Deck 9: Segmenting, Targeting and Positioning for Global Markets

Question 1

In global markets, the STP process of more complex because it includes both the selection of target countries (macro segmentation, prioritization and targeting of countries with the highest strategic value) and ___________________________.

A) the identification of target consumers within the country
B) adherence to local laws and customs
C) translating the promotional material in the language of the chosen country
D) a detailed understanding of the competitors' STP
E) significant product changes

Answer 1

A

Question 2

Macro-segmentation, which can include the familiar PESTEL analysis, is useful for a first screening, but a second screening is required. The purpose of the second screening is to _________________________.

A) validate the results of the first screening
B) select those markets that have the best potential for expansion in foreign markets
C) satisfy internal ROI considerations of the firm
D) confirm the application of the marketing mix
E) ensure compliance with the country's privacy laws and regulations

Answer 2

B

Question 3

Several methods can be used to estimate market potential, and reliability is increased when more than one is used. Which of the following is NOT one of methods is not described in the text?

A) Method by analogy
B) Traditional method
C) WTO market protocol method
D) Competitors based method
E) Method based on import/export information

Answer 3

C

Question 4

Differently from multinational segmentation, global segmentation aims to identify similar segments in different countries. The different country segments can then be grouped in homogeneous horizontal segments with a standardized global marketing strategy. The best segmentation methods that can be used to identify horizontal segments are psychographics and ___________________.

A) demographics
B) cultural segmentation
C) geodemographics
D) benefit segmentation
E) usage segmentation

Question 5

According to the VALS framework examples in the text, the customer segment known as _____ value practicality and self-sufficiency.

A) innovators
B) thinkers
C) believers
D) survivors
E) makers

Question 6

While some segmentation dimensions can be used in both Business to Consumer (B2C) and Business to Business (B2B) market strategies, two major differences between B2C and B2B are the size of the market and _______________.

A) the dynamics of the actual purchasing process
B) the criteria for a good segmentation
C) the process for segmentation, targeting and positioning
D) demographics
E) psychographics

Question 7

One criterion for targeting is ____ which is how cost-effectively and quickly a segment can be reached.

A) market size
B) market accessibility
C) growth rate
D) competitive position
E) customer fit

Question 8

A _________________ strategy involves focusing marketing effort and resources on one or a few key markets in the short run and gradual expansion into other markets in the long run.

A) macro-marketing
B) micro-marketing
C) concentration
D) diversification
E) transnational

Question 9

The promise is implemented through the marketing mix, and the perceived promise represents the positioning in the mind of consumers. The critical point of this process in global marketing strategies is ____________________.

A) whether the positioning can lead to economies of scale
B) how the company can persuade consumers of a new positioning
C) how the firm can control the positioning in the marketplace
D) how competitors react to any brand's promise
E) how consumers perceive the brand

Question 10

The text states that, "Globalization and global markets have had a polarizing effect on segmentation." What is meant by the polarization of segmentation, and describe the use of the internet by marketers in both areas?

Question 11

Identify and briefly discuss three of the criteria used when considering Points of Difference (POD). Be sure your response includes positioning considerations.