Question 1

After the analysis of a company's context is completed, the marketing department should examine the firm's target market and product positioning.

Accepted Answer

A) True 
 B)False

Question 2

When Mercedes Benz promises the finest luxury ride in an automobile, the positioning approach being used is:

Accepted Answer

A)  competitors 
B)  price-quality relationship 
C)  use or application 
D)  cultural symbol 
A)  competitors 
B)  price-quality relationship 
C)  use or application 
D)  cultural symbol

Question 3

In terms of marketing expenditures, service companies tend to spend more on which of the following than manufacturers?

Accepted Answer

A)  media advertising 
B)  trade promotions 
C)  consumer promotions 
D)  direct marketing 
A)  media advertising 
B)  trade promotions 
C)  consumer promotions 
D)  direct marketing

Question 4

What are the major consumer market segments?

Accepted Answer

1. Demographics
2. Psychograph

Question 5

The following are methods of segmenting business-to-business markets, except:

Accepted Answer

A)  psychographics 
B)  NAICS/SIC code 
C)  geographic location 
D)  size of business 
A)  psychographics 
B)  NAICS/SIC code 
C)  geographic location 
D)  size of business

Question 6

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

Accepted Answer

A)  marketing dollars may not be spent efficiently 
B)  there is little flexibility in how the marketing dollars can be spent 
C)  when sales go down, so does spending 
D)  it shows a lack of commitment to marketing 
A)  marketing dollars may not be spent efficiently 
B)  there is little flexibility in how the marketing dollars can be spent 
C)  when sales go down, so does spending 
D)  it shows a lack of commitment to marketing

Question 7

Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

Accepted Answer

A) True 
 B)False

Question 8

In terms of marketing expenditures, companies tend to spend the most (41%) on:

Accepted Answer

A)  media advertising 
B)  trade promotions 
C)  consumer promotions 
D)  direct marketing 
A)  media advertising 
B)  trade promotions 
C)  consumer promotions 
D)  direct marketing

Question 9

A firm that has a database containing consumer purchasing histories and uses the information to create market segments is using:

Accepted Answer

A)  demographic segmentation 
B)  psychographic segmentation 
C)  benefit segmentation 
D)  usage segmentation 
A)  demographic segmentation 
B)  psychographic segmentation 
C)  benefit segmentation 
D)  usage segmentation

Question 10

Approximately 40 percent of monies spent on alternative media in the United States was in the category called online/mobile. This category consists of the following, except:

Accepted Answer

A)  lead generation 
B)  product placement 
C)  online display and video ads 
D)  mobile phone ads 
A)  lead generation 
B)  product placement 
C)  online display and video ads 
D)  mobile phone ads

Question 11

Targeting Northern states in the United States for sales of snow skis is an example of which type of segmentation?

Accepted Answer

A)  demographic 
B)  geographic 
C)  benefit 
D)  geodemographic 
A)  demographic 
B)  geographic 
C)  benefit 
D)  geodemographic

Question 12

In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

Accepted Answer

A)  in the early years to build brand awareness and brand equity 
B)  in the middle years to build brand equity and brand preference 
C)  in the later years to maintain market share 
D)  when the market share is the lowest 
A)  in the early years to build brand awareness and brand equity 
B)  in the middle years to build brand equity and brand preference 
C)  in the later years to maintain market share 
D)  when the market share is the lowest

Question 13

Decay effects occur when a company's advertisements have become old or boring.

Accepted Answer

A) True 
 B)False

Question 14

Geodemographics can be used to segment business markets as well as consumer markets.

Accepted Answer

A) True 
 B)False

Question 15

African Americans, Hispanics, and Asian American ethnic groups tend to:

Accepted Answer

A)  be less brand loyal than Asian Americans 
B)  put less value on quality than Caucasians 
C)  be more brand loyal than Caucasians 
D)  be primarily concerned with price 
A)  be less brand loyal than Asian Americans 
B)  put less value on quality than Caucasians 
C)  be more brand loyal than Caucasians 
D)  be primarily concerned with price

Question 16

When marketing to children, a company is using generations as the segmentation variable.

Accepted Answer

A) True 
 B)False

Question 17

Product usage is not normally used as a method of business-to-business market segmentation.

Accepted Answer

A) True 
 B)False

Question 18

The following are possible product positioning strategies, except:

Accepted Answer

A)  attributes 
B)  competitors 
C)  use or application 
D)  by-products 
A)  attributes 
B)  competitors 
C)  use or application 
D)  by-products

Question 19

The primary reason many companies use the percentage of sales method to prepare communications budgets is its simplicity.

Accepted Answer

A) True 
 B)False

Question 20

A commercial showing the luxury and quality of a Lexus is based on:

Accepted Answer

A)  geographic segmentation 
B)  income segmentation 
C)  ethnic segmentation 
D)  geodemographic segmentation 
A)  geographic segmentation 
B)  income segmentation 
C)  ethnic segmentation 
D)  geodemographic segmentation

After the analysis of a company's context is completed, the marketing department should examine the firm's target market and product positioning.

When Mercedes Benz promises the finest luxury ride in an automobile, the positioning approach being used is:

In terms of marketing expenditures, service companies tend to spend more on which of the following than manufacturers?

What are the major consumer market segments?

The following are methods of segmenting business-to-business markets, except:

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

In terms of marketing expenditures, companies tend to spend the most (41%) on:

A firm that has a database containing consumer purchasing histories and uses the information to create market segments is using:

Approximately 40 percent of monies spent on alternative media in the United States was in the category called online/mobile. This category consists of the following, except:

Targeting Northern states in the United States for sales of snow skis is an example of which type of segmentation?

In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

Decay effects occur when a company's advertisements have become old or boring.

Geodemographics can be used to segment business markets as well as consumer markets.

African Americans, Hispanics, and Asian American ethnic groups tend to:

When marketing to children, a company is using generations as the segmentation variable.

Product usage is not normally used as a method of business-to-business market segmentation.

The following are possible product positioning strategies, except:

The primary reason many companies use the percentage of sales method to prepare communications budgets is its simplicity.

A commercial showing the luxury and quality of a Lexus is based on:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 4: The IMC Planning Process

After the analysis of a company's context is completed, the marketing department should examine the firm's target market and product positioning.

When Mercedes Benz promises the finest luxury ride in an automobile, the positioning approach being used is:

In terms of marketing expenditures, service companies tend to spend more on which of the following than manufacturers?

What are the major consumer market segments?

The following are methods of segmenting business-to-business markets, except:

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.

In terms of marketing expenditures, companies tend to spend the most (41%) on:

A firm that has a database containing consumer purchasing histories and uses the information to create market segments is using:

Approximately 40 percent of monies spent on alternative media in the United States was in the category called online/mobile. This category consists of the following, except:

Targeting Northern states in the United States for sales of snow skis is an example of which type of segmentation?

In using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:

Decay effects occur when a company's advertisements have become old or boring.

Geodemographics can be used to segment business markets as well as consumer markets.

African Americans, Hispanics, and Asian American ethnic groups tend to:

When marketing to children, a company is using generations as the segmentation variable.

Product usage is not normally used as a method of business-to-business market segmentation.

The following are possible product positioning strategies, except:

The primary reason many companies use the percentage of sales method to prepare communications budgets is its simplicity.

A commercial showing the luxury and quality of a Lexus is based on:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters