Exam 7: Segmentation, Targeting, and Positioning

Due to globalization, "it is a small world after all." Also, vast scale migration of populations due to various reasons, including opportunities, has created large segments of ethnic population. Considering these facts, highlight the ethnic segmentation and its importance.

BMW's slogan "the ultimate driving machine," is an example of an attribute or benefit which has proven successful in their positioning strategy.

Based on 2013 projections, the top 10 nations ranked by per capita income does not include:

Nutraceuticals are health food products which are manufactured by:

The concentration of income in the high-income and large-population countries means that a company can be "global" by targeting buyers in:

Colgate Total toothpaste is positioned as the brand that addresses all aspects of oral health. Such positioning is very important from a business point of view. How does positioning help in deciding on a marketing strategy? What are the differences between using "attribute or benefit" and "quality and price" as positioning strategy?

Marketing that involves creating the same marketing mix for a broad mass market of potential buyers is referred to as:

When a marketer understands that a product satisfies a buyer's rational criteria while also evoking an emotional response, the marketer should:

The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers. All of the following are variables that are commonly used except:

When making a decision about market entry timing, a company's management team should understand that the first-mover always becomes the market leader.

There is a tendency to overstate the size and short-term attractiveness of individual country markets, especially when estimates are based primarily on demographic data such as income and population.

Consumers shopping for high-touch products, such as fine perfume, are generally energized by ________ motives.

Which of the following criteria should marketers use when assessing opportunity in global target markets?

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market. The first-mover advantages include all of the following except:

Diageo PLC, V&S Vin & Spirit AB, and Seagram and other marketers know that Russians consume a great deal of vodka. This type of market segmentation can be classified as:

Lexus developed new diesel models as well as a gas-hybrid engine because Germans want the option of buying vehicles with diesel engines.

The DMBB (D'arcy Massius Benton & Bowles)agency created a psychographic profile of the Russian market. The categories include all of the following except:

For years, ads for Volvo automobiles stressed safety features and protection in the event of a crash. Thus, Volvo automobiles developed a reputation based on which positioning strategy?

The concentration of wealth in a handful of industrialized countries has significant implications for global marketers. After segmenting in terms of a single demographic variable-income- a company can reach the most affluent markets which does not include:

Some of Body Shop's recent advertising has emphasized the difference between the company's principles and those of "mainstream" cosmetics companies on such issues as animal testing. As described here, Body Shop's ads illustrate positioning by: