Question 1

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

Accepted Answer

A)  geography 
B)  industry demographics 
C)  type of industry 
D)  payment behavior

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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?

Accepted Answer

A)  segmenting 
B)  positioning 
C)  targeting 
D)  screening

Question 6

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?

Accepted Answer

A)  strivers 
B)  achievers 
C)  makers 
D)  survivors

Question 7

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 ___________________.

Accepted Answer

A)  company-based segmentation 
B)  macro-segmentation 
C)  consumer-based segmentation 
D)  micro-segmentation

Question 8

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.

Accepted Answer

A)  corporate objectives 
B)  positioning 
C)  performance 
D)  efficiency

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  concentrated 
B)  differentiated 
C)  undifferentiated 
D)  domestic

Question 11

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

Accepted Answer

A)  enables a company to centralize its operations 
B)  accounts for consumer differences within each country 
C)  acknowledges segments that are not bound by the borders of a geographic region 
D)  allows a firm to use one marketing mix on a global basis

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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 _________________.

Accepted Answer

A)  behavioral targeting 
B)  return on marketing investment 
C)  standardized marketing communications 
D)  undifferentiated marketing

Question 14

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

Accepted Answer

A)  segmenting 
B)  targeting 
C)  positioning 
D)  measuring

Question 15

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

Accepted Answer

A)  generalized 
B)  customized 
C)  standardized 
D)  concentrated

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  a company name that is the brand name 
B)  a focus on social responsibility 
C)  a different positioning for each global market 
D)  a focus on a single product category

Question 19

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 _________________.

Accepted Answer

A)  market accessibility 
B)  growth rate 
C)  cultural criteria 
D)  competitive position

Question 20

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

Accepted Answer

A) True 
 B)False

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.