Question 1

Geodemographics combines demographic information, geographical information and ________ information.

Accepted Answer

A)  psychographic 
B)  generational 
C)  global marketing 
D)  benefit segmentation 
A)  psychographic 
B)  generational 
C)  global marketing 
D)  benefit segmentation

Question 2

All of the following facts about women are true except:

Accepted Answer

A)  that women control 75 percent of the world's annual consumer spending. 
B)  80 percent of women buy and sell stocks. 
C)  90 percent of women deal with financial advisors. 
D)  96 percent of women are involved in purchasing high-priced electronics. 
A)  that women control 75 percent of the world's annual consumer spending. 
B)  80 percent of women buy and sell stocks. 
C)  90 percent of women deal with financial advisors. 
D)  96 percent of women are involved in purchasing high-priced electronics.

Question 3

Using gender, age, ethnicity, and income as market segmentation variables is the application of which segmentation approach?

Accepted Answer

A)  Demographics 
B)  Psychographics 
C)  Geographic 
D)  Polygraphic 
A)  Demographics 
B)  Psychographics 
C)  Geographic 
D)  Polygraphic

Question 4

In using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:

Accepted Answer

A)  at the product's introduction, then increased when brand acceptance occurs. 
B)  when the brand becomes the market leader. 
C)  when the brand reaches the point at which additional dollars invested in communications yields diminishing returns. 
D)  when the market becomes saturated. 
A)  at the product's introduction, then increased when brand acceptance occurs. 
B)  when the brand becomes the market leader. 
C)  when the brand reaches the point at which additional dollars invested in communications yields diminishing returns. 
D)  when the market becomes saturated.

Question 5

Newer and smaller companies are inclined to use the ________ method when developing marketing communications budgets.

Accepted Answer

A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning 
A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning

Question 6

A set of businesses or groups of individual consumers with distinct characteristics is a(n):

Accepted Answer

A)  differentiated group. 
B)  production department. 
C)  market segment. 
D)  manufacturing system. 
A)  differentiated group. 
B)  production department. 
C)  market segment. 
D)  manufacturing system.

Question 7

The VALS typology is based on which type of segmentation?

Accepted Answer

A)  Demographic 
B)  Psychographic 
C)  Generations 
D)  Geodemographic 
A)  Demographic 
B)  Psychographic 
C)  Generations 
D)  Geodemographic

Question 8

The NAICS code helps in geodemographic segmentation programs.

Accepted Answer

A) True 
 B)False

Question 9

In terms of global ad spending by media, the largest category is:

Accepted Answer

A)  television. 
B)  magazines. 
C)  digital. 
D)  newspapers. 
A)  television. 
B)  magazines. 
C)  digital. 
D)  newspapers.

Question 10

Analysis of buying patterns by gender is an example of segmentation by:

Accepted Answer

A)  psychographics. 
B)  generations. 
C)  demographics. 
D)  usage. 
A)  psychographics. 
B)  generations. 
C)  demographics. 
D)  usage.

Question 11

A successful GIMC program utilizes market segmentation adapted to countries and cultures.

Accepted Answer

A) True 
 B)False

Question 12

All of the following facts about campaigns that target men are true except:

Accepted Answer

A)  men prefer specific information rather than browsing products and brands. 
B)  men favor products that reflect status and demonstrate they have good taste. 
C)  men tend to purchase well-known brands. 
D)  for men, a lower price is more important than higher quality. 
A)  men prefer specific information rather than browsing products and brands. 
B)  men favor products that reflect status and demonstrate they have good taste. 
C)  men tend to purchase well-known brands. 
D)  for men, a lower price is more important than higher quality.

Question 13

Identifying who will be the recipient of a planned communications campaign is ________ research.

Accepted Answer

A)  consumer-oriented 
B)  target-market 
C)  product-specific 
D)  market segmentation 
A)  consumer-oriented 
B)  target-market 
C)  product-specific 
D)  market segmentation

Question 14

When a company sorts prospects into those with the lowest, medium, and highest profit potential, the ________ segmentation approach is being used.

