Exam 9: Segmenting, Targeting, and Positioning for Global Markets

Which of these characteristics is not typically used to segment business customers?

The marketing standardization process often generates additional operational costs for a company involved in global business.

The online environment has had a key role in the growth of the marketing customization trend.

The goal of the STP process is to identify and engage the right customer segments in global marketing while preserving brand identity.

When Arnold Schwarzenegger began to emphasize his political and intellectual expertise in lieu of his physical strength and acting prowess in preparation for his run for Governor of California,he was employing which of these STP elements?

Louis Valjean produces trendy,luxury-looking women's accessories such as purses,scarves and luggage at affordable prices.This company would be most likely to target which U.S.VALS segment?

Juanita is researching the European market for bicycles.In doing so,she develops profiles of various markets by looking at GNP per capita,population size,and location. Juanita is implementing ___________________.

When automaker Subaru's commercials avoid discussing product features and benefits,but instead focus on the tagline,"Love.It's What Makes a Subaru a Subaru," they are reinforcing their _______________ in the minds of current and potential customers.

Both consumer and B2B markets reach many thousands,even millions,of customers.

When a company focuses intensely on one segment of the market it is employing a(n)______________________ segmentation strategy.

One benefit of country-based,or macro-segmentation is that it __________________________.

Behavioral targeting has come into question by virtue of its intrusive nature.

When PlasticMade Dinnerware arranges for its advertisements to display on the sites visited by Internet users that exhibit an interest in home decor and cooking,they are employing _________________.

The process of selecting the best potential segments or markets is referred to as ___________________.

The target market strategy that involves very specific sub-segments of customers is referred to as a _____________________ approach.

The U.S.and Japanese VALS models reflect the same segmentation characteristics.

Many of the world's brands have managed to be successful on a global scale by using a standardized,global strategy.

According to John Quelch,global brands share all of the following characteristics except ____________.

Steve is comparing potential country markets on the basis of ease of transportation,number of retailers that currently carry his product category,and the availability of advertising media that are most often used to advertise his type of product.He is assessing _________________.

Investment in global market segmentation is worthwhile in part because once completed,segments tend to remain stable and consistent.