Question 1

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?

Accepted Answer

The segment described fits the characteristics of Affluent Materialists, who are defined as wealthy consumers who use their money to acquire expensive status symbols to display their success and social status to others.

Question 2

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?

Accepted Answer

The group of customers likely to include managers or professionals who frequently travel and dine out are Succeeders, according to Y&R's psychographic segmentation study. Succeeders are described as successful, career-driven individuals who prioritize luxury and quality in their purchases and leisure activities.

Question 3

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

Accepted Answer

Positioning refers to the way in which a product is perceived by consumers and the distinct image it holds in their minds. It is the result of various marketing strategies and techniques used to create a unique identity for the product that differentiates it from its competitors.

Question 4

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?

Accepted Answer

The segment labeled "Disaffected Survivors" is concentrated in high-crime, urban inner-city neighborhoods and tend to be either resentful or resigned. This information is provided in the question itself, as well as in the DMBB segmentation system. The other segments listed do not match this description.

Question 5

Which of the following is true of concentrated global marketing?

Accepted Answer

In concentrated global marketing, companies focus their efforts and resources on a few select markets or regions rather than trying to reach the entire global market. Therefore, they aim for worldwide depth, rather than national breadth. This approach allows companies to tailor their marketing mix to the specific needs and preferences of the target market, leading to better sales and profits overall.

Question 6

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

Accepted Answer

The answer of Describe the Target Scan study conducted by...

Question 7

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

Accepted Answer

Standardized global marketing involves creating and promoting a standardized product across multiple markets, which can lead to economies of scale and lower production costs. This can result in higher profitability as the product reaches a larger market without the need for extensive customization or adaptation.

Question 8

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?

Accepted Answer

According to the provided segment labels by Backer, Spielvogel & Bates Worldwide (BSB), the segment that consists of customers strongly rooted in their past and their country's heritage and cultural values is "Traditionals." Choice A is the best answer.

Question 9

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

Accepted Answer

The answer of What are the three basic criteria for...

Question 10

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?

Accepted Answer

The answer of According to Young & Rubicam's (Y&R's) psychographic...

Question 11

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

Accepted Answer

Designer fashions are an example of a global-village high-touch product as they are luxury items that provide a high level of sensory and emotional experience for the buyer. They are often associated with prestige, exclusivity, and personal style, which appeal to consumers in different parts of the world, regardless of language or culture. Personal computers, Canon cameras, and Fuji bicycles, on the other hand, are more utilitarian products that prioritize functionality and performance over aesthetics and social status. While they may have global appeal, they do not necessarily provide a "high-touch" experience for the user or buyer.

Question 12

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

Accepted Answer

Behavior segmentation involves categorizing consumers based on their behavior, such as user status (non-users, potential users, first-time users, frequent users, etc.) and usage rates (light, medium, heavy users). Demographic segmentation (A) groups consumers based on age, gender, income, etc. Benefit segmentation (B) segments consumers based on the benefits they seek from a product or service. Geographic segmentation (D) categorizes consumers based on their location.

Question 13

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

Accepted Answer

Special-interest products typically require high-tech positioning because they are often complex and require a high level of technical expertise to use.

Question 14

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

Accepted Answer

Targeting involves evaluating and comparing identified segments to determine which one(s) have the highest potential, and then selecting them as the target audience for marketing efforts. Positioning relates to the way a product or brand is perceived in the minds of consumers, while benchmarking involves comparing performance metrics to industry standards or competitors. Market segmentation is the process of dividing a market into smaller, more manageable groups based on shared characteristics.

Quiz 7: Segmentation, Targeting, and Positioning