Global Marketing Study Guide
Market Segmentation - CORRECT ANSWER-Breaking down the market into
consumer groups with varying responses to marketing
Identifiable Segments - CORRECT ANSWER-Segments easy to define and measure
Sizable Segments - CORRECT ANSWER-Segments large enough to pursue
Accessible Segments - CORRECT ANSWER-Segments easy to reach through
promotions
Stability in Segments - CORRECT ANSWER-Segments should be consistent over
time
Responsive Segments - CORRECT ANSWER-Segments should react positively to
marketing efforts
Actionable Segments - CORRECT ANSWER-Segments where marketing strategies
can be implemented effectively
Resource Allocation - CORRECT ANSWER-Using segmentation to allocate
marketing resources efficiently
Market Cluster Approach - CORRECT ANSWER-Grouping countries based on
criteria like coffee consumption and market share
BCG Growth-Share Segmentation - CORRECT ANSWER-Grouping countries based
on growth potential and competitive strength
Country-as-Segments Approach - CORRECT ANSWER-Classifying countries based
on socioeconomic and cultural criteria
Disaggregate Consumer Segmentation - CORRECT ANSWER-Focusing on
individual consumers based on various segmentation bases
Two-Stage International Segmentation - CORRECT ANSWER-First macro
segmentation, then microsegmentation
Segmentation Scenarios - CORRECT ANSWER-Different types of segments across
countries: universal, regional, and unique
Bases for International Market Segmentation - CORRECT ANSWER-Demographics,
socioeconomic variables, behavior, lifestyle, and values
Market Segmentation - CORRECT ANSWER-Breaking down the market into
consumer groups with varying responses to marketing
Identifiable Segments - CORRECT ANSWER-Segments easy to define and measure
Sizable Segments - CORRECT ANSWER-Segments large enough to pursue
Accessible Segments - CORRECT ANSWER-Segments easy to reach through
promotions
Stability in Segments - CORRECT ANSWER-Segments should be consistent over
time
Responsive Segments - CORRECT ANSWER-Segments should react positively to
marketing efforts
Actionable Segments - CORRECT ANSWER-Segments where marketing strategies
can be implemented effectively
Resource Allocation - CORRECT ANSWER-Using segmentation to allocate
marketing resources efficiently
Market Cluster Approach - CORRECT ANSWER-Grouping countries based on
criteria like coffee consumption and market share
BCG Growth-Share Segmentation - CORRECT ANSWER-Grouping countries based
on growth potential and competitive strength
Country-as-Segments Approach - CORRECT ANSWER-Classifying countries based
on socioeconomic and cultural criteria
Disaggregate Consumer Segmentation - CORRECT ANSWER-Focusing on
individual consumers based on various segmentation bases
Two-Stage International Segmentation - CORRECT ANSWER-First macro
segmentation, then microsegmentation
Segmentation Scenarios - CORRECT ANSWER-Different types of segments across
countries: universal, regional, and unique
Bases for International Market Segmentation - CORRECT ANSWER-Demographics,
socioeconomic variables, behavior, lifestyle, and values
