Question 1

The Tourism Authority of Thailand has developed a series of promotional campaigns and practices aiming at repositioning Thailand and changing public perceptions,which include all of the following except:
A)"Amazing Thailand" and "Unseen Thailand" are among the campaign themes.
B)prayer rooms are available for Muslims at shopping malls,resorts,and beaches.
C)many restaurants have halal-certified kitchens.
D)"Go Thai.Be Free" is the theme of a government-sponsored campaign targeting gay and lesbian travelers.
E)increase country's transportation infrastructure and redeveloping crowded city areas in order to promote the sex trade.

Accepted Answer

The Tourism Authority of Thailand focuses on promoting the country's culture, natural beauty, and hospitality. Increasing transportation infrastructure and redeveloping city areas to promote the sex trade does not align with their public image or promotional campaigns.

Question 2

Global marketing authority,Theodore Levitt,has noted that many ethnic and regional foods-sushi,for example-are enjoying popularity in many countries of the world.This observation is known as the:
A)pluralization of consumption.
B)ethnicitization of consumption.
C)democratization of consumption.
D)sophistication of consumption.
E)domestication of consumption.

Accepted Answer

The pluralization of consumption refers to the phenomenon where a wide variety of cultural or ethnic products, including foods, become popular across different countries and cultures, beyond their places of origin. Theodore Levitt's observation about the global popularity of foods like sushi exemplifies this trend, where diverse food options become part of the consumption patterns in many countries, reflecting a broader range of choices and a blending of cultural preferences.

Question 3

Ericsson,IKEA,and other companies based in Sweden have looked beyond their borders for significant growth market because:
A)Sweden has high total annual income.
B)Sweden has low total annual income.
C)Sweden has a fairly small population.
D)Sweden is landlocked geographically.
E)Sweden has relaxed export policies.

Accepted Answer

Sweden has a fairly small population, which limits the domestic market size, prompting companies to seek growth opportunities internationally.

Question 4

When identifying global market segments,a fundamental guiding principle should be the need to determine:
A)shared demographic characteristics.
B)similar languages.
C)similar needs and buying behavior.
D)similar ethnic backgrounds.
E)similar geographic regions.

Accepted Answer

The fundamental guiding principle in identifying global market segments is to determine similar needs and buying behavior. This approach ensures that marketing strategies are effectively tailored to meet the specific preferences and requirements of customers, regardless of their demographic, linguistic, ethnic, or geographic differences.

Question 5

According to Sony's U.S.segmentation,55 years old or older consumers are referred to as:
A)Affluent
B)SoHo
C)DINKS
D)Zoomers
E)CE Alphas

Accepted Answer

The answer of According to Sony's U.S.segmentation,55 years old or...

Question 6

The top 10 countries based on per capita income for the year 2016 does not include:
A)Switzerland.
B)Qatar.
C)China
D)Norway.
E)Australia.

Accepted Answer

China is not among the top 10 countries based on per capita income for the year 2016.

Question 7

The efforts of global companies to reach low-income consumers in emerging markets highlight the importance of skillful global market segmentation and targeting.Market segmentation represents:
A)targeting prospective customers.
B)finding customers who can respond to advertisement.
C)promoting products and services internationally.
D)identifying customers who can help in promoting products.
E)identifying customers based on similar needs and desires.

Accepted Answer

Market segmentation involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Identifying customers based on similar needs and desires is the essence of market segmentation.

Question 8

In 2016,the 10 most populous countries in the world accounted for ________ percent of the total world income.
A)40
B)50
C)60
D)70
E)none of the above

Accepted Answer

In 2016, the 10 most populous countries accounted for approximately 60% of the total world income, reflecting their significant economic contributions relative to their population sizes.

Question 9

Porsche AG uses the label "Top Guns" to describe one segment of its customers,namely those who care about power and control and who expect to be noticed.Such a profile would be based on which type of segmentation?
A)demographic
B)occupational
C)psychographic
D)behavioral
E)gender

Accepted Answer

The description fits psychographic segmentation, which involves dividing a market based on personality traits, values, attitudes, interests, or lifestyles of consumers. In this case, the focus is on lifestyle and personality traits such as the desire for power, control, and recognition.

Question 10

Psychographic segmentation involves grouping people in terms of their:
A)combined household income.
B)age and income.
C)attitudes,values,and lifestyle.
D)psychological well being.
E)gender.

Accepted Answer

Psychographic segmentation involves dividing a market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. This approach helps marketers to better tailor their marketing strategies to meet the needs and wants of specific segments.

Question 11

For products whose price is low enough,population is a more important variable than income in determining market potential.

Accepted Answer

Population size can significantly impact market potential for low-priced products, as a larger population may lead to higher demand regardless of individual income levels.

Question 12

A)Coskun Samli had developed a useful approach to global market segmentation that compares and contrasts "conventional" versus "unconventional" wisdom.An example of unconventional wisdom can be identified with which of the following assumptions?
A)Since per capita annual income in India is about $1,670,all Indians are low income.
B)Consumers in Europe and Latin America are interested in World Cup soccer whereas Americans are not.
C)There is a presence of a higher-income,middle-class segment in India.
D)The potential customer base for McDonald's in India is greater than in any developed country.
E)There is no running water and electricity in India.

Accepted Answer

C) There is a presence of a higher-income, middle-class segment in India.

Question 13

SRI International developed Values and Lifestyles (VALS).Such a consumer profile would be helpful for which type of segmentation?
A)demographic
B)occupational
C)psychographic
D)behavioral
E)gender

Accepted Answer

The Values and Lifestyles (VALS) system developed by SRI International is a tool used for psychographic segmentation. It categorizes consumers based on their values, attitudes, interests, and lifestyles, helping marketers understand consumer motivations and preferences.

