Course Introduction
International Marketing Study Guide Questions
International Marketing explores the strategies and concepts necessary for organizations to successfully market products and services across national boundaries. This course examines the cultural, economic, political, and legal environments that impact international marketing decisions, as well as the development of global marketing plans. Students will analyze market entry strategies, international product adaptation, pricing, distribution, and promotional approaches, while considering the complexities of cross-cultural communication and ethical issues. Through case studies and real-world examples, participants will gain a comprehensive understanding of how to leverage global opportunities and overcome challenges in an increasingly interconnected world.
Recommended Textbook
Consumer Behaviour Buying Having Being 4th Australia Edition by Michael R. Solomon
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Page 2
Chapter 1: Buying, Having, and Being
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Q1) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.
A)asynchronous interactions
B)market segmentation strategies
C)the 80/20 strategy
D)economies of information
Answer: B
Q2) Discuss the positive and negative consequences of today's culture of participation as enabled by social media platforms.
Answer: In today's culture of participation, individuals can communicate with huge numbers of people with a click of a mouse.Information is no longer disseminated from a few sources; rather, it is generated by people and flows across people.People are free to interact with each other and build upon each other's ideas.People have far greater access to information than ever before.However, social media is not all positive.The hours people spend on Facebook or in virtual worlds often come at the expense of time spent working, studying or being with family and friends.For many, it is difficult to balance the real and virtual worlds.
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Chapter 2: Consumer and Social Well-Being
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Sample Questions
Q1) Scams where people receive fraudulent emails that ask them to supply account information are called ________.
A)spam
B)phishing
C)junk mail
D)fraud
Answer: B
Q2) LOHAS is an acronym that stands for 'Lifestyles of Health and Sustainability.'
A)True
B)False Answer: True
Q3) Cause marketing is the same as social marketing.
A)True
B)False Answer: False
Q4) The Food and Drug Administration (FDA) policies advertising claims related to the contents of edible products and pharmaceuticals.
A)True
B)False Answer: True
Page 4
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Chapter 3: Perception
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Q1) Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs.This type of perceptual filter is called ________.
A)perceptual defence
B)perceptual vigilance
C)subliminal perception
D)adaptation
Answer: B
Q2) Before Sherif crawls into bed after a long day, he uses an app on his smartphone to dim the lights in his bedroom.He also speaks to his phone, asking it to play classical music by Haydn, which promptly begins playing from speakers on either side of his bed.Finally, he uses his phone to reduce the temperature in his bedroom.Sherif is utilising
A)schemata
B)augmented reality
C)the Internet of Things
D)hedonic consumption
Answer: C
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Chapter 4: Learning and Memory
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Sample Questions
Q1) Compare and contrast classical and instrumental (operant) conditioning.
Q2) ________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviours.
A)Observational
B)Reinforced
C)Halo effect
D)Masked
Q3) Variable reinforcements result in behaviour that is more difficult to extinguish than fixed schedules.Why?
Q4) An important factor in instrumental (operant) conditioning is the set of rules by which appropriate reinforcements are given for a behaviour.The chapter discusses four possible schedules of reinforcement.Briefly describe each schedule and give a short example.Be sure to use the proper terminology for each schedule.
Q5) Imitating the behaviour of others is called modelling.
A)True
B)False
Q6) Retrieval is the process whereby we recover information from long-term memory.
A)True
B)False
6
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Chapter 5: Personality
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Q1) Motivational research relies on ________ individual consumers.
A)psychographic profiles of
B)Jungian analysis of
C)behavioural targeting of
D)depth interviews of
Q2) Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.
A)True
B)False
Q3) Every year, Sam goes on a holiday to a warm country.In the last few years, he has visited Egypt, Indonesia, and Guatemala.He always flies first class and stays in five-star resorts.What personality trait does Sam exhibit, and how does this trait influence his consumer behaviour with regards to travel?
Q4) Most Freudian applications in marketing relate to the product's ________.
A)brand personality
B)hidden values
C)competitive advantage
D)sexual symbolism
Q5) What did Freud mean when he said, 'sometimes a cigar is just a cigar'?
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Chapter 6: Motivation and Values
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Q1) Bret Thomas has always dreamed of becoming a jet fighter pilot.After seeing the movie Top Gun, Bret bought pilot's sunglasses and even gave himself a 'call sign'-Snake.Bret's fantasies or emotional responses are called ________ needs.
A)hedonic
B)utilitarian
C)biological
D)biogenic
Q2) Rico has decided to change his lifestyle and has ordered vegetables with his meal rather than chips or potatoes.He knows that the nutritional value of the fresh green vegetables will be great for his health.Rico is satisfying hedonic needs with his actions.
A)True
B)False
Q3) What is the relationship between motivation, need, drive, goal and wants?
Q4) A consumer who decides that she needs a pair of jeans to reach her goal of being admired by others can usually only choose one motivational direction-selecting the most expensive brand available.
A)True
B)False
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Chapter 7: The Self: Mind, Gender and Body
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Q1) Self-esteem refers to the intensity and stability over time of a person's self-concept.
A)True
B)False
Q2) The body is adorned or altered in some way in every culture.Decorating the self serves a number of purposes.According to the information provided in the text, what are these purposes? Provide an example of each.Which of these purposes do you think is most important to marketers? Explain.
Q3) Among generations, Millennials rely most heavily on the use of the smartphone.
