Question 1

A persistent problem faced by international marketers is how to strike the balance between __________________________________.

Accepted Answer

A) standardization and generalization. 
B) standardization and globalization. 
C) standardization and customization. 
D) standardization and positioning strategies. 
E) standardization and marketing mix. 
A) standardization and generalization. 
B) standardization and globalization. 
C) standardization and customization. 
D) standardization and positioning strategies. 
E) standardization and marketing mix.

Question 2

A special case where universal positioning clearly makes sense is the ___________.

Accepted Answer

A) regional citizen 
B) global citizen 
C) European citizen 
D) Asian citizen 
E) none of the above 
A) regional citizen 
B) global citizen 
C) European citizen 
D) Asian citizen 
E) none of the above

Question 3

Global segments are also called ________________ segments.

Accepted Answer

The answer of Global segments are also called ________________ segments....

Question 4

LCCP stands for ___________________________.

Accepted Answer

A) legal consumer culture positioning 
B) longitudinal consumer culture positioning 
C) local consumer culture positioning 
D) labor consumer culture positioning 
E) none of the above 
A) legal consumer culture positioning 
B) longitudinal consumer culture positioning 
C) local consumer culture positioning 
D) labor consumer culture positioning 
E) none of the above

Question 5

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about family and friends.

Accepted Answer

A) achievers 
B) traditionals 
C) nurturers 
D) hedonists 
E) none of the above 
A) achievers 
B) traditionals 
C) nurturers 
D) hedonists 
E) none of the above

Question 6

The goal of market segmentation is to ensure profit for all product categories and
promote customization to meet customer needs.

Accepted Answer

A) True 
 B)False

Question 7

Market segmentation is a logical outgrowth of:

Accepted Answer

A) the demand function. 
B) the supply function. 
C) efficiency in inventory control. 
D) the marketing concept. 
E) the product life cycle. 
A) the demand function. 
B) the supply function. 
C) efficiency in inventory control. 
D) the marketing concept. 
E) the product life cycle.

Question 8

When marketers use a(n)_________________ segment,they focus on local segments that differ from country to country.

Accepted Answer

A) unique/diverse 
B) universal 
C) combination 
D) customized 
E) international 
A) unique/diverse 
B) universal 
C) combination 
D) customized 
E) international

Question 9

With respect to properties that an international market segment should ideally possess, the ____________________ property is important (for market segmentation to
Be meaningful)when effective marketing programs involving the 4 Ps can be
Developed to evoke the desired response from the target segment.

Accepted Answer

A) measurable 
B) sizable 
C) responsive 
D) accessible 
E) actionable 
A) measurable 
B) sizable 
C) responsive 
D) accessible 
E) actionable

Question 10

With respect to comparing country segmentation (classifying countries into groups), when only one segmentation tool is used,the researcher could:

Accepted Answer

A) simply compute the mean or median and split the countries into two groups. 
B) simply compute chi-square and look for differences. 
C) use cluster analysis. 
D) use correlation analysis. 
E) use nonparametric statistics. 
A) simply compute the mean or median and split the countries into two groups. 
B) simply compute chi-square and look for differences. 
C) use cluster analysis. 
D) use correlation analysis. 
E) use nonparametric statistics.

Question 11

Two positioning strategies available to international marketers include:

Accepted Answer

A) uniform and computerized positioning strategies. 
B) uniform and regional positioning strategies. 
C) universal and localized positioning strategies. 
D) uniform and localized positioning strategies. 
E) none of the above. 
A) uniform and computerized positioning strategies. 
B) uniform and regional positioning strategies. 
C) universal and localized positioning strategies. 
D) uniform and localized positioning strategies. 
E) none of the above.

Question 12

Cathay Pacific (a Hong Kong based airline carrier)recently wanted to increase services to its Asian customers.It added a wide variety of Asian meals and
Entertainment and introduced a new advertising slogan "The Heart of Asia." This
Would be an example of which of the following reasons why international marketers
Implement international market segmentation?

Accepted Answer

A) country screening. 
B) government mandate. 
C) global market research. 
D) positioning strategy. 
E) entry decisions. 
A) country screening. 
B) government mandate. 
C) global market research. 
D) positioning strategy. 
E) entry decisions.

Question 13

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about social issues.

Accepted Answer

A) achievers 
B) traditionals 
C) nurturers 
D) hedonists 
E) none of the above 
A) achievers 
B) traditionals 
C) nurturers 
D) hedonists 
E) none of the above

Question 14

In the international market segmentation game,developing a positioning theme involves the quest for a:

Accepted Answer

A) large segment. 
B) profitable segment. 
C) unique selling proposition (USP). 
D) strong manager. 
E) a friendly host government. 
A) large segment. 
B) profitable segment. 
C) unique selling proposition (USP). 
D) strong manager. 
E) a friendly host government.

Question 15

The requirements for effective market segmentation in a domestic marketing context also apply in international market segmentation.List and briefly describe the properties that these segments should ideally possess.

