Easy
43) Which of the following statements is true of Maslow's hierarchy of needs?

A) The first level of need that an individual has to fulfill is his safety requirements.
B) Self-esteem needs act as a powerful drive to create demand for status-improving goods.
C) As countries progress economically, more people begin to operate at the physiological level.
D) The final stage in Maslow's need hierarchy is self-esteem.
Answer: B
Difficulty: Easy
6
44) According to Hellmut Schütte, which of the following is a higher-level need that can be
satisfied through acts within a group that command respect?
A) physiological needs
B) safety needs
C) admiration needs
D) affiliation needs
Answer: C
Difficulty: Easy
45) ________ refer to enduring, centrally held beliefs that pertain to goals in life and guide
attention, comprehension, and the selection or evaluation of people, behavior, and events in life.
A) Values
B) Emotions
C) Skills
D) Competencies
Answer: A
Difficulty: Easy
46) According to Hofstede, which of the following is a dominant characteristic of a society with
high power-distance?
A) Societies regulate behavior with very few rules.
B) Status is not given much importance.
C) People are integrated into strong, cohesive in-groups.
D) Inequality is expected by all.
Answer: D
Difficulty: Easy
47) According to Hofstede, which of the following is a characteristic of a society with high
uncertainty avoidance?
A) People show greater diversity in opinions and behavior.
B) People are more contemplative and tolerant of unorthodox ideas.
C) People are highly innovative and entrepreneurial.
D) People typically show more emotions during social interactions.
Answer: D
Difficulty: Easy
7
48) According to Hofstede, a society with long-term orientation emphasizes ________.
A) respect for tradition
B) thrift and perseverance
C) protection of one's public image
D) fulfillment of social obligations
Answer: B
Difficulty: Easy
49) According to Project GLOBE, ________ refers to the degree to which individuals in
organizations or societies encourage and reward individuals for fairness, altruism, generosity,
caring, and kindness toward others.
A) institutional collectivism
B) in-group collectivism
C) humane orientation
D) performance orientation
Answer: C
Difficulty: Easy
50) According to Project GLOBE, future orientation refers to the degree to which organizations
or societies ________.
A) expect and agree that power should be distributed unequally, favoring those at higher levels
B) avoid uncertainty by relying on established norms and behaviors
C) engage in behaviors such as planning and delaying individual or collective gratification
D) encourage and reward group members for performance improvements and excellence
Answer: C
Difficulty: Easy
51) According to Schwartz, societies that emphasize intellectual autonomy encourage individuals
to ________.
A) pursue their own ideas independently
B) respect social order and tradition
C) place importance on security, obedience, and wisdom
D) participate in a shared way of life
Answer: A
Difficulty: Easy
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52) According to Schwartz, societies in which egalitarianism is emphasized encourage
individuals to ________.
A) pursue affective positive experiences for themselves
B) master, direct, and change the natural and social environment to attain group goals
C) assume and expect unequal distribution of power, roles, and resources
D) recognize each other as equals who share basic interests as human beings
Answer: D
Difficulty: Easy
53) According to Leung and Bond, the degree to which societies are characterized by cognitive
apprehension or assessment of the world confronting people is referred to as ________.
A) dynamic externality
B) societal cynicism
C) fate control
D) social complexity
Answer: B
Difficulty: Easy
54) ________ refers to a process of adapting to a foreign culture through continuous direct
contact with it.
A) Acculturation
B) Marginalization
C) Recuperation
D) Cultural relativism
Answer: A
Difficulty: Easy
55) Which of the following is true of the people in high-context cultures compared to low-
context cultures?
A) Lawyers are considered extremely important.
B) Competitive bidding is infrequent.
C) Negotiations proceed quickly.
D) Intrusions into private space are resented.
Answer: B
Difficulty: Easy
9
56) Which of the following is most likely a part of the American culture?
A) Responsibilities for organizational errors are taken by the highest level.
B) Negotiations are lengthy and enable involved parties to get to know each other.
C) A monochronic time system is followed and time is considered precious.
D) A person's word can be relied upon and no written agreements are needed.
Answer: C
Difficulty: Hard
57) How does social behavior vary in different cultures? Explain with a few examples.
Answer: There are a number of social behaviors and comments that have different meanings in
other cultures. For example, while Americans consider it impolite to mound food on a plate or
make noises when eating, some Chinese feel it is polite to take a portion of every food served
and consider it evidence of satisfaction to belch. Other social behaviors, if not known, will place
an international traveler at a disadvantage. For example, in Saudi Arabia, it is an insult to
question a host about the health of his spouse. In Korea, both hands should be used when passing
objects to another person. Also in Korea, formal introductions are very important. In both Japan
and Korea, ranks and titles are expected to be used in addressing hosts. In the United States,
there is not a clear rule on this behavior, except in select fields such as the armed forces or
medicine. In Indonesia, it is considered rude to point at another person with a finger. However,
one may point with the thumb or gesture with the chin. When greeting someone, it is appropriate
in most countries to shake hands. In some countries, the greeting includes a handshake and more.
Greetings when meeting too vary from country to country. Also, in some countries, it is not
advisable for men to touch or talk alone with a woman.
Difficulty: Moderate
58) According to psychologist Henri Tajfel, what are the basic strategies that people employ
when positive social identity is threatened?
Answer: When positive social identity is threatened, people employ three basic strategies. If
group boundaries are permeable, they may move between groups (social mobility). In the global
marketing contexts, social mobility strategies may cause associates within the company, its
agents, distributors, or other important stakeholders to resign or give their allegiance to a
competitive firm that does not evoke a perceived threat to positive social identity. If social
mobility is not possible, people may respond to identity threats with social creativity (i.e.,
attempt to improve the desirability of group membership by associating groups with positive
characteristics) or social conflict (i.e., actively challenge group desirability or overturn existing
or imposed order). Social creativity or social conflict strategies may threaten harmonious
relations within the company, distribution channel partners, or customers.
Difficulty: Easy
10
59) What are some of the guidelines that can help managers improve the ability to learn about
other cultures?
Answer: To transcend ethnocentricity and cultural myopia, managers must make the effort to
learn and internalize cultural differences. There are several guidelines that will improve the
ability to learn about other cultures:
1. People should accept that they will never fully understand themselves or others. People are far
too complex to be understood.
2. People's perceptual systems are extremely limited. They "see" almost nothing. Their nervous
systems are organized on the principle of negative feedback. The only time their control system
is brought into play is when input signals deviate from what they have learned to expect.
3. They spend most of their energy managing perceptual inputs.
4. When they do not understand the beliefs and values of a particular cultural system and society,
things that they observe and experience may seem bizarre.
5. If they want to be effective in another culture, they must attempt to understand that culture's
beliefs, motives, and values. This requires an open attitude that allows them to transcend
perceptual limitations based on their own culture.
Difficulty: Easy
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Global Marketing Management, 8e (Keegan)

Chapter 4 The Global Cultural Environment

3) Cultural evolution produces convergence and avoids fragmentation.

6) Products can be symbols of individual or collective reality.

26) According to Schwartz, emerging-market cultures emphasize embeddedness and hierarchy.

35) The United States has a high-context culture.

37) Which of the following statements is true of culture?

39) Which of the following is a characteristic of a mass-market segment in an emerging nation?

43) Which of the following statements is true of Maslow's hierarchy of needs?

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