Deck 7: Global Segmentation and Positioning

Question 1

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

Answer 1

E

Question 2

In a "country-as segment or aggregate segmentation," countries are classified on a ______________ dimension or on a set of _____________dimensions.

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

Answer 2

A

Question 3

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.

Answer 3

E

Question 4

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 5

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 6

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 7

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 8

______________________ plays a major role in global marketing research.

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

Question 9

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

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

Question 10

When Nokia used a global campaign to promote their new product (Nokia 900 Communicator) that combined phone, fax, e-mail, and Internet functions with the slogan "Everything. Everywhere," they were appealing to a(n) ______________________ segment.

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

Question 11

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.

Question 12

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 13

In disaggregate international consumer segmentation, the focus is on ________consumer.

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

Question 14

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 15

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 16

Another name for universal segments is:

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

Question 17

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 18

When marketers use a(n) _________________ segment, they focus on local segments that differ from country to country.

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

Question 19

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 20

Variation in customer needs is the primary reason for ____________________.

A) market segmentation.
B) product segmentation.
C) country segmentation.
D) quality segmentation.
E) sales segmentation.

Question 21

The Roper Consulting Valuescope study on lifestyle segmentation is based on the following global values segments EXCEPT:

A) achievers.
B) traditionals.
C) power seekers.
D) nurturers.
E) hedonists.

Question 22

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are looking for new experiences.

A) achievers
B) traditionals
C) nurturers
D) hedonists
E) none of the above

Question 23

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 24

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 25

____________________ variables are among the most popular segmentation criteria:

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

Question 26

When Canon (a camera manufacturer) sold its AE-1 camera to young replacement buyers in Japan and upscale first-time camera (35 mm single-lens reflex) buyers,
They were probably pursuing a(n) _________________________ segment policy.

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

Question 27

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about status.

A) achievers
B) traditionals
C) nurturers
D) hedonists
E) none of the above

Question 28

According to Hakuhodo Inc., one of Japan's biggest ad agencies, Asian women fall in to five categories. The following list contains which correct self-perceptions?

A) good students.
B) my big world.
C) thrifty shoppers.
D) family-oriented.
E) happy as I am.

Question 29

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 30

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 31

__________________ 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 32

Value-based segmentation schemes are not always ________________.

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

Question 33

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 34

______________________ is very popular in advertising circles.

A) Household segmentation
B) Lifestyle segmentation
C) Monetary segmentation
D) Fiscal segmentation
E) Economic segmentation

Question 35

Lifestyle segmentation is popular in __________________________.

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

Question 36

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about family and friends.

A) achievers
B) traditionals
C) nurturers
D) hedonists
E) none of the above

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

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about social issues.

A) achievers
B) traditionals
C) nurturers
D) hedonists
E) none of the above

Question 39

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

A) monetization of transactions within a country.
B) not knowing how much a household can buy.
C) gray and black sectors of the economy being accounted for.
D) income disparities.
E) a huge middle class.

Question 40

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 41

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 42

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

A) strategic alliances.
B) target market.
C) product category.
D) positioning approach.
E) economic development.

Question 43

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 44

Very rarely do ______________________ themes work globally.

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

Question 45

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 46

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 47

According to the textbook, Samsung, a major South Korean consumer electronics manufacturer, intended to take the world number-one position in all its main product
Markets by 2005. If we apply the concept of international positioning strategies,
Samsung is seeking which of the following positioning strategies:

A) local positioning strategy.
B) regional positioning strategy.
C) ethnocentric positioning strategy.
D) polycentric positioning strategy.
E) uniform positioning strategy.

Question 48

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 49

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 50

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 51

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 52

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 53

Values tend to be:

A) material bound
B) culture bound
C) language bound
D) time bound
E) none of the above

Question 54

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 55

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 56

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) localize
C) internalize
D) globalize
E) none of the above

Question 57

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) develop possible positioning themes.
D) develop a uniform positioning strategy for every brand in the company.
E) screen the positioning alternatives and select the most appealing one.

Question 58

______________________ 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 59

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 60

The "global citizen" theme encourages:

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

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

_________________ variables are among the most popular segmentation criteria.

Question 63

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

Question 64

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 65

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

Question 66

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 67

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

A) a-ratio
B) b-ratio
C) t-ratio
D) m-ratio
E) n-ratio

Question 68

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 69

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

Question 70

In the past, marketers have almost always chosen the strategy of standardization over
the strategy of customization.

Question 71

Local brands do not enjoy a pioneering advantage by the fact of being the first one
in the market.

Question 72

________________ 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 73

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

Question 74

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 75

Emotional appeals (e.g. lifestyle positioning) are usually difficult to translate into a
universal theme.

Question 76

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

Question 77

Global segments are also called ________________ segments.

Question 78

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

Question 79

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

Question 80

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