chapter 8 part 2

Question 1

Micro segmentation

Answer 1

Develop subsegements in each qualified country and across countries and decide with which products or services the company wishes to become active

Question 2

Transnational approach

Answer 2

used when a company is trying to achieve a consistent and controlled marketing strategy across all its markets

Question 3

Different entries in the market (2)

Answer 3

• Incremental (waterfall approach)

- Stimultaneously (shower approach)

Question 4

Waterfall approach

Answer 4

Enter a single key market (advanced country) to build up experience and then subsequently entering other markets

Question 5

Shower approach

Answer 5

rapid entry into world markets in order to seize an emerging opportunity. Early market penetration, achieving economies of scale. Used for innovative products / products with technical advance.

Question 6

Concentration vs. Diversification

Country concentration & market concentration

Country concentration & market diversification

Country diversification & market concentration

country diversification & market diversification

Answer 6

• segments in few countries & few customer groups
• segment in few countries with many customer groups
• segments in many countries with few customer groups
• segments in many countries with many customer groups

Question 7

Global corporate portfolio can be analyzed at the following levels:

Answer 7

• Product categories by regions
• Product categories by countries
• Regions by brands
• Countries by brands