A massive effort dubbed as "Moses Project" is underway in Venice in order to:

A massive effort dubbed as "Moses Project" is underway in Venice in order to:

A) promote passive tourism.
B) reduce the number of billboards on historic sites.
C) provide biblical information to tourists.
D) prevent flooding.
E) modernize accommodations.


Answer: D) prevent flooding.

Coca-Cola billboards were recently put up near the Piazza San Marco in Venice, which has numerous historical landmarks. The major reason for allowing the billboards at a prominent historical site is:

Coca-Cola billboards were recently put up near the Piazza San Marco in Venice, which has numerous historical landmarks. The major reason for allowing the billboards at a prominent historical site is:

A) Coke is a very popular drink in Italy.
B) to introduce an American product in an emerging market.
C) severe lack of funds for historic renovation.
D) aesthetic.
E) global marketing.


Answer: C) severe lack of funds for historic renovation.

Despite the fact that the American team advanced to the semi-finals in South Africa, the game is much more popular in other parts of the world. There is an effort to make soccer popular in the United States, and many fashion brands are interesting in marketing their products which pertain to soccer and other sports. Considering this aspect which of the following statements is incorrect?

Despite the fact that the American team advanced to the semi-finals in South Africa, the game is much more popular in other parts of the world. There is an effort to make soccer popular in the United States, and many fashion brands are interesting in marketing their products which pertain to soccer and other sports. Considering this aspect which of the following statements is incorrect?

A) In the United States, 2010 World Cup merchandise such as T-shirts was available at Walmart.
B) FIFA is the only global marketer seeking revenue growth by boosting soccer's popularity in America.
C) Yves Saint Laurent designer was selling merchandise with soccer related embossed emblems.
D) The fall 2010 collection of designer clothes included "FIFA Heritage Tees" with logos on shirts.
E) FIFA has chosen Total Apparel Group (TAG) to boost soccer's visibility and popularity among Americans.


Answer: E) FIFA has chosen Total Apparel Group (TAG) to boost soccer's visibility and popularity among Americans.

Which of the following is true about "coffee culture" in England?

Which of the following is true about "coffee culture" in England?

A) Starbucks has been unsuccessful in its attempt to change the Brits' preference for tea.
B) American entrepreneurs found success in England with the Seattle Coffee Company which Starbucks later acquired.
C) Starbucks succeeded in England only after changing the company's name to Seattle Coffee Company.
D) Starbucks-style coffee shops have been a flop because tea culture is too deeply engrained.
E) Starbucks has been successful in England since it started selling beer.


Answer: B) American entrepreneurs found success in England with the Seattle Coffee Company which Starbucks later acquired.

The ________ the level of environmental sensitivity for a given product, the ________ the need for managers to address country-specific economic, regulatory, technological, social and cultural environmental conditions.

The ________ the level of environmental sensitivity for a given product, the ________ the need for managers to address country-specific economic, regulatory, technological, social and cultural environmental conditions.

A) greater; greater
B) lower; greater
C) greater; lower
D) lower; lower
E) stronger; greater


Answer: A) greater; greater

Which of the following is arranged starting with the highest level of environmental sensitivity and ending with the lowest level?

Which of the following is arranged starting with the highest level of environmental sensitivity and ending with the lowest level?

A) food→computers→integrated circuits
B) integrated circuits→food→computers
C) integrated circuits→computers→food
D) computers→food→integrated circuits
E) none of the above


Answer: A) food→computers→integrated circuits

Comparing and contrasting the diffusion of innovations in Western countries and in Asia, one can say that:

Comparing and contrasting the diffusion of innovations in Western countries and in Asia, one can say that:

A) the process occurs in an identical manner in both regions.
B) in Asia, the adoption process begins more slowly but ramps up more rapidly than it does in Western countries.
C) in Western countries, the adoption process begins more slowly but ramps up more rapidly than it does in Asia.
D) the diffusion of innovation framework is applicable in the West but not in Asia.
E) the diffusion of innovation framework is applicable in Asia but not in the West.


Answer: B) in Asia, the adoption process begins more slowly but ramps up more rapidly than it does in Western countries.

Which of the following is true about the innovation diffusion process in Asia?

Which of the following is true about the innovation diffusion process in Asia?

A) Japan has a high-context culture with a relatively homogeneous population.
B) Because risk avoidance is a cultural value, there are fewer innovators in Asia than in the United States.
C) Once innovators in Asia have tried a product, early adopters and the early majority quickly follow suit.
D) After a new product has achieved success in one Asian market, it is likely to be adopted in other Asian markets at an even faster rate.
E) All of the above are true.


Answer: E) All of the above are true.

Adopter categories are classifications of individuals within a market on the basis of their innovativeness. Recently Apple introduced the iPhone for which people waited in long lines before the doors opened. According to experts these 2.5% of people who bought the iPhone are categorized as:

Adopter categories are classifications of individuals within a market on the basis of their innovativeness. Recently Apple introduced the iPhone for which people waited in long lines before the doors opened. According to experts these 2.5% of people who bought the iPhone are categorized as:

A) early adopters.
B) innovators.
C) early majority.
D) late majority.
E) laggards.


Answer: B) innovators.

A few years ago, Philips Electronics developed a new consumer electronics product called the Digital Compact Cassette player. DCC did more than allow users to record and playback in a new digital format; DCC was also designed to play the older, analog cassette tapes that many people own. However, die-hard audio buffs were the only ones to buy DCC and Philips ultimately discontinued the product. Which of the following statements based on adopter categories describes this?

