Question 1

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represent mainstream European consumers was labeled as:
A)Successful Idealists.
B)Affluent Materialists.
C)Young Professionals.
D)Trendy Teens.
E)Disaffected Survivors.

Accepted Answer

The answer of In the study entitled "The Euroconsumer: Marketing...

Question 2

In response to increasing worldwide concerns about obesity, diabetes, and other food-related health issues, some of the world's largest food companies are developing new products.Nestle and Groupe Danone SA have developed several health-foods which include all of the following except:
A)Souvenaid.
B)Activa.
C)NutriChoice.
D)Nutraceuticals.
E)Medical Foods.

Accepted Answer

NutriChoice is not developed by Nestle or Groupe Danone SA; it is a brand by Britannia Industries.

Question 3

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

Global market segments should be identified based on similar needs and buying behavior rather than shared demographic characteristics, languages, ethnic backgrounds, or geographic regions. This allows companies to tailor their marketing strategies and product offerings to meet the specific needs and preferences of the target segment, thereby increasing the likelihood of success in that market.

Question 4

Several years ago, the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "kuptsy." What country does the survey cover?
A)India
B)Japan
C)Russia
D)China
E)Vietnam

Accepted Answer

The segment labels "Cossacks" and "kuptsy" are unique to Russian culture and history, indicating that the psychographic profile was created for the country of Russia.

Question 5

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 given profile is based on psychographic segmentation, which focuses on personality traits, values, attitudes, interests, and lifestyles of the customers. In this case, the "Top Guns" segment is defined by their specific personality traits and values.

Question 6

Based on 2009 projections, the top ten nations ranked by per capita income do not include:
A)United States.
B)Japan.
C)Russia.
D)Spain.
E)Italy.

Accepted Answer

Russia was not among the top ten nations ranked by per capita income in 2009 projections.

Question 7

A global segment is referred to as "global elite" which includes:
A)people between the ages of 12 and 19.
B)affluent, well-traveled persons.
C)graying population.
D)technology professionals.
E)persons having power.

Accepted Answer

The "global elite" segment refers to affluent, well-traveled individuals who have a higher level of disposable income and are typically more educated. These individuals are often referred to as "global citizens" and are known for their cosmopolitan lifestyles. While technology professionals and powerful individuals may be included in this segment, the defining characteristic is their level of affluence and international experience, making B the best choice. A and C are incorrect as they refer to specific age groups rather than a general segment. D is too specific to be considered the best answer.

Question 8

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 commonly used variable for global market segmentation. The other options, including demographics, behavioral characteristics, benefits sought, and psychographics, are all commonly used variables for this process.

Question 9

One writer suggested that some themes are universal and could be used in advertising around the globe.Examples of this theme include all of the following except:
A)the desire to be beautiful.
B)the desire to be healthy.
C)the desire to be free of pain.
D)the desire to copy others.
E)the love of mother and child.

Accepted Answer

The desire to copy others is not a universal theme, and may even be considered negative in some cultures. The other themes listed are generally considered universal desires across different cultures and societies.

Question 10

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:
A)the pluralization of consumption.
B)the ethnicitization of consumption.
C)the democratization of consumption.
D)the sophistication of consumption.
E)the domestication of consumption.

Accepted Answer

Levitt's observation of the popularity of ethnic and regional foods in many countries suggests that consumption patterns are pluralizing, or diversifying, as people around the world become more exposed to and interested in different cultures and cuisines.

Question 11

McDonald's operates in over 118 countries; however, 80% of its restaurants are located in nine countries which does not include the following country market:
A)Australia.
B)Brazil.
C)Germany.
D)India.
E)Japan.

Accepted Answer

According to the information given, McDonald's has the majority of its restaurants in nine countries, and India is not one of them. Therefore, option D is not included in the list of top nine countries for McDonald's.

Question 12

The concentration of income in the high-income and large-population countries means that a company can be "global" by targeting buyers in:
A)just 50 countries.
B)just 20 countries.
C)just 10 or fewer countries.
D)just 30 countries.
E)none of the above

Accepted Answer

Due to the concentration of income in high-income and large-population countries, a company can be considered global by targeting buyers in just 10 or fewer countries.

Question 13

Diageo PLC, V&S Vin & Spirit AB, and Seagram and other marketers know that Russians consume a great deal of vodka.This type of market segmentation can be classified as:
A)demographic.
B)behavioral.
C)psychographic.
D)occupational.
E)benefit.

