Exam 7: International Strategic Planning

Companies that use a(n) ____________________ targeting strategy identify, or even create, market segments that want different benefits from a product and target them with different brands, using different marketing strategies.

At the ____________________ level, the strategic plan allocates funds to each business unit based on division goals and objectives.

The market should respond to the market strategies used is another way of saying that the segment should be ____________________.

Parliament (a cigarette manufacturer) sells glamorous, romantic America all over the world, not just cigarettes. This is an example of _________________________ positioning.

_________________________ are described as astute consumers with precise desires for brand-name clothing products and for entertainment.

The lead/lag concept is closely linked to the political structure of a country and is particularly relevant to firms that sell products of mass consumption.

Which requirement does not apply to both country and consumer segmentation?

While multinationals such as Coca-Cola and Kodak actively target middle class consumers in the industrialized countries with their global brands, in China, they target their global brands primarily to the very large lower class.

Mont Blanc pursues a concentrated targeting strategy.

Which of the following is not included in a psychographic analysis?

Companies that have ample resources can, and often do, address the needs of all segments of consumers.

A product in the later stages of its life cycle, such as a videocassette recorder, will be

Discuss the criteria used in macro-segmentation.

A product in the early stages of its life cycle will

Firms that are at the forefront of technology usually first introduce their products in lead countries.

The ____________________-level plan has a long-term focus and involves the highest levels of management.

When The Body Shop caters to consumers who are environmentally concerned and who want to purchase natural products that have not been tested on animals it is pursuing a(n):

An international marketing strategy involves developing and maintaining a strategic fit between the international company's objectives, competencies, and resources and the challenges presented by its international market or markets.

When Airbus asks readers of The Financial Times whether they would be more comfortable with two or four engines when they are up in the air, they engage in product class positioning.

Which segmentation requirement may be adversely affected by expensive translation required to communicate with Indian consumers?