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MKT 340 Topics 1-6

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Quiz on MKT 340 Topics 1-6, created by Cindy Nguyen on 26/02/2020.
Cindy Nguyen
Quiz by Cindy Nguyen, updated more than 1 year ago
Cindy Nguyen
Created by Cindy Nguyen over 4 years ago
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Resource summary

Question 1

Question
Marketing is creating, communicating, delivering, and exchanging offerings that have [blank_start]value[blank_end] for customers.
Answer
  • value

Question 2

Question
For U.S. companies, [blank_start]75[blank_end]% of total world market for goods and services is [blank_start]outside[blank_end] the country. Coca-Cola earns [blank_start]2/3[blank_end] of profit [blank_start]outside[blank_end] of North America For Japanese companies, [blank_start]90[blank_end]% of world market is [blank_start]outside[blank_end] the country. For Germany companies, [blank_start]94[blank_end]% of market potential is [blank_start]outside[blank_end] of the country.
Answer
  • 75
  • 2/3
  • 90
  • 94
  • outside
  • outside
  • outside
  • outside

Question 3

Question
More industries are going global, pro sports are globally marketed and major league sports are finding new fans abroad.
Answer
  • True
  • False

Question 4

Question
Global marketing is: 1. Marketing products and services [blank_start]outside[blank_end] the home market. 2. Coordinating marketing in [blank_start]multiple[blank_end] markets in the face of global competition to reach [blank_start]consistency[blank_end] of brand image. Marketing strategies need [blank_start]global[blank_end] outlook and [blank_start]local[blank_end] adjustments.
Answer
  • outside
  • multiple
  • consistency
  • global
  • local

Question 5

Question
Why marketing goes global? -[blank_start]Saturation[blank_end] of domestic markets -[blank_start]Emerging[blank_end] markets -[blank_start]International[blank_end] Competition and Cooperation -Technology
Answer
  • Saturation
  • Emerging
  • International

Question 6

Question
What to expect? Unfamiliar problems and uncertainty in the foreign market. Countries vary in: -Political [blank_start]stability[blank_end] -[blank_start]Competitive[blank_end] forces -Level of [blank_start]technology[blank_end] -Geography -Culture -[blank_start]Economic[blank_end] climate -Structure of distribution -Infrastructure
Answer
  • stability
  • Competitive
  • technology
  • Economic

Question 7

Question
Tasks of Global Marketing: 1. Recognize [blank_start]advantages[blank_end] and constraints of the foreign environment. 2. Compete and [blank_start]collaborate[blank_end] with global competitors. 3. [blank_start]Coordinate[blank_end] marketing activities across countries. 4. Conduct thorough market [blank_start]research[blank_end] to identify consumer needs in different markets and determine whether those needs are different from those of the [blank_start]domestic[blank_end] customers. 5. If needs differ across countries and regions, consider how to [blank_start]adapt[blank_end] marketing strategies to best satisfy customers.
Answer
  • advantages
  • collaborate
  • Coordinate
  • research
  • domestic
  • adapt

Question 8

Question
Trends in Global Marketing: 1. The [blank_start]emerging[blank_end] economies provide both opportunities and competition. 2. Continued growth and strength of the [blank_start]service[blank_end] sector. 3. Tremendous growth opportunities in foreign [blank_start]franchising[blank_end]. 4. The global business environment continues to change as communication becomes [blank_start]cheaper[blank_end], product development cycles [blank_start]shorten[blank_end], and competitors become more [blank_start]numerous[blank_end]. 5. Increasing economic [blank_start]integration[blank_end] and cooperation between countries include opportunity and risk.
Answer
  • emerging
  • service
  • franchising
  • cheaper
  • shorten
  • numerous
  • integration

Question 9

Question
[blank_start]Domestic[blank_end] environment also influences global marketing strategy. Political and legal forces: political decision involving foreign policy can have a [blank_start]direct[blank_end] effect on a firm's international marketing success. Economic climate and competition: if internal economic conditions [blank_start]deteriorate[blank_end], restrictions against foreign investment and purchasing may be imposed to strengthen the domestic economy.
Answer
  • Domestic
  • direct
  • deteriorate

