Question 1

Very rarely do ______________________ themes work globally.

Accepted Answer

A)  positioning 
B)  psychograhic 
C)  demographic 
D)  geographic 
E)  segmentation 
A)  positioning 
B)  psychograhic 
C)  demographic 
D)  geographic 
E)  segmentation

Question 2

GCCP stands for ___________________________.

Accepted Answer

A)  global consumer culture protocol 
B)  global consumer culture positioning 
C)  global consumer culture planning 
D)  global consumer culture perception 
E)  global consumer culture psychology 
A)  global consumer culture protocol 
B)  global consumer culture positioning 
C)  global consumer culture planning 
D)  global consumer culture perception 
E)  global consumer culture psychology

Question 3

The first step in doing international market segmentation is deciding:

Accepted Answer

A)  which criteria to use in the task. 
B)  which criteria to fund. 
C)  which customers must be evaluated. 
D)  how best to spend research funds. 
E)  none of the above. 
A)  which criteria to use in the task. 
B)  which criteria to fund. 
C)  which customers must be evaluated. 
D)  how best to spend research funds. 
E)  none of the above.

Question 4

In the international market segmentation game, developing a positioning theme involves the quest for a:

Accepted Answer

A)  large segment. 
B)  profitable segment. 
C)  unique selling proposition (USP). 
D)  strong manager. 
E)  a friendly host government. 
A)  large segment. 
B)  profitable segment. 
C)  unique selling proposition (USP). 
D)  strong manager. 
E)  a friendly host government.

Question 5

Cadbury-Schweppes was confident about launching Schweppes tonic water in Brazil, given that the beverage had done well in culturally similar countries such
As Mexico. This would be an example of which of the following reasons why
International marketers implement international market segmentation?

Accepted Answer

A)  country screening. 
B)  government mandate. 
C)  global market research. 
D)  positioning strategy. 
E)  entry decisions. 
A)  country screening. 
B)  government mandate. 
C)  global market research. 
D)  positioning strategy. 
E)  entry decisions.

Question 6

With respect to comparing country segmentation (classifying countries into groups), when only one segmentation tool is used, the researcher could:

Accepted Answer

A)  simply compute the mean or median and split the countries into two groups. 
B)  simply compute chi-square and look for differences. 
C)  use cluster analysis. 
D)  use correlation analysis. 
E)  use nonparametric statistics. 
A)  simply compute the mean or median and split the countries into two groups. 
B)  simply compute chi-square and look for differences. 
C)  use cluster analysis. 
D)  use correlation analysis. 
E)  use nonparametric statistics.

Question 7

______________________ plays a major role in global marketing research.

Accepted Answer

A)  Business segmentation 
B)  Quality segmentation 
C)  Firm segmentation 
D)  Country segmentation 
E)  Local segmentation 
A)  Business segmentation 
B)  Quality segmentation 
C)  Firm segmentation 
D)  Country segmentation 
E)  Local segmentation

Question 8

In disaggregate international consumer segmentation, the focus is on ________consumer.

Accepted Answer

A)  one 
B)  two 
C)  four 
D)  six 
E)  eight 
A)  one 
B)  two 
C)  four 
D)  six 
E)  eight

Question 9

Consumer wealth or a country level of economic development has no impact on consumption patterns.

Accepted Answer

A) True 
 B)False

Question 10

___________________ publishes PPP statistics every year.

Accepted Answer

A)  The World Bank 
B)  The International Monetary Fund 
C)  The World Trade Organization 
D)  The European Union 
E)  none of the above 
A)  The World Bank 
B)  The International Monetary Fund 
C)  The World Trade Organization 
D)  The European Union 
E)  none of the above

Question 11

______________________ is very popular in advertising circles.

Accepted Answer

A)  Household segmentation 
B)  Lifestyle segmentation 
C)  Monetary segmentation 
D)  Fiscal segmentation 
E)  Economic segmentation 
A)  Household segmentation 
B)  Lifestyle segmentation 
C)  Monetary segmentation 
D)  Fiscal segmentation 
E)  Economic segmentation

Question 12

In the area of international positioning, ___________________ themes often run the risk of being bland and not very inspired.

Accepted Answer

A)  external 
B)  universal 
C)  internal 
D)  local 
E)  none of the above 
A)  external 
B)  universal 
C)  internal 
D)  local 
E)  none of the above

Question 13

When marketers use a(n) _________________ segment, they focus on local segments that differ from country to country.

Accepted Answer

A)  unique/diverse 
B)  universal 
C)  combination 
D)  customized 
E)  international 
A)  unique/diverse 
B)  universal 
C)  combination 
D)  customized 
E)  international

Question 14

With respect to properties that an international market segment should ideally possess, the ____________________ property is important (for market segmentation to
Be meaningful) when effective marketing programs involving the 4 Ps can be
Developed to evoke the desired response from the target segment.

Accepted Answer

A)  measurable 
B)  sizable 
C)  responsive 
D)  accessible 
E)  actionable 
A)  measurable 
B)  sizable 
C)  responsive 
D)  accessible 
E)  actionable

Question 15

Another alternative to analyze buying power in a set of countries is via _________________________.

