Question 1

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  False

Question 2

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are looking for new experiences.

Accepted Answer

A)   achievers
B)   traditionals
C)   nurturers
D)   hedonists
E)   none of the above D

Question 3

If the firm decides to opt for different segments on a country-by-country basis, the norm is to also __________________ the positioning appeals.

Accepted Answer

A)   externalize
B)   localize
C)   internalize
D)   globalize
E)   none of the above B

Question 4

_________________ variables are among the most popular segmentation criteria.

Accepted Answer

The answer of _________________ variables are among the most popular...

Question 5

Emotional appeals (e.g. lifestyle positioning) are usually difficult to translate into a
universal theme.

Accepted Answer

A) True 
 B)False

Question 6

A special case where universal positioning clearly makes sense is the ___________.

Accepted Answer

A)   regional citizen
B)   global citizen
C)   European citizen
D)   Asian citizen
E)   none of the above

Question 7

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 8

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

Question 9

PPP is an acronym for:

Accepted Answer

A)   people power parity.
B)   purchasing power parity.
C)   planning power parity.
D)   purpose power parity.
E)   positioning power parity.

Question 10

The higher the _____value, the better the ability of your regression model to predict your data.

Accepted Answer

A)   R2
B)   A2
C)   G2
D)   M2
E)   N2

Question 11

______________________ are not stable, since values typically change over time.

Accepted Answer

A)   Value segments
B)   Political segments
C)   Economic segments
D)   International segments
E)   Global segments

Question 12

Data in the European market was gathered on the penetration of microwave ovens. The data collected consisted of three potential segmentation variables (income,
Participation of women in the labor force, and per-capita consumption of frozen
Foods). Which of the following methods would probably be used to obtain a
Picture of the segments for microwave usage?

Accepted Answer

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

Question 13

All of the following are reasons for international marketers to implement international market segmentation EXCEPT:

Accepted Answer

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

Question 14

In most instances, there is no mixture of universal, regional, and country-specific market segments.

Accepted Answer

A) True 
 B)False

Question 15

In a "country-as segment or aggregate segmentation," countries are classified on a ______________ dimension or on a set of _____________dimensions.

Accepted Answer

A)   single, multiple
B)   single, three
C)   single, five
D)   single, eight
E)   single, nine

Question 16

The "global citizen" theme encourages:

Accepted Answer

A)   local positioning.
B)   regional positioning.
C)   bi-lateral positioning.
D)   universal positioning.
E)   none of the above.

Question 17

Sometimes local brands fight it out with global brands by using a _____________ strategy.

Accepted Answer

A)   GCCP
B)   LCCP
C)   FCCP or LCCP
D)   GCCP or LCCP
E)   GCCP or FCCP

Question 18

The Human Development Index is published by the ____________________.

Accepted Answer

A)   United Nations
B)   World Bank
C)   IMF
D)   Asian Development Bank
E)   African Development Bank

Question 19

Environmental changes or shifting consumer preferences often force a firm to
rethink its positioning strategy.

Accepted Answer

A) True 
 B)False

Question 20

Variation in customer needs is the primary motive for market segmentation.

Accepted Answer

A) True 
 B)False

Exam 7: Global Segmentation and Positioning

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

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are looking for new experiences.

If the firm decides to opt for different segments on a country-by-country basis, the norm is to also __________________ the positioning appeals.

_________________ variables are among the most popular segmentation criteria.

Emotional appeals (e.g. lifestyle positioning) are usually difficult to translate into a universal theme.

A special case where universal positioning clearly makes sense is the ___________.

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

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) .

PPP is an acronym for:

The higher the _____value, the better the ability of your regression model to predict your data.

______________________ are not stable, since values typically change over time.

All of the following are reasons for international marketers to implement international market segmentation EXCEPT:

In most instances, there is no mixture of universal, regional, and country-specific market segments.

In a "country-as segment or aggregate segmentation," countries are classified on a __ dimension or on a set of _dimensions.

The "global citizen" theme encourages:

Sometimes local brands fight it out with global brands by using a _____________ strategy.

The Human Development Index is published by the ____________________.

Environmental changes or shifting consumer preferences often force a firm to rethink its positioning strategy.

Variation in customer needs is the primary motive for market segmentation.