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WorksheetsMBS GLO MKT: Global Segmentation and Positioning
Total questions: 18
Worksheet time: 9mins
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.
____________________ variables are among the most popular segmentation criteria:
Demographic
Geographic
Psychographic
Consumption
Lifestyle
One segment marketers often overlook is:
urban residents
suburban residents
pet owners
the elderly
the wealthy
The “blue banana” (“banane bleue”) refers to:
A chain of stores in French-speaking countries
A new product category
A difficult product to launch in new markets
A blue curve of light revealed in satellite photos taken of the European continent at night
PPP is an acronym for:
people power parity.
purchasing power parity.
planning power parity.
purpose power parity.
positioning power parity.
Another alternative to analyze buying power in a set of countries is via
demographic strata analysis
geographic strata analysis
psychographic strata analysis
socioeconomic strata analysis (SES)
none of the above
The Human Development Index is published by the ____________________.
United Nations
World Bank
IMF
Asian Development Bank
African Development Bank
Lifestyle segmentation is popular in __________________________.
manufacturing circles
finance circles
distribution circles
management circles
advertising circles
The “global citizen” theme encourages:
local positioning.
regional positioning.
bi-lateral positioning.
universal positioning.
none of the above.
