Deck 7: Segmentation, Targeting, and Positioning

Question 1

According to D'Arcy Masius Benton & Bowles's psychographic study in Russia, "Russian Souls" theoretically prefer Russian products but look down on mass-produced goods of inferior quality.

Answer 1

False

Question 2

Global Scan is a tool for identifying consumer similarities across national boundaries and consumer differences between segments in different countries.

Answer 2

True

Question 3

According to Young & Rubicam's 4Cs, Succeeders tend to value luxury and quality while making purchases.

Answer 3

True

Question 4

According to Backer, Spielvogel & Bates Worldwide's Target Scan, the Pressured segment is largely comprised of men.

Question 5

According to the psychographic segmentation of Porsche users, Elitists are American Porsche users who believe that a car, even an expensive one, is not an extension of a person's personality.

Question 6

Income is a more important segmentation variable than population in the case of low-priced products.

Question 7

According to Young & Rubicam's 4Cs, Mainstreamers are unhappy and ambitious people with white collar jobs.

Question 8

According to D'Arcy Masius Benton & Bowles's psychographic study in Europe, Affluent Materialists are characterized as being content with the comfort of their homes, families, friends, and community.

Question 9

An advantage of geographic segmentation is that the segments would be close to each other.

Question 10

According to Backer, Spielvogel & Bates Worldwide's Target Scan, Adapters are older people who maintain their values while keeping open minds when faced with change.

Question 11

In the case of psychographic segmentation, data are obtained from secondary sources such as books and periodicals.

Question 12

According to Young & Rubicam's 4Cs, craftsmen and teachers are included in the psychographic segment called Transitionals.

Question 13

For most consumer and industrial products, the national literacy rate is the single most important segmentation variable and indicator of market potential.

Question 14

Attitudes and lifestyles are examples of demographic variables.

Question 15

Demographic segmentation is based on immeasurable or intangible characteristics of populations.

Question 16

According to the psychographic segmentation of Porsche users, Fantasists are American Porsche users who believe that their cars heighten excitement.

Question 17

According to D'Arcy Masius Benton & Bowles's psychographic study in Europe, Successful Idealists have achieved professional and material success while maintaining commitment to socially responsible ideals.

Question 18

Targeting defines the position of a product or a company in the minds of customers.

Question 19

According to D'Arcy Masius Benton & Bowles's psychographic study in Russia, the kuptsy is most likely to admire automobiles from countries with good reputations for engineering.

Question 20

A market segment is a subset of a larger market of people or organizations who will respond similarly to a marketing mix.

Question 21

Standardized global marketing is the strategy employed by global companies that define their markets narrowly.

Question 22

Which of the following is an example of a variable used in demographic segmentation?

A) behavioral characteristics
B) national income
C) attitude
D) lifestyle

Question 23

Which of the following is an important demographic variable for the segmentation of low-priced products?

A) national income
B) population size
C) attitudes
D) lifestyles

Question 24

________ is based on measurable characteristics of populations such as age, gender, income, occupation, and education.

A) Demographic segmentation
B) Geographic segmentation
C) Psychographic segmentation
D) Behavioral segmentation

Question 25

Vertical segmentation is based on product category and price points.

Question 26

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

A) Market penetration
B) Market liquidity
C) Market segmentation
D) Market capitalization

Question 27

According to Theodore Levitt, "segment simultaneity" refers to a trend wherein ________.

A) the same segments are likely to show up in multiple national markets across the globe
B) hundreds of different segments are likely to show up within a single national market
C) the segments in two different national markets are never likely to have any similarities
D) no two segments within a single national market show similarities in more than a certain number of attributes

Question 28

Global benefit segmentation focuses on value, which is the denominator of the value equation.

Question 29

An international retail giant chooses women between the ages of 17 and 35 in European countries as the target market for a new line of fashion apparel that it plans to launch soon. Which of the following types of segmentation is the company using?

A) behavioral segmentation
B) benefit segmentation
C) psychographic segmentation
D) demographic segmentation

Question 30

Standardized global marketing involves devising a marketing mix to reach a single segment of the global market.

Question 31

________ involves grouping people in terms of their attitudes, values, and lifestyles.

A) Psychographic segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Benefit segmentation

Question 32

Special-interest products are examples of high-tech products.

