Exam 7: Segmentation, Targeting, and Positioning

One of the advantages of targeting a market segment globally is that although the segment in a single-country market might be small, even a narrow segment can be served profitably if the segment exists in several countries.

The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers.

What is psychographic segmentation, and how do marketers use it in targeting different world markets?

Positioning refers to the act of:

For years, ads for Volvo automobiles stressed safety features and protection in the event of a crash.Thus, Volvo automobiles developed a reputation based on which positioning strategy?

The world's best-known cosmetics companies are setting their sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil, Russia, India, and China.However these companies have to understand:

Based on 2009 projections, the top ten nations ranked by per capita income do not include:

Porsche AG uses the label "Top Guns" to describe one segment of its customers, namely those who care about power and control and who expect to be noticed.Such a profile would be based on which type of segmentation?

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represent mainstream European consumers was labeled as:

Categories such as "successful idealists" and "affluent materialists" can be used to describe psychographic segments.

In 2009, the 10 most populous countries in the world account for just under 50% of world income; whereas the 10 most populous countries in the world account for roughly 60% of the world's population.

Sony's U.S.Consumer segments included all of the following except:

A psychographic study showed that Porsche buyers could be divided into several distinct categories, one consisting of "Top Guns" who buy Porsches and expect to be noticed.

The vast majority of India's population comprises a "bullock cart" segment whose households lack most comforts but typically own a television.

The world's best-known cosmetics companies are setting sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil, Russia, India, and China.What understandings and factors should be considered by these companies to be successful in markets in those countries?

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

About two-thirds of world GNI is generated in the Triad countries, whereas only about 12% of the world's population is located in those countries.

America's Hispanic population shares a common language, and so in ethnic segmentation they can be grouped as one segment.

Global automakers are targeting the U.S.market with SUVs.All of the following SUVs are assembled or manufactured in the listed country except:

In industrialized countries, a significant portion of national income is the value of goods and services that would be free in a poor country.