Exam 7: Global Segmentation and Positioning

Demographic variables (e.g., age, gender, and family status) are among the most popular segmentation criteria.One reason for their popularity is that they are very easy to observe.

DCCP is a positioning strategy.

Regression can be used as a segmentation tool.

In the international market segmentation game, developing a positioning theme involves the quest for a:

The "global citizen" theme encourages:

Cadbury-Schweppes was confident about launching Schweppes tonic water in Brazil, given that the beverage had done well in culturally similar countries such as Mexico.This would be an example of which of the following reasons why international marketers implement international market segmentation?

Socioeconomic variables are among the most important bases to be considered when segmenting markets.Comment on the major issues that might be faced when making the decision on whether to use per capita GDP or GNP as a country segmentation criterion.

The _____ tells us whether or not predictor variable has a "significant" (statistically speaking) relationship with the dependent variable.

According to the text, some marketing scholars refer to _____ as the fifth P (next to product, price, promotion, and place) because of its importance in target marketing.

Countries often try to influence perceptions that global citizens hold about them.

The higher the _____value, the better the ability of your regression model to predict your data.

Redd's, a beer-like brand sold by SAB Miller (an "apple-infused malt beverage with a citrus flavor," aimed specifically at women) is an example of a product that is targeted to a a(n) _____ segment.

Variation in customer needs is the primary motive for market segmentation.

Which of the following is not a positioning strategy?

All of the following are reasons for international marketers to implement international market segmentation except:

Countries where a company has low competitive strength and low growth potential are called "Dog Countries."

A popular behavior variable for behavior-based segmentation is purchase occasion.

The first step in doing international market segmentation is deciding which country.

The return on investment of a strong country image campaign can be huge.

With respect to properties that an international market segment should ideally possess, the _____ property is important (for market segmentation to be meaningful) when effective marketing programs involving the 4 Ps can be developed to evoke the desired response from the target segment.