全球营销基坎第六版题库答案Word下载.docx

1、Diff：1 Page Ref：2022） Market Segmentation is the process of evaluating the segments and focusing marketing efforts on a country，region，or group of people that has significant potential to respond. FALSE2 Page Ref：203AACSB： Reflective Thinking3） Sushi，Falafel，Tandoori Chicken or Pizza are in demand i

2、n many parts of the world. This phenomenon can be due to pluralization of consumption and segment simultaneity.204 Multicultural and Diversity4） The fact that significant numbers of pizza-loving consumers are found in many countries indicates that they are eating the exact same thing in all parts of

3、 the world.5） Conventional wisdom about market segmentation calls for acknowledging the emergence of global market segments that transcend national boundaries.6） The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers.2057） A

4、 fact found by demographic segmentation is that by the year 2030，20 percent of the U.S. population or 70 million will be 65 years old or older. Analytic Skills8） The assumption of homogeneity should be the cornerstone of a companys market segmentation effort.2069） About two-thirds of world GNI is ge

5、nerated in the Triad countries，whereas only about 12 percent of the worlds population is located in those countries.10） The United States ranks number one among nations in terms of both per capita income and in terms of income adjusted for purchasing power.11） Swedish companies such as IKEA，Ericsson

6、，and Saab have looked beyond their borders for significant growth opportunities since they have a high per capita income.20712） When assessing market segments in terms of income data，global companies should avoid targeting countries with per capita incomes of less than $755.13） An extrapolation of c

7、urrent economic growth trends suggest that China，with its combination of high real income growth and relatively low population growth，is a strong candidate to become a leading world economic power.20814） Ten most populous countries in the world account for roughly 60 percent of the world population.

8、15） Using averages alone，it is possible to underestimate a markets potential，for example，fast-growing，higher income segments are present both in India and China.208-20916） The vast majority of Indias population comprises a bullock cart segment whose households lack most comforts but typically own a

9、television.20917） A psychographic study showed that Porsche buyers could be divided into several distinct categories，one consisting of Top Guns who buy Porsches and expect to be noticed.21118） Categories such as successful idealists and affluent materialists can be used to describe psychographic seg

10、ments.19） The segmentation and targeting approach used by the same company can vary from country to country.20） For behavior segmentation，marketers use the 80/20 rule when assessing the consumers usage rate，which means that 20 percent of the companys revenues or profits are accounted for by 80 perce

11、nt of the firms products or customers.21321） Global benefit segmentation is based on a marketers understanding of the problem a product solves，the benefit it offers，or the issue it addresses，regardless of geography.21422） Based on the trends and segmentation of Europes Single Market，marketers are particularly advised to take the Golden Grays seriously and market brands that provide happiness，convenience，and time savings.23） The widespread adoption of the Internet and other new technologies will result in new segmentation approaches to be developed in response to