国际市场营销学 （原书第18版）测试题 Chapter 12 – Global Marketing Management Planning and Organization.docx

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InternationalMarketing,18e(Cateora)

Chapter12GlobalMarketingManagement:PlanningandOrganization

1)Inthe1970s,themarketsegmentationargumentinglobalmarketingwasframedasglobalintegrationversuslocalresponsiveness.

2)Themostsuccessfulcompaniesintheglobalmarketplacetodayfocusoncountryastheprimarysegmentationvariable.

3)Fromthemarketingperspective,theidealmarketsegmentsize,ifcustomer