Chapter 7 Quizlet

The higher the _____value, the better the ability of your regression model to predict your data.

R2

____________________ variables are among the most popular segmentation criteria:

demographic

The ____________ tells us whether or not predictor variable has a "significant" (statistically speaking) relationship with the dependent variable.

t-ratio

The goal of market segmentation is to break down the market for a product or a service into different groups of consumers so the firm can:

tailor its marketing mix to each individual segment.

Market segmentation is a logical outgrowth of:

the marketing concept.

Within the arena of positioning strategy, the battle is for:

the mind of your target customer.

Two positioning strategies available to international marketers include:

uniform and localized positioning strategies.

According to the textbook, Samsung, a major South Korean consumer electronics manufacturer, intended to take the world number-one position in all its main product markets by 2005. If we apply the concept of international positioning strategies, Samsung is seeking which of the following positioning strategies:

uniform positioning strategy.

In the international market segmentation game, developing a positioning theme involves the quest for a:

unique selling proposition (USP).

When marketers use a(n) _________________ segment, they focus on local segments that differ from country to country.

unique/diverse

In the area of international positioning, ___________________ themes often run the risk of being bland and not very inspired.

universal

When Nokia used a global campaign to promote their new product (Nokia 900 Communicator) that combined phone, fax, e-mail, and Internet functions with the slogan "Everything. Everywhere," they were appealing to a(n) ______________________ segment.

universal

Which of the following is NOT a property that segments ideally should possess?

. Defensible.

Values tend to be

culture bound

Another name for universal segments is

global

LCCP stands for ___________________________.

local consumer culture positioning

The "global citizen" theme encourages:

universal positioning.

The size of segments (in the international environment) based on cultural or lifestyle indicators are typically easy to gauge and to factor into overall planning.

false

________________ is an umbrella term that embraces a collection of statistical procedures for dividing objects into groups

Cluster analysis

______________________ plays a major role in global marketing research.

Country segmentation

Consumer wealth or a country level of economic development has no impact on consumption patterns.

False

Sometimes local brands fight it out with global brands by using a _____________ strategy.

GCCP or FCCP

In emerging markets that are still in an early stage of economic development, a ___________ approach might be more beneficial than ______________.

GCCP; LCCP

__________________ sectors of the economy are transactions that arise outside the legitimate sector of a country's economy.

Gray and black

______________________ is very popular in advertising circles

Lifestyle segmentation

___________________ publishes PPP statistics every year.

The World Bank

Environmental changes or shifting consumer preferences often force a firm to rethink its positioning strategy.

True

The Human Development Index is published by the ____________________.

United Nations

______________________ are not stable, since values typically change over time.

Value segments

All of the following are shortcomings of standard "per-capita income" segmentation processes EXCEPT:

a huge middle class.

With respect to properties that an international market segment should ideally possess, the ____________________ property is important when the target country has differences in the quality of the media infrastructure (such as the absence of commercial television).

accessible

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about status

achievers

Value-based segmentation schemes are not always ________________.

actionable

With respect to properties that an international market segment should ideally possess, the ____________________ property is important (for market segmentation to be meaningful) when effective marketing programs involving the 4 Ps can be developed to evoke the desired response from the target segment.

actionable

Lifestyle segmentation is popular in __________________________.

advertising circles

Behavior segmentation criteria includes the following criteria EXCEPT:

brand equity.

Given the sheer number of countries in which many companies operate, doing marketing research in each one of them is often inefficient. One approach to reduce this problem is to narrow the list of those countries that might be examined by grouping prospective markets into _____________________ countries.

clusters of homogeneous

When market analysts examine indicators and classify countries into consideration piles (based on some criteria) that are doing __________________________.

country screening

Which of the following bases would probably be in use if a researcher were examining population size, age structure, urbanization degree, and ethnic composition?

demographics.