Question 14

The trend showing popularity of ethnic or regional foods such as sushi,falafel,or pizza worldwide is referred to as the ________,which provides an opportunity for marketers to pursue one or more segments on a global scale.
A)segmentation of markets
B)popularity of segmentation
C)promotion of products and services
D)identification of consumers
E)pluralization of consumption

Accepted Answer

The correct term is "pluralization of consumption," which refers to the trend where diverse ethnic or regional foods gain popularity worldwide, indicating a broadening of consumer tastes and preferences. This trend allows marketers to target specific segments globally.

Question 15

Demographic segmentation is based on measurable characteristics of populations that includes all of the following examples except:
A)Southeast Asia's population numbers 600 million,70 percent of whom are younger than the age of 40.
B)India has the youngest demographic profile among the world's large nations,and two-thirds of its population is younger than age 35.
C)Disney hopes to capitalize on the huge number of young people and their incomes as a means to extend its brand.
D)the United States is home to 28.4 million foreign-born residents with combined income of $233 billion.
E)in the EU,the number of consumers aged 16 and younger is rapidly approaching the number of consumers aged 60 and older.

Accepted Answer

Demographic segmentation involves dividing a market into segments based on demographic factors such as age, income, family size, etc. Choice C, which discusses Disney's strategy to capitalize on the number of young people and their incomes, is more about a company's marketing strategy rather than a demographic characteristic of a population.

Question 16

India's population is hard to segment since every region defines like 25 different countries.Based on this assessment,which one of the following statements is not accurate?
A)India can be segmented into a "bike segment" of 25 million households.
B)Vast majority of India's population comprises a "bullock cart" segment.
C)In Indian cities,everyone who can afford a television has one.
D)In order to maintain high growth,marketers have to penetrate into rural regions.
E)For a global company,it is easy to "act local" in India.

Accepted Answer

The answer of India's population is hard to segment since...

Question 17

Facebook's consumer insights team divided the 1.6 million online shoppers into several categories that include all of the following except:
A)Shopping Mavens.
B)Informed Mobilizers.
C)Golden Elite.
D)Online Reluctants.
E)Opportunistic Shoppers.

Accepted Answer

Golden Elite is not a category used by Facebook's consumer insights team to classify online shoppers; the other options are actual categories used.

Question 18

One global segment based on demographics is referred to as "global teens." It includes:
A)people between the ages of 12 and 19.
B)affluent,well-traveled persons.
C)young global travelers.
D)technology professionals.
E)teens having power.

Accepted Answer

"Global teens" specifically refers to the demographic segment encompassing individuals aged between 12 and 19 years, regardless of their travel habits, affluence, or professional status.

Question 19

The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers.All of the following are variables that are commonly used except:
A)demographics.
B)polycentrics.
C)behavioral characteristics.
D)benefits sought.
E)psychographics.

Accepted Answer

Polycentrics is not a variable commonly used for grouping customers in global market segmentation. Instead, it refers to a viewpoint in international business that suggests a company should adapt its strategies and operations to each country's specific circumstances and culture. The other options (demographics, behavioral characteristics, benefits sought, and psychographics) are indeed common variables used for segmenting markets.

Question 20

McDonald's operates in over 118 countries;however,80 percent of its restaurants are located in nine countries,which generate nearly ________ percent of the company's total revenues.
A)45
B)55
C)65
D)75
E)85

Accepted Answer

McDonald's generates nearly 75 percent of its total revenues from nine countries, where 80 percent of its restaurants are located.

Quiz 7: Segmentation,targeting,and Positioning

The Tourism Authority of Thailand has developed a series of promotional campaigns and practices aiming at repositioning Thailand and changing public perceptions,which include all of the following except:

Global marketing authority,Theodore Levitt,has noted that many ethnic and regional foods-sushi,for example-are enjoying popularity in many countries of the world.This observation is known as the:

Ericsson,IKEA,and other companies based in Sweden have looked beyond their borders for significant growth market because:

When identifying global market segments,a fundamental guiding principle should be the need to determine:

According to Sony's U.S.segmentation,55 years old or older consumers are referred to as:

The top 10 countries based on per capita income for the year 2016 does not include:

The efforts of global companies to reach low-income consumers in emerging markets highlight the importance of skillful global market segmentation and targeting.Market segmentation represents:

In 2016,the 10 most populous countries in the world accounted for ________ percent of the total world income.

Porsche AG uses the label "Top Guns" to describe one segment of its customers,namely those who care about power and control and who expect to be noticed.Such a profile would be based on which type of segmentation?

Psychographic segmentation involves grouping people in terms of their:

For products whose price is low enough,population is a more important variable than income in determining market potential.

A) Coskun Samli had developed a useful approach to global market segmentation that compares and contrasts "conventional" versus "unconventional" wisdom.An example of unconventional wisdom can be identified with which of the following assumptions?

SRI International developed Values and Lifestyles (VALS) .Such a consumer profile would be helpful for which type of segmentation?

The trend showing popularity of ethnic or regional foods such as sushi,falafel,or pizza worldwide is referred to as the ________,which provides an opportunity for marketers to pursue one or more segments on a global scale.

Demographic segmentation is based on measurable characteristics of populations that includes all of the following examples except:

India's population is hard to segment since every region defines like 25 different countries.Based on this assessment,which one of the following statements is not accurate?

Facebook's consumer insights team divided the 1.6 million online shoppers into several categories that include all of the following except:

One global segment based on demographics is referred to as "global teens." It includes:

The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers.All of the following are variables that are commonly used except:

McDonald's operates in over 118 countries;however,80 percent of its restaurants are located in nine countries,which generate nearly ________ percent of the company's total revenues.