A)True
B)False
Q4) Many of the props and settings consumers use to define their social roles become part of themselves.For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favourite dress.This situation illustrates ________.
A)real self
B)ideal self
C)extended self
D)looking-glass self
Q5) Explain and give a brief example of symbolic self-completion theory.
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Chapter 8: Attitudes and Attitude Change
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Q1) Which theory of attitudes assumes that people assimilate new information about attitude objects in light of what they already know and feel, using an initial attitude as a frame of reference to categorise new information?
A)The theory of cognitive dissonance
B)Multi-attribute theory
C)Social judgement theory
D)Self-perception theory
Q2) An active attempt to change attitudes is called ________.
A)behaviour modification
B)persuasion
C)communication
D)cognition
Q3) Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation.List and briefly describe each of the four hierarchies that were presented in the chapter.Be explicit with your descriptions.
Q4) Describe the functional theory of attitudes and its components (functions).
Q5) What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.
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Chapter 9: Individual Decision-Making
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Q1) The concept of purchase momentum indicates that impulse buying decreases the likelihood that we will purchase more later.
A)True
B)False
Q2) List and define the five stages of the consumer decision-making process.
Q3) The post-purchase process is when learning occurs based on how well a choice works out.
A)True
B)False
Q4) Three years ago, Tim and his family bought their first house.It was their dream home at the time, but now they want something bigger and nicer.They have experienced opportunity recognition.
A)True
B)False
Q5) Why would customers with moderate knowledge of a product seek more information than either someone with no information or someone with extensive knowledge?
Q6) Compare limited versus extended problem solving.
Q7) Briefly describe the behavioural influence perspective and why it is important.
Page 11
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Chapter 10: Buying, Using and Disposing
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Q1) A typical antecedent state is product disposal.
A)True
B)False
Q2) If you were designing a large retail outlet for customers with a polychronic time orientation, what would you want to provide?
Q3) Which of the following is the best example of a utilitarian shopping motive?
A)A consumer shops to 'hang out' with friends at a local shopping centre.
B)A consumer shops because he or she loves the thrill of finding a bargain.
C)A consumer shops to efficiently purchase groceries for the week.
D)A consumer shops because he or she enjoys attention from salespeople.
Q4) Which of the following terms best describes online shopping using a computer?
A)f-commerce
B)e-commerce
C)m-commerce
D)o-commerce
Q5) Temporal factors influence consumers who quickly rush through a store and try to make purchases before the store closes.
A)True
B)False
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Chapter 11: Groups and Social Influence
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Q1) Arnold doesn't like alcohol, but, at a party, all of his friends are drinking beer.So that he doesn't appear odd, he also has a beer while at the party.This is an example of
A)polarisation
B)conformity
C)loafing
D)homophily
Q2) Opinion leaders are also likely to be opinion seekers.
A)True
B)False
Q3) Describe the meaning of social power.What are the six bases of social power within reference groups? Give an example of how each one might be used.
Q4) According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.
A)True
B)False
Q5) People we admire influence us because they hold reward power.
A)True
B)False
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Chapter 12: Ethnicity, Religion and Age
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Q1) Jin-Tae has dreams of going to graduate school, but both his mother and father are very sick.Jin-Tae decides to give up his dreams of graduate school in order to stay at home and care for his parents.Jin-Tae is likely part of a collectivist culture.
A)True
B)False
Q2) Ted was born and raised in the USA and strongly feels that he and others don't need help from the wider community to accomplish goals, and he strongly feels that people need to make their own way in life and that success will only come through personal grit and determination.Ted likely feels this way because he was raised in a(n) ________ culture.
A)collectivist
B)individualist
C)high power distance
D)future orientation
Q3) Explain the difference between a high-context culture and a low-context culture.Give an example of each and explain the reason for your choice(s).
Q4) Explain the concept called 'age cohort'.Briefly explain how marketers might use this concept to segment markets.
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Page 14
Chapter 13: Lifestyle, Income and Social Class
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Q1) Social capital refers to an individual's knowledge of the 'right' behaviour to use in the realm of the upper class.
A)True
B)False
Q2) Some theorists do not include income in their measure of social class, arguing that it is unnecessary.Defend this point of view and also explain why income is added when measuring social class in marketing.
Q3) Social class is a strong predictor of purchases that have symbolic aspects, but low to moderate prices.Which of the following is the best example of a product with these characteristics?
A)Liquor
B)Cars
C)Homes
D)Refrigerators
Q4) The general method for elevating one's social status is to increase the use of ascribed status tools.
A)True
B)False
Q5) Explain the concept of social mobility and its various forms.
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Chapter 14: The Culture of Consumption
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Q1) Compare and contrast the etic perspective and the emic perspective, describe how each relates to either a standardised marketing strategy or a localised marketing strategy and summarise the benefits of each.
Q2) John le Carré writes novels that are espionage-based thrillers.By always using certain roles for his characters and situations and language that were appropriate to the genre, le Carré's novels followed what the text calls a(n) ________.
A)cultural formula
B)enacted norm
C)fashion cycle
D)innovation process
Q3) A promotions director of a fine arts museum could use mass-marketing techniques to promote a fine art gallery much the same way she could promote any other mass-marketed product.
A)True
B)False
Q4) Identify and describe the factors that affect the successful adoption of innovations.
Q5) How can a myth be true and false at the same time?
Q6) Compare and contrast sacred and profane consumption.
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