Exam 7: Segmentation, Targeting, and Positioning

Sometimes it is preferable to market to a particular age group rather than a mind-set; in such an instance, psychographic studies can help marketers arrive at a deeper understanding of consumer behavior than is possible with traditional segmentation variables.

SRI International developed Values and Lifestyles (VALS). Such a consumer profile would be helpful for which type of segmentation?

McDonald's operates in over 118 countries; however, 80 percent of its restaurants are located in nine countries, which generate nearly ________ percent of the company's total revenues.

Which of the following is generally true about the marketing of high-touch products such as fine china and crystal?

The world's best-known cosmetics companies are setting their sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil, Russia, India, and China. However, these companies have to understand:

Discuss the basics of a framework for selecting target markets highlighting the salient features of David Arnold's framework.

According to Euromonitor International, the global market for foods that offer health benefits is currently worth about ________ billion in annual sales.

In response to increasing worldwide concerns about obesity, diabetes, and other food-related health issues, some of the world's largest food companies are developing new products. Nestlé and Groupe Danone SA have developed several health foods, which include all of the following, except:

For some consumer products such as cigarettes, soft drinks, and candy that have a low per-unit cost, income is often a more valuable segmentation variable than is population.

India's population is hard to segment since every region defines like 25 different countries. Based on this assessment, which one of the following statements is not accurate?

After evaluating identified segments, decisions have to be made whether to pursue a particular opportunity or not. Assuming the decision is made to proceed, an appropriate targeting strategy must be developed. Explain the basic categories of target marketing strategies and how they can be implemented.

Due to globalization, "it is a small world after all." Also, vast scale migration of populations due to various reasons, including opportunities, has created large segments of ethnic population. Considering these facts, highlight the ethnic segmentation and its importance.

For years, ads for Volvo automobiles stressed safety features and protection in the event of a crash. Thus, Volvo automobiles developed a reputation based on which positioning strategy?

As Emirates and other Middle Eastern carriers penetrate more deeply into the world's largest aviation market, they are becoming known for very high-quality in-flight service.

According to the World Bank reports, Tanzania has the most mobile money accounts per 1,000 adults for any African country.

What is psychographic segmentation, and how do marketers use it in targeting different world markets?

What are the major differences between global, foreign, and local consumer culture positioning? Why are these differences significant? Give examples of how companies are trying to lure customers using these positioning strategies.

The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers. All of the following are variables that are commonly used except:

Procter & Gamble has identified a group of consumers in Europe who are willing to pay premium prices for pet food that will improve the health of their pets. This is an example of ________ segmentation.

One of the advantages of targeting a market segment globally is that although the segment in a single-country market might be small, even a narrow segment can be served profitably if the segment exists in several countries.