Question 1: ____________ is very popular in advertising circles.
a. Household segmentation
b. Lifestyle segmentation
c. Monetary segmentation
d. Fiscal segmentation
e. Economic segmentation
Question 2: The Roper Starch Worldwide study on lifestyle segmentation identified six global values segments which include:
a. strivers, devouts, altruists, intimates, fun seekers & creatives.
b. strivers, devouts, altruists, intimates, fun seekers & politicians.
c. strivers, devouts, altruists, intimates, fun seekers & economists.
d. strivers, devouts, altruists, intimates, fun seekers & geologists.
e. strivers, devouts, altruists, intimates, fun seekers & businessmen.
Question 3: Value-based segmentation schemes are not always ________________.
a. profitable.
b. collectable.
c. actionable.
d. measurable.
e. none of the above.
Question 4: Of all the segmentation base forms listed, which is the most popular within advertising circles?
a. demographics
b. socioeconomic variables
c. culture
d. lifestyle
e. behavior-based
Question 5: In the international market segmentation game, developing a positioning theme involves the quest for a:
a. large segment.
b. profitable segment.
c. unique selling proposition (USP).
d. strong manager.
e. a friendly host government.
Question 6: Appeals that work in one culture do not necessarily work in others because of the following reasons EXCEPT:
a. human resources.
b. cultural characteristics.
c. buying power.
d. competitive climate.
e. product life cycle stage.
Question 7: A firm's positioning strategy depends on the following factors EXCEPT:
a. strategic alliances.
b. target market.
c. product category.
d. positioning approach.
e. economic development.
Question 8: When marketers are making the decision to enter an international market or not, the first step is generally to:
a. decide on the target budget.
b. decide on the target product/market.
c. decide on the goals of the target markets.
d. decide on the mode of entry.
e. decide on the time of entry.
Question 9: ____________ is the only marketing mix instrument that creates revenues.
a. Product
b. Price
c. Place (distribution)
d. Promotion
e. Service
Question 10: A _______________ market is one where products marketed in low-priced countries are shipped and resold by unauthorized channels in high-priced markets.
a. black
b. gray
c. white
d. demand
e. green