International Marketing Chapter 7 Quiz

Which of the following terms refers to the act of differentiating a brand in a consumer's mind in relation to the brand's competitors?

• A. Brand building

• B. Differentiated marketing

• C. Segmentation

• D. Positioning

Which of the following is a consumer culture positioning strategy that identifies a brand as a symbol of a particular culture or segment?

• A. Local consumer culture positioning

• B. Global consumer culture positioning

• C. Foreign consumer culture positioning

• D. Premium positioning

Which of the following refers to the belief that the first company to enter a market has the best chance of being the market leader?

• A.Enabling conditions

• B.Newcomer syndrome

• C.Early arriver advantage

• D. First-mover advantage

Economy, reliability, and durability are frequently used in ________.

• A. niche positioning

• B. competition positioning

• C. use or user positioning

• D. attribute or benefit positioning

What is the problem with using age as a basis for segmentation?

• A. Buying behavior varies greatly within the same age demographic.

• B.There is no promotional strategies for older people.

• C.Young people don't have disposable income.

• D.Wealthy people are always older.

________ helps marketers focus on a lifestyle rather than on a specific age group.

• A.Population growth trends

• B.Psychographic studies

• C.Demographics

• D. Statistical analysis

Which of the following is relevant to usage rates as a behavior segmentation?

• A.Lifestyle groups

• B.The 80/20 rule

• C.Perceived benefits

• D.User status

Jeep tells the consumer to “have fun out there.” What positioning strategy is being used?

• A. Attribute or benefit

• B. Competition

• C. Use or user

• D. Quality and price

Which of the following global target marketing strategies is most similar to a mass marketing strategy in a single country?

• A. Concentrated

• B. Differentiated

• C. Undifferentiated

• D. Multi-segment targeting

After segmenting the market, _______________ is especially important when sizing up emerging country markets as potential targets.

• A.determining segment size and growth potential

• B.completing a competitive analysis

• C.designing an entry strategy

• D.determining product compatibility