Exam 7: Segmentation, Targeting, and Positioning

In India, 60 million middle-class men and women earn more than $275 per month.The segment is growing rapidly and is expected to increase to 73 million by 2010.Young consumers are buying international brands and the economy is strong.India is also the world's fastest growing cell phone market.The industry is expanding at a rate of 50% annually, with 5 million new subscribers added every month.Still, barriers originating in the political and regulatory environments have shackled private-sector growth.Considering all of the above-mentioned aspects, is the market segment large enough for a company to utilize the opportunity and make a profit? Does it have enough potential for future growth to make it attractive for any company to pursue a long-term strategy?

IKEA, the home furnishings retailer based in Sweden, wraps itself in the Swedish flag - literally, since inside and out, their stores are decorated in the national colors of blue and yellow.This is an example of local consumer culture positioning.

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

Several years ago, the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "kuptsy." What country does the survey cover?

Standardized global marketing is analogous to mass marketing in a single country and is also known as differentiated target marketing.

The concentration of income in the high-income and large-population countries means that a company can be "global" by targeting buyers in:

Which of the following is generally true about the marketing of high-touch products such as fine china and crystal?

In China, only about 1% of the population currently owns a credit card.Thus Visa is targeting persons with a monthly salary equivalent to $300 or more.

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 country.

One writer suggested that some themes are universal and could be used in advertising around the globe.Examples of this theme include all of the following except:

Procter & Gamble has identified a group of consumers in Europe who are willing to pay premium prices for pet food that will improve the health of their pets.This is an example of ________ segmentation:

Campbell Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience.This type of consumer segmentation by Campbell Soup is referred to as:

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

There is a significant difference between the "mass market" and the "premium market." In the premium market customers are looking for a good deal whereas in the mass market customers are looking for a product that fulfills their expectations.

Psychographic segmentation involves grouping people in terms of their:

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).

Due to globalization "it is a small world after all." Also, vast scale migration of populations due to various reasons, including opportunities, has created large segments of ethnic population.Considering these facts, highlight the ethnic segmentation and its importance.

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market.However, there are also first-mover disadvantages which include:

Which of the following criteria should marketers use when assessing opportunity in global target markets?

When making a decision about market entry timing, a company's management team should understand that the first-mover always becomes the market leader.