Accepted Answer

This is an example of behavioral market segmentation as it is based on how people behave and their consumption habits rather than their demographics, psychographics, occupation or benefits sought.

Question 14

Sony's U.S.Consumer segments included all of the following except:
A)Affluent.
B)Zoomers.
C)SoHo.
D)Gen Y.
E)Fashionists.

Accepted Answer

The four segments listed (Affluent, Zoomers, SoHo, Gen Y) are commonly recognized demographics, while "Fashionists" is not a commonly recognized demographic segment.

Question 15

Campbell Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience.This type of consumer segmentation by Campbell Soup is referred to as:
A)demographic.
B)occupational.
C)psychographic.
D)benefit.
E)behavioral.

Accepted Answer

The segmentation done by Campbell Soup is based on the benefit sought by the consumers, i.e., convenience. Hence, the correct choice is D) benefit. The other options like demographic, occupational, psychographic, or behavioral segmentation do not seem to be relevant to this scenario.

Question 16

Ericsson, IKEA, Saab, 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 smaller population.
D)Sweden is land locked geographically.
E)Sweden has relaxed export policies.

Accepted Answer

The answer of Ericsson, IKEA, Saab, and other companies based...

Question 17

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)an effort to identify and categorize customers based on common characteristics.

Accepted Answer

Market segmentation involves the identification and categorization of customers based on common characteristics such as demographics, psychographics, behavior, and location. This is done to better understand the needs and preferences of the target market and to develop more effective marketing strategies to reach them. By segmenting the market, companies can identify low-income consumers in emerging markets and tailor their products and services to meet their specific needs and preferences. This requires skillful global market segmentation and targeting to be successful.

Question 18

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 is:
A)since per capita income in India is about $1,180, assuming that all Indians have low incomes.
B)assuming that consumers in Europe and Latin America are interested in World Cup soccer whereas Americans are not.
C)assuming that there is a presence of a higher-income middle-class segment in India.
D)assuming that the potential Indian customer base for a McDonald's is larger than the size of entire developed countries.
E)assuming that there is no running water and electricity in India.

Accepted Answer

The assumption that there is a higher-income middle-class segment in India goes against the "conventional" wisdom that all Indians have low incomes. This is an example of unconventional wisdom, which is the basis of Coskun Samli's approach to global market segmentation.

Question 19

"Usage rates" and "user status" are important criteria for which segmentation variable?
A)demographic
B)occupational
C)psychographic
D)behavioral
E)benefit

Accepted Answer

"Usage rates" and "user status" are behavioral segmentation variables, which are based on how customers behave towards a product or service. These variables allow marketers to group customers based on their actions, such as how often they use the product, how loyal they are, or whether they are first-time users.

Question 20

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 is based on characteristics related to values, attitudes, interests, personality traits and lifestyle. This means that individuals are grouped based on their lifestyle, interests and attitudes rather than solely on demographic factors such as age or gender.

Quiz 7: Segmentation, Targeting, and Positioning

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represent mainstream European consumers was labeled as:

In response to increasing worldwide concerns about obesity, diabetes, and other food-related health issues, some of the world's largest food companies are developing new products.Nestle and Groupe Danone SA have developed several health-foods which include all of the following except:

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

Several years ago, the DMBB agency created a single-country psychographic profile that includes segment labels such as "Cossacks" and "kuptsy." What country does the survey cover?

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?

Based on 2009 projections, the top ten nations ranked by per capita income do not include:

A global segment is referred to as "global elite" which 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:

One writer suggested that some themes are universal and could be used in advertising around the globe.Examples of this theme 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:

McDonald's operates in over 118 countries; however, 80% of its restaurants are located in nine countries which does not include the following country market:

The concentration of income in the high-income and large-population countries means that a company can be "global" by targeting buyers in:

Diageo PLC, V&S Vin & Spirit AB, and Seagram and other marketers know that Russians consume a great deal of vodka.This type of market segmentation can be classified as:

Sony's U.S.Consumer segments included all of the following except:

Campbell Soup is making significant inroads into Japan's $500 million soup market as time-pressed homemakers place a premium on convenience.This type of consumer segmentation by Campbell Soup is referred to as:

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

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.Coskun Samli had developed a useful approach to global market segmentation that compares and contrasts "conventional" versus "unconventional" wisdom.An example of unconventional wisdom is:

"Usage rates" and "user status" are important criteria for which segmentation variable?

Psychographic segmentation involves grouping people in terms of their: