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Exam 7: Segmentation,targeting,and Positioning

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Question 31

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Demographic segmentation is based on measurable characteristics of populations which includes all of the following examples except:

A) Asia is home to 500 million consumers aged 16 and younger.
B) India has more than half of the population younger than 25.
C) Consumers buying Porsche would like to be noticed.
D) The United States is home to 28.4 million foreign-born residents with combined income of $ 233 billion.
E) In EU,the number of consumers aged 16 and under is rapidly approaching consumers aged 60.

F) None of the above
G) All of the above

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Question 32

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Global marketing authority,Theodore Levitt,has noted that many ethnic and regional foods-sushi,for example-are enjoying popularity in many countries of the world.This observation is known as:

A) the pluralization of consumption.
B) the ethnicitization of consumption.
C) the democratization of consumption.
D) the sophistication of consumption.
E) the domestication of consumption.

F) None of the above
G) A) and E)

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Question 33

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When making a decision about market entry timing,a company's management team should understand that the first-mover always becomes the market leader.

Ads by BMW advertise it as the "ultimate driving machine" which is described as positioning based on:

Discuss the basics of a framework for selecting target markets highlighting the salient features of David Arnold's framework.

Marketing that involves creating the same marketing mix for a broad mass market of potential buyers is referred to as:

Virgin chief executive Richard Branson learned that starting a soft-drinks war with Coca-Cola was crazy,although it was also one of the things that raised the profile of the Virgin name in America.

Some of Body Shop's recent advertising has emphasized the difference between the company's principles and those of "mainstream" cosmetics companies on such issues as animal testing.As described here,Body Shop's ads illustrate positioning by:

Psychographic segmentation involves grouping people in terms of their:

McDonald's operates in over 118 countries;however,80% of its restaurants are located in nine countries which does not include the following country market:

Global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.

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

Based on 2011 projections,the top ten nations ranked by per capita income does not include:

Pareto's Law suggests that 80% of a company's revenues or profits are accounted for by 20% of a firm's products or customers.

In the study entitled "The Euroconsumer: Marketing Myth or Cultural Certainty?" the researchers identified four lifestyle groups.The group that represents mainstream European consumers was labeled as:

The world's best-known cosmetics companies are setting sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil,Russia,India,and China.What understandings and factors should be considered by these companies to be successful in markets in those countries?

Ideally,GDP and other measures of national income converted to U.S.dollars,should be calculated on the basis of purchasing power parities or through direct comparisons of actual prices for a given product.

A global segment is referred to as "global teens" which includes:

Companies like Coca-Cola had the first-mover advantage since they were the first company to enter a global market.However,there are also first-mover disadvantages which include:

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).