全球营销基坎第六版题库答案Word下载.docx

全球营销基坎第六版题库答案Word下载.docx

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2）MarketSegmentationistheprocessofevaluatingthesegmentsandfocusingmarketingeffortsonacountry，region，orgroupofpeoplethathassignificantpotentialtorespond.

FALSE

2PageRef：

203

AACSB：

ReflectiveThinking

3）Sushi，Falafel，TandooriChickenorPizzaareindemandinmanypartsoftheworld.Thisphenomenoncanbeduetopluralizationofconsumptionandsegmentsimultaneity.

204

MulticulturalandDiversity

4）Thefactthatsignificantnumbersofpizza-lovingconsumersarefoundinmanycountriesindicatesthattheyareeatingtheexactsamethinginallpartsoftheworld.

5）Conventionalwisdomaboutmarketsegmentationcallsforacknowledgingtheemergenceofglobalmarketsegmentsthattranscendnationalboundaries.

6）Theprocessofglobalmarketsegmentationbeginswiththechoiceofoneormorevariablestouseasabasisforgroupingcustomers.

205

7）Afactfoundbydemographicsegmentationisthatbytheyear2030，20percentoftheU.S.populationor70millionwillbe65yearsoldorolder.

AnalyticSkills

8）Theassumptionofhomogeneityshouldbethecornerstoneofacompany'

smarketsegmentationeffort.

206

9）Abouttwo-thirdsofworldGNIisgeneratedintheTriadcountries，whereasonlyabout12percentoftheworld'

spopulationislocatedinthosecountries.

10）TheUnitedStatesranksnumberoneamongnationsintermsofbothpercapitaincomeandintermsofincomeadjustedforpurchasingpower.

11）SwedishcompaniessuchasIKEA，Ericsson，andSaabhavelookedbeyondtheirbordersforsignificantgrowthopportunitiessincetheyhaveahighpercapitaincome.

207

12）Whenassessingmarketsegmentsintermsofincomedata，globalcompaniesshouldavoidtargetingcountrieswithpercapitaincomesoflessthan$755.

13）AnextrapolationofcurrenteconomicgrowthtrendssuggestthatChina，withitscombinationofhighrealincomegrowthandrelativelylowpopulationgrowth，isastrongcandidatetobecomealeadingworldeconomicpower.

208

14）Tenmostpopulouscountriesintheworldaccountforroughly60percentoftheworldpopulation.

15）Usingaveragesalone，itispossibletounderestimateamarket'

spotential，forexample，fast-growing，higherincomesegmentsarepresentbothinIndiaandChina.

208-209

16）ThevastmajorityofIndia'

spopulationcomprisesa"

bullockcart"

segmentwhosehouseholdslackmostcomfortsbuttypicallyownatelevision.

209

17）ApsychographicstudyshowedthatPorschebuyerscouldbedividedintoseveraldistinctcategories，oneconsistingof"

TopGuns"

whobuyPorschesandexpecttobenoticed.

211

18）Categoriessuchas"

successfulidealists"

and"

affluentmaterialists"

canbeusedtodescribepsychographicsegments.

19）Thesegmentationandtargetingapproachusedbythesamecompanycanvaryfromcountrytocountry.

20）Forbehaviorsegmentation，marketersusethe80/20rulewhenassessingtheconsumers'

usagerate，whichmeansthat20percentofthecompany'

srevenuesorprofitsareaccountedforby80percentofthefirm'

sproductsorcustomers.

213

21）Globalbenefitsegmentationisbasedonamarketer'

sunderstandingoftheproblemaproductsolves，thebenefititoffers，ortheissueitaddresses，regardlessofgeography.

214

22）BasedonthetrendsandsegmentationofEurope'

sSingleMarket，marketersareparticularlyadvisedtotaketheGoldenGraysseriouslyandmarketbrandsthatprovidehappiness，convenience，andtimesavings.

23）ThewidespreadadoptionoftheInternetandothernewtechnologieswillresultinnewsegmentationapproachestobedevelopedinresponseto