When a marketer selects the countries and segments that can serve most efficient
ID: 410158 • Letter: W
Question
When a marketer selects the countries and segments that can serve most efficiently she or she is engaging in: 2. the company Market segmentation Market targeting Market positioning Psychographic segmentation Mass-customization b. C. e. 3. One possible risk in brand extensions is which of the following a. b. C. d. e. Underexposure in the market Brand dilution Undifferentiated segmentation Market Penetration Price War -4. All of the following are examples of IPR ownership except which? Design Patent Licensing Agreement Trademarked brand Copyright Utility Patent b. d. e. Coca-cola and the Olympics teaming up together would be an example of which? 5. Green Washing Co-branding Celebrity endorsement Private Label Brand Extension a. b. e.Explanation / Answer
2. a. Market segmentation
It is a method of segmentating markets into narrow segments that the marketer can most efficiently serve.
3. b. Brand dilution
Brand extension into multiple product lines which target different market segments can create a perception of generaility in the minds of the consumer, resulting in brand dilution.
4. b. Licensing agreement
Liensing agreement is between the IPR owner and the licensee for use of such rights in exchange of payment. However, this agreement does not transfer the ownership of IPR rights. Therefore, this is not an example of IPR ownership.
5. a. Greenwashing
Coca Cola is a soft drink brand, which sell sugar-laden carbonated beverages. These products are largely unhealthy and make people unfit in the long run. On the other hand, Olympics is sporting event, which inspires a culture of sports, fitness and health among people. So association of Coca-Cola with Olympics is an effort to create a perception in the minds of consumer that Coca-Cola products are healthy. This is an example of greenwashing, because the company is trying to make a misleading claim about its products being healthy by associating with a sporting event.
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