Exam 7: Global Segmentation and Positioning

The requirements for effective market segmentation in the domestic environment are significantly different than those of the international environment.

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are looking for new experiences.

If the firm decides to opt for different segments on a country-by-country basis, the norm is to also __________________ the positioning appeals.

_________________ variables are among the most popular segmentation criteria.

Emotional appeals (e.g. lifestyle positioning) are usually difficult to translate into a universal theme.

A special case where universal positioning clearly makes sense is the ___________.

Comment on when marketers should pursue universal/global segments, regional segments, and unique/diverse segments.

With respect to properties that an international market segment should ideally possess, the ____________________ property is important when the target country has Differences in the quality of the media infrastructure (such as the absence of Commercial television).

PPP is an acronym for:

The higher the _____value, the better the ability of your regression model to predict your data.

______________________ are not stable, since values typically change over time.

Data in the European market was gathered on the penetration of microwave ovens. The data collected consisted of three potential segmentation variables (income, Participation of women in the labor force, and per-capita consumption of frozen Foods). Which of the following methods would probably be used to obtain a Picture of the segments for microwave usage?

All of the following are reasons for international marketers to implement international market segmentation EXCEPT:

In most instances, there is no mixture of universal, regional, and country-specific market segments.

In a "country-as segment or aggregate segmentation," countries are classified on a ______________ dimension or on a set of _____________dimensions.

The "global citizen" theme encourages:

Sometimes local brands fight it out with global brands by using a _____________ strategy.

The Human Development Index is published by the ____________________.

Environmental changes or shifting consumer preferences often force a firm to rethink its positioning strategy.

Variation in customer needs is the primary motive for market segmentation.