Part 5 Flashcards
In which type of company is full research responsibility delegated to the operating subsidiary? A. A service company B. A geocentric company C. A domestic company D. A global company E. A multinational company
E. A multinational company
The greater a company’s information intensity, the ________________________.
A. greater the need for a hierarchical structure of management
B. more the need for centralized decision making
C. greater the divergence of information
D. greater the traditional product and market boundaries shift
E. more individual departments will become autonomous
D. greater the traditional product and market boundaries shift
Which of the following BEST describes why information has become a competitive advantage?
A. Information is exchanged as part of customer transactions, much of which cuts across traditional product
lines.
B. Information is a support tool for marketers.
C. The boundary between the company and the customer is widening.
D. Information provides the marketer with a clear picture of the market.
E. New diverse companies are becoming direct competitors.
A. Information is exchanged as part of customer transactions, much of which cuts across traditional product
lines.
The advent of the transnational enterprise means that boundaries between the firm and the outside world are \_\_\_\_\_\_\_. A. dissolving B. transparent C. strengthening D. reinforced E. established
A. dissolving
The more information intensive the firm, the greater the degree to which \_\_\_\_\_ is involved in activities traditionally associated with other functional areas. A. the research department B. sales C. the CEO D. upper management E. marketing
E. marketing
Many global firms with marketing research tasks are creating \_\_\_\_\_\_\_ organizations with less centralized decision-making structures. A. taller B. more formalized C. flatter D. smaller E. more hierarchical
C. flatter
Which of the following statements is correct concerning information’s role as a strategic asset?
A. Information intensity in the firm has no impact on perceptions of market attractiveness, competitive position, and
organizational structure.
B. When marketers today speak of “value added” they are referring to new product features.
C. Diverse firms with high information intensity no longer find themselves in direct competition with each other.
D. Companies with high information intensity no longer face new sources of competition from other firms in historically
noncompetitive industries.
E. The greater a company’s information intensity, the more the traditional product and market boundaries are
likely to shift.
E. The greater a company’s information intensity, the more the traditional product and market boundaries are
likely to shift.
The process of \_\_\_\_\_\_\_\_\_\_\_\_\_\_ begins with the choice of one or more variables to use as a basis for grouping customers. A. positioning B. customer classification C. global market segmentation D. differentiation E. targeting
C. global market segmentation
Which of the following involves grouping people in terms of their attitudes, values, and lifestyles? A. Psychographic segmentation B. Age segmentation C. Population segmentation D. Ethnic segmentation E. Gender segmentation
A. Psychographic segmentation
Global market segmentation is the process of _________.
A. targeting prospective customers
B. promoting products and services internationally
C. identifying customers who can help in promoting products
D. identifying and categorizing customers and countries based on common characteristics
E. finding customers who can respond to an advertisement
D. identifying and categorizing customers and countries based on common characteristics
Which of the following is NOT an example of demographic segmentation?
A. More than one-half of the population of India is younger than 25.
B. Asia is home to 500 million consumers aged 16 and younger.
C. The number of consumers aged 16 and under in the EU is rapidly approaching the number of consumers aged 60
and over.
D. 150,000 consumers worldwide buy Porsches each year.
E. The United States is home to 28.4 million foreign-born residents with a combined income of $233 billion.
D. 150,000 consumers worldwide buy Porsches each year.
What two categories can be used with behavior segmentation? A. Ethnicity and age B. Age and income C. Gender and usage rates D. Psychographics and demographics E. Usage rates and user status
E. Usage rates and user status
Which of the following statements about the global teen market is correct?
A. Global teens exhibit consumption behavior that is remarkably consistent across borders.
B. The global telecommunications revolution has had little impact on this segment.
C. This segment has limited purchasing power.
D. This segment is also called the global elite.
E. Reaching global teens requires different marketing programs for different parts of the world.
A. Global teens exhibit consumption behavior that is remarkably consistent across borders.
After segmenting the market, the groups are then evaluated on the basis of which factors?
A. Competitive analysis and growth potential
B. Determine product compatibility and potential
C. Compatibility and feasibility
D. Competition, growth potential, and compatibility
E. Segment size and growth potential, competition, compatibility, and feasibility
E. Segment size and growth potential, competition, compatibility, and feasibility
Which of the following is listed as a potential pitfall associated with market segmentation?
A. Relying on quantitative data alone
B. Choosing a narrow segment
C. Overstating the size and short-term attractiveness of a market
D. Relying on qualitative responses alone
E. Using observational research to make decisions
C. Overstating the size and short-term attractiveness of a market
In India, refrigeration is not widely available in shops and market food stalls. This structural market characteristic is called a(n) \_\_\_\_\_\_\_. A. market selection framework B. enabling condition C. marketing model D. first-mover advantage E. regulatory hurdle
B. enabling condition
What is the final consideration as to whether a company can and should target a specific market segment in a foreign country? A. Estimate if the segment is narrow B. The segment size C. Competition D. Feasibility and compatibility E. Segment growth potential
D. Feasibility and compatibility
Which of the following would negatively impact the feasibility of targeting a particular segment? A. Incompatible with company goals B. Strong competition C. Regulatory hurdles D. Small segment size E. No segment growth potential
C. Regulatory hurdles
What is the first step marketers should take in screening a market segment according to Arnold’s model?
A. Identify the key drivers of the marketing model
B. Assess the risk/control trade-off
C. Identify the presence or absence of enabling conditions
D. Estimate the cost of entry
E. Estimate cost of waiting
A. Identify the key drivers of the marketing model
Which of the following is used by marketers to assess the suitability of current or potential products for a specific market segment? A. The product-market grid B. Product adaptation matrix C. Product growth strategies D. Product life cycle E. Product feasibility map
A. The product-market grid
