Question 1

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

Accepted Answer

A) regulatory hurdles. 
B) cultural barriers. 
C) lack of distribution system. 
D) time required to establish business. 
E) surplus demand. 
A) regulatory hurdles. 
B) cultural barriers. 
C) lack of distribution system. 
D) time required to establish business. 
E) surplus demand. E

Question 2

Which of the following is true of advertising for the Heineken and Foster's brands in the United States?

Accepted Answer

A) Both Heineken and Foster's utilize the GCCP strategy. 
B) Both Heineken and Foster's utilize the FCCP strategy. 
C) Heineken utilizes the GCCP strategy; Foster's utilizes the FCCP strategy. 
D) Heineken utilizes the FCCP strategy; Foster's utilizes the GCCP strategy. 
E) Heineken utilizes the LCCP strategy; Foster's utilizes the GCCP strategy. 
A) Both Heineken and Foster's utilize the GCCP strategy. 
B) Both Heineken and Foster's utilize the FCCP strategy. 
C) Heineken utilizes the GCCP strategy; Foster's utilizes the FCCP strategy. 
D) Heineken utilizes the FCCP strategy; Foster's utilizes the GCCP strategy. 
E) Heineken utilizes the LCCP strategy; Foster's utilizes the GCCP strategy. C

Question 3

Dove, a division of Unilever, traditionally targeted men and women with its Dove-branded skin care products.

Accepted Answer

A) True 
 B)False  False

Question 4

By 2030, 30 percent of the U.S. population will be 65 years or older versus 13 percent today.

Accepted Answer

A) True 
 B)False

Question 5

"Usage rates" and "user status" are important criteria for which segmentation variable?

Accepted Answer

A) demographic 
B) occupational 
C) psychographic 
D) behavioral 
E) benefit 
A) demographic 
B) occupational 
C) psychographic 
D) behavioral 
E) benefit

Question 6

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" researchers identified different lifestyle groups. The segment that is concentrated in high-crime, inner-city neighborhoods were classified as:

Accepted Answer

A) Successful Idealists. 
B) Affluent Materialists. 
C) Disaffected Survivors. 
D) Trendy Teens. 
E) Comfortable Belongers. 
A) Successful Idealists. 
B) Affluent Materialists. 
C) Disaffected Survivors. 
D) Trendy Teens. 
E) Comfortable Belongers.

Question 7

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.

Accepted Answer

A) demographic 
B) psychographic 
C) ethnic 
D) behavioral 
E) benefit 
A) demographic 
B) psychographic 
C) ethnic 
D) behavioral 
E) benefit

Question 8

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

Accepted Answer

A) True 
 B)False

Question 9

Demographic segmentation is based on measurable characteristics of populations which includes all of the following examples except:

Accepted Answer

A) Asia is home to 500 million consumers aged 16 and younger. 
B) India has more than half of the population younger than 25. 
C) Consumers that buy Porsches would like to be noticed. 
D) The United States is home to 28.4 million foreign-born residents with combined income of $ 233 billion. 
E) In the EU, the number of consumers aged 16 and under is rapidly approaching consumers aged 60. 
A) Asia is home to 500 million consumers aged 16 and younger. 
B) India has more than half of the population younger than 25. 
C) Consumers that buy Porsches would like to be noticed. 
D) The United States is home to 28.4 million foreign-born residents with combined income of $ 233 billion. 
E) In the EU, the number of consumers aged 16 and under is rapidly approaching consumers aged 60.

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

A global segment is referred to as "global teens" which includes:

Accepted Answer

A) people between the ages of 12 and 19. 
B) affluent, well-traveled persons. 
C) young, global travelers. 
D) technology professionals. 
E) persons having power. 
A) people between the ages of 12 and 19. 
B) affluent, well-traveled persons. 
C) young, global travelers. 
D) technology professionals. 
E) persons having power.

Question 12

The basis for global marketing expert David Arnold's framework for screening intercountry comparisons include:

Accepted Answer

A) demographic data. 
B) "top-down" segmentation analysis. 
C) "bottom-up" segmentation analysis. 
D) income level. 
E) population data. 
A) demographic data. 
B) "top-down" segmentation analysis. 
C) "bottom-up" segmentation analysis. 
D) income level. 
E) population data.

Question 13

Late movers in global markets can never succeed even by developing innovative business models.

Accepted Answer

A) True 
 B)False

Question 14

Sony's U.S. consumer segments include all of the following except:

Accepted Answer

A) Affluent. 
B) Zoomers. 
C) SoHo. 
D) Gen Y. 
E) Fashionists. 
A) Affluent. 
B) Zoomers. 
C) SoHo. 
D) Gen Y. 
E) Fashionists.

Question 15

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

Accepted Answer

A) 300 
B) 400 
C) 500 
D) 600 
E) 700. 
A) 300 
B) 400 
C) 500 
D) 600 
E) 700.

Question 16

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

Accepted Answer

After segmenting a market, the next impo

Question 17

Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind. This type of strategy is referred to as GCCP (global consumer culture positioning).

Accepted Answer

A) True 
 B)False

Question 18

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy

Accepted Answer

A) True 
 B)False

Question 19

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:

Accepted Answer

A) Souvenaid. 
B) Activa. 
C) NutriChoice. 
D) Nutraceuticals. 
E) Medical Foods. 
A) Souvenaid. 
B) Activa. 
C) NutriChoice. 
D) Nutraceuticals. 
E) Medical Foods.

Question 20

After convening worldwide employee conferences to study women's shaving preferences, Schick-Wilkinson Sword introduced a shaving system for women that features a replaceable blade cartridge.

Accepted Answer

A) True 
 B)False

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

Which of the following is true of advertising for the Heineken and Foster's brands in the United States?

Dove, a division of Unilever, traditionally targeted men and women with its Dove-branded skin care products.

By 2030, 30 percent of the U.S. population will be 65 years or older versus 13 percent today.

"Usage rates" and "user status" are important criteria for which segmentation variable?

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" researchers identified different lifestyle groups. The segment that is concentrated in high-crime, inner-city neighborhoods were classified as:

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.

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

Demographic segmentation is based on measurable characteristics of populations which includes all of the following examples except:

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.

A global segment is referred to as "global teens" which includes:

The basis for global marketing expert David Arnold's framework for screening intercountry comparisons include:

Late movers in global markets can never succeed even by developing innovative business models.

Sony's U.S. consumer segments include all of the following except:

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

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

Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind. This type of strategy is referred to as GCCP (global consumer culture positioning).

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy

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:

After convening worldwide employee conferences to study women's shaving preferences, Schick-Wilkinson Sword introduced a shaving system for women that features a replaceable blade cartridge.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions 2: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantag

Leadership, Organization, and Corporate Social Responsibility

Filters

Exam 7: Segmentation, Targeting, and Positioning

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

Which of the following is true of advertising for the Heineken and Foster's brands in the United States?

Dove, a division of Unilever, traditionally targeted men and women with its Dove-branded skin care products.

By 2030, 30 percent of the U.S. population will be 65 years or older versus 13 percent today.

"Usage rates" and "user status" are important criteria for which segmentation variable?

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" researchers identified different lifestyle groups. The segment that is concentrated in high-crime, inner-city neighborhoods were classified as:

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.

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

Demographic segmentation is based on measurable characteristics of populations which includes all of the following examples except:

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.

A global segment is referred to as "global teens" which includes:

The basis for global marketing expert David Arnold's framework for screening intercountry comparisons include:

Late movers in global markets can never succeed even by developing innovative business models.

Sony's U.S. consumer segments include all of the following except:

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

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

Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind. This type of strategy is referred to as GCCP (global consumer culture positioning).

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy

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:

After convening worldwide employee conferences to study women's shaving preferences, Schick-Wilkinson Sword introduced a shaving system for women that features a replaceable blade cartridge.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions 2: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantag

Leadership, Organization, and Corporate Social Responsibility

Filters