BUSI 4250U Study Guide - Final Guide: Marketing Mix, Ethnocentrism, Zenith Electronics

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8 Dec 2018
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The following are some practice questions for the final exam. Please study the review sheet before working on these questions. The same question may or may not appear in the exam. The answers are either in the textbook or in the slides. When identifying global market segments, a fundamental guiding principle should be the need to determine: shared demographic characteristics, similar languages, similar needs and buying behavior, similar ethnic backgrounds, similar geographic regions. A global segment is referred to as "global teens" which includes: people between the ages of 12 and 19, affluent, well-traveled persons, young, global travelers, technology professionals, persons having power. Marketing that involves creating the same marketing mix for a broad mass market of potential buyers is referred to as: differentiated target marketing, standardized global marketing, concentrated global marketing, competitive global marketing, target benefit marketing. Please discuss the advantages and disadvantages of segmenting the global market primarily by country.