Question 10

Question
Success in global marketing: - A thorough understanding of [blank_start]foreign[blank_end] marketing environments, people, and cultures, and their influences on the total marketing process - Ability to assess and adjust properly to the impact of a strange [blank_start]environment[blank_end] - Knowledge of world market potential, and global economic, social, and political [blank_start]trends[blank_end] - Respect cultural [blank_start]differences[blank_end] - Don't be ethnocentric.
Answer
  • foreign
  • environment
  • trends
  • differences

Question 11

Question
Marketing research provides the information to: - determining the firm's mission, scope, and long-range [blank_start]objectives[blank_end] - monitor [blank_start]environmental[blank_end] changes and their effects - understand consumers and competitors
Answer
  • objectives
  • environmental

Question 12

Question
Most of failures in global marketing stem from inadequate marketing research.
Answer
  • True
  • False

Question 13

Question
Challenges of global marketing research: 1. [blank_start]Complexity[blank_end] of research design due to environmental differences. 2. Lack or inaccuracy of [blank_start]secondary[blank_end] data 3. Time and cost requirements to collect primary data due to higher level of [blank_start]uncertainty[blank_end] 4. [blank_start]Coordination[blank_end] of multi-country research and efforts 5. Need of a high degree of [blank_start]cultural[blank_end] understanding of the market in which research is being conducted.
Answer
  • Complexity
  • secondary
  • uncertainty
  • Coordination
  • cultural

Question 14

Question
The Scope of Global Marketing Research: 1. [blank_start]The Firm's Internal Conditions[blank_end] 2. [blank_start]The Foreign Marketing Environment[blank_end] 3. [blank_start]Competition[blank_end] 4. [blank_start]Consumers[blank_end]
Answer
  • The Firm's Internal Conditions
  • The Foreign Marketing Environment
  • Competition
  • Consumers

Question 15

Question
Firm's Internal Conditions: - Internal strengths to [blank_start]expand[blank_end] internationally - Internal [blank_start]weaknesses[blank_end] regarding international expansion - Level of current international [blank_start]expertise[blank_end] - Management [blank_start]commitment[blank_end] to internationalize - [blank_start]Employee[blank_end] commitment to internationalize
Answer
  • expand
  • weaknesses
  • expertise
  • commitment
  • Employee

Question 16

Question
Foreign marketing environment consists of:
Answer
  • Economic
  • Political-legal
  • Cultural
  • Infrastructure
  • Expertise

Question 17

Question
Competition of global marketing consists of domestic & foreign competitors.
Answer
  • True
  • False

Question 18

Question
Consumers: - Size - [blank_start]Growth[blank_end] rates - Demographic information - Needs & [blank_start]demand[blank_end] - [blank_start]Purchasing[blank_end] power and intentions - Response to [blank_start]new[blank_end] products, price, and promotion - Switching behavior - Role of credit - Transaction methods - Future needs - Impact of cultural [blank_start]differences[blank_end]
Answer
  • Growth
  • demand
  • Purchasing
  • new
  • differences

Question 19

Question
Global Marketing Research Steps: 1. [blank_start]Define objective[blank_end] 2. [blank_start]Information needed[blank_end] 3. [blank_start]Choose unit of analysis[blank_end] 4. [blank_start]Examine data availability[blank_end] 5. [blank_start]Research design & data analysis[blank_end] 6. [blank_start]Interpretation and presentation[blank_end]
Answer
  • Define objective
  • Information needed
  • Choose unit of analysis
  • Examine data availability
  • Research design & data analysis
  • Interpretation and presentation

Question 20

Question
Information needed: - Go international or remain [blank_start]domestic[blank_end] - Which markets to [blank_start]enter[blank_end] - How to [blank_start]enter[blank_end] target markets - How to [blank_start]market[blank_end] in target markets
Answer
  • domestic
  • enter
  • enter
  • market

