Culture Basics
What term describes the learned beliefs, customs, and behaviors shared by a group?
Culture.
A company assumes everyone in a country likes the same flavor. What is wrong with this assumption?
Preferences vary within a country. The company needs to research its intended customers.
Name one way a company can learn about local customers before launching.
Consumer interviews, focus groups, credible secondary research, or local partners.
What is it called when someone adjusts to the customs of a culture other than their own?
Acculturation.
Why might a funny English slogan fail when translated word for word?
The humor or intended meaning may be lost, confusing, or offensive.
A company's advertisement has offended some customers. Name two appropriate immediate actions.
Pause the advertisement and acknowledge the concerns respectfully.
What is the difference between the self-reference criterion and ethnocentrism?
Self-reference criterion: using your own cultural expectations to judge another setting. Ethnocentrism: Believing your culture is superior.
An advertisement uses a hand gesture without local review. Identify one possible business consequence.
Risk: Some viewers may interpret the gesture as disrespectful. Consequences: Complaints, lost trust, or reduced sales.
A new beverage delivery service changes how people shop. What chapter concept does this illustrate, and how could the business act responsibly?
Change agent. It could consult local customers and retailers, investigate community effects, and adjust its approach based on feedback.