Question 1

Which of the following is true of advertising for the Heineken and Foster's brands in the United States?

Accepted Answer

A) Both Heineken and Foster's utilize the GCCP strategy. 
B) Both Heineken and Foster's utilize the FCCP strategy. 
C) Heineken utilizes the GCCP strategy; Foster's utilizes the FCCP strategy. 
D) Heineken utilizes the FCCP strategy; Foster's utilizes the GCCP strategy. 
E) Heineken utilizes the LCCP strategy; Foster's utilizes the GCCP strategy. 
A) Both Heineken and Foster's utilize the GCCP strategy. 
B) Both Heineken and Foster's utilize the FCCP strategy. 
C) Heineken utilizes the GCCP strategy; Foster's utilizes the FCCP strategy. 
D) Heineken utilizes the FCCP strategy; Foster's utilizes the GCCP strategy. 
E) Heineken utilizes the LCCP strategy; Foster's utilizes the GCCP strategy.

Question 2

Germany's DHL tried to enter the U.S.package-delivery market in 2003; to achieve scale, DHL acquired Airborne Express.However they could not compete with entrenched incumbents FedEx and UPS.This is an example of incorrect position and product mix.

Accepted Answer

A) True 
 B)False

Question 3

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. 
A) shared demographic characteristics. 
B) similar languages. 
C) similar needs and buying behavior. 
D) similar ethnic backgrounds. 
E) similar geographic regions.

Question 4

Ads by BMW advertise it as the "ultimate driving machine" which is described as positioning based on:

Accepted Answer

A) high touch. 
B) " use / user ". 
C) attribute/benefit. 
D) competition. 
E) quality/price. 
A) high touch. 
B) " use / user ". 
C) attribute/benefit. 
D) competition. 
E) quality/price.

Question 5

A fact found by demographic segmentation is that by the year 2030, 20% of the U.S.population or 70 million will be 65 years old or older.

Accepted Answer

A) True 
 B)False

Question 6

In response to increasing worldwide concerns about obesity, diabetes, and other food-related health issues, some of the world's largest food companies are developing new products.Nestle and Groupe Danone SA have developed several health-foods which include all of the following except:

Accepted Answer

A) Souvenaid. 
B) Activa. 
C) NutriChoice. 
D) Nutraceuticals. 
E) Medical Foods. 
A) Souvenaid. 
B) Activa. 
C) NutriChoice. 
D) Nutraceuticals. 
E) Medical Foods.

Question 7

Consumers shopping for high-touch products such as fine perfume are generally energized by ________ motives.

Accepted Answer

A) emotional 
B) rational 
C) both emotional and rational 
D) neither emotional nor rational 
E) high tech 
A) emotional 
B) rational 
C) both emotional and rational 
D) neither emotional nor rational 
E) high tech

Question 8

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 9

Which of the following is true about efforts by automakers to target the Hispanic segment in the United States?

Accepted Answer

A) Honda, Toyota, Ford, and GM all began targeting the segment years ago. 
B) Honda and Toyota began targeting the segment years ago; Ford and GM launched their efforts more recently. 
C) Ford and GM began targeting the segment years ago; Honda and Toyota launched their efforts more recently. 
D) Only Ford and GM are targeting the Hispanic segment. 
E) none of the above 
A) Honda, Toyota, Ford, and GM all began targeting the segment years ago. 
B) Honda and Toyota began targeting the segment years ago; Ford and GM launched their efforts more recently. 
C) Ford and GM began targeting the segment years ago; Honda and Toyota launched their efforts more recently. 
D) Only Ford and GM are targeting the Hispanic segment. 
E) none of the above

Question 10

The United States ranks number one among nations in terms of both per capita income and in terms of income adjusted for purchasing power for the year 2009.

Accepted Answer

A) True 
 B)False

Which of the following is true of advertising for the Heineken and Foster's brands in the United States?

Germany's DHL tried to enter the U.S.package-delivery market in 2003; to achieve scale, DHL acquired Airborne Express.However they could not compete with entrenched incumbents FedEx and UPS.This is an example of incorrect position and product mix.

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

Ads by BMW advertise it as the "ultimate driving machine" which is described as positioning based on:

A fact found by demographic segmentation is that by the year 2030, 20% of the U.S.population or 70 million will be 65 years old or older.

In response to increasing worldwide concerns about obesity, diabetes, and other food-related health issues, some of the world's largest food companies are developing new products.Nestle and Groupe Danone SA have developed several health-foods which include all of the following except:

Consumers shopping for high-touch products such as fine perfume are generally energized by ________ motives.

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.

Which of the following is true about efforts by automakers to target the Hispanic segment in the United States?

The United States ranks number one among nations in terms of both per capita income and in terms of income adjusted for purchasing power for the year 2009.

Introduction to Global Marketing

The Global Economic Environment

Regional Market Characteristics and Preferential Trade Agreements

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters

Exam 7: Segmentation, Targeting, and Positioning

Which of the following is true of advertising for the Heineken and Foster's brands in the United States?

Germany's DHL tried to enter the U.S.package-delivery market in 2003; to achieve scale, DHL acquired Airborne Express.However they could not compete with entrenched incumbents FedEx and UPS.This is an example of incorrect position and product mix.

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

Ads by BMW advertise it as the "ultimate driving machine" which is described as positioning based on:

A fact found by demographic segmentation is that by the year 2030, 20% of the U.S.population or 70 million will be 65 years old or older.

In response to increasing worldwide concerns about obesity, diabetes, and other food-related health issues, some of the world's largest food companies are developing new products.Nestle and Groupe Danone SA have developed several health-foods which include all of the following except:

Consumers shopping for high-touch products such as fine perfume are generally energized by ________ motives.

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.

Which of the following is true about efforts by automakers to target the Hispanic segment in the United States?

The United States ranks number one among nations in terms of both per capita income and in terms of income adjusted for purchasing power for the year 2009.

Introduction to Global Marketing

The Global Economic Environment

Regional Market Characteristics and Preferential Trade Agreements

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Brand and Product Decisions in Global Marketing

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, Organization, and Corporate Social Responsibility

Filters