Accepted Answer

A)  demographic strata analysis 
B)  geographic strata analysis 
C)  psychographic strata analysis 
D)  socioeconomic strata analysis (SES) 
E)  none of the above 
A)  demographic strata analysis 
B)  geographic strata analysis 
C)  psychographic strata analysis 
D)  socioeconomic strata analysis (SES) 
E)  none of the above

Question 16

Market segmentation is a logical outgrowth of:

Accepted Answer

A)  the demand function. 
B)  the supply function. 
C)  efficiency in inventory control. 
D)  the marketing concept. 
E)  the product life cycle. 
A)  the demand function. 
B)  the supply function. 
C)  efficiency in inventory control. 
D)  the marketing concept. 
E)  the product life cycle.

Question 17

Socioeconomic variables are among the most important bases to be considered when segmenting markets. Comment on the major issues that might be faced when making the decision on whether to use per capita GDP or GNP as a country segmentation criterion.

Accepted Answer

One method of segmenting countries is to

Question 18

Behavior segmentation criteria includes the following criteria EXCEPT:

Accepted Answer

A)  brand/supplier loyalty. 
B)  brand equity. 
C)  usage rate. 
D)  product penetration. 
E)  benefits sought. 
A)  brand/supplier loyalty. 
B)  brand equity. 
C)  usage rate. 
D)  product penetration. 
E)  benefits sought.

Question 19

According to the textbook, Samsung, a major South Korean consumer electronics manufacturer, intended to take the world number-one position in all its main product
Markets by 2005. If we apply the concept of international positioning strategies,
Samsung is seeking which of the following positioning strategies:

Accepted Answer

A)  local positioning strategy. 
B)  regional positioning strategy. 
C)  ethnocentric positioning strategy. 
D)  polycentric positioning strategy. 
E)  uniform positioning strategy. 
A)  local positioning strategy. 
B)  regional positioning strategy. 
C)  ethnocentric positioning strategy. 
D)  polycentric positioning strategy. 
E)  uniform positioning strategy.

Question 20

Discuss the major reasons why international marketers implement international market segmentation.

Accepted Answer

There are six primary reasons why intern

Very rarely do ______________________ themes work globally.

GCCP stands for ___________________________.

The first step in doing international market segmentation is deciding:

In the international market segmentation game, developing a positioning theme involves the quest for a:

Cadbury-Schweppes was confident about launching Schweppes tonic water in Brazil, given that the beverage had done well in culturally similar countries such As Mexico. This would be an example of which of the following reasons why International marketers implement international market segmentation?

With respect to comparing country segmentation (classifying countries into groups), when only one segmentation tool is used, the researcher could:

______________________ plays a major role in global marketing research.

In disaggregate international consumer segmentation, the focus is on ________consumer.

Consumer wealth or a country level of economic development has no impact on consumption patterns.

___________________ publishes PPP statistics every year.

______________________ is very popular in advertising circles.

In the area of international positioning, ___________________ themes often run the risk of being bland and not very inspired.

When marketers use a(n) _________________ segment, they focus on local segments that differ from country to country.

Another alternative to analyze buying power in a set of countries is via _________________________.

Market segmentation is a logical outgrowth of:

Socioeconomic variables are among the most important bases to be considered when segmenting markets. Comment on the major issues that might be faced when making the decision on whether to use per capita GDP or GNP as a country segmentation criterion.

Behavior segmentation criteria includes the following criteria EXCEPT:

Discuss the major reasons why international marketers implement international market segmentation.

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Product Policy Decisions Ii: Marketing Products and Services

Global Pricing

Global Communication Strategies

Sales Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Sustainable Marketing in the Global Marketplace

Filters

Exam 7: Global Segmentation and Positioning

Very rarely do ______________________ themes work globally.

GCCP stands for ___________________________.

The first step in doing international market segmentation is deciding:

In the international market segmentation game, developing a positioning theme involves the quest for a:

Cadbury-Schweppes was confident about launching Schweppes tonic water in Brazil, given that the beverage had done well in culturally similar countries such As Mexico. This would be an example of which of the following reasons why International marketers implement international market segmentation?

With respect to comparing country segmentation (classifying countries into groups), when only one segmentation tool is used, the researcher could:

______________________ plays a major role in global marketing research.

In disaggregate international consumer segmentation, the focus is on ________consumer.

Consumer wealth or a country level of economic development has no impact on consumption patterns.

___________________ publishes PPP statistics every year.

______________________ is very popular in advertising circles.

In the area of international positioning, ___________________ themes often run the risk of being bland and not very inspired.

When marketers use a(n) _________________ segment, they focus on local segments that differ from country to country.

Another alternative to analyze buying power in a set of countries is via _________________________.

Market segmentation is a logical outgrowth of:

Socioeconomic variables are among the most important bases to be considered when segmenting markets. Comment on the major issues that might be faced when making the decision on whether to use per capita GDP or GNP as a country segmentation criterion.

Behavior segmentation criteria includes the following criteria EXCEPT:

Discuss the major reasons why international marketers implement international market segmentation.

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Product Policy Decisions Ii: Marketing Products and Services

Global Pricing

Global Communication Strategies

Sales Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Sustainable Marketing in the Global Marketplace

Filters