Question 33

________ is the single most important segmentation variable and indicator of market potential for most consumer and industrial products.

A) Population size
B) Gender
C) National income
D) Age

Question 34

Even a narrow segment can be served profitably with a standardized product if the segment exists in several countries.

Question 35

Jennifer is the chief financial officer (CFO) of an international bank. She is an American Porsche customer who considers her car as a reward for having worked hard all her life. She strongly feels that owning the car is what really matters and not the prestige of owning an expensive automobile. Which of the following psychographic categories does Jennifer belong to?

A) Top Guns
B) Proud Patrons
C) Fantasists
D) Elitists

Question 36

Differentiated global marketing is a variation of concentrated global marketing.

Question 37

Marketing of high-tech products requires less emphasis on specialized information and more emphasis on image.

Question 38

Steve is an American Porsche customer who is ambitious, power-driven, and expects to be noticed by others. He expects to be recognized as an owner of a Porsche. Which of the following psychographic categories does Steve belong to?

A) Proud Patrons
B) Top Guns
C) Elitists
D) Fantasists

Question 39

A market or a market segment characterized by strong competition should ideally be targeted.

Question 40

Which of the following segments labeled by Backer, Spielvogel & Bates Worldwide (BSB) consists of young people with a median age of 31 who live hectic lives, are driven to achieve success, and are materialistic pleasure seekers for whom time and money are in short supply?

A) Achievers
B) Traditionals
C) Adapters
D) Strivers

Question 41

Which of the following segments labeled by D'Arcy Masius Benton & Bowles (DMBB) consists of status-conscious and ambitious Europeans, many of whom are business professionals, who use conspicuous consumption to communicate their success to others?

A) Successful Idealists
B) Comfortable Belongers
C) Affluent Materialists
D) Disaffected Survivors

Question 42

According to Y&R's psychographic segmentation study, which of the following groups of customers is likely to include managers or professionals who frequently travel and dine out?

A) Transitionals
B) Aspirers
C) Mainstreamers
D) Succeeders

Question 43

________ refers to the location of a product in the minds of consumers.

A) Positioning
B) Targeting
C) Benchmarking
D) Product displacement

Question 44

Which of the following segments labeled by D'Arcy Masius Benton & Bowles (DMBB) is concentrated in high-crime, urban inner-city neighborhoods and tends to be either resentful or resigned?

A) Affluent Materialists
B) Successful Idealists
C) Disaffected Survivors
D) Comfortable Belongers

Question 45

Which of the following is true of concentrated global marketing?

A) It involves devising a marketing mix to reach multiple segments of the global market.
B) Companies that use it try to attain worldwide depth rather than national breadth.
C) Companies that use it attain lower production costs and greater sales volume.
D) It calls for extensive distribution in the maximum number of retail outlets.

Question 46

Describe the Target Scan study conducted by Backer Spielvogel & Bates.

Question 47

Which of the following is a characteristic of standardized global marketing?

A) high production costs
B) limited distribution
C) low sales volume
D) high profitability

Question 48

Which of the following segments labeled by Backer, Spielvogel & Bates Worldwide (BSB) consists of customers who are strongly rooted to their pasts and cling to their country's heritage and cultural values?

A) Traditionals
B) Achievers
C) Adapters
D) Strivers

Question 49

What are the three basic criteria for assessing opportunity in global target markets?

Question 50

According to Young & Rubicam's (Y&R's) psychographic segmentation study, which of the following groups of customers is likely to exhibit impulse purchase behavior?

A) Transitionals
B) Aspirers
C) Reformers
D) Mainstreamers

Question 51

Which of the following is an example of a global-village high-touch product?

A) personal computers
B) Canon cameras
C) designer fashions
D) Fuji bicycles

Question 52

________ involves categorizing consumers in terms of user status and usage rates.

A) Demographic segmentation
B) Benefit segmentation
C) Behavior segmentation
D) Geographic segmentation

Question 53

Which of the following product categories typically requires high-tech positioning?

A) special-interest products
B) global-village products
C) products that solve a common problem
D) products with universal themes

Question 54

________ is the act of evaluating and comparing identified segments and then selecting one or more of them as the prospect(s) with highest potential.

A) Targeting
B) Positioning
C) Benchmarking
D) Market segmentation