Exam 1

Question 1

-a process

“it takes time.” To become global or transform marketing into a global environment to have to integrate the market

Answer 1

Globalization

Question 2

“a result of the process” bringing markets together. The more you get together the more you know about each other which increases acceptability

Answer 2

convergence

Question 3

unifying cultures” cultures coming together

Answer 3

cross-cultural

Question 4

economic 
financial 
market
political 
cultural

Answer 4

Types of globalization

Question 5

o Combines “promotion” and “selling”

- They become interdependent as the marketer moves from market to market.

Answer 5

globalization of marketing

Question 6

♣ Ex. A hedgehog know everything about one great thing a fox knows many things about many great things.
♣ Fox- when markets change they adapt
♣ Hedgehog- you know so much about the market to become the most efficient allowing you in turn to offer a product at the lowest possible price (very valued oriented, best product for the lowest price)

Answer 6

o Independent vs. non-independent economies (fox vs. hedgehog)

Question 7

♣ Ex. L’Oreal has 4 different facial creams in china because there are 4 different climates that effect the skin in different ways.

Answer 7

o Multinational vs. global corporations

Question 8

♣ Marketers must know what consumers need before the consumers know what they need
♣ “latent marketing” ex. Apple is creating products that we don’t even know about/ know we need

Answer 8

A new marketing concept

Question 9

♣ customization is different areas have different needs so you have to modify the product for different locations

Answer 9

the global corporation vs. customization

Question 10

♣ chemicals, steel, sugars, calculators, PC’s etc. (“sugar is sugar no matter where you go”)

Answer 10

products for homogeneous markets

Question 11

♣ If you don’t have an attitude one will be formed, if you already have an attitude and it is adverse it will be changed.

Answer 11

cultural attitudes

Question 12

♣ Acceptable behaviors

♣ Ex. Joining a frat it is expected that you will be hazed

Answer 12

cultual norms

Question 13

“how people live”

♣ Holidays. Christmas is celebrated more by Americans than it is in Europe. Easter is celebrated more in Europe

Answer 13

cultural activités

Question 14

o “I” reflects individualism
♣ Aristotle
♣ Does not wait for everyone to be on board
♣ Low context culture
♣ North western societies
o “we” reflects collectivism
♣ Plato
♣ “the whole is more important than the part”
♣ the interest of the group exceeds the interest of the individual
♣ south eastern hemisphere

Answer 14

I to we

Question 15

♣ history and geography

♣ social institutions and the political economy

Answer 15

origins of culture

Question 16

♣ Ex: Chinese people think china is the center of the universe which has effected their attitude on the way they think about china

Answer 16

cultures behaviors and attitudes

Question 17

 Culture is not hereditary. It is learned in a formal(school) and informal (observing surroundings and others) way
 Learned through Family, education institutions, media, faith

Answer 17

culture is learned and shared

Question 18

♣ the faster the culture evolves the greater the economic development
How culture affects management

Answer 18

cultures evolve

Question 19

♣ Its is a threat because it means you buy local

♣ Ex: when GM was about the go bankrupt people bought their cars so they didn’t go out of business

Answer 19

o Ethnocentrism

Question 20

♣ Affect consumption

♣ Ex: hummus is not allowed in Israeli during pass over

Answer 20

social norms

Question 21

o A great way to test your product in a foreign market
o Ex; if you’re shipping something to brazil and the packaging is purple you will have to change the color because in brazil purple is a sad color

Answer 21

export marketing

Question 22

o	Power distance 
♣	How people view hierarchy
o	Uncertainty avoidance 
♣	How people avoid risk 
o	Individualism vs. collectivism 
o	Masculinity vs femininity 
♣	Men are more aggressive and wealth oriented 
♣	Woman are relationship oriented

Answer 22

• The Hofstede Model (4 cultural dimensions)

Question 23

♣ Agenda, want to know exactly what they’re doing

♣ Relationship, focus more on trust

Answer 23

agenda vs. relationship focused

Question 24

♣ Expressive; Americans

♣ Reserved; Japanese (very silent and observational. Respond through facial expressions)

Answer 24

expressive vs reserved communication

Question 25

♣ Language and culture are inseparable (ex. Italians can not talk without moving their hands)

Answer 25

linguistic

Question 26

♣ Physical distance that people prefer to keep from each other (brazil people like to get close to you, Americans like personal space)

Answer 26

concept of space

Question 27

♣ Do not judge others on your own standards

♣ Cultural differences in communication

Answer 27

self referencing

Question 28

♣ Decision making varies in different cultures

Answer 28

consumer purchasing behavior

Question 29

o Avoid cultural bias
o Develop cultural sensitivity
o Become acculturated

Answer 29

on cultural attitudes

Question 30

♣ “a new Yorker going to Tennessee feels like they’re in another country”
♣ do you have the skill and understanding cultural communications?

Answer 30

culturally competent

Question 31

♣ understand that other cultures are different
♣ beliefs values and customs (values determine attitudes)
♣ we buy products based on our attitudes

Answer 31

cultural awareness

Question 32

♣enculturation- learning your own culture

♣ acculturation- learning another culture

Answer 32

o enculturation vs. acculturation

Question 33

• our worst enemy is our self

* you can never succeed or develop cultural empathy if you have a big ego

Answer 33

avoid egocintrism

Question 34

• the greater the bias you have the more you need to get to know the culture. Getting to know a culture will eliminate bias

Answer 34

bias and cultural proximity

Question 35

dividing the market into smaller markets

Answer 35

segmentation

Question 36

o	ethnic background 
o	geographic 
o	age 
o	religion 
o	sexual orientation
o	college market 
o	cross classifications etc.

Answer 36

bases subcultural segmentation

Question 37

o marketers should appeal to subcultural characteristics
♣ values, norms, customs
o gaining upwards and mobility
♣ becoming viable and effective
o used as “niche” markets
♣ niche markets are small markets that have well defined characteristics
♣ niche markets run out of steam fast
o show unique preferences
♣ smaller the subcultural the more unique the subculture is
♣ ex. vegans
o exposed to specialized media
♣ social media are used to reach certain groups

Answer 37

subcultural segmentation considerations

Question 38

♣ means you are aware of the foreign culture and its impact
♣ ability to use perception, intuitions and reason to understand factual knowledge

Answer 38

cognitive knowledge

Question 39

♣ lack knowledge of the foreign culture

SRC

Answer 39

self reference criterion

Question 40

♣ marketing that is focused on the market on another culture

Answer 40

cultural strategy

Question 41

♣ program that is similar to the local competition

♣ ex. Windows has a tablet similar to the ipad, but with innovations to be different than Ipad

Answer 41

culturally congruent strategy

Question 42

♣ McDonalds offers chicken in india, they don’t offer beef

Answer 42

culturally distinct strategy

Question 43

Risky because it may create diverse attitudes towards the product

Answer 43

culturally disparate strategy

Question 44

♣ Technology, communication and transportation
♣ Ex. Facebook you can talk to someone on another culture without even knowing where they are.
♣ Increases adaptation

Answer 44

intercultural convergence