GMS 522 MIDTERM EXAM QUESTIONS
AND ANSWERS
Enculturation - Answer-everyone is encultured into his/her own culture, these lessons
are imparted by family and friends, schools, places of worship, the government as well
as clubs and other social institutions
Acculturation - Answer-in some circumstances individuals must adjust to the culture of
others - a process referred to as acculturation
Cultural Literacy - Answer-detailed knowledge of the culture of the host country which
allows us to live and work effectively in a new environment
Ethnocentrism - Answer-or the belief that one's own culture is somehow superior to that
of others will blind the global marketer to potential foreign market opportunities and risk
missteps in in the implementation of the firm's international marketing strategy
Consumer ethnocentrism - Answer-refers to the belief held by some individuals that
purchasing foreign products is wrong or even immoral
Eight Elements of culture - Answer--language
-religion
-values and attitudes
-aesthetics
-manners & customs
-Education
-Social institutions
-The Material
Language - Answer--how messages are conveyed
-verbal
-non verbal
Religion - Answer--belief in a higher power
-provides individuals with a sense of purpose
Values & Attitudes - Answer--values are beliefs of norms that have been internalized
and are shared
-attitudes are evaluation of alternatives based on these values
Aesthetics - Answer--what a society considers to be beautiful or in good taste
Manners & Customs - Answer--these impact various aspects of international business
such as cross-cultural negotiations & gift giving
, Education - Answer--important vehicle for cultural change & the transmission of cultural
values
Social Institutions - Answer--important determinant of consumption patterns
The Material - Answer--important indicator of foreign market opportunities
High Context - Answer-the context surrounding the message is just as important as the
actual message itself
Low Context - Answer-societies communication is much more explicit
Hofestede's Framework - Answer-countries classified based on four dimensions:
-individualism
-power distance
-uncertainty avoidance
-masculinity
Individualism Dimension - Answer-reflects the extent to which people in a given society
are focussed on individual achievements & accomplishments as opposed to the overall
success of the group to which they belong
Power Distance Dimension - Answer-reflective of the extent to which individuals are
willing to accept inequality in their society
Uncertainty Avoidance Dimension - Answer-reflects the extent to which individuals in a
society expect to be guided by formal rules & regulations
Masculinity Dimension - Answer-reflects the extent to which a society tends to
emphasize and reward "masculine" values such as competition, success and
performance as opposed to "feminine" values such as nurturing & caring for others
Gannon's Metaphors - Answer-descriptive metaphors used to conjure up a mental
image that accurately image that accurately encapsulates the culture of the society
under consideration
Kluckhohn-Strodtbeck (KS) Framework - Answer-cultural differences assessed from the
standpoint of whether:
a) people believe that they are in control of their environment b)whether individuals in
society are future oriented or fixated on the past
c) whether they can be relied upon to act freely & responsibly
d)whether individuals in the society are more interested in material as opposed to
spiritual goals
e)whether people in the society believe that they are collectively responsible for each
other's welfare
AND ANSWERS
Enculturation - Answer-everyone is encultured into his/her own culture, these lessons
are imparted by family and friends, schools, places of worship, the government as well
as clubs and other social institutions
Acculturation - Answer-in some circumstances individuals must adjust to the culture of
others - a process referred to as acculturation
Cultural Literacy - Answer-detailed knowledge of the culture of the host country which
allows us to live and work effectively in a new environment
Ethnocentrism - Answer-or the belief that one's own culture is somehow superior to that
of others will blind the global marketer to potential foreign market opportunities and risk
missteps in in the implementation of the firm's international marketing strategy
Consumer ethnocentrism - Answer-refers to the belief held by some individuals that
purchasing foreign products is wrong or even immoral
Eight Elements of culture - Answer--language
-religion
-values and attitudes
-aesthetics
-manners & customs
-Education
-Social institutions
-The Material
Language - Answer--how messages are conveyed
-verbal
-non verbal
Religion - Answer--belief in a higher power
-provides individuals with a sense of purpose
Values & Attitudes - Answer--values are beliefs of norms that have been internalized
and are shared
-attitudes are evaluation of alternatives based on these values
Aesthetics - Answer--what a society considers to be beautiful or in good taste
Manners & Customs - Answer--these impact various aspects of international business
such as cross-cultural negotiations & gift giving
, Education - Answer--important vehicle for cultural change & the transmission of cultural
values
Social Institutions - Answer--important determinant of consumption patterns
The Material - Answer--important indicator of foreign market opportunities
High Context - Answer-the context surrounding the message is just as important as the
actual message itself
Low Context - Answer-societies communication is much more explicit
Hofestede's Framework - Answer-countries classified based on four dimensions:
-individualism
-power distance
-uncertainty avoidance
-masculinity
Individualism Dimension - Answer-reflects the extent to which people in a given society
are focussed on individual achievements & accomplishments as opposed to the overall
success of the group to which they belong
Power Distance Dimension - Answer-reflective of the extent to which individuals are
willing to accept inequality in their society
Uncertainty Avoidance Dimension - Answer-reflects the extent to which individuals in a
society expect to be guided by formal rules & regulations
Masculinity Dimension - Answer-reflects the extent to which a society tends to
emphasize and reward "masculine" values such as competition, success and
performance as opposed to "feminine" values such as nurturing & caring for others
Gannon's Metaphors - Answer-descriptive metaphors used to conjure up a mental
image that accurately image that accurately encapsulates the culture of the society
under consideration
Kluckhohn-Strodtbeck (KS) Framework - Answer-cultural differences assessed from the
standpoint of whether:
a) people believe that they are in control of their environment b)whether individuals in
society are future oriented or fixated on the past
c) whether they can be relied upon to act freely & responsibly
d)whether individuals in the society are more interested in material as opposed to
spiritual goals
e)whether people in the society believe that they are collectively responsible for each
other's welfare
