Test yourself by working through the chapter quiz.
1. In contrast to Western advertising the primary goal of Japanese advertising is to:
Inform prospective customers of the benefits of the firm’s product
Ensure that prospective customers remember the firm’s brand name
Build trust with the prospective customer
Minimize the benefits of competing products
Answer:
c. Build trust with the prospective customer
2. Which of the following is NOT part of the basic communications model?
Sender
Message
Dissonance
Receiver
Feedback
Answer:
c. Dissonance
3. We can expect that ______________ advertising would repeatedly emphasize the competitive features of the brand in order to convince the consumer to purchase the product.
American
Chinese
Thai
Japanese
Answer:
a. American
4. The use of status sports such as golf, show jumping and sailboat racing in advertising is most likely to be effective in _________________ societies.
High power distance
Collectivist
High-context
Low context
Feminine
Answer:
a. High power distance
5. One of the major disadvantages of recruiting host-country sales professionals is that they will lack an understanding of _____________________.