Question 21

Question
[blank_start]Primary[blank_end] data is data that is collected yourself. [blank_start]Secondary[blank_end] data is data that is collected by another. Secondary data involves minimal [blank_start]effort[blank_end] and cost. Problems of it include accuracy, availability, timeline, and comparability of data.
Answer
  • Primary
  • Secondary
  • effort

Question 22

Question
Keys to successful international marketing research: 1. The [blank_start]inclusion[blank_end] of natives of the foreign culture on research teams. 2. The use of multiple methods. 3. Paying close attention to the [blank_start]challenges[blank_end]. 4. Utilize relevant and reliable [blank_start]secondary[blank_end] information as much as possible.
Answer
  • inclusion
  • challenges
  • secondary

Question 23

Question
Current World Economy Overview 1. The global economic [blank_start]upswing[blank_end] that began around mid-2016 has become broader and stronger. 2. Employment in manufacturing continues to [blank_start]decline[blank_end] ever since World War II. 3. [blank_start]China[blank_end] and Korea have now emerged as significant contributors to the global technology development. 4. E-Commerce diminishes the importance of national barriers. 5. Growth in [blank_start]emerging[blank_end] markets and [blank_start]developing[blank_end] economies (EMDEs) will gain further strength, but progress in per capita income growth is uneven across EMDEs.
Answer
  • upswing
  • decline
  • China
  • emerging
  • developing

Question 24

Question
Economic contests of a target country include:
Answer
  • market openness
  • capital market
  • product market
  • labor market
  • service market
  • investment market

Question 25

Question
Elements that influence market openness are: - restriction of [blank_start]foreign[blank_end] investment - difficulty in launching foreign-owned business - drive of [blank_start]exchange[blank_end] rate - degree of freedom in [blank_start]labor[blank_end] and information movement - existence of free-trade [blank_start]agreements[blank_end] with other nations
Answer
  • foreign
  • exchange
  • labor
  • agreements

Question 26

Question
Elements that influence how reliable the capital market is: - effectiveness of country's financial institutions at collecting [blank_start]savings[blank_end] and channeling them into investments - reliability of sources on company [blank_start]performance[blank_end] - effectiveness of regulators at [blank_start]monitoring[blank_end] the banking industry and stock markets - existence of orderly [blank_start]bankruptcy[blank_end] process
Answer
  • savings
  • performance
  • monitoring
  • bankruptcy

Question 27

Question
Infrastructure and Product Market: - Infrastructure directly determines a country's economic [blank_start]growth[blank_end] potential - Infrastructure affects the ability of a global company to engage effectively in the [blank_start]foreign[blank_end] country
Answer
  • growth
  • foreign

Question 28

Question
Low-Income Countries - GNI per capita of $[blank_start]1025[blank_end] or less - [blank_start]Limited[blank_end] industrialization - High percentage of population in [blank_start]farming[blank_end] - High [blank_start]birth[blank_end] rates - Low [blank_start]literacy[blank_end] rates - Heavy reliance on [blank_start]foreign[blank_end] aid - Political [blank_start]instability[blank_end] and unrest
Answer
  • 1025
  • Limited
  • farming
  • birth
  • literacy
  • foreign
  • instability

Question 29

Question
Lower-Middle-Income Countries: - GNI per capita $[blank_start]1026[blank_end] to $[blank_start]3995[blank_end] - Rapidly expanding [blank_start]consumer[blank_end] markets - Cheap and motivated [blank_start]labor[blank_end] - Mature, standardized, labor-intensive industries like footwear, textiles, and toys - [blank_start]India[blank_end] is the only BRICS nation
Answer
  • 1026
  • 3995
  • consumer
  • labor
  • India

Question 30

Question
Upper-Middle-Income Countries: - GNI per capita $[blank_start]3996[blank_end] to $[blank_start]12375[blank_end] - Rapidly [blank_start]industrializing[blank_end], less [blank_start]agricultural[blank_end] employment - Increasing urbanization - [blank_start]Rising[blank_end] wages - High literacy rates and advanced [blank_start]education[blank_end] - Lower wages costs than [blank_start]advanced[blank_end] countries - BRICS except [blank_start]India[blank_end]
Answer
  • 3996
  • 12375
  • industrializing
  • agricultural
  • Rising
  • education
  • advanced
  • India

