20. Which of the following is not a criterion that should be considered when evaluating a potential country
for entry?
a.
Ethnic conflict in a region
b.
Recent nationalization activity
c.
Legal ambiguity
d.
All of the above should be considered.
21. For large multinationals attempting to enter the Turkish market, Sabanci Holdings is in great demand
and already boasts join venture and distribution partners in companies as varied as Carrefour
supermarkets, Dresdner Bank, and DuPont. Which macro-segmentation consideration does this
exemplify?
a.
Market potential
c.
Marketing support infrastructure
b.
Financial Environment
d.
None of the above
22. Which market segment does Coca-Cola and Kodak target in China with their global brands?
a.
“Working Poor”
c.
“The salaried class”
b.
“The Little Rich”
d.
“Yuppies”
23. Which of the following is not included in a psychographic analysis?
a.
Income
c.
Attitudes
b.
Lifestyle
d.
Opinions
24. According to the text, a recent study classified the Scandinavian countries according to Hofstede’s
typology. They rate:
a.
low in power/distance.
c.
low in individualism.
b.
high in uncertainty/avoidance.
d.
high in masculinity.
25. Which psychographic segmentation system has developed a tool for both the U.S. and Japanese
markets?
a.
PRIZM
c.
ACE
b.
VALS
d.
MicroVision
26. Which of the following statements regarding “global teenagers” is accurate?
a.
They are described as astute consumers with precise desires.
b.
Prada has successfully targeted them through a status-oriented advertising message.
c.
They are also called the “global elite.”
d.
None of the above are true.
27. Consumers in the U.S. purchase soft drinks such as Coke and Pepsi to quench their thirst, but in
Eastern Europe, these brands are purchase primarily as a special occasion drink. What type of
segmentation does this example illustrate?
a.
Psychographic segmentation
c.
Benefit segmentation
b.
Usage segmentation
d.
Demographic segmentation
28. Regarding fast food segmentation, the international marketer knows that consumers in emerging
markets are particularly attracted to:
a.
speedy service
c.
clean environment
b.
convenience
d.
all of the above
29. French women are heavy users of perfume. With this knowledge a marketer may decide to take
advantage of:
a.
Psychographic segmentation
c.
Usage segmentation
b.
Benefit segmentation
d.
None of the above
30. What is the correct order in country screening and selection?
a.
Evaluating country performance on each of the screening criteria, assigning an importance
score to country screening criteria, and calculating a country attractiveness score.
b.
Calculating a country attractiveness score, assigning an importance score to country
screening criteria, and evaluating country performance on each of the screening criteria.
c.
Assigning an importance score to country screening criteria, calculating a country
attractiveness score, and evaluating country performance on each of the screening criteria.
d.
Assigning an importance score to country screening criteria, evaluating country
performance on each of the screening criteria, and calculating the country attractiveness
score.
31. How is the country attractiveness score in a country screening and selection process calculated?
a.
An importance score is added to the performance score for each of the screening variables.
b.
An importance score is multiplied by the performance score for each of the screening
variables.
c.
The Delphi Method is used.
d.
A time series analysis is performed on leading economic indicators.
32. When a company identifies or creates market segments that want different benefits from a product and
target them with different brands, using different marketing strategies, the company is pursuing a(n):
a.
differentiated targeting strategy.
c.
undifferentiated targeting strategy.
b.
concentrated targeting strategy.
d.
standardized targeting strategy.
33. When The Body Shop caters to consumers who are environmentally concerned and who want to
purchase natural products that have not been tested on animals it is pursuing a(n):
a.
differentiated targeting strategy.
c.
undifferentiated strategy.
b.
concentrated targeting strategy.
d.
None of the above.
34. Which category is most likely to pursue an undifferentiated targeting strategy?
a.
Food
c.
Pharmaceuticals
b.
Clothing
d.
Services
35. ____ entails placing the brand in the consumer’s mind in relation to other competing products, based
on product traits and benefits that are relevant to the consumer.
a.
Segmenting
c.
Targeting
b.
Positioning
d.
