Question 1

One global segment based on demographics is referred to as "global teens." It includes:

Accepted Answer

A)  people between the ages of 12 and 19. 
B)  affluent, well-traveled persons. 
C)  young global travelers. 
D)  technology professionals. 
E)  teens having power. 
A)  people between the ages of 12 and 19. 
B)  affluent, well-traveled persons. 
C)  young global travelers. 
D)  technology professionals. 
E)  teens having power.

Question 2

Demographic changes can create opportunities for marketing innovation. Justify this statement using examples.

Accepted Answer

Demographic changes can create opportuni

Question 3

Global marketing authority, Theodore Levitt, has noted that many ethnic and regional foods-sushi, for example-are enjoying popularity in many countries of the world. This observation is known as the:

Accepted Answer

A)  pluralization of consumption. 
B)  ethnicitization of consumption. 
C)  democratization of consumption. 
D)  sophistication of consumption. 
E)  domestication of consumption. 
A)  pluralization of consumption. 
B)  ethnicitization of consumption. 
C)  democratization of consumption. 
D)  sophistication of consumption. 
E)  domestication of consumption.

Question 4

Ericsson, IKEA, and other companies based in Sweden have looked beyond their borders for significant growth market because:

Accepted Answer

A)  Sweden has high total annual income. 
B)  Sweden has low total annual income. 
C)  Sweden has a fairly small population. 
D)  Sweden is landlocked geographically. 
E)  Sweden has relaxed export policies. 
A)  Sweden has high total annual income. 
B)  Sweden has low total annual income. 
C)  Sweden has a fairly small population. 
D)  Sweden is landlocked geographically. 
E)  Sweden has relaxed export policies.

Question 5

BMW advertises its cars as the "ultimate driving machine" which is described as positioning based on:

Accepted Answer

A)  high touch. 
B)  use/ user. 
C)  attribute/benefit. 
D)  competition. 
E)  quality/price. 
A)  high touch. 
B)  use/ user. 
C)  attribute/benefit. 
D)  competition. 
E)  quality/price.

Question 6

France has a fragmented shop system that consists of small, specialized stores such as the boulangerie and charcuterie; which became a part of France's national heritage.

Accepted Answer

A) True 
 B)False

Question 7

The market for computers and related products can be divided into home users, corporate ("enterprise") users, and educational users.

Accepted Answer

A) True 
 B)False

Question 8

What important lessons did Virgin chief executive Richard Branson learn in the mid-1990s when he launched Virgin Cola, directly targeting Coca-Cola's core market?

Accepted Answer

Starting a soft-drinks war with Coca-Col

Question 9

The Tourism Authority of Thailand has developed a series of promotional campaigns and practices aiming at repositioning Thailand and changing public perceptions, which include all of the following except:

Accepted Answer

A)  "Amazing Thailand" and "Unseen Thailand" are among the campaign themes. 
B)  prayer rooms are available for Muslims at shopping malls, resorts, and beaches. 
C)  many restaurants have halal-certified kitchens. 
D)  "Go Thai. Be Free" is the theme of a government-sponsored campaign targeting gay and lesbian travelers. 
E)  increase country's transportation infrastructure and redeveloping crowded city areas in order to promote the sex trade. 
A)  "Amazing Thailand" and "Unseen Thailand" are among the campaign themes. 
B)  prayer rooms are available for Muslims at shopping malls, resorts, and beaches. 
C)  many restaurants have halal-certified kitchens. 
D)  "Go Thai. Be Free" is the theme of a government-sponsored campaign targeting gay and lesbian travelers. 
E)  increase country's transportation infrastructure and redeveloping crowded city areas in order to promote the sex trade.

Question 10

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

Accepted Answer

A) True 
 B)False

Question 11

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for by 20 percent of a firm's products or customers.