Question 31

Question
High-Income Countries: - GNI per capita is $[blank_start]12376[blank_end] or [blank_start]more[blank_end] - Service sector is more than [blank_start]50[blank_end]% of GNI - Households have [blank_start]high[blank_end] ownership levels of basic products - Product and market opportunities are heavily dependent upon new products and innovation because of [blank_start]saturation[blank_end]
Answer
  • 12376
  • more
  • 50
  • high
  • saturation

Question 32

Question
Balance of payments are statements of the economic transactions between one country and all other countries over a period of time. It is the principal source of information about a country's international trading activity.
Answer
  • True
  • False

Question 33

Question
Free Trade Area: - two or more countries agree to abolish [blank_start]tariffs[blank_end] and other barriers to trade amongst themselves - countries continue independent trade policies with countries [blank_start]outside[blank_end] agreement
Answer
  • tariffs
  • outside

Question 34

Question
Customs Union - evolution of free trade area - includes elimination of [blank_start]internal[blank_end] barriers to trade - establishes common [blank_start]external[blank_end] barriers to trade for countries [blank_start]outside[blank_end] of agreement
Answer
  • internal
  • external
  • outside

Question 35

Question
Common Market - includes the elimination of [blank_start]internal[blank_end] barriers to trade - establishes common [blank_start]external[blank_end] barriers to trade - allows for free movement of factors of [blank_start]production[blank_end]
Answer
  • internal
  • external
  • production

Question 36

Question
Economic Union: - [blank_start]European[blank_end] Union is the only Economic Union in the World - includes the elimination of [blank_start]internal[blank_end] barriers to trade - establishes common [blank_start]external[blank_end] barriers to trade - allows for free movement of factors of [blank_start]production[blank_end] - coordinates and harmonizes economic and [blank_start]social[blank_end] policy within the union
Answer
  • European
  • internal
  • external
  • production
  • social

Question 37

Question
Characteristics of Economic Union - unified central [blank_start]bank[blank_end] - single [blank_start]currency[blank_end] - common policies on issues such as agriculture, social policy, transport, competition, mergers, taxation - requires extensive [blank_start]political[blank_end] unity - would lead to a [blank_start]central[blank_end] government in time
Answer
  • bank
  • currency
  • political
  • central

Question 38

Question
Dimensions of Political Environment - Host country's international [blank_start]relations[blank_end] - Host country's political [blank_start]risks[blank_end] - Your own company's [blank_start]behavior[blank_end] in the host country
Answer
  • relations
  • risks
  • behavior

Question 39

Question
Host Country's International Relations - political environment is typically related to the relations between [blank_start]host[blank_end] and home countries Political environment will be more challenging when: - host and home country do not have [blank_start]good[blank_end] relations - host country has [blank_start]poor[blank_end] relations with other countries - host country is not a member of any [blank_start]international[blank_end] organizations
Answer
  • host
  • good
  • poor
  • international

Question 40

Question
Host Country's Political Risk: - Political risk is the possibility that [blank_start]changes[blank_end] in political situation or in government policy would [blank_start]negatively[blank_end] affect a company's ability to operate effectively and profitably - higher perceived political risk is, the harder to attract [blank_start]foreign[blank_end] direct investment - some governments offer political risk [blank_start]insurance[blank_end] - external resources are available to help determine political risk
Answer
  • negatively
  • changes
  • foreign
  • insurance

Question 41

Question
Political Risk includes Political Situation and Government Policy.
Answer
  • True
  • False

Question 42

Question
Examples of Political Situation Risks are:
Answer
  • war
  • social unrest
  • orderly political transfer
  • political instability
  • International disputes
  • terrorism
  • regulatory change
  • corruption
  • trade barriers
  • entry restrictions

Question 43

Question
Example of Government Policy Risks are:
Answer
  • regulatory change
  • corruption
  • trade barriers
  • entry restrictions
  • forced asset transfer
  • crimes
  • foreign corporation tax
  • political sanctions
  • orderly political transfer
  • international disputes

