Which campaign is an example of a global consumer culture marketing strategy?
a. Phillips' Let's Make Things Better campaign.
b. Chevy Trucks positioning itself as part of the American way of life.
c. Yoplait yogurt emphasizing its French origin through the slogan C'est si bon - it's so good.
d. None of the above.
Question 2AT&T has a marketing research department that regularly collects customer information from numerous sources including: sales invoices, salesperson expense accounts, warranty cards, etc. This is an example of a firm's:
a. external published secondary source.
b. internal secondary source.
c. external commercial secondary source.
d. tertiary data.
e. None of the above.
Question 3Worldwide, there is a decline in the number of people who like and use, or desire to use:
a. local products c. European products
b. American products d. non-kosher products
Question 4A marketing manager needs information about all competitors' prices in order to make a pricing decision. The internal database she consults contains prices that were collected by mystery shoppers over a year ago. Her database has one of the major disadvantages of secondary data, namely, _____.
a. age of the data
b. quality
c. relevance
d. completeness
e. units of measure that do not match
Question 5Consumer ethnocentrism is the belief that
a. a particular culture is superior to another and that strategies used in the home country will work just as well abroad.
b. purchasing foreign products is wrong because it hurts the domestic economy, causes losses of jobs, and is plainly unpatriotic.
c. home country products are inferior to imports, which typically leads to a trade deficit.
d. all consumers are essentially the same, which leads to a standardized marketing campaign across cultures.
Question 6A mink coat retailer wishes to locate in cities that may offer good market potential for their coats. They need cities with average incomes exceeding 85,000 . However, the secondary information source they find has an income category of 70,000 to 100,000 . This represents a major disadvantage of secondary data, which is:
a. different units of measurement.
b. different class definition.
c. out of date data.
d. data having high credibility.
e. Both a and b.
Question 7Ethnocentrism is the belief that
a. a particular culture is superior to another and that strategies used in the home country will work just as well abroad.
b. purchasing foreign products is wrong because it hurts the domestic economy.
c. a global consumer exists.
d. each culture is different, and a unique marketing strategy should be created for each country.
Question 8Which of the following is NOT an example of primary data collection?
a. Telephone survey of manufacturers.
b. Computerized literature search of Google.com to learn about the U.S. trade deficit.
c. Asking restaurant patrons to complete a survey after their meal and dropping it in the suggestion box before exiting.
d. Observation of oil patches in driveways of homes to determine the socioeconomic status of the neighborhood.
e. An academic experiment using graduate students in a retailing course as subjects to determine how different retailers measure customer satisfaction.
Question 9What is the first step of Lee's four step self-reference correction process?
a. Define the marketing problem in terms of the home country cultural traits, norms and values.
b. Define the marketing problem in terms of the host country cultural traits, norms and values.
c. Isolate the self-reference criterion influence and evaluate it to understand how it affects the marketing problem.
d. Redefine the marketing problem and, in the process, eliminate the self-reference criterion influence.
Question 10A major drawback to using U.S. census data in marketing research projects is:
a. the quality of the data is suspect due to coding and tabulation problems.
b. the data may not be as current as the researcher needs.
c. data is seldom available at the level of detail needed by the researcher.
d. data is unobtainable in machine-readable formats.
e. census data is only available for demographic variables.
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