Author Question: Which market segment does Coca-Cola and Kodak target in China with their global brands? a. Working ... (Read 66 times)

jenna1 · **on:** Jun 29, 2018

Which market segment does Coca-Cola and Kodak target in China with their global brands?
a. Working Poor c. The salaried class
b. The Little Rich d. Yuppies

Question 2

All of the following are examples of why organizations source worldwide except _____.
a. access to the only source available
b. react to buying patterns of competitors
c. higher ethics
d. cost/price benefits
e. establish a presence in another country market

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

Answer to Question 1

D
China's working class falls into four segments: working poor and salaried class - together accounting for 80 of the urban population; the little rich, 15 of the urban population, and yuppies, representing nearly 5 of the urban household. Coca-Cola and Kodak target their global brands primarily to yuppies in China since they are more likely to desire (and be able to purchase) Western brands. This may be found in Micro-Segmentation: Focusing on the Target Consumer section (7-3c).

Answer to Question 2

c