Question 44

Question
Trade Barriers: - tariff = a tax on products [blank_start]imported[blank_end] from other countries - quotas = quantitative restrictions that limit the amount of goods that may [blank_start]enter[blank_end] a country - non-tariff barriers (NTBs) - trade barriers that include customs documentation requirements, marks of origin, food and drug laws, labeling laws, antidumping laws, "buy national" policies, and subsidies
Answer
  • imported
  • enter

Question 45

Question
Forced asset transfer: governmental action to dispossess a foreign company or investor - expropriation = [blank_start]with[blank_end] compensations - confiscation = with no [blank_start]compensation[blank_end] - nationalization = a government takes control an entire [blank_start]industry[blank_end] - acceptable according to international law if it satisfies [blank_start]public[blank_end] purpose and includes [blank_start]compensation[blank_end]
Answer
  • with
  • compensation
  • industry
  • public
  • compensation

Question 46

Question
Political Sanctions: one or a group of nations may boycott another nation, thereby stopping all [blank_start]trade[blank_end] between the countries, or may issue [blank_start]sanctions[blank_end] against the trade of specific products. - US long-term boycott of trade with Cuba and Iran - Trade sanctions against Russia for its continued aggression toward Ukraine - Russians retaliating against McDonald's closing stores in Moscow
Answer
  • trade
  • sanctions

Question 47

Question
Company factors that help with political risks are: - contributions of the firm to the [blank_start]host[blank_end] country = employment generated, tax paid, exports generated, new technology, resources or skills - [blank_start]localization[blank_end] of operations = using local managers, suppliers, brands, stimulating growth and development of local industry
Answer
  • host
  • localization

Question 48

Question
Pre-entry political risk assessment: - perform [blank_start]research[blank_end] to assess potential political risks - avoid [blank_start]threatening[blank_end] countries - [blank_start]negotiate[blank_end] with host government - purchase [blank_start]insurance[blank_end] against political risk from government agencies - adjust entry method
Answer
  • research
  • threatening
  • negotiate
  • insurance

Question 49

Question
Post-entry political risk management: - have a monitoring system - develop [blank_start]local[blank_end] stakeholders - have appropriate advisory board - adjust [blank_start]strategies[blank_end] overtime as perceived host country cost-benefit ratio changes - have contingency plans
Answer
  • local
  • strategies

Question 50

Question
Dimensions of Legal Environment
Answer
  • US Laws
  • International Law
  • Laws in each of the firm's foreign markets
  • International Relations

Question 51

Question
Export controls are laws enacted by a government that determine what products may be [blank_start]exported[blank_end] and to which countries and buyers
Answer
  • exported

Question 52

Question
Antitrust laws - designed to combat [blank_start]monopoly[blank_end] practices and to encourage competition - acquires a [blank_start]foreign[blank_end] firm - engages in a [blank_start]joint[blank_end] venture with a foreign firm - enters into an overseas marketing agreement with a [blank_start]foreign[blank_end] firm
Answer
  • monopoly
  • foreign
  • joint
  • foreign

Question 53

Question
Bribery - a corrupt business practice of demanding or offering a [blank_start]cash[blank_end] payment when negotiating a cross-border deal Foreign Corrupt Practices Act - prohibits US firms or its subsidiaries from paying bribes to [blank_start]foreign[blank_end] government officials for the purpose of obtaining or keeping business
Answer
  • cash
  • foreign

Question 54

Question
- International Law of Trade: comprises the collections of treaties, conventions, and agreements between nations that carry the force of [blank_start]law[blank_end] - Tax treaties: to reduce or eliminate [blank_start]double[blank_end] taxation - International organizations: to improve world trade and increase economic [blank_start]growth[blank_end] and stability - Standards organization: to promote [blank_start]worldwide[blank_end] standards in production and services - Intellectual property protections
Answer
  • law
  • double
  • growth
  • worldwide

