Question 1

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

Accepted Answer

The answer of Comment on when marketers should pursue universal/global...

Question 2

Appeals that work in one culture do not necessarily work in others because of the following reasons except:

Accepted Answer

A) human resources. 
B) cultural characteristics. 
C) buying power. 
D) competitive climate. 
E) product life cycle stage.

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Fast food restaurants are also known as QSR.

Accepted Answer

A) True 
 B)False

Question 5

If the researcher uses _____ to study relationships between countries, they assume that there exists a relationship between a response variable (Y) and one or more so-called predictor variables (X).

Accepted Answer

A) the mean 
B) the median 
C) cluster analysis 
D) Latin square design analysis 
E) regression analysis

Question 6

In a "country-as-segments or aggregate segmentation," countries are classified only on a single dimension.

Accepted Answer

A) True 
 B)False

Question 7

The formulation of positioning strategy includes the following except:

Accepted Answer

A) identify the relevant set of competing products or brands. 
B) determine current perceptions held by consumers about the products. 
C) brainstorm to develop possible positioning themes. 
D) screen the positioning alternatives and select the most appealing one. 
E) develop a uniform positioning strategy for every brand in the company.

Question 8

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

Question 9

Another name for universal segments is:

Accepted Answer

A) local. 
B) regional. 
C) transnational. 
D) global. 
E) multi-regional.

Question 10

Consumers from countries at the same stage of economic development often show similar needs in terms of the per capita amount and types of goods they desire.

Accepted Answer

A) True 
 B)False

Question 11

Within the arena of positioning strategy, the battle is for:

Accepted Answer

A) the mind of your target customer. 
B) the high ground. 
C) the new territory. 
D) the competition's heartland. 
E) the best market share.

Question 12

Gerber's launch of a baby food-like product line called Senior Citizen proved to be a huge success due to the growing elder population.

Accepted Answer

A) True 
 B)False

Question 13

A persistent problem faced by international marketers is how to strike the balance between _____.

Accepted Answer

A) standardization and generalization. 
B) standardization and globalization. 
C) standardization and customization. 
D) standardization and positioning strategies. 
E) standardization and marketing mix.

Question 14

Local brands do not enjoy a pioneering advantage by the fact of being the first one in the market.

Accepted Answer

A) True 
 B)False

Question 15

Two positioning strategies available to international marketers include:

Accepted Answer

A) uniform and computerized positioning strategies. 
B) uniform and regional positioning strategies. 
C) universal and localized positioning strategies. 
D) uniform and localized positioning strategies. 
E) none of the above.

Question 16

Land Rover is an example of a brand where _____ positioning is hard to implement.

Accepted Answer

A) transnational 
B) European 
C) global 
D) local 
E) regional

Question 17

In disaggregate international consumer segmentation, the focus is on _____ consumer(s).

Accepted Answer

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

Question 18

_____ is an umbrella term that embraces a collection of statistical procedures for dividing objects into groups.

Accepted Answer

A) The mean 
B) The median 
C) Cluster analysis 
D) Correlation analysis 
E) Regression analysis

Question 19

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.

Question 20

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).

Accepted Answer

A) identifiable 
B) sizable 
C) stable 
D) accessible 
E) actionable

Exam 7: Global Segmentation and Positioning

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

Appeals that work in one culture do not necessarily work in others because of the following reasons except:

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

Fast food restaurants are also known as QSR.

If the researcher uses _____ to study relationships between countries, they assume that there exists a relationship between a response variable (Y) and one or more so-called predictor variables (X) .

In a "country-as-segments or aggregate segmentation," countries are classified only on a single dimension.

The formulation of positioning strategy includes the following except:

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

Another name for universal segments is:

Consumers from countries at the same stage of economic development often show similar needs in terms of the per capita amount and types of goods they desire.

Within the arena of positioning strategy, the battle is for:

Gerber's launch of a baby food-like product line called Senior Citizen proved to be a huge success due to the growing elder population.

A persistent problem faced by international marketers is how to strike the balance between _____.

Local brands do not enjoy a pioneering advantage by the fact of being the first one in the market.

Two positioning strategies available to international marketers include:

Land Rover is an example of a brand where _____ positioning is hard to implement.

In disaggregate international consumer segmentation, the focus is on _____ consumer(s) .

_____ is an umbrella term that embraces a collection of statistical procedures for dividing objects into groups.

Behavior segmentation criteria includes the following criteria except:

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) .