Chapter 2 & 3

Question 1

Glocalization

Answer 1

Global localization

Question 2

Considerations in approaching a foreign market:

Answer 2

• Is the geographic area homogenous or heterogeneous with respect to culture?
• What needs can this product or a version of it can fill in this culture?
• Can enough of the people needing the product afford the product?
• What values or patterns of values are relevant to the purchase and use of the product?
• What are distribution, political, and legal structures for the product?
• In what ways can we communicate about the product?

Question 3

Cause-related marketing

Answer 3

marketing that ties a company and its product to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause

Question 4

Product issues

Answer 4

product modification is important

Question 5

Gender

Answer 5

whether a person is biologically male or female

Question 6

Gender identity

Answer 6

traits of femininity (tenderness, compassion) and masculinity (dominance, aggressiveness)

Question 7

Gender roles

Answer 7

the behaviors considered appropriate for males and females in a given society

Question 8

Ascribed role

Answer 8

attribute over which the individual has no or little control

Question 9

Traditional gender roles

Answer 9

marriage in which husband takes responsibility for providing for the family and wife runs house/takes care of children

Question 10

Trapped housewife

Answer 10

marriage in which husband and wife share responsibilities

Question 11

Traditional housewife

Answer 11

generally married, prefers to stay at home

Question 12

Trapped working women

Answer 12

married or single, would prefer to stay at home but works because of economic necessity

Question 13

Career working woman

Answer 13

married or single, prefers to work, derives satisfaction from employment