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

Question 1

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?

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

Answer 1

B
Explanation: This process involves identifying different groups of individuals with an interest in the campaign and developing an entire marketing mix to meet each group's distinct needs. This does not illustrate the situation in this case.

Question 2

Using the individual consumer as the basis for segmentation introduces many more variables into the analysis and increases its complexity.

Answer 2

True

Question 3

The VALS™ system of market segmentation segments people on the basis of ______________________.

A) the value of their personal assets
B) their age and income
C) their citizenship
D) personality traits

Answer 3

D
Explanation: VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace.

Question 4

The marketing process that allows marketers to simplify their decision-making process by using the same set of guidelines for segments that exist across national and cultural markets is known as _________________________________________.

A) strategic planning
B) market research
C) environmental monitoring and scanning
D) segmentation

Question 5

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

Question 6

Ibernia is a country with a stable,albeit small,cola market.Mohammed's research team advised him that consumers enjoy guava-flavored cola drinks.While this market was accessible through his existing distributors and retailers,Mohammed did not feel he had a viable market segment.What is the most likely reason?

A) The factor of flavor is not different enough to warrant a change in the marketing mix.
B) The market was not large enough to be profitable.
C) The number of consumers who would prefer a guava-flavored cola is impossible to measure.
D) The market is highly unstable.

Question 7

Internet technology has served to ____________________________________.

A) decrease the ability to accurately identify target markets
B) increase the costs of communicating with target segments
C) give marketers unprecedented access to their customers
D) make communication with target segments more difficult

Question 8

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

Question 9

Which combination of traits accurately paints an Innovator within the U.S.VALS framework?

A) Practical and self-sufficient individuals who prefer value over luxury.
B) Trendy and fun loving with little discretionary income.
C) Sophisticated, take-charge people with high self-esteem.
D) Mature, satisfied, comfortable, and reflective people.

Question 10

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

Question 11

The segmentation process can also identify target market groups across the world that differ from the standard parameters and require a new marketing apporach.

Question 12

The nature of consumer behavior is such that,once constructed,global market segments remain constant and do not shift with social,political,or economic change.

Question 13

When the organization for growers of apples and cherries in Washington State framed the fruits as 'hip and cool' for younger Taiwanese consumers,it was employing the marketing processes of _______________________________.

A) segmentation, targeting, and positioning
B) pricing, distribution, and product development
C) environmental scanning and analysis
D) market research and analysis

Question 14

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 ___________________.

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

Question 15

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?

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

Question 16

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

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 17

The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs defines ___________________________.

A) segmentation
B) market division
C) standardization
D) evaluation

Question 18

When consumers are grouped based on common characteristics such as cultural preferences,values and attitudes,or lifestyle choices,________________ is being implemented

A) micro-segmentation
B) macro-segmentation
C) country-based segmentation
D) geographic segmentation

Question 19

SBI's research shows that similar psychological traits __________________.

A) drive behaviors which are expressed in the same way from culture to culture
B) have no relationship to consumer behavior
C) are not indicative of similar consumer behavior from culture to culture
D) drive similar kinds of consumer behavior

Question 20

A RoperASW study concluded that young consumers in Asia have fewer individualistic values than their parents.

Question 21

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

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

Question 22

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

Question 23

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 _________________.

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

Question 24

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

Question 25

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

Question 26

Global Scan claims that the world market can be accurately segmented in five psychographic categories.

Question 27

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

Question 28

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

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 29

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 _________________.

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

Question 30

Strong,long-term emotional ties to the brand for the consumer is one of the key goals of _______________.

A) positioning
B) segmentation
C) concentration
D) standardization

Question 31

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

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

Question 32

According to Daniel Yankelovich,the same segmentation methods should be used to develop both advertising and product strategies.

Question 33

Jeanine is director of marketing for Swan bicycles in the U.S.Research has determined that her line of mid-priced bikes can be successfully marketed in China,but a new advertising tag line and accessories collection will be required to speak to the needs of Chinese bicyclists.Her target market strategy must exhibit a(n)_________________ approach.

A) differentiated
B) standardized
C) undifferentiated
D) unsegmented

Question 34

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

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

Question 35

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

Question 36

Because they involve fewer factors and systems,business purchases utilize a comparably less complex process than consumer purchases.

Question 37

Yoshi is an outgoing guy who is known to his friends as the man who always has the latest version of cell phone,laptop,and flat screen television. According to the Japanese VALS model,Yoshi is clearly a(n)________________.

A) sustainer
B) realist
C) high pragmatic
D) integrator

Question 38

The assumption that customer segments across the world will accept the same product or service regardless of their cultural,behavioral,or socio-economic differences defines the ________________ approach to target marketing.

A) differentiated
B) adaptive
C) undifferentiated
D) customized

Question 39

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

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

Question 40

Cross Pens is a mid-premium marketer of writing instruments.The company specializes in selling pens and related items to consumers across the world who are seeking to buy special occasion gifts.While it has the ability to manufacturer writing instruments on a broad scale,it continues to focus its efforts on the gift market.Cross exhibits a(n)_____________________ segmentation strategy.

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

Question 41

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.

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