Marketers must consider the different nationalities represented within the Hispanic and Asian-American subcultures because of the unique culture, history, and buying patterns of each ethnic group.
Answer the following statement true (T) or false (F)
True
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American Express'- "Worldclass Service, Personal Recognition," Mary Kay's - "Enriching women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding Everyday Moments" are examples of ________
A) brand mantras B) brand parity C) brand identity D) brand architecture E) brand extension
Identify which of the following is not a form of paradoxical leadership.
a. needing power while needing love from one’s followers b. being narcissistic and humble c. gaining control by giving up control d. rebelling, but with a cause
To increase profitability, top management of a national retailer needs to decide if it will close several stores. Management knows that by closing the locations, it will save the company millions of dollars and benefit many stockholder groups and individuals. The benefits of closing the stores outweigh the benefits of keeping them open. Keeping the stores open would be advantageous for many fewer people than closing the stores. This logic is an example of the ___ approach to deciding ethical dilemmas.
A. individual B. majority C. utilitarian D. justice E. moral-rights
Which of the following would a defender of globalization most likely use as an example to argue that concerns of Americanization are overblown and that globalization is indeed a two-way street?
A) the view of McDonald's being a domestic brand in China B) the growing popularity of coffee in China since the introduction of Starbucks C) the growing number of IKEA furniture stores in the United States D) the initial failure of Disneyland Paris E) the anti-globalization protests aimed at KFC