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Question 1

Which of the following is not normally perceived as a component of culture?

a) Values

b) Technology

c) Motivation

d) Religion

Question 2

Which of the following levels of Maslow's Hierarchy of Needs is most likely to be associated with consumers' purchase of items of ostentatious consumption, such as a brand of champagne which is widely advertised for its exclusiveness?

a) Social esteem

b) Love

c) Security

d) Physiological

Question 3

Models of buyer behaviour tend to be more complex for services compared with manufactured goods. The most important reason for this is:

a) the higher expenditure involved in many services.

b) the greater role of reference group influences.

c) the greater significance of conspicuous consumption.

d) the fact that an important part of evaluation takes place during consumption.

Question 4

A number of levels of sociological influence on the buying process can be identified. Which of the following is not generally accepted as a sociological source of influence?

a) Marketing influences

b) Family influences

c) Peer group influences

d) Cultural influences

Question 5

The understanding of cultural impact on consumer behaviour is crucial to successful cross-cultural marketing. Which of the following statements is not true?

a) The globalization of markets may create the dangerous illusion that consumer behaviour and patterns of consumption in each country of the world are converging.

b) The assumption that using standardized marketing strategies can target consumers across cultures is preventing the marketer from truly appreciating the differences in consumers of different cultures.

c) When the ability to pay is low, consumers may focus more heavily on luxury features in making product evaluations on purchase decisions to ensure value for money.

d) Consumers choose particular brands not only for functional or performance benefits but also to express their personality.

Question 6

Hofstede has identified 5 dimensions of culture which consist of:

a) power distance, uncertainty avoidance, individualism, masculinity and Confucian dynamism.

b) power distance, uncertainty avoidance, individualism, masculinity and universality.

c) power distance, specificity, individualism, masculinity and universality.

d) power distance, specificity, collectivism, masculinity and Confucian dynamism.

Question 7

According to Hall, the context of culture can be identified as either 'high' or 'low' context depending on:

a) the gender and occupation of the communicator.

b) the silent or body language of the culture.

c) the clarity of the spoken word and they ways in which communication are influenced by the surrounding.

d) the role that each family member plays in the community.

Question 8

Fang (2003) sees the study of culture incorporating three elements:

a) politics, behaviour and communications

b) socio - economics in China, education and birth rates

c) conditions in China, Confucianism and Chinese Stratagems

d) politics, Confucianism and motivations

Question 9

Which of the following consequences is MOST likely to lead to an organizational buyer putting a greater emphasis on reliability and performance than on price?

a) Budget savings this year have to be improved upon next year.

b) Failure of the product could lead to lost sales or production for the company.

c) The cheap feel of the product is disliked by users.

d) Low price always works out to be the most cost-effective option in the long run.

Question 10

There are generally three types of business-to-business (B2B) buying:

a) commodity trading, organizational buying and government procurement.

b) commodity trading, community purchases and government procurement.

c) ethical trading, community purchases and government procurement.

d) ethical trading, organizational buying and non-governmental procurement.

Oxford University Press, Online Resource Centre, Chapter 04.

Chapter 04

Instructions