Exam 9: Segmenting, Targeting and Positioning for Global Markets

Macro-segmentation, which can include the familiar PESTEL analysis, is useful for a first screening, but a second screening is required. The purpose of the second screening is to _________________________.

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Question 1

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Identify and briefly discuss three of the criteria used when considering Points of Difference (POD). Be sure your response includes positioning considerations.

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Question 2

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Students may develop any of the seven criteria identified in the text:
$\bullet$ benefit, attribute, or price
$\bullet$ usage situation
$\bullet$ product use
$\bullet$ users
$\bullet$ against competitors
$\bullet$ product class
$\bullet$ company's image.
Students should clearly distinguish between using the criteria for segmentation and for positioning.

The text states that, "Globalization and global markets have had a polarizing effect on segmentation." What is meant by the polarization of segmentation, and describe the use of the internet by marketers in both areas?

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Question 3

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On one hand the world is coming closer together, and segments can be easily identified. On the other, the nature of the individuals in the markets can vary dramatically. The internet, of course, is an enabler of both positions. Students should not, however, focus only on social media.

One criterion for targeting is ____ which is how cost-effectively and quickly a segment can be reached.

(Multiple Choice)

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Question 4

Differently from multinational segmentation, global segmentation aims to identify similar segments in different countries. The different country segments can then be grouped in homogeneous horizontal segments with a standardized global marketing strategy. The best segmentation methods that can be used to identify horizontal segments are psychographics and ___________________.

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Question 5

Several methods can be used to estimate market potential, and reliability is increased when more than one is used. Which of the following is NOT one of methods is not described in the text?

(Multiple Choice)

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Question 6

In global markets, the STP process of more complex because it includes both the selection of target countries (macro segmentation, prioritization and targeting of countries with the highest strategic value) and ___________________________.

(Multiple Choice)

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Question 7

While some segmentation dimensions can be used in both Business to Consumer (B2C) and Business to Business (B2B) market strategies, two major differences between B2C and B2B are the size of the market and _______________.

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Question 8

According to the VALS framework examples in the text, the customer segment known as _____ value practicality and self-sufficiency.

(Multiple Choice)

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Question 9

The promise is implemented through the marketing mix, and the perceived promise represents the positioning in the mind of consumers. The critical point of this process in global marketing strategies is ____________________.

(Multiple Choice)

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Question 10

A _________________ strategy involves focusing marketing effort and resources on one or a few key markets in the short run and gradual expansion into other markets in the long run.

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Question 11

Showing 1 - 11 of 11

Macro-segmentation, which can include the familiar PESTEL analysis, is useful for a first screening, but a second screening is required. The purpose of the second screening is to _________________________.

Identify and briefly discuss three of the criteria used when considering Points of Difference (POD). Be sure your response includes positioning considerations.

The text states that, "Globalization and global markets have had a polarizing effect on segmentation." What is meant by the polarization of segmentation, and describe the use of the internet by marketers in both areas?

One criterion for targeting is ____ which is how cost-effectively and quickly a segment can be reached.

Several methods can be used to estimate market potential, and reliability is increased when more than one is used. Which of the following is NOT one of methods is not described in the text?

In global markets, the STP process of more complex because it includes both the selection of target countries (macro segmentation, prioritization and targeting of countries with the highest strategic value) and ___________________________.

While some segmentation dimensions can be used in both Business to Consumer (B2C) and Business to Business (B2B) market strategies, two major differences between B2C and B2B are the size of the market and _______________.

According to the VALS framework examples in the text, the customer segment known as _____ value practicality and self-sufficiency.

The promise is implemented through the marketing mix, and the perceived promise represents the positioning in the mind of consumers. The critical point of this process in global marketing strategies is ____________________.

A _________________ strategy involves focusing marketing effort and resources on one or a few key markets in the short run and gradual expansion into other markets in the long run.

Understanding Global Markets and Marketing

Assessing the Global Marketing Environmentthe Global Economy and Technology

Evaluating Cultural and Social Environments

Analyzing Political and Legal Environments

Regional Trade and Emerging Markets

Conducting Global Marketing Research

Entering Global Markets

International Market Planning

Developing Global Products and Brands

Setting Global Prices

Global Placement and Distribution Channels

Launching Global Communication and Advertising

Using Social Media for Global Marketing

Designing and Controlling Global Marketing Systems

Defining Ethics and Corporate Social Responsibility in the Global Marketplace

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