Kit Kat Bar PhotoConsider the Kit Kat bar photo above. Kit Kat bars are marketed by Nestlé worldwide. Kit Kat is pronounced "kitto katsu" in Japanese, which roughly translates to "surely win." Japanese teens eat Kit Kat bars for good luck, particularly when taking crucial school exams. This positive result might have been eliminated had the company used ________ and felt it necessary to use a name without an additional meaning.
A. intentional transliteration
B. linguistic exchange
C. semantic symbolism
D. back translation
E. semantic analysis
Answer: D
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Sean is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Sean needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Sean should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes. personal interview surveys; online surveys
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