Chat with AIExam 7: Segmentation, Targeting, and Positioning
McDonald's operates in over 118 countries; however,80% of its restaurants are located in nine countries which does not include the following country market:
(78) 
VerifiedD
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.
(82) VerifiedDue to several reasons,in many countries the population consists of ethnic groups.For example,in the United States there are three major ethnic segments-African/Black Americans; Asian Americans; and Hispanic Americans.In other countries there are different combinations of ethnic population.Each segment shows great diversity and can be further subdivided.Even those coming from one country may have differences in language,culture,religion,and other attitudinal aspects.Their purchasing behavior is different within groups and sub-groups.From a marketing standpoint these groups offer great opportunity.Companies in a variety of industry sectors,primarily food and beverages,household goods,and financing services can benefit by targeting these groups.For example,Japanese automakers have been successful in targeting ethnic populations in different parts of the world.
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?
(70) VerifiedPositioning refers to the act of differentiating a brand in customers minds in relation to competitors in terms of attributes and benefits that the brand does and does not offer.It is the process of developing strategies for marketing purposes.It is frequently used in conjunction with the segmentation variables and targeting strategies."Attribute or benefit" strategies are used to expose a particular product attribute,benefit or other special feature.Aspects such as economy,reliability,multiple uses,durability,and simplicity are very commonly used to describe the attributes of a product or service.For example,Visa's advertising theme "It's Everywhere You Want to Be" exposes its benefit of being useful at any place in the world.Thus,these types of slogans,themes,or jingles very cleverly outline the benefits or attributes of a product.A similar strategy that is used is related to "Quality and Price." This strategy can be considered in light of a continuum from high fashion/quality and high price to good value.Swatch watches advertise their quality,Swiss origin,as well as affordable price.This way price is always tied to the quality and durability of the product or service.
The Swatch Group markets watches in all price ranges,from the Swatch brand at the low end to luxury brands such as Longines,Blancpain,and Breguet.Which target market strategy does this illustrate?
(75) Three Mexican retailers Famso,Grupo Gigant SA,and Grupo Commercial Chedraui SA have opened stores in the United States.This is an indication of:
(70) Ericsson,IKEA,Saab,and other companies based in Sweden have looked beyond their borders for significant growth market because:
(80) America's Hispanic population shares a common language,and so in ethnic segmentation they can be grouped as one segment.
(78) The strategy that identifies a brand as a symbol of a particular global segment is known as:
(67) Marketing that involves creating the same marketing mix for a broad mass market of potential buyers is referred to as:
(86) The concentration of income in the high-income and large-population countries means that a company can be "global" by targeting buyers in:
(71) Consumers shopping for high-touch products,such as fine perfume,are generally energized by ________ motives.
(76) 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?
(86) Sushi,Falafel,Tandoori Chicken or Pizza is in demand in many parts of the world.This phenomenon can be due to the pluralization of consumption and segment simultaneity.
(80) The feasibility of targeting a particular market segment can be negatively impacted by various factors which does not include:
(85) 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.
(84) 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.Nestlé and Groupe Danone SA have developed several health-foods which include all of the following except:
(76) Sometimes it is preferable to market to a particular age group rather than a mind-set; in such an instance psychographic studies can help marketers arrive at a deeper understanding of consumer behavior than is possible with traditional segmentation variables.
(77) Which of the following criteria should marketers use when assessing opportunity in global target markets?
(73) Categories such as "successful idealists" and "affluent materialists" can be used to describe age segmentation.
(80) Dove,a division of Unilever,traditionally targeted men and women with its Dove-branded skin care products.
(78) 
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