Accepted Answer

a.Identifiable--the segments should be e

Question 16

Another name for universal segments is:

Accepted Answer

A) local. 
B) regional. 
C) transnational. 
D) global. 
E) multi-regional. 
A) local. 
B) regional. 
C) transnational. 
D) global. 
E) multi-regional.

Question 17

The formulation of positioning strategy includes the following EXCEPT:

Accepted Answer

A) identify the relevant set of competing products or brands. 
B) determine current perceptions held by consumers about the products. 
C) develop possible positioning themes. 
D) develop a uniform positioning strategy for every brand in the company. 
E) screen the positioning alternatives and select the most appealing one. 
A) identify the relevant set of competing products or brands. 
B) determine current perceptions held by consumers about the products. 
C) develop possible positioning themes. 
D) develop a uniform positioning strategy for every brand in the company. 
E) screen the positioning alternatives and select the most appealing one.

Question 18

______________________ is very popular in advertising circles.

Accepted Answer

A) Household segmentation 
B) Lifestyle segmentation 
C) Monetary segmentation 
D) Fiscal segmentation 
E) Economic segmentation 
A) Household segmentation 
B) Lifestyle segmentation 
C) Monetary segmentation 
D) Fiscal segmentation 
E) Economic segmentation

Question 19

Which of the following bases would probably be in use if a researcher were examining population size,age structure,urbanization degree,and ethnic
Composition?

Accepted Answer

A) psychographics. 
B) socioeconomic variables. 
C) culture. 
D) political conditions. 
E) demographics. 
A) psychographics. 
B) socioeconomic variables. 
C) culture. 
D) political conditions. 
E) demographics.

Question 20

The size of segments (in the international environment)based on cultural or
lifestyle indicators are typically easy to gauge and to factor into overall planning.

Accepted Answer

A) True 
 B)False

A persistent problem faced by international marketers is how to strike the balance between __________________________________.

A special case where universal positioning clearly makes sense is the ___________.

Global segments are also called ________________ segments.

LCCP stands for ___________________________.

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about family and friends.

The goal of market segmentation is to ensure profit for all product categories and promote customization to meet customer needs.

Market segmentation is a logical outgrowth of:

When marketers use a(n)_________________ segment,they focus on local segments that differ from country to country.

With respect to comparing country segmentation (classifying countries into groups), when only one segmentation tool is used,the researcher could:

Two positioning strategies available to international marketers include:

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about social issues.

In the international market segmentation game,developing a positioning theme involves the quest for a:

The requirements for effective market segmentation in a domestic marketing context also apply in international market segmentation.List and briefly describe the properties that these segments should ideally possess.

Another name for universal segments is:

The formulation of positioning strategy includes the following EXCEPT:

______________________ is very popular in advertising circles.

Which of the following bases would probably be in use if a researcher were examining population size,age structure,urbanization degree,and ethnic Composition?

The size of segments (in the international environment)based on cultural or lifestyle indicators are typically easy to gauge and to factor into overall planning.

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Product Policy Decisions Ii: Marketing Products and Services

Global Pricing

Communicating With the World Consumer

Sales and Cross-Cultural Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Filters

Exam 7: Global Segmentation and Positioning

A persistent problem faced by international marketers is how to strike the balance between __________________________________.

A special case where universal positioning clearly makes sense is the ___________.

Global segments are also called ________________ segments.

LCCP stands for ___________________________.

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about family and friends.

The goal of market segmentation is to ensure profit for all product categories and promote customization to meet customer needs.

Market segmentation is a logical outgrowth of:

When marketers use a(n)_________________ segment,they focus on local segments that differ from country to country.

With respect to comparing country segmentation (classifying countries into groups), when only one segmentation tool is used,the researcher could:

Two positioning strategies available to international marketers include:

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about social issues.

In the international market segmentation game,developing a positioning theme involves the quest for a:

The requirements for effective market segmentation in a domestic marketing context also apply in international market segmentation.List and briefly describe the properties that these segments should ideally possess.

Another name for universal segments is:

The formulation of positioning strategy includes the following EXCEPT:

______________________ is very popular in advertising circles.

Which of the following bases would probably be in use if a researcher were examining population size,age structure,urbanization degree,and ethnic Composition?

The size of segments (in the international environment)based on cultural or lifestyle indicators are typically easy to gauge and to factor into overall planning.

Globalization Imperative

Economic Environment

Financial Environment

Global Cultural Environment and Buying Behavior

Political and Legal Environment

Global Marketing Research

Global Marketing Strategies

Global Market Entry Strategies

Global Product Policy Decisions I: Developing New Products for Global Markets

Global Product Policy Decisions Ii: Marketing Products and Services

Global Pricing

Communicating With the World Consumer

Sales and Cross-Cultural Management

Global Logistics and Distribution

Export and Import Management

Planning, Organization, and Control of Global Marketing Operations

Marketing Strategies for Emerging Markets

Global Marketing and the Internet

Filters