Accepted Answer

A)  50 
B)  60 
C)  70 
D)  80 
E)  90 
A)  50 
B)  60 
C)  70 
D)  80 
E)  90

Question 12

Both Nestlé and Cadbury determined that a liquid chocolate confection would be one way to address the issue of India's hot weather. This is an example of:

Accepted Answer

A)  differentiated target marketing. 
B)  standardized global marketing. 
C)  competitive global marketing. 
D)  target benefit marketing. 
E)  product-market decision 
A)  differentiated target marketing. 
B)  standardized global marketing. 
C)  competitive global marketing. 
D)  target benefit marketing. 
E)  product-market decision

Question 13

Demographic segmentation is based on measurable characteristics of populations that includes all of the following examples except:

Accepted Answer

A)  Southeast Asia's population numbers 600 million, 70 percent of whom are younger than the age of 40. 
B)  India has the youngest demographic profile among the world's large nations, and two-thirds of its population is younger than age 35. 
C)  Disney hopes to capitalize on the huge number of young people and their incomes as a means to extend its brand. 
D)  the United States is home to 28.4 million foreign-born residents with combined income of $233 billion. 
E)  in the EU, the number of consumers aged 16 and younger is rapidly approaching the number of consumers aged 60 and older. 
A)  Southeast Asia's population numbers 600 million, 70 percent of whom are younger than the age of 40. 
B)  India has the youngest demographic profile among the world's large nations, and two-thirds of its population is younger than age 35. 
C)  Disney hopes to capitalize on the huge number of young people and their incomes as a means to extend its brand. 
D)  the United States is home to 28.4 million foreign-born residents with combined income of $233 billion. 
E)  in the EU, the number of consumers aged 16 and younger is rapidly approaching the number of consumers aged 60 and older.

Question 14

After segmenting potential markets in terms of a single demographic variable, "income," a company can reach the most affluent market by targeting fewer than ________ nations.

Accepted Answer

A)  10 
B)  15 
C)  20 
D)  25 
E)  30 
A)  10 
B)  15 
C)  20 
D)  25 
E)  30

Question 15

Positioning refers to the act of:

Accepted Answer

A)  determining what areas of the globe to target. 
B)  ensuring a choice retail shelf location. 
C)  differentiating a brand in customer's mind. 
D)  formulating a private label strategy. 
E)  formulating a companion product. 
A)  determining what areas of the globe to target. 
B)  ensuring a choice retail shelf location. 
C)  differentiating a brand in customer's mind. 
D)  formulating a private label strategy. 
E)  formulating a companion product.

Question 16

When making a decision about market entry timing, a company's management team should understand that the first-mover always becomes the market leader.

Accepted Answer

A) True 
 B)False

Question 17

Approximately 70 percent of India's population is younger than the age of 35. This segment is increasingly affluent, and today's young, brand-conscious consumers are buying $100 Tommy Hilfiger jeans and $690 Louis Vuitton handbags.

Accepted Answer

A) True 
 B)False

Question 18

When assessing potential country target markets, management should rely heavily on its network of contacts as a primary criterion for targeting.

Accepted Answer

A) True 
 B)False

Question 19

After convening worldwide employee conferences to study women's shaving preferences, Schick-Wilkinson Sword introduced a shaving system for women that features a replaceable blade cartridge.

Accepted Answer

A) True 
 B)False

Question 20

Campbell Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience. This type of consumer segmentation by Campbell Soup is referred to as ________ segmentation.

Accepted Answer

A)  demographic 
B)  occupational 
C)  psychographic 
D)  benefit 
E)  behavioral 
A)  demographic 
B)  occupational 
C)  psychographic 
D)  benefit 
E)  behavioral

One global segment based on demographics is referred to as "global teens." It includes:

Demographic changes can create opportunities for marketing innovation. Justify this statement using examples.

