MBS GLO MKT: Global Segmentation and Positioning

Variation in customer needs is the primary reason for ____________________.

• market segmentation.

• product segmentation.

• country segmentation.

• quality segmentation.

• sales segmentation.

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:

• tailor its marketing mix to each individual segment.

• make the sales job easier.

• offer a customized product to every consumer.

• offer a standard product to every consumer.

• make more money.

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

• Identifiable.

• Sizable.

• Defensible.

• Accessible.

• Actionable.

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).

• identifiable

• sizable

• defensible

• accessible

• actionable

______________________ plays a major role in global marketing research.

• Business segmentation

• Quality segmentation

• Firm segmentation

• Country screening

• Local segmentation

All of the following are reasons for international marketers to implement international market segmentation EXCEPT:   

• country screening.

• government mandate.

• global market research.

• positioning strategy.

• entry decisions.

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?

• country screening.

• marketing mix policy.

• global market research.

• positioning strategy.

• entry decisions.

A persistent problem faced by international marketers is how to strike the balance

      between __________________________________.

• standardization and generalization.

• standardization and globalization.

• standardization and customization.

• standardization and positioning strategies.

• standardization and marketing mix.

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.

• diverse

• universal

• combination

• customized

• international

The first step in doing international market segmentation is deciding:

• which criteria to use in the task.

• which criteria to fund.

• which customers must be evaluated.

• how best to spend research funds.

• none of the above.