GMS 522 CHAPTER #7 EXAM
QUESTIONS WITH CORRECT ANSWERS
International consumer segmentation - Answer-Country/consumer level screening
Country segmentation - Answer-macro segmentation = market attractiveness (market
size/econ develp)
Consumer segmentation - Answer-micro segmentation = personal & societal values
(values of clusters)
Motivation - Answer-proactive - take advantage of opportunities, reactive - little
choice/forced
Theories of internationalization - Answer-Uppsala, Dunning's OLI,
Springboard/latecomer
Uppsala model - Answer-experiential knowledge main driver (close physical- Criticized:
Linear approach - firms skips stages, ignore born-Global
Dunning's OLI framework - Answer-capitalize on ownership, location, firm-specific
advantage
Springboard/latecomer - Answer-MNCs in emerging markets (overcome home
limitations)
Country selection - Issues - Answer-market potential, entry mode, firm's capabilities
Country selection - Systematic market selection - Answer-formal planning, market
research, entry modes,
contingency plans, setting long term objectives) - firms do not
Country selection - Considerations - Answer-cultural distance - physic distance,
geographic distance
Country selection - Answer-Transplanted to culturally similar country (if successful in
one country)
Country selection - Steps - Answer-macro-segmentation, preliminary / secondary
screening, final selection
Country selection - macro-segmentation - Answer-development & segmentation to both
countries (cluster)- Actionable & measurable, homogenous-in, heterogeneous-
inbetween
QUESTIONS WITH CORRECT ANSWERS
International consumer segmentation - Answer-Country/consumer level screening
Country segmentation - Answer-macro segmentation = market attractiveness (market
size/econ develp)
Consumer segmentation - Answer-micro segmentation = personal & societal values
(values of clusters)
Motivation - Answer-proactive - take advantage of opportunities, reactive - little
choice/forced
Theories of internationalization - Answer-Uppsala, Dunning's OLI,
Springboard/latecomer
Uppsala model - Answer-experiential knowledge main driver (close physical- Criticized:
Linear approach - firms skips stages, ignore born-Global
Dunning's OLI framework - Answer-capitalize on ownership, location, firm-specific
advantage
Springboard/latecomer - Answer-MNCs in emerging markets (overcome home
limitations)
Country selection - Issues - Answer-market potential, entry mode, firm's capabilities
Country selection - Systematic market selection - Answer-formal planning, market
research, entry modes,
contingency plans, setting long term objectives) - firms do not
Country selection - Considerations - Answer-cultural distance - physic distance,
geographic distance
Country selection - Answer-Transplanted to culturally similar country (if successful in
one country)
Country selection - Steps - Answer-macro-segmentation, preliminary / secondary
screening, final selection
Country selection - macro-segmentation - Answer-development & segmentation to both
countries (cluster)- Actionable & measurable, homogenous-in, heterogeneous-
inbetween
