Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

The efforts of global companies to reach low-income consumers in emerging markets highlight the importance of skillful global market segmentation and targeting.Market segmentation represents:

Accepted Answer

A)  targeting prospective customers.
B)  finding customers who can respond to advertisement.
C)  promoting products and services internationally.
D)  identifying customers who can help in promoting products.
E)  identifying customers based on similar needs and desires. E

Question 3

Alipay and WeChat pay are the preferred mobile payments platforms in Middle Eastern countries.

Accepted Answer

A) True 
 B)False  False

Question 4

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

Accepted Answer

A)  shared demographic characteristics.
B)  similar languages.
C)  similar needs and buying behavior.
D)  similar ethnic backgrounds.
E)  similar geographic regions.

Question 5

France has a fragmented shop system that consists of small,specialized stores such as the boulangerie and charcuterie;which became a part of France's national heritage.

Accepted Answer

A) True 
 B)False

Question 6

Eighty percent of McDonald's restaurants are located globally in more than 20 countries.

Accepted Answer

A) True 
 B)False

Question 7

One of the first-mover disadvantages is that a late-mover competitor may reap benefit from the investments made in marketing and establishing in a particular country.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A)  differentiated target marketing.
B)  standardized global marketing.
C)  concentrated global marketing.
D)  competitive global marketing.
E)  target benefit marketing.

Question 9

IKEA home furnishings are decorated in the national colors of blue and yellow.This is an example of local consumer culture positioning.

Accepted Answer

A) True 
 B)False

Question 10

Global marketing authority,Theodore Levitt,has noted that many ethnic and regional foods-sushi,for example-are enjoying popularity in many countries of the world.This observation is known as the:

Accepted Answer

A)  pluralization of consumption.
B)  ethnicitization of consumption.
C)  democratization of consumption.
D)  sophistication of consumption.
E)  domestication of consumption.

Question 11

Unilever and other consumer goods companies often engage in differentiated target marketing,offering a full range of brands within a given product category.

Accepted Answer

A) True 
 B)False

Question 12

In 2016,the 10 most populous countries in the world accounted for ________ percent of the total world income.

Accepted Answer

A)  40
B)  50
C)  60
D)  70
E)  none of the above

Question 13

Approximately 70 percent of India's population is younger than the age of 35.This segment is increasingly affluent,and today's young,brand-conscious consumers are buying $100 Tommy Hilfiger jeans and $690 Louis Vuitton handbags.

Accepted Answer

A) True 
 B)False

Question 14

McDonald's operates in over 118 countries;however,80 percent of its restaurants are located in nine countries,which generate nearly ________ percent of the company's total revenues.

Accepted Answer

A)  45
B)  55
C)  65
D)  75
E)  85

Question 15

Demographic changes can create opportunities for marketing innovation.Justify this statement using examples.

Accepted Answer

The answer of Demographic changes can create opportunities for marketing...

Question 16

SRI International developed Values and Lifestyles (VALS).Such a consumer profile would be helpful for which type of segmentation?

Accepted Answer

A)  demographic
B)  occupational
C)  psychographic
D)  behavioral
E)  gender

Question 17

For some consumer products such as cigarettes,soft drinks,and candy that have a low per-unit cost,income is often a more valuable segmentation variable than is population.

Accepted Answer

A) True 
 B)False

Question 18

The Swatch Group markets watches in all price ranges,from the Swatch brand at the low end to luxury brands such as Longines,Blancpain,and Breguet.Which target market strategy does this illustrate?

Accepted Answer

A)  standardized global marketing
B)  concentrated global marketing
C)  differentiated global marketing
D)  psychographic global marketing
E)  none of the above

Question 19

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:

Accepted Answer

A)  best chance of becoming world leader.
B)  advantage in adapting to the local culture.
C)  lead in advertising and promotion exposure.
D)  gain business experience.
E)  substantial investments in marketing.

Question 20

By 2030,30 percent of the U.S.population will be 65 years or older versus 13 percent today.

Accepted Answer

A) True 
 B)False

Exam 7: Segmentation,targeting,and Positioning

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

The efforts of global companies to reach low-income consumers in emerging markets highlight the importance of skillful global market segmentation and targeting.Market segmentation represents:

Alipay and WeChat pay are the preferred mobile payments platforms in Middle Eastern countries.

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

France has a fragmented shop system that consists of small,specialized stores such as the boulangerie and charcuterie;which became a part of France's national heritage.

Eighty percent of McDonald's restaurants are located globally in more than 20 countries.

One of the first-mover disadvantages is that a late-mover competitor may reap benefit from the investments made in marketing and establishing in a particular country.

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

IKEA home furnishings are decorated in the national colors of blue and yellow.This is an example of local consumer culture positioning.

Global marketing authority,Theodore Levitt,has noted that many ethnic and regional foods-sushi,for example-are enjoying popularity in many countries of the world.This observation is known as the:

Unilever and other consumer goods companies often engage in differentiated target marketing,offering a full range of brands within a given product category.

In 2016,the 10 most populous countries in the world accounted for ________ percent of the total world income.

Approximately 70 percent of India's population is younger than the age of 35.This segment is increasingly affluent,and today's young,brand-conscious consumers are buying $100 Tommy Hilfiger jeans and $690 Louis Vuitton handbags.

McDonald's operates in over 118 countries;however,80 percent of its restaurants are located in nine countries,which generate nearly ________ percent of the company's total revenues.

Demographic changes can create opportunities for marketing innovation.Justify this statement using examples.

SRI International developed Values and Lifestyles (VALS) .Such a consumer profile would be helpful for which type of segmentation?

For some consumer products such as cigarettes,soft drinks,and candy that have a low per-unit cost,income is often a more valuable segmentation variable than is population.

The Swatch Group markets watches in all price ranges,from the Swatch brand at the low end to luxury brands such as Longines,Blancpain,and Breguet.Which target market strategy does this illustrate?

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:

By 2030,30 percent of the U.S.population will be 65 years or older versus 13 percent today.