Exam 7: Segmentation,targeting,and Positioning

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.

When identifying global market segments,a fundamental guiding principle should be the need to determine:

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

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.

The DMBB agency created a psychographic profile of the Russian market.The categories include all of the following 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.

IKEA,the home furnishings retailer based in Sweden,wraps itself in the Swedish flag-literally,since inside and out,their stores are decorated in the national colors of blue and yellow.This is an example of local consumer culture positioning.

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?

A market segment or country market characterized by weak competition may be a segment to avoid.

In the cosmetics industry,Unilever pursues differentiated global marketing strategies by targeting both ends of the perfume market.

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

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

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

The feasibility of targeting a particular market segment can be negatively impacted by various factors which does not include:

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:

What important lessons did Virgin chief executive Richard Branson learn in the mid-1990s when he launched Virgin Cola,directly targeting Coca-Cola's core market?

America's Hispanic population shares a common language,and so in ethnic segmentation they can be grouped as one segment.

Colgate Total toothpaste is positioned as the brand that addresses all aspects of oral health.Such positioning is very important from the 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?

The vast majority of India's population comprises a "bullock cart" segment whose households lack most comforts but typically owns a television.

Despite having comparable per capita incomes,other industrialized countries are nevertheless quite small in terms of total annual income.