Chapter 7. Segmentation, Targeting and Positioning

What is the main purpose of global market segmentation?

• To increase the company’s total sales revenue

• To identify consumer groups and optimize strategies

• To create standardized products for all markets

• To reduce production costs globally

In the 2017 Dove "Real Beauty Bottles" campaign, what was the main reason for the campaign's failure?

• The bottles were too expensive for the target market

• The design of the bottles was confusing to consumers

• The message didn't align with cultural sensitivities

• The products were not widely available in stores

Behavioral segmentation in global marketing often focuses on which factor?

• Age and gender

• Geographic location

• Purchasing habits & brand loyalty

• Color & design of products

How many criteria evaluate opportunities in global target markets?

• 2

• 3

• 4

• 5

The two core concepts of David Arnold's framework for selecting target markets are……….

• Market segmentation and target market selection

• Product differentiation and competitive advantage

• Global standardization and local adaptation

• Marketing model drivers and enabling conditions

Which positioning strategy highlights a product's features or benefits to differentiate it from competitors?

• Quality and Price

• Use or User

• Competition

• Attribute or Benefit

What does Local Consumer Culture Positioning (LCCP) aim to achieve in brand marketing?

• To associate the brand with local cultural meanings

• To attract consumers with higher income levels who possess greater purchasing power

• To emphasize global trends

• To concentrate exclusively on implementing price reductions for products

The chapter our team is presenting today is : Segmentation, Targeting, and ......

Which of the following best describes target market selection?

• Choosing a specific group of consumers to market to

• Creating a product for all consumers

• Identifying competitors in the market

• Standardizing marketing strategies across regions

What is a key benefit of niche marketing?

• Wider audience reach

• Lower marketing costs

• Increased customer loyalty

• Standardized product offerings