Question 1

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market. The first-mover advantages include all of the following except:
A)best chance of becoming world leader.
B)advantage in adapting to the local culture.
C)lead in advertising and promotion exposure.
D)gain business experience.
E)substantial investments in marketing.

Accepted Answer

The answer of Companies like Coca-Cola had the first-mover advantage...

Question 2

Late movers in global markets can never succeed even by developing innovative business models.

Accepted Answer

Late movers, although facing greater challenges, can still succeed in global markets with innovative business models that differentiate them from their competition. Examples include companies like Google and Amazon, who entered late into their respective markets and succeeded by offering unique value propositions.

Question 3

One of the advantages of targeting a market segment globally is that although the segment in a single-country market might be small, even a narrow segment can be served profitably if the segment exists in several countries.

Accepted Answer

By targeting the same segment in multiple countries, the overall market size for that segment increases, making it more profitable to serve.

Question 4

There is a tendency to overstate the size and short-term attractiveness of individual country markets, especially when estimates are based primarily on demographic data such as income and population.

Accepted Answer

This is true as demographic data alone may not accurately capture factors such as market demand, competition, cultural nuances, and regulatory environment, which may affect the attractiveness and size of a market in the long term.

Question 5

What are some of the pitfalls in assessing market potential and choosing target markets or segments?

Accepted Answer

The answer of What are some of the pitfalls in...

Question 6

As Emirates and other middle eastern carriers penetrate more deeply into the world's largest aviation market, they are becoming known for very high-quality in-flight service.

Accepted Answer

The statement says that Emirates and other middle eastern carriers are becoming known for very high-quality in-flight service as they penetrate more deeply into the world's largest aviation market.

Question 7

IKEA, the home furnishings retailer based in Sweden, wraps itself in the Swedish flag-literally, since inside and out, their stores are decorated in the national colors of blue and yellow. This is an example of local consumer culture positioning.

Accepted Answer

The answer of IKEA, the home furnishings retailer based in...

Question 8

Marketing model drivers are key elements or factors required for a business to take root and grow in a particular country market environment.

Accepted Answer

Marketing model drivers are indeed key factors for a business to succeed in a particular country's market environment. These drivers may include factors such as cultural differences, economic conditions, political climate, and even technological advancements. By understanding and adapting to these drivers, businesses can tailor their marketing strategies and tactics to be more effective in the local market.

Question 9

Middle eastern airlines have encountered some opposition. United Continental, American Airlines, and Delta have filed complaints with the US Government that the state-owned carriers are benefiting from substantial government subsidies.

Accepted Answer

The statement accurately describes the situation where US airlines have filed complaints about Middle Eastern airlines benefiting from government subsidies.

Question 10

France has a fragmented shop system that consisted of small, specialized stores such as the boulangerie and charcuterie; which became a part of France's national heritage.

Accepted Answer

The answer of France has a fragmented shop system that...

Question 11

Lexus developed new diesel models as well as a gas-hybrid engine because Germans want the option of buying vehicles with diesel engines.

Accepted Answer

The answer of Lexus developed new diesel models as well...

Question 12

Differentiated global marketing represents a more ambitious approach than concentrated target marketing.

Accepted Answer

Differentiated global marketing involves a company creating unique marketing strategies for different geographic regions or customer segments. This requires a higher level of investment and resources than concentrated target marketing, which focuses on one specific market segment. Therefore, differentiated global marketing represents a more ambitious approach.

Question 13

One of the first-mover disadvantages is that a late-mover competitor may reap benefit from the investments made in marketing and establishing in a particular country.

Accepted Answer

This is true as a late-mover can learn from the mistakes and successes of the first-mover, and improve upon their strategies accordingly, without having incurred the same costs and risks.

Question 14

BMW's slogan "the ultimate driving machine," is an example of an attribute or benefit which has proven successful in their positioning strategy.

Accepted Answer

BMW's slogan "the ultimate driving machine," is a benefit that highlights the superior driving experience offered by their cars. This positioning strategy has been successful in differentiating BMW from its competitors and appealing to consumers who prioritize performance and driving enjoyment.

Question 15

A market segment or country market characterized by weak competition may be a segment to avoid.

Accepted Answer

This statement is false. A market segment or country market characterized by weak competition may present an opportunity for a business to enter and establish itself as a dominant player. However, it is important to thoroughly research the market and understand why competition is weak, as it may be due to factors such as low demand or high barriers to entry.

Question 16

When making a decision about market entry timing, a company's management team should understand that the first-mover always becomes the market leader.

Accepted Answer

The statement is false. While being a first-mover can confer certain advantages, it does not always guarantee market leadership. Timing, market conditions, and the ability to execute on a strategy are also important factors. Later entrants can also succeed by offering better products, services, or pricing, or by identifying untapped segments of the market.

Question 17

Both Nestlé and Cadbury determined that a liquid chocolate confection would be one way to address the issue of India's hot weather. This is an example of:
A)differentiated target marketing.
B)standardized global marketing.
C)competitive global marketing.
D)target benefit marketing.
E)product-market decision

Accepted Answer

The answer of Both Nestlé and Cadbury determined that a...

Question 18

Discuss the basics of a framework for selecting target markets highlighting the salient features of David Arnold's framework.

Accepted Answer

The answer of Discuss the basics of a framework for...

Question 19

India is the world's fastest growing cell phone market with the industry expanding at a rate of 50% annually with 5 million new subscribers added every month. This is an indication of continued private-sector growth.

Accepted Answer

The statement is outdated. While India has been one of the fastest-growing cell phone markets, the specific growth rate and subscriber addition figures may not be accurate as of 2023.

Question 20

Due to globalization, "it is a small world after all." Also, vast scale migration of populations due to various reasons, including opportunities, has created large segments of ethnic population. Considering these facts, highlight the ethnic segmentation and its importance.

Accepted Answer

The answer of Due to globalization, "it is a small...

Quiz 7: Segmentation, Targeting, and Positioning

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market. The first-mover advantages include all of the following except: