Exam 7: Segmentation, Targeting, and Positioning

The trend showing popularity of ethnic or regional foods such as sushi, falafel, or pizza worldwide is referred to as the ________, which provides an opportunity for marketers to pursue one or more segments on a global scale.

McDonald's operates in over 118 countries; however, 80% of its restaurants are located in nine countries which does not include the following country market:

Differentiated global marketing represents a more ambitious approach than concentrated target marketing.

Sometimes it is preferable to market to a particular age group rather than a mind-set; in such an instance, psychographic studies can help marketers arrive at a deeper understanding of consumer behavior than is possible with traditional segmentation variables.

Managers must decide how well a company's product fits the country market by asking all of the following questions except:

India's vehicle market can be segmented into:

What are the major differences between global, foreign, and local consumer culture positioning? Why are these differences significant? Give examples of how companies are trying to lure customers using these positioning strategies.

Global marketers must determine whether a standardized or an adapted marketing mix is required to best serve the wants and needs of the consumers.

BMW advertises its cars as the "ultimate driving machine" which is described as positioning based on:

The law of disproportionality suggests that ________ percent of the company's menu or profits are accounted for the 20 percent of a firm's products or customers.

For behavior segmentation, marketers use the 80/20 rule when assessing the consumers' usage rate, which means that 20% of the company's revenues or profits are accounted for by 80% of the firm's products or customers.

Middle eastern airlines have encountered some opposition. United Continental, American Airlines, and Delta have filed complaints with the US Government that the state-owned carriers are benefiting from substantial government subsidies.

Three Mexican retailers Famso, Grupo Gigante SA, and Grupo Comercial Chedraui SA have opened stores in the United States. This is an indication of:

Categories such as "successful idealists" and "affluent materialists" can be used to describe age segmentation.

Demographic changes can create opportunities for marketing innovation. Justify this statement using examples.

India is the world's fastest growing cell phone market with the industry expanding at a rate of 50% annually with 5 million new subscribers added every month. This is an indication of continued private-sector growth.

Porsche AG uses the label "Top Guns" to describe one segment of its customers, namely those who care about power and control and who expect to be noticed. Such a profile would be based on which type of segmentation?

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

Sweden's smaller population explains why IKEA, Saab, and Ericsson have looked beyond their borders for significant growth opportunities.

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.