A few years ago, Philips Electronics developed a new consumer electronics product called the Digital Compact Cassette player. DCC did more than allow users to record and playback in a new digital format; DCC was also designed to play the older, analog cassette tapes that many people own. However, die-hard audio buffs were the only ones to buy DCC and Philips ultimately discontinued the product. Which of the following statements based on adopter categories describes this?

A) early adopters bought, but innovators didn't
B) innovators bought, but early adopters didn't
C) innovators bought, and everyone else was a laggard
D) early majority bought, but late majority didn't
E) DCC was a laggard


Answer: B) innovators bought, but early adopters didn't

If a marketing manager plans to enter the newly industrializing countries (NICs) or other Asia markets with a product that has proved to be successful in the home market, the product's diffusion processes are likely to be:

If a marketing manager plans to enter the newly industrializing countries (NICs) or other Asia markets with a product that has proved to be successful in the home market, the product's diffusion processes are likely to be:

A) negligible since consumers will take time to assess the relative advantage.
B) much slower than in the home market.
C) much faster than in the home market.
D) similar to that in the home market.
E) less compatible in the Asian market.

Answer: C) much faster than in the home market.

Together, innovators and early adopters make up about ________ of the potential market for a new product.

Together, innovators and early adopters make up about ________ of the potential market for a new product.

A) 16.0%
B) 26.0%
C) 34.0%
D) 46.0%
E) 13.5%


Answer: A) 16.0%

In the 1990s, Philips Electronics developed a new consumer electronics product called the Digital Compact Cassette player. DCC allowed users to record and playback in a new digital format; DCC was also designed to play the older, analog cassette tapes that many people own. This latter feature reflects which of the following characteristics of innovations?

In the 1990s, Philips Electronics developed a new consumer electronics product called the Digital Compact Cassette player. DCC allowed users to record and playback in a new digital format; DCC was also designed to play the older, analog cassette tapes that many people own. This latter feature reflects which of the following characteristics of innovations?

A) relative advantage
B) communicability
C) compatibility
D) complexity
E) divisibility


Answer: C) compatibility

To speed adoption of a new product, the marketing team should:

To speed adoption of a new product, the marketing team should:

A) ensure that features and benefits can be communicated or demonstrated.
B) design the maximum amount of complexity into the product.
C) discourage limited use on a "trial" basis.
D) attempt to make a clean break with existing customer values.
E) rely heavily on word-of-mouth marketing.


Answer: A) ensure that features and benefits can be communicated or demonstrated.

That floppy disks are being dumped in favor of USB mass storage devices can be attributed to which characteristics of innovation?

That floppy disks are being dumped in favor of USB mass storage devices can be attributed to which characteristics of innovation?

A) compatibility
B) relative advantage
C) divisibility
D) communicability
E) complexity


Answer: B) relative advantage

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

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

A) substantial relative advantage
B) high compatibility
C) high complexity
D) divisibility
E) high level of communicability


Answer: D) divisibility

Which of the following shows the correct order of the product adoption process?

Which of the following shows the correct order of the product adoption process?

A) evaluation→trial→awareness→interest→adoption
B) trial→interest→evaluation→awareness→adoption
C) interest→awareness→adoption→trial→evaluation
D) awareness→interest→evaluation→trial→adoption
E) adoption→evaluation→trial→interest→awareness


Answer: D) awareness→interest→evaluation→trial→adoption

One of the basic elements of sociologist Everett Roger's Diffusion theory is the concept of an "adoption process." The first step in this adoption process is:

One of the basic elements of sociologist Everett Roger's Diffusion theory is the concept of an "adoption process." The first step in this adoption process is:

A) interest.
B) evaluation.
C) trial.
D) adoption.
E) awareness.


Answer: E) awareness.

When Walt Disney Company's executives were planning to build a theme park in France, they firmly believed that the success of McDonald's and Coke as well as their success in Tokyo Disneyland ensures the runaway success of their plans. Disney policies prohibit sale or consumption of alcohol inside the theme parks which they also implemented in France. This proved to be a failure since consuming wine with the midday meal is a long-established custom in France. This is most likely a classical example of:

When Walt Disney Company's executives were planning to build a theme park in France, they firmly believed that the success of McDonald's and Coke as well as their success in Tokyo Disneyland ensures the runaway success of their plans. Disney policies prohibit sale or consumption of alcohol inside the theme parks which they also implemented in France. This proved to be a failure since consuming wine with the midday meal is a long-established custom in France. This is most likely a classical example of:

A) the "think global, act local" principle.
B) being victim to the self-reference criterion.
C) a geocentric management orientation.
D) miscalculation of the rate of diffusion of innovations in Europe.
E) an unbiased perception of existing culture in Europe.


Answer: C) a geocentric management orientation.

The lesson that SRC (Self-Reference Criterion) teaches can be summarized as:

The lesson that SRC (Self-Reference Criterion) teaches can be summarized as:

A) a person's perception of market needs is framed by others cultural experience.
B) perceptual blockage and distortion about cultures are hard to reduce.
C) unbiased perception is a vital and critical skill in global marketing.
D) unconscious reference to one's cultural values is critical in global marketing.
E) prior success and ethnocentrism can override the SRC.


Answer: C) unbiased perception is a vital and critical skill in global marketing.