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Scenario 7-4 It Doesn't Matter Where in the World You Are or Are

question 28

Multiple Choice

Scenario 7-4
It doesn't matter where in the world you are or how well off, the fast food culture has become a way of life for all of us. According to the latest findings from ACNielsen, the world's leading market research firm, nearly all Hong Kong people (97%) are fast food patrons. A fast food culture has shaped the lifestyles of us all, and with fast food operators introducing healthier options in the form of salads and low carb meals, consumers today have greater choice than ever before.
While building a good brand image is close to the heart of most marketers, it is worth noting that brand image appears to have little influence on consumer choice of take away restaurants. Brand Image ranked the least important among all respondents. Among the international fast food chains and local operators, McDonalds was the world's most popular with 68 percent of people in the 28 major countries picking it as the first choice for take away food. KFC ranks No.2 at 32 percent and Pizza Hut ranks No.3 at 29 percent. Nevertheless local fast food chains also have a strong foothold taking Hong Kong as an example, 62 percent also chose local operators as their choice of fast food restaurants, and as ACNielsen I-Scan ImpulseTM indicates those local chains include Caf'de Coral and Maxim's. (Asians the World's Greatest Fast Food Fans.Two thirds of Hong Kongers frequent at least once a week, December 23, 2004. http://acnielsen.com.)
-(Scenario 7-4) An international company is about to enter the Chinese market with a campaign in the medium that requires the most local knowledge to use correctly. It is going to use

Definitions:

Therapeutic Phlebotomy

A medical procedure that involves drawing blood from a patient to treat or manage various medical conditions.

Dizziness

A sensation of feeling unsteady, woozy, or having a sense of spinning, often related to issues in the inner ear or brain.

Blood Transfusion

The process of transferring blood or blood products into a person's circulatory system intravenously.

Blood Type

A classification of blood based on the presence or absence of certain antigens on the surface of red blood cells.