A Technology Company That Makes Computers for Professional Use Is

question 110

Multiple Choice

A technology company that makes computers for professional use is trying to segment its customers. The company asked some professional computer users to evaluate the importance of various computer attributes that influence their purchase decisions and then used this data to segment the consumers based on similar response patterns. This is an example of segmentation by:

• A) brand loyalty.
• B) usage rates.
• C) expenditure pattern.
• D) benefits sought.

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Definitions:

Global Branding

Global branding refers to the process by which a company markets and sells its brand under the same name with a consistent strategy in multiple countries around the world.

Translating Promotional Materials

Translating promotional materials involves converting the content of marketing documents, advertisements, and other promotional items into different languages to reach a broader audience and cater to various markets.

Local Culture

The set of shared attitudes, values, goals, and practices that characterizes an institution, organization, or group specific to a particular area or community.

Brand Symbol

A logo, mark, or image associated with a brand that identifies and differentiates it from others.