Question : 61) The lesson that SRC (Self-Reference Criterion) teaches can be : 1353296

61) The lesson that SRC (Self-Reference Criterion) teaches can be summarized as:

A) a person’s perception of market needs is framed by others cultural experience.

B) perceptual blockage and distortion about cultures are hard to reduce.

C) unbiased perception is a vital and critical skill in global marketing.

D) unconscious reference to one’s cultural values is critical in global marketing.

E) prior success and ethnocentrism can override the SRC.

62) When Walt Disney Company’s executives were planning to build a theme park in France, they firmly believed that the success of McDonald’s and Coke as well as their success in Tokyo Disneyland ensures the runaway success of their plans. Disney policies prohibit sale or consumption of alcohol inside the theme parks which they also implemented in France. This proved to be a failure since consuming wine with the midday meal is a long-established custom in France. This is most likely a classical example of:

A) the “think global, act local” principle.

B) being victim to the self-reference criterion.

C) a geocentric management orientation.

D) miscalculation of the rate of diffusion of innovations in Europe.

E) an unbiased perception of existing culture in Europe.

63) One of the basic elements of sociologist Everett Roger’s Diffusion theory is the concept of an “adoption process.” The first step in this adoption process is:

A) interest.

B) evaluation.

C) trial.

D) adoption.

E) awareness.

64) Which of the following shows the correct order of the product adoption process?

A) evaluation→trial→awareness→interest→adoption

B) trial→interest→evaluation→awareness→adoption

C) interest→awareness→adoption→trial→evaluation

D) awareness→interest→evaluation→trial→adoption

E) adoption→evaluation→trial→interest→awareness

65) Which of the following can negatively influence the rate of diffusion of an innovation?

A) substantial relative advantage

B) high compatibility

C) high complexity

D) divisibility

E) high level of communicability

66) That floppy disks are being dumped in favor of USB mass storage devices can be attributed to which characteristics of innovation?

A) compatibility

B) relative advantage

C) divisibility

D) communicability

E) complexity

67) To speed adoption of a new product, the marketing team should:

A) ensure that features and benefits can be communicated or demonstrated.

B) design the maximum amount of complexity into the product.

C) discourage limited use on a “trial” basis.

D) attempt to make a clean break with existing customer values.

E) rely heavily on word-of-mouth marketing.

68) In the 1990s, Philips Electronics developed a new consumer electronics product called the Digital Compact Cassette player. DCC allowed users to record and playback in a new digital format; DCC was also designed to play the older, analog cassette tapes that many people own. This latter feature reflects which of the following characteristics of innovations?

A) relative advantage

B) communicability

C) compatibility

D) complexity

E) divisibility

69) Together, innovators and early adopters make up about ________ of the potential market for a new product.

A) 16.0%

B) 26.0%

C) 34.0%

D) 46.0%

E) 13.5%

70) If a marketing manager plans to enter the newly industrializing countries (NICs) or other Asia markets with a product that has proved to be successful in the home market, the product’s diffusion processes are likely to be:

A) negligible since consumers will take time to assess the relative advantage.

B) much slower than in the home market.

C) much faster than in the home market.

D) similar to that in the home market.

E) less compatible in the Asian market.