全球营销_基坎_第六版_第七章试题库_答案.docVIP

. . Global Marketing, 6e (Keegan/Green) Chapter 7 Segmentation, Targeting, and Positioning 1) Many Chinese women use whitening creams to lighten and brighten their complexions since white skin is associated with wealth. Answer: TRUE Diff: 1 Page Ref: 202 2) 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. Answer: FALSE Diff: 2 Page Ref: 203 AACSB: Reflective Thinking 3) Sushi, Falafel, Tandoori Chicken or Pizza are in demand in many parts of the world. This phenomenon can be due to pluralization of consumption and segment simultaneity. Answer: TRUE Diff: 2 Page Ref: 204 AACSB: Multicultural and Diversity 4) 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 the world. Answer: FALSE Diff: 1 Page Ref: 204 5) Conventional wisdom about market segmentation calls for acknowledging the emergence of global market segments that transcend national boundaries. Answer: FALSE Diff: 2 Page Ref: 204 AACSB: Reflective Thinking 6) The process of global market segmentation begins with the choice of one or more variables to use as a basis for grouping customers. Answer: TRUE Diff: 2 Page Ref: 205 AACSB: Reflective Thinking 7) A 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. Answer: TRUE Diff: 2 Page Ref: 205 AACSB: Analytic Skills 8) The assumption of homogeneity should be the cornerstone of a companys market segmentation effort. Answer: FALSE Diff: 2 Page Ref: 206 9) About two-thirds of world GNI is generated in the Triad countries, whereas only about 12 percent of the worlds population is located in those countries. Answer: TRUE Diff: 2 Page Ref: 206 AACSB: Reflective Thinking 10) The United States ranks number