Self test Question 1

Which of the following does not represent

"conventional wisdom" regarding global segmentation:

a) assume heterogeneity between countries

b) assume homogeneity within a given country
c) focus heavily on macro-level cultural differences
d) assume emergence of segments that transcend
national boundaries

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 Self test Question 2
A tobacco company's decision to create a cigarette
brand that would appeal to working women
between the ages of 18-35 would represent
which type of segmentation:

a) demographic segmentation
b) benefit segmentation
c) psychographic segmentation
d) behavioral segmentation
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Self test Question 3
The term most closely associated with
psychographics is:

a) gender
b) lifestyle
c) statistics
d) heavy user
e) standard of living

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Self test Question 4

Which of the following is NOT a target market

strategy:

a) standardized global marketing

b) concentrated global marketing
c) differentiated global marketing
d) psychographic global marketing

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Self test Question 5
_____ is the act of differentiating
a product in the mind of the customer
in relation to the product offerings of competitors
is called:

a) Product formulation
b) Positioning
c) Comparative analysis
d) Diffusion
e) Private-label branding
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