Which statement regarding global segmentation, targeting, and positioning is true?

A) Companies must continually adjust products and marketing strategies to meet the changing needs of global markets.
B) Global segmentation, targeting, and positioning activities are far less complicated than the same activities in the domestic market.
C) When developing a global STP strategy, it is best to define segments by geography alone.
D) Segmentation, targeting, and positioning activities for global markets do not differ substantially from that of domestic markets.
E) The "golden rule" for global STP activities for firms is to never alter a firm's marketing mix to serve the needs of global markets.

Question

Amisha Gupta · Accepted Answer

Final Answer : A, Explanation :  Global markets can be diverse and constantly evolving, so companies need to adjust their products and marketing strategies accordingly. That is why global segmentation, targeting, and positioning activities are more complicated than those in the domestic market. Choice C and E are incorrect because geography alone is not enough to define segments, and firms need to alter their marketing mix to meet the needs of global markets. Choice D is also incorrect because global markets have cultural, economic, political, and legal differences that affect STP activities.

Definitions

Learning Objectives

Learning Objectives

Related questions