Exam 7: Segmentation, Targeting, and Positioning

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market. The first-mover advantages include all of the following except:

The Swatch Group markets watches in all price ranges, from the Swatch brand at the low end to luxury brands such as Longines, Blancpain, and Breguet. Which target market strategy does this illustrate?

Marketers know that Russians consume a great deal of vodka. This type of market segmentation can be classified as:

Mobile payment technology exploded in popularity, as consumers embraced Alibaba's Alipay and Tencent's.

A. Coskun Samli had developed a useful approach to global market segmentation that compares and contrasts "conventional" versus "unconventional" wisdom. An example of unconventional wisdom can be identified with which of the following assumptions?

Consumers shopping for high-touch products, such as fine perfume, are generally energized by ________ motives.

Standardized global marketing is analogous to mass marketing in a single country and is also known as differentiated target marketing.

The feasibility of targeting a particular market segment can be negatively impacted by various factors. Which of the following is not one of those factors?

What are some of the pitfalls in assessing market potential and choosing target markets or segments?

Russia is included in the top 10 nations ranked by the GDP (2016).

Lexus developed new diesel models as well as a gas-hybrid engine because Germans want the option of buying vehicles with diesel engines.

The efforts of global companies to reach low-income consumers in emerging markets highlight the importance of skillful global market segmentation and targeting. Market segmentation represents:

Facebook's consumer insights team divided the 1.6 million online shoppers into several categories that include all of the following except:

The strategy that identifies a brand as a symbol of a particular global segment is known as:

Sushi, falafel, tandoori chicken or pizza is in demand in many parts of the world. This phenomenon can be due to the pluralization of consumption and segment simultaneity.

Global automakers are targeting the U.S. market with SUVs. All of the following SUVs are assembled or manufactured in the listed country except:

Despite having comparable per capita incomes, other industrialized countries are nevertheless quite small in terms of total annual income.

Unilever and other consumer goods companies often engage in differentiated target marketing, offering a full range of brands within a given product category.

Which of the following criteria should marketers use when assessing opportunity in global target markets?

Ideally, GDP and other measures of national income converted to U.S. dollars should be calculated on the basis of purchasing power parities or through direct comparisons of actual prices for a given product.