Global Segmentation, Targeting, and Positioning (STP)are More Complicated Than Local

question 40

Multiple Choice

Global segmentation, targeting, and positioning (STP) are more complicated than local STP, in part because

• A)consumers may view their roles differently in different countries.
• B)there are fewer franchising opportunities in global markets.
• C)global consumer markets are almost totally homogeneous, making segmentation difficult.
• D)most governments have rules against targeting consumers.
• E)positioning almost always fails when attempted in a foreign country.

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Definitions:

Purchasing Manager

This individual is responsible for sourcing goods and services for an organization, including negotiating prices and contracts with suppliers.

Purchasing Committee

A group of professionals within an organization responsible for making buying decisions.

Buying Center

A group of individuals within an organization responsible for making purchasing decisions and evaluating products or services.

Evaluators

Individuals or entities that assess or judge the quality, value, or performance of products, services, or processes.