Segmenting,targeting,and Positioning For Global Markets

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Understanding Global Markets and Marketing
Assessing the Global Marketing Environmentthe Global Economy and Technology
Evaluating Cultural and Social Environments
Analyzing Political and Legal Environments
Integrating Global,Regional,and National Markets
Conducting Marketing Research
Selecting International Markets
Entering Global Markets
Segmenting,Targeting,and Positioning for Global Markets
Developing Global Products and Brands
Setting Global Prices
Global Placement and Distribution Channels
Launching Global Communication and Advertising
Using Social Media for Global Marketing
Designing and Controlling Global Marketing Systems
Defining Ethics and Corporate Social Responsibility in the International Marketplace

All Questions

Question 1

Free

Multiple Choice

When the organization for growers of apples and cherries in Washington State framed the fruits as 'hip and cool' for younger Taiwanese consumers,it was employing the marketing processes of _______________________________ .

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segmentation, targeting, and positioning

pricing, distribution, and product development

environmental scanning and analysis

market research and analysis

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Question 2

Free

Multiple Choice

When Arnold Schwarzenegger began to emphasize his political and intellectual expertise in lieu of his physical strength and acting prowess in preparation for his run for Governor of California,he was employing which of these STP elements?

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segmenting

positioning

targeting

screening

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Question 3

Free

Multiple Choice

The marketing process that allows marketers to simplify their decision-making process by using the same set of guidelines for segments that exist across national and cultural markets is known as _________________________________________ .

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strategic planning

market research

environmental monitoring and scanning

segmentation

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Question 4

Free

True/False

The marketing standardization process often generates additional operational costs for a company involved in global business.

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True

False

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Question 5

Free

True/False

The segmentation process can also identify target market groups across the world that differ from the standard parameters and require a new marketing apporach.

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True

False

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Question 6

True/False

The goal of the STP process is to identify and engage the right customer segments in global marketing while preserving brand identity.

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True

False

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Question 7

Multiple Choice

Internet technology has served to ____________________________________ .

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decrease the ability to accurately identify target markets

increase the costs of communicating with target segments

give marketers unprecedented access to their customers

make communication with target segments more difficult

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Question 8

Multiple Choice

The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs defines ___________________________ .

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segmentation

market division

standardization

evaluation

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Question 9

True/False

The nature of consumer behavior is such that,once constructed,global market segments remain constant and do not shift with social,political,or economic change.

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True

False

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Question 10

Multiple Choice

Ibernia is a country with a stable,albeit small,cola market.Mohammed's research team advised him that consumers enjoy guava-flavored cola drinks.While this market was accessible through his existing distributors and retailers,Mohammed did not feel he had a viable market segment.What is the most likely reason?

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The factor of flavor is not different enough to warrant a change in the marketing mix.

The market was not large enough to be profitable.

The number of consumers who would prefer a guava-flavored cola is impossible to measure.

The market is highly unstable.

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Question 11

Multiple Choice

Juanita is researching the European market for bicycles.In doing so,she develops profiles of various markets by looking at GNP per capita,population size,and location. Juanita is implementing ___________________ .

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company-based segmentation

macro-segmentation

consumer-based segmentation

micro-segmentation

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Question 12

Multiple Choice

One benefit of country-based,or macro-segmentation is that it __________________________ .

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enables a company to centralize its operations

accounts for consumer differences within each country

acknowledges segments that are not bound by the borders of a geographic region

allows a firm to use one marketing mix on a global basis

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Question 13

True/False

Using the individual consumer as the basis for segmentation introduces many more variables into the analysis and increases its complexity.

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True

False

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Question 14

Multiple Choice

When consumers are grouped based on common characteristics such as cultural preferences,values and attitudes,or lifestyle choices, ________________ is being implemented

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micro-segmentation

macro-segmentation

country-based segmentation

geographic segmentation

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Question 15

True/False

A RoperASW study concluded that young consumers in Asia have fewer individualistic values than their parents.

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True

False

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Question 16

Multiple Choice

The VALS™ system of market segmentation segments people on the basis of ______________________ .

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the value of their personal assets

their age and income

their citizenship

personality traits

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Question 17

Multiple Choice

SBI's research shows that similar psychological traits __________________ .

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drive behaviors which are expressed in the same way from culture to culture

have no relationship to consumer behavior

are not indicative of similar consumer behavior from culture to culture

drive similar kinds of consumer behavior

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Question 18

Multiple Choice

Which combination of traits accurately paints an Innovator within the U.S.VALS framework?

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Practical and self-sufficient individuals who prefer value over luxury.

Trendy and fun loving with little discretionary income.

Sophisticated, take-charge people with high self-esteem.

Mature, satisfied, comfortable, and reflective people.

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Question 19

Multiple Choice

Louis Valjean produces trendy,luxury-looking women's accessories such as purses,scarves and luggage at affordable prices.This company would be most likely to target which U.S.VALS segment?

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strivers

achievers

makers

survivors

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Question 20

True/False

The U.S.and Japanese VALS models reflect the same segmentation characteristics.

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True

False

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