Question 55

Question
Intellectual Property Protections: - Patents = for technology and [blank_start]inventions[blank_end] - Trademarks = for words, phrases, symbols that [blank_start]distinguish[blank_end] one brand for another - Copyrights = for written, recorded, performed, or filmed [blank_start]creative[blank_end] work - Trade Secrets = proprietary company information that is highly [blank_start]secret[blank_end] to the company
Answer
  • inventions
  • distinguish
  • creative
  • secret

Question 56

Question
Infringement of Intellectual Property: - Counterfeits = unauthorized [blank_start]copying[blank_end] and production of a product - Imitation = product name differs slightly from a well-known brand - Piracy = unauthorized publication or [blank_start]reproduction[blank_end] of copyrighted work
Answer
  • copying
  • reproduction

Question 57

Question
Culture - ways of [blank_start]living[blank_end] - built up by a group of human beings - distinguishes the members of one group of people from those of another - transmitted from one [blank_start]generation[blank_end] to another
Answer
  • living
  • generation

Question 58

Question
Global Consumer Culture - consumers from [blank_start]different[blank_end] cultures share the similar meanings of consumption-related symbols - emerging - primarily resulted from a technologically interconnected world
Answer
  • different

Question 59

Question
Culturally sensitive consumers - independent of social class and income, culture significantly influences consumption and [blank_start]purchasing[blank_end] - [blank_start]food[blank_end] is the most culturally sensitive - also influences nearly every part of doing business
Answer
  • purchasing
  • food

Question 60

Question
High Context Cultures: - information resides in the [blank_start]context[blank_end] - emphasis on [blank_start]personal[blank_end] background - less emphasis on [blank_start]legal[blank_end] paperwork - focus on personal reputation & [blank_start]trust[blank_end] - a person's word is their bond - lawyers are [blank_start]less[blank_end] important - negotiations often take [blank_start]time[blank_end], parties try to get to know each other - time is open and flexible
Answer
  • context
  • personal
  • legal
  • trust
  • less
  • time

Question 61

Question
Low Context Cultures: - information resides in the [blank_start]content[blank_end] - [blank_start]words[blank_end] carry all information - reliance on legal paperwork - focus on non-personal documentation of credibility - a person's word is not be relied upon, need to get it in [blank_start]writing[blank_end] - lawyers are more important - negotiations tend to proceed [blank_start]quickly[blank_end] - [blank_start]time[blank_end] is highly organized
Answer
  • content
  • words
  • writing
  • quickly
  • time

Question 62

Question
Hofstede Cultural Dimensions include:
Answer
  • Time Orientation
  • Uncertainty Avoidance
  • Masculinity/Feminity
  • Individualism/Collectivism
  • Power Distance
  • Context
  • Social Institutions

Question 63

Question
Time Orientation: Individualism - people define themselves as [blank_start]individuals[blank_end] and form looser ties with their groups Collectivism - people have stronger bonds to their groups and [blank_start]group[blank_end] membership forms a person's self identity
Answer
  • individuals
  • group

Question 64

Question
Power Distance: Low power distance - unequal distribution of power as relatively [blank_start]unacceptable[blank_end] High power distance - unequal distribution of power as relatively [blank_start]acceptable[blank_end]
Answer
  • unacceptable
  • acceptable

Question 65

Question
Uncertainty avoidance: low - comfortable in [blank_start]unpredictable[blank_end] situations and have [blank_start]high[blank_end] tolerance for ambiguity high - prefer [blank_start]predictable[blank_end] situations and have [blank_start]low[blank_end] tolerance for ambiguity
Answer
  • unpredictable
  • high
  • low
  • predictable

Question 66

Question
Masculinity - value [blank_start]achievement[blank_end] and competitiveness, as well as money and [blank_start]material[blank_end] objects Femininity - value good [blank_start]relationships[blank_end], caring for others and quality of life
Answer
  • achievement
  • material
  • relationships

Question 67

Question
Time Orientation (actual, the other one was wrong): Short-term orientation - care more about [blank_start]immediate[blank_end] gratification Long-term orientation - focus on the [blank_start]future[blank_end]
Answer
  • future
  • immediate

Question 68

Question
Factors that affect the rate at which innovations are adopted include:
Answer
  • relative advantage
  • compatibility
  • simplicity
  • observability
  • trialability
  • appearance
  • convenience

Question 69

Question
STP: Segmentation - dividing market into [blank_start]distinct[blank_end] groups based on certain variables Targeting - [blank_start]comparing[blank_end] segments and choosing which segments(s) to [blank_start]target[blank_end] Positioning - creating a clear, [blank_start]distinctive[blank_end] position in the target consumer's mind relative to [blank_start]competition[blank_end]
Answer
  • distinct
  • target
  • comparing
  • distinctive
  • competition

Question 70

Question
Global Market Segmentation - the process of dividing the target market into distinct [blank_start]subsets[blank_end] of customers that have [blank_start]similar[blank_end] needs
Answer
  • subsets
  • similar

Question 71

Question
Geographic Segmentation - dividing the target market into [blank_start]geographic[blank_end] subgroups Demographic Segmentation - based on [blank_start]measurable[blank_end] population characteristics Global elite - affluent consumers who are well traveled and have the money to spend on prestigious products with an image of [blank_start]exclusivity[blank_end] Psychographic segmentation - based on attitudes, [blank_start]values[blank_end], interests, and lifestyles
Answer
  • geographic
  • measurable
  • exclusivity
  • values

Question 72

Question
Behavior Segmentation: 1. Whether or not people buy and [blank_start]use[blank_end] a product 2. How [blank_start]often[blank_end] - brand loyalty 3. When - [blank_start]occasions[blank_end] 4. How much - [blank_start]usage[blank_end] rate
Answer
  • use
  • often
  • occasions
  • usage

Question 73

Question
Benefit segmentation - focuses on the [blank_start]value[blank_end] - based on understanding the problem a product [blank_start]solves[blank_end], the benefits it offers, or the [blank_start]issue[blank_end] it addresses
Answer
  • value
  • solves
  • issue

Question 74

Question
Global Market Targeting: 1. Decide whether the segments are [blank_start]targetable[blank_end] or not 2. Compare the [blank_start]attractiveness[blank_end] of segments 3. Select a targeting [blank_start]strategy[blank_end] to target the attractive segments
Answer
  • targetable
  • attractiveness
  • strategy

Question 75

Question
Targetable segments must be: - [blank_start]Measurable[blank_end]: size, purchasing power, and profiles can be measured - Accessible: segments can be [blank_start]reached[blank_end] - Substantial: [blank_start]large[blank_end] enough to be profitable
Answer
  • Measurable
  • reached
  • large

Question 76

Question
Which segments are attractive? - current segment [blank_start]size[blank_end] & potential [blank_start]growth[blank_end] - potential [blank_start]competition[blank_end] & feasibility
Answer
  • size
  • growth
  • competition

Question 77

Question
Standardized Targeting: - Meaning: targeting [blank_start]all[blank_end] the segments with the [blank_start]same[blank_end] product - Condition: all the segments must have [blank_start]similar[blank_end] needs
Answer
  • all
  • same
  • similar

Question 78

Question
Differentiated Targeting: - Meaning: targeting distinct segments with [blank_start]different[blank_end] products - Condition: target segments have [blank_start]different[blank_end] needs/look for [blank_start]different[blank_end] benefits
Answer
  • different
  • different
  • different

Question 79

Question
Concentrated Targeting: - Meaning; concentrating the firm's market offering solely on [blank_start]one[blank_end] segment - Condition: the single segment has sufficient global depth to make [blank_start]profits[blank_end]
Answer
  • one
  • profits

Question 80

Question
Global Market Positioning is locating a brand in target segment's minds relative to competitors, in terms of:
Answer
  • attribute or benefit
  • quality and price
  • use or user
  • strategy
  • convenience

Question 81

Question
Positioning Strategies: - global consumer culture: identifies the brand as a [blank_start]symbol[blank_end] of a particular global culture or segment - foreign consumer culture: associates the brand's users, or product origins with a [blank_start]foreign[blank_end] country or culture - local consumer culture: identifies with [blank_start]local[blank_end] cultural meanings, locally produced for local people
Answer
  • symbol
  • foreign
  • local
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