The formulation of positioning strategy includes the following EXCEPT:

develop a uniform positioning strategy for every brand in the company

When Canon (a camera manufacturer) sold its AE-1 camera to young replacement buyers in Japan and upscale first-time camera (35 mm single-lens reflex) buyers, they were probably pursuing a(n) _________________________ segment policy.

diverse

Cadbury-Schweppes was confident about launching Schweppes tonic water in Brazil, given that the beverage had done well in culturally similar countries such as Mexico. This would be an example of which of the following reasons why international marketers implement international market segmentation?

entry decisions

In a "country-as-segments or aggregate segmentation," countries are classified only on a single dimension

false

In most instances, there is no mixture of universal, regional, and country-specific market segments.

false

In the past, marketers have almost always chosen the strategy of standardization over the strategy of customization

false

Local brands do not enjoy a pioneering advantage by the fact of being the first one in the market.

false

Sometimes local brands fight it out with global brands by using GCCP or LCCP.

false

The goal of market segmentation is to ensure profit for all product categories and promote customization to meet customer needs

false

The lower the R2 value, the better the ability of the regression model to predict the data

false

The requirements for effective market segmentation in the domestic environment are significantly different than those of the international environment.

false

FCCP stands for ___________________________.

foreign consumer culture positioning

Land Rover is an example of a brand where ________________ positioning is hard to implement.

global

A special case where universal positioning clearly makes sense is the ___________.

global citizen

GCCP stands for ___________________________.

global consumer culture positioning

All of the following are reasons for international marketers to implement international market segmentation EXCEPT:

government mandate.

According to Hakuhodo Inc., one of Japan's biggest ad agencies, Asian women fall in to five categories. The following list contains which correct self-perceptions?

happy as I am

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are looking for new experiences.

hedonists

Appeals that work in one culture do not necessarily work in others because of the following reasons EXCEPT:

human resources.

With respect to properties that an international market segment should ideally possess, the _________________ property is easily met for the target country when the researcher examines socioeconomic variables (such as per capita income).

identifiable

According to the text, some marketing scholars refer to __________________ as the fifth P (next to product, price, promotion, and place) because of its importance in target marketing

positioning

If the firm decides to opt for different segments on a country-by-country basis, the norm is to also __________________ the positioning appeals

localize

Variation in customer needs is the primary reason for ____________________.

market segmentation.

A persistent problem faced by international marketers is how to strike the balance between standardization and customization. Using international marketing segmentation to shed some light on this issue would be an example of which of the following reasons why international marketers implement international market segmentation?

marketing mix policy.

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about social issues.

none of the above

According to the Roper Consulting Valuescope study on lifestyle segmentation, _______________ are very concerned about family and friends.

nurturers

In disaggregate international consumer segmentation, the focus is on ________consumer.

one

Very rarely do ______________________ themes work globally.

positioning

Cathay Pacific (a Hong Kong based airline carrier) recently wanted to increase services to its Asian customers. It added a wide variety of Asian meals and entertainment and introduced a new advertising slogan "The Heart of Asia." This would be an example of which of the following reasons why international marketers implement international market segmentation?

positioning strategy.

The Roper Consulting Valuescope study on lifestyle segmentation is based on the following global values segments EXCEPT:

power seekers

PPP is an acronym for:

purchasing power parity.

Data in the European market was gathered on the penetration of microwave ovens. The data collected consisted of three potential segmentation variables (income, participation of women in the labor force, and per-capita consumption of frozen foods). Which of the following methods would probably be used to obtain a picture of the segments for microwave usage?

regression analysis

If the researcher uses ____________________ to study relationships between countries, they assume that there exists a relationship between a response variable (Y) and one or more so-called predictor variables (X).

regression analysis

With respect to comparing country segmentation (classifying countries into groups), when only one segmentation tool is used, the researcher could:

simply compute the mean or median and split the countries into two groups.

In a "country-as segment or aggregate segmentation," countries are classified on a ______________ dimension or on a set of _____________dimensions.

single, multiple

Anosocioeconomic strata analysis (SES)ther alternative to analyze buying power in a set of countries is via _________________________.

socioeconomic strata analysis (SES)

A persistent problem faced by international marketers is how to strike the balance between __________________________________.

standardization and customization

A firm's positioning strategy depends on the following factors EXCEPT:

strategic alliances

Emotional appeals (e.g. lifestyle positioning) are usually difficult to translate into a universal theme.

true

Variation in customer needs is the primary motive for market segmentation.

true

The first step in doing international market segmentation is deciding:

which criteria to use in the task