全球营销基坎第六版题库答案Word下载.docx
- 文档编号:13540429
- 上传时间:2022-10-11
- 格式:DOCX
- 页数:26
- 大小:30.88KB
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》由会员分享,可在线阅读,更多相关《全球营销基坎第六版题库答案Word下载.docx(26页珍藏版)》请在冰豆网上搜索。
Diff:
1PageRef:
202
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
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 全球 营销 第六 题库 答案
![提示](https://static.bdocx.com/images/bang_tan.gif)