Global Marketing - Week 2

Considering Hofstede's notion of culture as "the collective programming of the mind," then attitudes can be defined as:

• a learned tendency to respond in a consistent way to a given object or entity.

• an organized pattern of knowledge that an individual holds to be true about the world.

• an enduring belief or feeling of a specific mode of conduct.

• a personally or socially preferable mode of conduct.

• the deepest level of a culture present in the majority of the members of a particular culture.

As cultural differences become less relevant and disposable incomes become high, a trend towards greater consumption of the following type of foods is predicted.

• French artistic foods

• American fast foods

• Chinese retail foods

• Indian spicy foods

• Mexican spicy foods

Aesthetic elements that are attractive, appealing, and in good taste are perceived as such universally.

• True

• False

Which of the following can negatively influence the rate of diffusion of an innovation?

• substantial relative advantage

• high compatibility

• high complexity

• divisibility

• high level of communicability

A new digital cassette recorder from Philips was a market failure, in part because advertisements did not clearly mention the fact that the product could make CD-quality recordings using new cassette technology while still playing older, analog tapes. This is an example of:

• relative advantage.

• communicability.

• compatibility.

• complexity.

• divisibility.

Adopter categories are classifications of individuals within a market, based on their innovativeness. When Apple introduced the Apple watch people waited in long lines before the doors opened. According to experts, those people can be categorized as:

• innovators.

• early majority.

• early adopters.

• adopters.

• late majority.

The high level of political risk currently evident in Russia can be attributed in part to:

• changing of name of the country.

• changing the national flag.

• excessive loans from the International Monetary Fund (IMF).

• participation in the WTO (World Trade Organization).

• environment of uncertainty for foreign companies.

Engineers at a company in a developing country study an American computer chip design, copy it, and produce identical chips that are then sold to local computer makers. What form of intellectual property has been wrongly appropriated?

• patent

• copyright

• trademark

• trade secrets

• technological

Counterfeiting is:

• the use of a formal legal document for illegal purposes.

• the ownership of a written, recorded, performed or filmed creative work.

• the unauthorized copying or production of a product.

• the use of a product name that has different meaning than the original brand.

• the use of a distinctive mark of a brand that is no longer producing the original brand.

To establish ownership of a written, recorded, performed, or filmed creative work, it is necessary to apply for and be granted a patent.

• True

• False