关于大学课程国际营销Chapter3

Chapter3—TheCulturalEnvironmentTRUE/FALSE1.Tappingintotheregion’sculturalaffinitiesthroughanetworkscaleapproachisnotadvisable.ANS:FPTS:1DIF:ModerateREF:p.532.Cultureisdefinedasthesetofcontroversiesthatenablethecitizentoestablishfortunethroughanelaboratesystemofweightsandmeasures.ANS:FPTS:1DIF:ModerateREF:p.543.Acculturationistheprocessofextendingone'sowncultureacrossboundariestoinfluence,ifnotdominate,acompetingcultureinanotherglobalmarket.ANS:FPTS:1DIF:ModerateREF:p.544.Inalowcontextculture,thecontextisasimportantaswhatisactuallysaid.ANS:FPTS:1DIF:ModerateREF:p.545.Culturaluniversalsarethemanifestationsofthetotalwayoflifeofanygroupofpeople.ANS:TPTS:1DIF:EasyREF:p.566.Languagehasbeendescribedasthemirrorofculture.ANS:TPTS:1DIF:EasyREF:p.577.Religionprovidesthebasisfortransculturalsimilaritiesunderdifferentbeliefsandbehaviors.ANS:FPTS:1DIF:EasyREF:p.608.Valuesaresharedbeliefsorgroupnormsthathavebeeninternalizedbyindividuals.ANS:TPTS:1DIF:EasyREF:p.629.Valuesandattitudesprovidethebasisfortransculturalsimilaritiesundersharedbeliefsandbehavior.ANS:FPTS:1DIF:ModerateREF:p.6210.Understandingmannersandcustomiscompletelyirrelevantincaseofnegotiationsasinterpretationsbasedonone’sownframeofreferencealwaysleadstoexactconclusions.ANS:FPTS:1DIF:DifficultREF:p.6311.ModernizationandWesternizationarethesame.ANS:FPTS:1DIF:DifficultREF:p.6312.Packagesizesandlabelsmustbeadaptedinmanycountriestosuittheneedsoftheparticularculture.ANS:TPTS:1DIF:ModerateREF:p.6413.Focusgroupsaresegmentsofmanagementwhogathertowriteopinionsbasedontheirperceptionofthemarketandstemfromthejuryofexecutiveopinionresearchwhichwasconductedinthe1950s.ANS:FPTS:1DIF:DifficultREF:p.6414.Education,eitherformalorinformal,playsamajorroleinthepassingonandsharingofculture.ANS:TPTS:1DIF:ModerateREF:p.6715.Groupsthatprovidethevaluesandattitudesofsocietyandbecomeinfluentialinshapingbehaviorarecalledlibrariesofcommerce.ANS:FPTS:1DIF:ModerateREF:p.6816.Thethreecausesofdistortionareconsumer’sselectiveattention,exposure,andretention.ANS:TPTS:1DIF:EasyREF:p.7417.Communicationcontentdependsontheproduct’sorpolicy’srelativeadvantageoverexistingalternatives.ANS:TPTS:1DIF:ModerateREF:p.7418.Theconceptofethnocentrismpredictsthebeliefsconsumershavebasedonapredisposedsetofcriteriawhichscientistshaveprovenasuniversalinallcultures.ANS:FPTS:1DIF:ModerateREF:p.7619.Sensitivitytrainingfocusesonexposingamanagertoadifferentculturalenvironmentforaspecifictimespan.ANS:FPTS:1DIF:ModerateREF:p.7720.Themajorchallengefacedbytheinternationalmanagersistoensurethattheirproductsarenotrejectedonaccountofculturalmyopia.ANS:TPTS:1DIF:ModerateREF:p.82MULTIPLECHOICE1.Thedefinitionofculture:a.pertainsonlytothegroupbeinganalyzedanddoesnottranslatetoanothergroup.b.showsthatnewbornshaveanunderstandingofculturefrombirth,socultureishereditary.c.isanintegratedsystemoflearnedbehaviorpatternsthataredistinguishingcharacteristicsofthemembersofanygivensociety.d.isdifficulttoarticulatebecauseculturehasnodistinguishingcharacteristics.ANS:CPTS:1DIF:DifficultREF:p.542.Marketerswhobringaboutculturalchangethroughdramaticcampaignswithouttheadaptationtoculturespecificelementscanbeaccusedof:a.post-culturalantagonism.b.bilateralmodernism.c.linguisticlethargy.d.culturalimperialism.ANS:DPTS:1DIF:DifficultREF:p.543.Theprocessofadjustingandadaptingtoaspecificcultureotherthanone’sownistermedas:a.culturalimperialismb.culturalconvergencec.acculturationd.culturaluniversalsANS:CPTS:1DIF:EasyREF:p.544.Whichofthefollowingisnotconsideredaculturaluniversal?a.Sleepb.Courtshipc.Mealtimed.EtiquetteANS:APTS:1DIF:EasyREF:p.565.Back-translationisacopytechniqueusedbymarketersandadvertisersto:a.translateculturallyspecificwordsintothecommonvernacular.b.portrayaculturallydiverseunitintoasemanticsimile.c.becomeamethodofcontrolwherebytheoriginaltranslationistranslatedbackbyadifferentpersontohelpdetectomissionsandblunders.d.overseethebacklogoftranslationworkfacedbythemajorityofglobalcompanies.ANS:CPTS:1DIF:DifficultREF:p.586.WhichreligionamongthefollowingemphasizesontheimportanceofworkandtheaccumulationofwealthforthegloryofGod?a.Islamb.Judaismc.Buddhismd.ChristianityANS:DPTS:1DIF:ModerateREF:p.617.Whichofthefollowingisatestthathelpsdeterminethepotentialacceptanceandproperunderstandingofaproposednewproduct?a.Focustestb.Convergencetestc.Gatewaytestd.ConcepttestANS:DPTS:1DIF:ModerateREF:p.648.Theidealnumberofparticipantsinafocusgroupis:a.8-12.b.100.c.oneuserfromeachofthebrandsinthefamily.d.4,representingchildren,teenagers,adults,andseniors.ANS:APTS:1DIF:EasyREF:p.649.Theadjustmenttoculturalvariablesinthemarketplacemayhavetobelongtermandaccomplishedthrough:a.bribes.b.trialanderror.c.productplacement.d.situationalcomedy.ANS:BPTS:1DIF:ModerateREF:p.6510.Whichofthefollowingisaresultoftechnologyandisdirectlyrelatedtothewayasocietyorganizesitseconomicactivity?a.Coincollectingbynationalistsb.Expressivedominancec.Capitulatingdogmatismd.MaterialcultureANS:DPTS:1DIF:DifficultREF:p.6511.Thebasiceconomicinfrastructureelementsofasocietyare:a.bonding,licensure,andta