Deck 7: Global Segmentation and Positioning

Question 1

A very common international segmentation procedure classifies prospect countries geographically on a _____ dimension or on a set of _____criteria.

A)single, multiple
B)single, three
C)single, five
D)single, eight
E)single, nine

Answer 1

A

Question 2

In disaggregate international consumer segmentation, the focus is on _____ consumer(s).

A)one
B)two
C)four
D)six
E)eight

Answer 2

A

Question 3

All of the following are reasons for international marketers to implement international market segmentation except:

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

Answer 3

B

Question 4

Cadbury-Schweppes was confident about launching Schweppes tonic water in Brazil, given that the beverage had done well in culturally similar countries such as Mexico.This would be an example of which of the following reasons why international marketers implement international market segmentation?

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

Question 5

Another name for universal segments is:

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

Question 6

When marketers use a(n) _____ segment, they are seeking to accommodate the existence of substantial gaps in cross-country customer needs and preferences.

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

Question 7

The goal of market segmentation is to break down the market for a product or a service into different groups of consumers so the firm can:

A)tailor its marketing mix to each individual segment.
B)make the sales job easier.
C)offer a customized product to every consumer.
D)offer a standard product to every consumer.
E)make more money.

Question 8

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

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

Question 9

Market segmentation is a logical outgrowth of:

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

Question 10

When market analysts examine indicators and classify countries into consideration piles (based on some criteria) that are doing _____.

A)country screening
B)government research
C)global market research
D)positioning strategy
E)country quadrant positioning

Question 11

Given the sheer number of countries in which many companies operate, doing marketing research in each one of them is often inefficient.One approach to reduce this problem is to narrow the list of those countries that might be examined by grouping prospective markets into _____ countries.

A)financial categories for
B)clusters of homogeneous
C)clusters of heterogeneous
D)dissimilar qualifiers for
E)statistical tracts for

Question 12

With respect to properties that an international market segment should ideally possess, the _____ property is important when the target country has differences in the quality of the media infrastructure (such as the absence of commercial television).

A)identifiable
B)sizable
C)stable
D)accessible
E)actionable

Question 13

Which of the following is not a property that segments ideally should possess?

A)Identifiable
B)Sizable
C)Defensible
D)Accessible
E)Actionable

Question 14

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?

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

Question 15

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.

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

Question 16

With respect to properties that an international market segment should ideally possess, the _____ property is easily met for the target country when the researcher examines socioeconomic variables (such as per capita income).

A)identifiable
B)sizable
C)defensible
D)accessible
E)actionable

Question 17

A persistent problem faced by international marketers is how to strike the balance between standardization and customization.Using international marketing segmentation to shed some light on this issue would be an example of which of the following reasons why international marketers implement international market segmentation?

A)country screening.
B)marketing mix policy.
C)global market research.
D)positioning strategy.
E)entry decisions.

Question 18

Redd's, a beer-like brand sold by SAB Miller (an "apple-infused malt beverage with a citrus flavor," aimed specifically at women) is an example of a product that is targeted to a a(n) _____ segment.

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

Question 19

The first step in doing international market segmentation is deciding:

A)which criteria to use in the task.
B)which criteria to fund.
C)which customers must be evaluated.
D)how best to spend research funds.
E)none of the above.

Question 20

_____ plays a major role in global marketing research.

A)Business segmentation
B)Quality segmentation
C)Firm segmentation
D)Country screening
E)Local segmentation

Question 21

_____ variables are among the most popular segmentation criteria:

A)Demographic
B)Geographic
C)Psychographic
D)Consumption
E)Lifestyle

Question 22

_____ sectors of the economy are transactions that arise outside the legitimate sector of a country's economy.

A)Gray and black
B)Gray and white
C)Gray and blue
D)Gray and green
E)Gray and yellow

Question 23

Another alternative to analyze buying power in a set of countries is via _____.

A)demographic strata analysis
B)geographic strata analysis
C)psychographic strata analysis
D)socioeconomic strata analysis (SES)
E)none of the above

Question 24

_____ are not stable, since values typically change over time.

A)Value segments
B)Political segments
C)Economic segments
D)International segments
E)Global segments

Question 25

PPP is an acronym for:

A)people power parity.
B)purchasing power parity.
C)planning power parity.
D)purpose power parity.
E)positioning power parity.

Question 26

Value-based segmentation schemes are not always _____.

A)profitable
B)collectable
C)actionable
D)measurable
E)none of the above

Question 27

All of the following are shortcomings of standard "per capita income" segmentation processes except:

A)monetization of transactions within a country.
B)reflecting the true buying power of a currency
C)gray and black sectors of the economy being accounted for.
D)income disparities.
E)a huge middle class.

Question 28

Behavior segmentation criteria includes the following criteria except:

A)brand/supplier loyalty.
B)brand equity.
C)usage rate.
D)product penetration.
E)benefits sought.

Question 29

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

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

Question 30

Lifestyle segmentation is popular in _____.

A)manufacturing circles
B)finance circles
C)distribution circles
D)management circles
E)advertising circles

Question 31

In the area of international positioning, _____ themes often run the risk of being bland and not very inspired.

A)external
B)universal
C)internal
D)local
E)none of the above

Question 32

Two positioning strategies available to international marketers include:

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 33

The formulation of positioning strategy includes the following except:

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

Question 34

The "blue banana" ("banane bleue") refers to:

A)A chain of stores in French-speaking countries
B)A new product category
C)A difficult product to launch in new markets
D)A blue curve of light revealed in satellite photos taken of the European continent at night

Question 35

According to the text, some marketing scholars refer to _____ as the fifth P (next to product, price, promotion, and place) because of its importance in target marketing.

