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.

Lexus developed new diesel models as well as a gas-hybrid engine because Germans want the option of buying vehicles with diesel engines.

A market segment or country market characterized by weak competition may be a segment to avoid.

In the cosmetics industry,Unilever pursues differentiated global marketing strategies by targeting both ends of the perfume market.

Managers must decide how well a company's product fits the country market by asking the following questions except:

For some consumer products such as cigarettes,soft drinks,and candy that have a low per-unit cost,income is often a more valuable segmentation variable than population.

What are some of the pitfalls in assessing market potential and choosing target markets or segments?

Sweden's smaller population explains why IKEA,Saab,and Ericsson have looked beyond their borders for significant growth opportunities.

India is the world's fastest growing cell phone market with the industry expanding at a rate of 50% annually with 5 million new subscribers added every month.This is an indication of continued private-sector growth.

When a marketer understands that a product satisfies a buyer's rational criteria while also evoking an emotional response,the marketer should:

Global marketing authority,Theodore Levitt,has noted that many ethnic and regional foods-sushi,for example-are enjoying popularity in many countries of the world.This observation is known as:

Psychographic segmentation involves grouping people in terms of their:

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

A global segment is referred to as "global teens" which includes:

Ideally,GDP and other measures of national income converted to U.S.dollars,should be calculated on the basis of purchasing power parities or through direct comparisons of actual prices for a given product.

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

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?

In a study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified different lifestyle groups.The segment that is concentrated in high-crime,inner-city neighborhoods were classified as:

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

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).