31 Dec d. segment nations

INTERNATIONAL MARKETING

• Question 1

What is USP?

a. universal selling proposition

b. unique selling proposition

c. universal segment positioning

d. unique selling position

• Question 2

Lifebuoy, a Unilever soap, stamped its brand and social message of washing hands on rotis (Indian bread) delivered to pilgrims at a holy Hindu festival. This unique method of advertising illustrates how international marketers need to be creative when segmenting their markets. Which of the following properties of segmentation does this example seek to address?

a. Segments need to be accessible

b. Segments should be sizable

c. Segments do not matter

d. Segments should be identifiable

• Question 3

Which of the following segmentation approaches cuts across national boundaries?

a. behavioral segmentation

b. global segmentation

c. benefit segmentation

d. micro segmentation

• Question 4

Usage rate of a product is ________ segmentation.

a. benefit based

b. demographic

c. behavior based

d. geographic

• Question 5

Perrier positions itself as an expensive brand of water and highlights its French associations as a symbol of the brand mystique. Which of the following positioning strategies is Perrier using?

a. global consumer culture positioning

b. local consumer culture positioning

c. geographic

d. foreign consumer culture positioning

• Question 6

Match the following.

oQuestion

i. global brand is portrayed as an intrinsic part of the local culture

ii. global brand as a symbol of a global consumer culture

iii. Strategy to use in emerging markets that are in an early stage of economic development

iv. Strategy to use if every local player is using an LCCP strategy.

v. Strategy when a company emphasizes that it is using local produce and local employees.

vi. Positioning a brand as part of American heritage

All Answer Choices

a. NCCP

b. GCCP strategy

c. CCCP

d. MCCP

e. FCCP

f. LCCP strategy

• Question 7

Which of the following products are most likely to use a universal positioning appeal?

a. Products that are developed in the home country.

b. Products that are culturally bound.

c. Food products.

d. Products that offer benefits or features that are universally important.

• Question 8

In international marketing, what advantage do local brands enjoy?

a. retailing power

b. positioning advantage

c. financial leverage

d. pioneering advantage

• Question 9

The Heritage site’s Index of Economic Freedom can be used to:

a. segment people in the US alone

b. predict the outcome of elections

c. evaluate the profitability of an international segment

d. segment nations

• Question 10

Why is per capita GNP a misleading statistic when deciding on which countries to enter?

a. Because it is valid only for high end products

b. Because the World Bank has said so.

c. Because there is a lot of bribery in some countries

d. Because some countries have high income disparities