Exam 7: Global Segmentation and Positioning

Comment on when marketers should pursue universal/global segments, regional segments, and unique/diverse segments.

Appeals that work in one culture do not necessarily work in others because of the following reasons except:

The requirements for effective market segmentation in the domestic environment are significantly different than those of the international environment.

Fast food restaurants are also known as QSR.

If the researcher uses _____ to study relationships between countries, they assume that there exists a relationship between a response variable (Y) and one or more so-called predictor variables (X).

In a "country-as-segments or aggregate segmentation," countries are classified only on a single dimension.

The formulation of positioning strategy includes the following except:

In the area of international positioning, _____ themes often run the risk of being bland and not very inspired.

Another name for universal segments is:

Consumers from countries at the same stage of economic development often show similar needs in terms of the per capita amount and types of goods they desire.

Within the arena of positioning strategy, the battle is for:

Gerber's launch of a baby food-like product line called Senior Citizen proved to be a huge success due to the growing elder population.

A persistent problem faced by international marketers is how to strike the balance between _____.

Local brands do not enjoy a pioneering advantage by the fact of being the first one in the market.

Two positioning strategies available to international marketers include:

Land Rover is an example of a brand where _____ positioning is hard to implement.

In disaggregate international consumer segmentation, the focus is on _____ consumer(s).

_____ is an umbrella term that embraces a collection of statistical procedures for dividing objects into groups.

Behavior segmentation criteria includes the following criteria except:

With respect to properties that an international market segment should ideally possess, the _____ property is important when the target country has differences in the quality of the media infrastructure (such as the absence of commercial television).