A)power
B)planning
C)positioning
D)purchasing
E)people

Question 36

The Human Development Index is published by the _____.

A)United Nations
B)World Bank
C)IMF
D)Asian Development Bank
E)African Development Bank

Question 37

_____ publishes PPP statistics every year.

A)The World Bank
B)The International Monetary Fund
C)The World Trade Organization
D)The European Union
E)none of the above

Question 38

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

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

Question 39

If the firm decides to opt for different segments on a country-by-country basis, the norm is to also _____ the positioning appeals.

A)externalize
B)customize
C)internalize
D)globalize
E)none of the above

Question 40

Within the arena of positioning strategy, the battle is for:

A)the mind of your target customer.
B)the high ground.
C)the new territory.
D)the competition's heartland.
E)the best market share.

Question 41

The _____ tells us whether or not predictor variable has a "significant" (statistically speaking) relationship with the dependent variable.

A)a value
B)b value
C)t value
D)m value
E)n value

Question 42

Data in the European market was gathered on the penetration of microwave ovens.The data collected consisted of three potential segmentation variables (income, participation of women in the labor force, and per-capita consumption of frozen foods).Which of the following methods would probably be used to obtain a picture of the segments for microwave usage?

A)the mean
B)the median
C)random block design analysis
D)Latin square design analysis
E)regression analysis

Question 43

The higher the _____value, the better the ability of your regression model to predict your data.

A)R²
B)A²
C)G²
D)M²
E)N²

Question 44

Very rarely do _____ themes work globally.

A)positioning
B)psychograhic
C)demographic
D)geographic
E)segmentation

Question 45

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

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 46

Variation in customer needs is the primary motive for market segmentation.

Question 47

A firm's positioning strategy depends on the following factors except:

A)strategic alliances.
B)target market.
C)product category.
D)positioning approach used by local competition.
E)level of economic development.

Question 48

GCCP stands for _____.

A)global consumer culture protocol
B)global consumer culture positioning
C)global consumer culture planning
D)global consumer culture perception
E)global consumer culture psychology

Question 49

_____ is an umbrella term that embraces a collection of statistical procedures for dividing objects into groups.

A)The mean
B)The median
C)Cluster analysis
D)Correlation analysis
E)Regression analysis

Question 50

LCCP stands for _____.

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 51

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

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

Question 52

FCCP stands for _____.

A)foreign consumer culture positioning
B)fast consumer culture positioning
C)financial consumer culture positioning
D)French consumer culture positioning
E)none of the above

Question 53

The "global citizen" theme encourages:

A)local positioning.
B)regional positioning.
C)bi-lateral positioning.
D)universal positioning.
E)none of the above.

Question 54

Appeals that work in one culture do not necessarily work in others because of the following reasons except:

A)human resources.
B)cultural characteristics.
C)buying power.
D)competitive climate.
E)product life cycle stage.

Question 55

If the researcher uses _____ to study relationships between countries, they assume that there exists a relationship between a response variable (Y) and one or more so-called predictor variables (X).

A)the mean
B)the median
C)cluster analysis
D)Latin square design analysis
E)regression analysis

Question 56

In emerging markets that are still in an early stage of economic development, a _____ approach might be more beneficial than _____.

A)GCCP; UCCP
B)GCCP; NCCP
C)GCCP; XCCP
D)GCCP; LCCP
E)none of the above

Question 57

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

Question 58

Land Rover is an example of a brand where _____ positioning is hard to implement.

A)transnational
B)European
C)global
D)local
E)regional

Question 59

Which of the following is not a positioning strategy?

A)LCCP
B)FCCP
C)ACCD
D)GCCP

Question 60

Sometimes local brands fight it out with global brands by using a _____ strategy.

A)GCCP
B)LCCP
C)FCCP or LCCP
D)GCCP or LCCP
E)GCCP or FCCP

Question 61

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.

Question 62

In developing countries, the youth are the fastest growing segment of the population.

Question 63

Consumer wealth or a country level of economic development has no impact on consumption patterns.

Question 64

In a "country-as-segments or aggregate segmentation," countries are classified only on a single dimension.

Question 65

If target markets change their composition or behavior over time, marketing efforts devised for these targets are far more likely to succeed since they can track these changes.

Question 66

Countries where a company has high competitive strength and high growth potential are called "Wildcat Countries."

Question 67

Demographic variables (e.g., age, gender, and family status) are among the most popular segmentation criteria.One reason for their popularity is that they are very easy to observe.

Question 68

One segment that marketers often overlook are the youth.

Question 69

The requirements for effective market segmentation in the domestic environment are significantly different than those of the international environment.

Question 70

One segment that marketers often overlook is pet owners.

Question 71

In most instances, there is no mixture of universal, regional, and country-specific market segments.

Question 72

The first step in doing international market segmentation is deciding which country.

Question 73

For two-stage international segmentation, the first step is microsegmentation.

Question 74

Countries where a company has low competitive strength and low growth potential are called "Dog Countries."

Question 75

Environmental changes or shifting consumer preferences often force a firm to rethink its positioning strategy.

Question 76

Consumers from countries at the same stage of economic development often show similar needs in terms of the per capita amount and types of goods they desire.

Question 77

Gerber's launch of a baby food-like product line called Senior Citizen proved to be a huge success due to the growing elder population.

Question 78

For two-stage international segmentation, the second step is macrosegmentation.

Question 79

Countries where a company has high competitive strength and high growth potential are called "Cash Cow Countries."

Question 80

Companies usually do a preliminary screening of countries before identifying attractive market opportunities for their product or service.In this screening, all countries being considered are divided into "go" or "no go" categories.