Exam 7: Segmentation, Targeting, and Positioning

A.Coskun Samli had developed a useful approach to global market segmentation that compares and contrasts "conventional" versus "unconventional" wisdom.An example of unconventional wisdom is:

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

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market.However,there are also first-mover disadvantages which include:

The basis for global marketing expert David Arnold's framework for screening intercountry comparisons include:

What important lessons did Virgin chief executive Richard Branson learn in the mid-1990s when he launched Virgin Cola,directly targeting Coca-Cola's core market?

Basic criteria that marketers should keep in mind while assessing opportunities in global markets include all of the following except:

Virgin chief executive Richard Branson learned that starting a soft-drinks war with Coca-Cola was crazy,although it was also one of the things that raised the profile of the Virgin name in America.

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

Differentiated global marketing represents a more ambitious approach than concentrated target marketing.

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:

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

When assessing potential country target markets,management should rely heavily on its network of contacts as a primary criterion for targeting.

The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers.All of the following are variables that are commonly used except:

Several years ago,the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "Kuptsy." What country does the survey cover?

"Usage rates" and "user status" are important criteria for which segmentation variable?

In 2011,the ten most populous countries in the world accounted for just over ________ percent of the world income.

One of the first-mover disadvantages is that a late-mover competitor may reap benefit from the investments made in marketing and establishing in a country.

The DMBB agency created a psychographic profile of the Russian market.The categories include all of the following except:

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

Assume that the market segment is judged to be large enough,and the strong competitors are either absent or deemed to be vulnerable,then is it safe to enter the country? Justify your answer by giving reasons.