Global marketing authority, Theodore Levitt, has noted that many ethnic and regional foods-sushi, for example-are enjoying popularity in many countries of the world. This observation is known as the:

Ericsson, IKEA, and other companies based in Sweden have looked beyond their borders for significant growth market because:

BMW advertises its cars as the "ultimate driving machine" which is described as positioning based on:

France has a fragmented shop system that consists of small, specialized stores such as the boulangerie and charcuterie; which became a part of France's national heritage.

The market for computers and related products can be divided into home users, corporate ("enterprise") users, and educational users.

What important lessons did Virgin chief executive Richard Branson learn in the mid-1990s when he launched Virgin Cola, directly targeting Coca-Cola's core market?

The Tourism Authority of Thailand has developed a series of promotional campaigns and practices aiming at repositioning Thailand and changing public perceptions, which include all of the following except:

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for by 20 percent of a firm's products or customers.

Both Nestlé and Cadbury determined that a liquid chocolate confection would be one way to address the issue of India's hot weather. This is an example of:

Demographic segmentation is based on measurable characteristics of populations that includes all of the following examples except:

After segmenting potential markets in terms of a single demographic variable, "income," a company can reach the most affluent market by targeting fewer than ________ nations.

Positioning refers to the act of:

When making a decision about market entry timing, a company's management team should understand that the first-mover always becomes the market leader.

Approximately 70 percent of India's population is younger than the age of 35. This segment is increasingly affluent, and today's young, brand-conscious consumers are buying $100 Tommy Hilfiger jeans and $690 Louis Vuitton handbags.

When assessing potential country target markets, management should rely heavily on its network of contacts as a primary criterion for targeting.

After convening worldwide employee conferences to study women's shaving preferences, Schick-Wilkinson Sword introduced a shaving system for women that features a replaceable blade cartridge.

Campbell Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience. This type of consumer segmentation by Campbell Soup is referred to as ________ segmentation.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions Ii: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters

Exam 7: Segmentation, Targeting, and Positioning

One global segment based on demographics is referred to as "global teens." It includes:

Demographic changes can create opportunities for marketing innovation. Justify this statement using examples.

Global marketing authority, Theodore Levitt, has noted that many ethnic and regional foods-sushi, for example-are enjoying popularity in many countries of the world. This observation is known as the:

Ericsson, IKEA, and other companies based in Sweden have looked beyond their borders for significant growth market because:

BMW advertises its cars as the "ultimate driving machine" which is described as positioning based on:

France has a fragmented shop system that consists of small, specialized stores such as the boulangerie and charcuterie; which became a part of France's national heritage.

The market for computers and related products can be divided into home users, corporate ("enterprise") users, and educational users.

What important lessons did Virgin chief executive Richard Branson learn in the mid-1990s when he launched Virgin Cola, directly targeting Coca-Cola's core market?

The Tourism Authority of Thailand has developed a series of promotional campaigns and practices aiming at repositioning Thailand and changing public perceptions, which include all of the following except:

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for by 20 percent of a firm's products or customers.

Both Nestlé and Cadbury determined that a liquid chocolate confection would be one way to address the issue of India's hot weather. This is an example of:

Demographic segmentation is based on measurable characteristics of populations that includes all of the following examples except:

After segmenting potential markets in terms of a single demographic variable, "income," a company can reach the most affluent market by targeting fewer than ________ nations.

Positioning refers to the act of:

When making a decision about market entry timing, a company's management team should understand that the first-mover always becomes the market leader.

Approximately 70 percent of India's population is younger than the age of 35. This segment is increasingly affluent, and today's young, brand-conscious consumers are buying $100 Tommy Hilfiger jeans and $690 Louis Vuitton handbags.

When assessing potential country target markets, management should rely heavily on its network of contacts as a primary criterion for targeting.

After convening worldwide employee conferences to study women's shaving preferences, Schick-Wilkinson Sword introduced a shaving system for women that features a replaceable blade cartridge.

Campbell Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience. This type of consumer segmentation by Campbell Soup is referred to as ________ segmentation.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions Ii: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters