Question 1

India has the youngest demographic profile among the world's large nations.

Accepted Answer

A) True 
 B)False

Question 2

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 3

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

Question 4

For products whose price is low enough, population is a more important variable than income in determining market potential.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

The answer of Colgate Total toothpaste is positioned as the...

Question 6

Managers must decide how well a company's product fits the country market by asking all of the following questions except:

Accepted Answer

A)  Will adaptation be required? 
B)  Will import restriction drive up the product price? 
C)  Is it advisable to source locally? 
D)  Will strong home currency have an adverse impact on product price? 
E)  Will it be possible to neglect home-country regulations?

Question 7

Differentiated global marketing represents a more ambitious approach than concentrated target marketing.

Accepted Answer

A) True 
 B)False

Question 8

Nutraceuticals are health food products, which are manufactured by:

Accepted Answer

A)  Kraft Foods. 
B)  General Mills. 
C)  Campbell's soups. 
D)  Nestlé foods. 
E)  Gerber foods.

Question 9

Basic criteria that marketers should keep in mind while assessing opportunities in global markets include all of the following except:

Accepted Answer

A)  current size of the market segment. 
B)  anticipated growth potential of the market. 
C)  compatibility with company's overall objectives. 
D)  competition in the market. 
E)  securing first-mover advantage.

Question 10

When a marketer understands that a product satisfies a buyer's rational criteria while also evoking an emotional response, the marketer should:

Accepted Answer

A)  only target consumers in high-income countries. 
B)  utilize a multi-tiered targeting strategy rather than a concentrated strategy. 
C)  commission psychographic segmentation studies to augment demographic data. 
D)  create advertising that reflects a bipolar, high-tech and high-touch approach. 
E)  follow normal targeting strategy.

Question 11

There is a tendency to overstate the size and short-term attractiveness of individual country markets, especially when estimates are based primarily on demographic data such as income and population.

Accepted Answer

A) True 
 B)False

Question 12

Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind. This type of strategy is referred to as GCCP (global consumer culture positioning).

Accepted Answer

A) True 
 B)False

Question 13

The trend showing popularity of ethnic or regional foods such as sushi, falafel, or pizza worldwide is referred to as the ________, which provides an opportunity for marketers to pursue one or more segments on a global scale.

Accepted Answer

A)  segmentation of markets 
B)  popularity of segmentation 
C)  promotion of products and services 
D)  identification of consumers 
E)  pluralization of consumption

Question 14

What factors should be considered by cosmetic companies to be successful in markets in Brazil, Russia, India, and China?

Accepted Answer

The answer of What factors should be considered by cosmetic...

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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 17

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.

Accepted Answer

A) True 
 B)False

Question 18

From a marketing point of view, the Hispanic American segments represent a great opportunity. Realizing the importance, give an example of a company which is planning to target this group?

Accepted Answer

The answer of From a marketing point of view, the...

Question 19

Global marketers must determine whether a standardized or an adapted marketing mix is required to best serve the wants and needs of the consumers.

Accepted Answer

A) True 
 B)False

Question 20

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy.

Accepted Answer

A) True 
 B)False

Exam 7: Segmentation, Targeting, and Positioning

India has the youngest demographic profile among the world's large nations.

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

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

For products whose price is low enough, population is a more important variable than income in determining market potential.

Managers must decide how well a company's product fits the country market by asking all of the following questions except:

Differentiated global marketing represents a more ambitious approach than concentrated target marketing.

Nutraceuticals are health food products, which are manufactured by:

Basic criteria that marketers should keep in mind while assessing opportunities in global markets include all of the following except:

When a marketer understands that a product satisfies a buyer's rational criteria while also evoking an emotional response, the marketer should:

There is a tendency to overstate the size and short-term attractiveness of individual country markets, especially when estimates are based primarily on demographic data such as income and population.

Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind. This type of strategy is referred to as GCCP (global consumer culture positioning).

The trend showing popularity of ethnic or regional foods such as sushi, falafel, or pizza worldwide is referred to as the ________, which provides an opportunity for marketers to pursue one or more segments on a global scale.

What factors should be considered by cosmetic companies to be successful in markets in Brazil, Russia, India, and China?

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

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

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.

From a marketing point of view, the Hispanic American segments represent a great opportunity. Realizing the importance, give an example of a company which is planning to target this group?

Global marketers must determine whether a standardized or an adapted marketing mix is required to best serve the wants and needs of the consumers.

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy.