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Exam 7: Segmentation, Targeting, and Positioning

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Question 21

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India has the youngest demographic profile among the world's large nations.

A) True
B) False

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Question 22

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Basic criteria that marketers should keep in mind while assessing opportunities in global markets include all of the following except:

A) current size of the market segment.
B) anticipated growth potential of the market.
C) compatibility with company's overall objectives.
D) competition in the market.
E) securing first-mover advantage.

F) A) and E)
G) A) and D)

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Question 23

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For products whose price is low enough, population is a more important variable than income in determining market potential.

Managers must decide how well a company's product fits the country market by asking all of the following questions except:

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy.

Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind. This type of strategy is referred to as GCCP (global consumer culture positioning).

Nutraceuticals are health food products, which are manufactured by:

In 2016, the 10 most populous countries in the world accounted for ________ percent of the total world income.

What factors should be considered by cosmetic companies to be successful in markets in Brazil, Russia, India, and China?

Differentiated global marketing represents a more ambitious approach than concentrated target marketing.

For behavior segmentation, marketers use the 80/20 rule when assessing the consumers' usage rate, which means that 20% of the company's revenues or profits are accounted for by 80% of the firm's products or customers.

By 2030, 30 percent of the U.S. population will be 65 years or older versus 13 percent today.

Colgate Total toothpaste is positioned as the brand that addresses all aspects of oral health. Such positioning is very important from a business point of view. How does positioning help in deciding on a marketing strategy? What are the differences between using "attribute or benefit" and "quality and price" as positioning strategy?

When a marketer understands that a product satisfies a buyer's rational criteria while also evoking an emotional response, the marketer should:

From a marketing point of view, the Hispanic American segments represent a great opportunity. Realizing the importance, give an example of a company which is planning to target this group?

The trend showing popularity of ethnic or regional foods such as sushi, falafel, or pizza worldwide is referred to as the ________, which provides an opportunity for marketers to pursue one or more segments on a global scale.

There is a tendency to overstate the size and short-term attractiveness of individual country markets, especially when estimates are based primarily on demographic data such as income and population.

When identifying global market segments, a fundamental guiding principle should be the need to determine:

Global marketers must determine whether a standardized or an adapted marketing mix is required to best serve the wants and needs of the consumers.

Alipay and WeChat pay are the preferred mobile payments platforms in Middle Eastern countries.