Exam 7: Segmentation, Targeting, and Positioning

Jennifer is the chief financial officer (CFO) of an international bank. She is an American Porsche customer who considers her car as a reward for having worked hard all her life. She strongly feels that owning the car is what really matters and not the prestige of owning an expensive automobile. Which of the following psychographic categories does Jennifer belong to?

(Multiple Choice)

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Question 21

According to Young & Rubicam's 4Cs, Succeeders tend to value luxury and quality while making purchases.

(True/False)

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Question 22

Marketing of high-tech products requires less emphasis on specialized information and more emphasis on image.

(True/False)

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Question 23

According to D'Arcy Masius Benton & Bowles's psychographic study in Russia, "Russian Souls" theoretically prefer Russian products but look down on mass-produced goods of inferior quality.

(True/False)

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Question 24

________ refers to the location of a product in the minds of consumers.

(Multiple Choice)

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Question 25

________ is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.

(Multiple Choice)

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Question 26

According to the psychographic segmentation of Porsche users, Fantasists are American Porsche users who believe that their cars heighten excitement.

(True/False)

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Question 27

Special-interest products are examples of high-tech products.

(True/False)

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Question 28

Standardized global marketing involves devising a marketing mix to reach a single segment of the global market.

(True/False)

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Question 29

Which of the following is true of concentrated global marketing?

(Multiple Choice)

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Question 30

An advantage of geographic segmentation is that the segments would be close to each other.

(True/False)

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Question 31

Even a narrow segment can be served profitably with a standardized product if the segment exists in several countries.

(True/False)

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Question 32

________ involves categorizing consumers in terms of user status and usage rates.

(Multiple Choice)

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Question 33

Demographic segmentation is based on immeasurable or intangible characteristics of populations.

(True/False)

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Question 34

According to Young & Rubicam's 4Cs, Mainstreamers are unhappy and ambitious people with white collar jobs.

(True/False)

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Question 35

Which of the following is an example of a global-village high-touch product?

(Multiple Choice)

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Question 36

According to Y&R's psychographic segmentation study, which of the following groups of customers is likely to include managers or professionals who frequently travel and dine out?

(Multiple Choice)

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Question 37

According to Young & Rubicam's (Y&R's) psychographic segmentation study, which of the following groups of customers is likely to exhibit impulse purchase behavior?

(Multiple Choice)

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Question 38

________ involves grouping people in terms of their attitudes, values, and lifestyles.

(Multiple Choice)

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Question 39

What are the three basic criteria for assessing opportunity in global target markets?

(Essay)

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Question 40

Showing 21 - 40 of 54

According to Young & Rubicam's 4Cs, Succeeders tend to value luxury and quality while making purchases.

Marketing of high-tech products requires less emphasis on specialized information and more emphasis on image.

According to D'Arcy Masius Benton & Bowles's psychographic study in Russia, "Russian Souls" theoretically prefer Russian products but look down on mass-produced goods of inferior quality.

________ refers to the location of a product in the minds of consumers.

________ is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.

According to the psychographic segmentation of Porsche users, Fantasists are American Porsche users who believe that their cars heighten excitement.

Special-interest products are examples of high-tech products.

Standardized global marketing involves devising a marketing mix to reach a single segment of the global market.

Which of the following is true of concentrated global marketing?

An advantage of geographic segmentation is that the segments would be close to each other.

Even a narrow segment can be served profitably with a standardized product if the segment exists in several countries.

________ involves categorizing consumers in terms of user status and usage rates.

Demographic segmentation is based on immeasurable or intangible characteristics of populations.

According to Young & Rubicam's 4Cs, Mainstreamers are unhappy and ambitious people with white collar jobs.

Which of the following is an example of a global-village high-touch product?

According to Y&R's psychographic segmentation study, which of the following groups of customers is likely to include managers or professionals who frequently travel and dine out?

According to Young & Rubicam's (Y&R's) psychographic segmentation study, which of the following groups of customers is likely to exhibit impulse purchase behavior?

________ involves grouping people in terms of their attitudes, values, and lifestyles.

What are the three basic criteria for assessing opportunity in global target markets?

Introduction to Global Marketing

The Global Economic Environment

The Political, Legal, and Regulatory Environments of Global Marketing

The Global Cultural Environment

Global Customers

Global Marketing Information Systems and Research

Global Entry and Expansion Strategies

Competitive Analysis and Strategy

Product Decisions

Pricing Decisions

Global Marketing Channels

Global Integrated Marketing Communications

Global Organization and Leadership: Managing the Global Marketing Effort

Global Corporate Social Responsibility and Environmental Sustainability

The Future of Global Marketing

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