Author Question: Sylvan Learning Center's ad stressing its pride in being the world leader in supplementary education ... (Read 12 times)

bb · **on:** Jun 29, 2018

Sylvan Learning Center's ad stressing its pride in being the world leader in supplementary education is an example of:
a. Expert power.
b. Reward power.
c. Referent power.
d. Coercive power.
e. Legitimate power.

Question 2

Discuss the criteria used in macro-segmentation.

marict · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

C

Answer to Question 2

Some criteria that firms may use to group countries in order to determine which country to target include market potential, the political, legal, and financial environment of the country, the marketing support infrastructure in the country, current brand presence in the country, and the degree of market fit with the company policies, goals, and resources. Indicators of market potential include, GDP, consumer behavior, and industry and consumer statistics. All else being equal, a company would prefer to enter a country with a stable political environment and one in which the legal environment was not ambiguous. It is important for marketing infrastructure (e.g., distributors) to be developed as well. This may be found in the Macro-Segmentation: Country Attractiveness Analysis section (7-3b).