Accepted Answer

A)  industry 
B)  size 
C)  usage 
D)  customer value 
A)  industry 
B)  size 
C)  usage 
D)  customer value

Question 15

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

Accepted Answer

A) True 
 B)False

Question 16

Basing a communications budget on sales from the previous year or anticipated sales for the next year is the ________ budgeting method.

Accepted Answer

A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning 
A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning

Question 17

Predicting consumer behavior by concentrating on the motives of purchase decisions involves using a(n) ________ approach

Accepted Answer

A)  product-specific research 
B)  psychological 
C)  sociological 
D)  anthropological 
A)  product-specific research 
B)  psychological 
C)  sociological 
D)  anthropological

Question 18

When a product positioning strategy is based on the type of consumer that buys an item, the ________ positioning approach is being used.

Accepted Answer

A)  product user 
B)  product class 
C)  use or application 
D)  cultural symbol 
A)  product user 
B)  product class 
C)  use or application 
D)  cultural symbol

Question 19

If a company's leaders reject a communications budgeting method because it would take too long to prepare, odds are it is the ________ budgeting method.

Accepted Answer

A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  objective and task 
A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  objective and task

Question 20

Meet-the-competition method of developing a marketing communications budget is often used in industries with a dominant number one brand.

Accepted Answer

A) True 
 B)False

Geodemographics combines demographic information, geographical information and ________ information.

All of the following facts about women are true except:

Using gender, age, ethnicity, and income as market segmentation variables is the application of which segmentation approach?

In using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:

Newer and smaller companies are inclined to use the ________ method when developing marketing communications budgets.

A set of businesses or groups of individual consumers with distinct characteristics is a(n):

The VALS typology is based on which type of segmentation?

The NAICS code helps in geodemographic segmentation programs.

In terms of global ad spending by media, the largest category is:

Analysis of buying patterns by gender is an example of segmentation by:

A successful GIMC program utilizes market segmentation adapted to countries and cultures.

All of the following facts about campaigns that target men are true except:

Identifying who will be the recipient of a planned communications campaign is ________ research.

When a company sorts prospects into those with the lowest, medium, and highest profit potential, the ________ segmentation approach is being used.

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

Basing a communications budget on sales from the previous year or anticipated sales for the next year is the ________ budgeting method.

Predicting consumer behavior by concentrating on the motives of purchase decisions involves using a(n) ________ approach

When a product positioning strategy is based on the type of consumer that buys an item, the ________ positioning approach is being used.

If a company's leaders reject a communications budgeting method because it would take too long to prepare, odds are it is the ________ budgeting method.

Meet-the-competition method of developing a marketing communications budget is often used in industries with a dominant number one brand.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

Geodemographics combines demographic information, geographical information and ________ information.

All of the following facts about women are true except:

Using gender, age, ethnicity, and income as market segmentation variables is the application of which segmentation approach?

In using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:

Newer and smaller companies are inclined to use the ________ method when developing marketing communications budgets.

A set of businesses or groups of individual consumers with distinct characteristics is a(n):

The VALS typology is based on which type of segmentation?

The NAICS code helps in geodemographic segmentation programs.

In terms of global ad spending by media, the largest category is:

Analysis of buying patterns by gender is an example of segmentation by:

A successful GIMC program utilizes market segmentation adapted to countries and cultures.

All of the following facts about campaigns that target men are true except:

Identifying who will be the recipient of a planned communications campaign is ________ research.

When a company sorts prospects into those with the lowest, medium, and highest profit potential, the ________ segmentation approach is being used.

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

Basing a communications budget on sales from the previous year or anticipated sales for the next year is the ________ budgeting method.

Predicting consumer behavior by concentrating on the motives of purchase decisions involves using a(n) ________ approach

When a product positioning strategy is based on the type of consumer that buys an item, the ________ positioning approach is being used.

If a company's leaders reject a communications budgeting method because it would take too long to prepare, odds are it is the ________ budgeting method.

Meet-the-competition method of developing a marketing communications budget is often used in industries with a dominant number one brand.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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