Question

As noted in your text, global segmenting, targeting, and positioning are more complicated than domestic segmenting and positioning because of cultural nuances, significant subcultures within countries, and __________.

Answer 1

These are the options for the question:

1. Complications due to franchising issues.
2. The taxes imposed by some foreign countries on marketing activities.
3. Differences in the way consumers see themselves and in the way they see products and services.
4. Currency differences.
5. Anti-discrimination regulations prohibiting segmentation and targeting in developing countries.

And this is the correct answer:

• Differences in the way consumers see themselves and in the way they see products and services.

Step-by-step explanation:

The correct option is related to cultural differences. People from different countries see themselves and products and services in a distinct manner.

For example, people in Muslim countries do not eat pork because they would perceive themselves as sinners if they did so, since the Quran forbids the consumption of pork. A pork-producing company cannot enter this market, and would have to offer a different product.

Another, more nuanced example would be within the U.S. New Yorkers generally do not like pre-made, chain-based Pizza because New York has many family and gourmet pizzerias. Pizza chains should emphasize quality or convenience (or both) when marketing for the New York marketing.