Question 1

The process of selecting the best potential segments or markets is referred to as ___________________.

Accepted Answer

This process occurs prior to segment or market selection.

Question 2

Both consumer and B2B markets reach many thousands,even millions,of customers.

Accepted Answer

The B2B marketplace for a company rarely exceeds several hundreds of companies and only a few very large firms can claim a business client base of many thousands.

Question 3

Steve is comparing potential country markets on the basis of ease of transportation,number of retailers that currently carry his product category,and the availability of advertising media that are most often used to advertise his type of product.He is assessing _________________.

Accepted Answer

Steve is assessing the ease of transportation, number of retailers carrying his product category, and availability of advertising media, which are all factors related to market accessibility. Therefore, Steve is assessing market accessibility.

Question 4

Investment in global market segmentation is worthwhile in part because once completed,segments tend to remain stable and consistent.

Accepted Answer

In today's quickly globalizing world, market segments often shift, change, or disappear altogether with the pace of global, social, and cultural changes that affect every society in the world.

Question 5

Many of the world's brands have managed to be successful on a global scale by using a standardized,global strategy.

Accepted Answer

Very few brands have achieved success with standardization, but those who have are recognized as premier brands.

Question 6

Global Scan claims that the world market can be accurately segmented in five psychographic categories.

Accepted Answer

Global Scan's claim is based on the VALS (Values, Attitudes, and Lifestyles) framework, which is a widely accepted psychographic segmentation model.

Question 7

Behavioral targeting has come into question by virtue of its intrusive nature.

Accepted Answer

Behavioral targeting uses data mining and tracking techniques to collect personal information about users, which can be seen as intrusive and a violation of privacy. Therefore, it has come into question by many individuals and organizations.

Question 8

According to John Quelch,global brands share all of the following characteristics except ____________.

Accepted Answer

All marketing dollars are concentrated on that one brand.

Question 9

When PlasticMade Dinnerware arranges for its advertisements to display on the sites visited by Internet users that exhibit an interest in home decor and cooking,they are employing _________________.

Accepted Answer

Behavioral targeting involves displaying advertisements to Internet users based on their browsing behavior and interests. In this case, PlasticMade Dinnerware is targeting users interested in home decor and cooking, thus employing behavioral targeting. Return on marketing investment is a measurement of the effectiveness of marketing efforts, standardized marketing communications refer to consistent brand messaging across all channels, and undifferentiated marketing is a mass marketing approach with little to no segmentation of the target audience.

Question 10

Strong,long-term emotional ties to the brand for the consumer is one of the key goals of _______________.

Accepted Answer

Positioning is the process of creating a distinctive image and reputation in consumers' minds for a brand. The goal of positioning is to create a strong and long-lasting emotional connection with consumers, which can lead to brand loyalty and advocacy. Segmentation refers to dividing the market into smaller groups based on shared characteristics, concentration is a strategy of focusing on a narrow market segment or niche, and standardization refers to maintaining consistent branding across different markets and regions.

Question 11

The target market strategy that involves very specific sub-segments of customers is referred to as a _____________________ approach.

Accepted Answer

The process described in the question would be the opposite of generalized.

Question 12

According to Daniel Yankelovich,the same segmentation methods should be used to develop both advertising and product strategies.

Accepted Answer

The researcher states that the qualities that define good segmentation today distinguishes between the type of segmentation needed to develop advertising versus the segmentation that helps product development.

Question 13

Jeanine is director of marketing for Swan bicycles in the U.S.Research has determined that her line of mid-priced bikes can be successfully marketed in China,but a new advertising tag line and accessories collection will be required to speak to the needs of Chinese bicyclists.Her target market strategy must exhibit a(n)_________________ approach.

Accepted Answer

A differentiated approach involves creating unique marketing strategies and products for different target markets. In this case, Jeanine needs to create a new advertising tagline and accessories collection specifically for the Chinese market, indicating a need for a differentiated approach. A standardized approach (B) involves using the same marketing mix across all markets, while an undifferentiated (C) or unsegmented (D) approach involves targeting the entire market with a single marketing mix.

Question 14

When a company focuses intensely on one segment of the market it is employing a(n)______________________ segmentation strategy.

Accepted Answer

A concentrated segmentation strategy, also known as niche marketing, focuses on serving one specific segment of the market with a specialized product or service. This allows the company to become an expert in that particular segment and tailor their marketing efforts to appeal to the specific needs and preferences of that audience.

Question 15

The online environment has had a key role in the growth of the marketing customization trend.

Accepted Answer

The online environment has provided marketers with the tools and data necessary to personalize marketing campaigns and tailor messages to specific segments of their audience, leading to the growth of marketing customization trend.

Question 16

Because they involve fewer factors and systems,business purchases utilize a comparably less complex process than consumer purchases.

Accepted Answer

From motivation to selection to execution, business purchasing is a distinctly more complex affair, given the number of people, factors and systems involved, than steps involved in an individual consumer's purchasing decision and ultimate action.

Question 17

Yoshi is an outgoing guy who is known to his friends as the man who always has the latest version of cell phone,laptop,and flat screen television. According to the Japanese VALS model,Yoshi is clearly a(n)________________.

Accepted Answer

These consumers are resistant to change and would thus not be 'the first on the block' with every new technology.

Question 18

The assumption that customer segments across the world will accept the same product or service regardless of their cultural,behavioral,or socio-economic differences defines the ________________ approach to target marketing.

Accepted Answer

This would be the direct opposite of a strategy in which the same product will be accepted by customers worldwide.

Question 19

Which of these characteristics is not typically used to segment business customers?

Accepted Answer

This is a common method of segmenting business customers.

Question 20

Cross Pens is a mid-premium marketer of writing instruments.The company specializes in selling pens and related items to consumers across the world who are seeking to buy special occasion gifts.While it has the ability to manufacturer writing instruments on a broad scale,it continues to focus its efforts on the gift market.Cross exhibits a(n)_____________________ segmentation strategy.

Accepted Answer

Cross Pens' focus on the gift market indicates a concentrated segmentation strategy, where the company chooses to target a specific niche or segment of consumers with unique needs rather than catering to a broad market.

Quiz 9: Segmenting, Targeting, and Positioning for Global Markets