Actionability
36. Procter & Gamble positions Dreft as a powder laundry detergent for babies and people with sensitive
skin. This is an example of:
a.
attribute/benefit positioning.
c.
use or applications positioning
b.
price/quality positioning
d.
product class positioning.
37. Procter & Gamble’s Era is positioned as a high-technology detergent that pretreats and washes fabrics
that suspends dirt. This is an example of:
a.
attribute/benefit positioning.
c.
use or applications positioning.
b.
price/quality positioning.
d.
product class positioning.
38. The Mont Blanc pen is usually pictured along with a quality business letterhead, with a passport,
and/or with an attaché case. This is an example of:
a.
attribute/benefit positioning
c.
product user positioning
b.
price/quality positioning
d.
product class positioning
39. Disney sells magic, not just entertainment. Harley sells excitement not just motorcycles. These are
examples of:
a.
price quality positioning.
c.
product user positioning.
b.
use or applications positioning.
d.
product class positioning.
40. When Airbus asks the readers of The Financial Times if they would be more comfortable with two or
with four engines when they are up in the air, it is using which form of positioning?
a.
product user positioning
c.
use or applications positioning
b.
competitor positioning
d.
price/quality positioning
COMPLETION
1. At the ____________________ level, the strategic plan allocates resources and establishes objectives
for the whole enterprise worldwide.
2. The ____________________-level plan has a long-term focus and involves the highest levels of
management.
3. At the ____________________ level, the strategic plan allocates funds to each business unit based on
division goals and objectives.
4. At the _________________________ level, within each country, decisions are made regarding which
consumer segments to target, using criteria described in this chapter.
5. At the ____________________ level, a marketing plan is developed for achieving objectives.
6. At the country level, ____________________ analysis identifies countries that are similar in aspects
relevant to the company.
7. Individual market segments should be easy to identify and ____________________.
8. ____________________ indicates that a segment is large enough to warrant investment.
9. ____________________ of a segment over time used to be a primary consideration mainly for
developed countries. Today, however, this is an important consideration in a world environment where
products are in different lifecycle stages.
10. ____________________ involves having the ability to communicate with the target market.
11. The market should respond to the market strategies used is another way of saying that the segment
should be ____________________.
12. As a first step in the segmentation process, companies engage in _________________________.
13. GDP per capita, industrial sector statistics, and consumer buying behavior are all indicators of
_________________________.
14. Companies at the forefront of technology usually first introduce their products in
____________________ countries.
15. The purpose of _________________________ is to identify clusters of consumers that respond in a
similar fashion to a company’s marketing strategies.
16. ____________________ are statistics that describe the population, such as age, gender, race, income,
education, occupation, social class, lifecycle stage and household size.
17. _________________________ are described as astute consumers with precise desires for brand-name
clothing products and for entertainment.
18. _________________________ indicates the extent to which individuals are nonusers, occasional
users, medium and heavy users.
19. Companies that use a(n) ____________________ targeting strategy identify, or even create, market
segments that want different benefits from a product and target them with different brands, using
different marketing strategies.
20. When companies select only one market, and segment and target it with one single brand, it is using
a(n) ____________________ targeting strategy.
21. Pure ____________________ can be described as an undifferentiated marketing strategy.
22. ____________________ entails placing the brand in the consumer’s mind in relation to other
competing products, based on product traits and benefits that are relevant to the consumer.
23. Dreft is positioned as a detergent that removes tough baby stains and protects garment colors. This is
an example of ____________________ positioning.
24. In Asia a bicycle may be positioned as an efficient transportation machine, but in the U.S. it is likely to
be positioned as a high-performance recreation instrument. This is an example of
____________________ positioning.
25. Parliament (a cigarette manufacturer) sells glamorous, romantic America all over the world, not just
cigarettes. This is an example of _________________________ positioning.
ESSAY
1. Describe the requirement for international segmentation.
2. Discuss the criteria used in macro-segmentation.
3. Discuss the bases for micro-segmentation.
4. Describe the process of country screening and selection.
5. Describe the targeting strategies discussed in the text.
