Question 1

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 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 marketing dollars can be spent. 
C)  when sales go down, so does spending. 
D)  it shows a lack of commitment to marketing.

Question 2

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:

Accepted Answer

A)  demographics. 
B)  product usage. 
C)  type of business. 
D)  customer value. 
A)  demographics. 
B)  product usage. 
C)  type of business. 
D)  customer value.

Question 3

All of the following are examples of typical marketing communications objectives except:

Accepted Answer

A)  increase market share. 
B)  increase the number of products offered. 
C)  increase profits. 
D)  increase return on investment. 
A)  increase market share. 
B)  increase the number of products offered. 
C)  increase profits. 
D)  increase return on investment.

Question 4

Successful global integrated marketing communication campaigns include all of the following tactics except:

Accepted Answer

A)  a standardization approach. 
B)  understand the international market. 
C)  create a borderless marketing plan. 
D)  think globally, but act locally. 
A)  a standardization approach. 
B)  understand the international market. 
C)  create a borderless marketing plan. 
D)  think globally, but act locally.

Question 5

The NAICS/SIC code program is used in which type of business-to-business segmentation?

Accepted Answer

A)  Industry 
B)  Company size 
C)  Geographic 
D)  Benefit 
A)  Industry 
B)  Company size 
C)  Geographic 
D)  Benefit

Question 6

If a company's marketing team chooses to focus marketing efforts on children, which demographic variable is being used to segment the market?

Accepted Answer

A)  Gender 
B)  Age 
C)  Generations 
D)  Benefits 
A)  Gender 
B)  Age 
C)  Generations 
D)  Benefits

Question 7

All of the following are examples of typical communication objectives except:

Accepted Answer

A)  identify competitors. 
B)  encourage repeat purchases. 
C)  enhance firm image. 
D)  change customer beliefs or attributes. 
A)  identify competitors. 
B)  encourage repeat purchases. 
C)  enhance firm image. 
D)  change customer beliefs or attributes.

Question 8

Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting.

Accepted Answer

A) True 
 B)False

Question 9

All of 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 10

Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies.

Accepted Answer

A) True 
 B)False

Question 11

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

Accepted Answer

A)  gender. 
B)  age. 
C)  income. 
D)  ethnicity. 
A)  gender. 
B)  age. 
C)  income. 
D)  ethnicity.

Question 12

What are the characteristics of a viable market segment?

Accepted Answer

1. The individuals within the segment sh

Question 13

Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by:

Accepted Answer

A)  product user. 
B)  product class. 
C)  use or application. 
D)  product attribute. 
A)  product user. 
B)  product class. 
C)  use or application. 
D)  product attribute.

Question 14

A commercial showing the luxury and quality of a Lexus is based on ________ segmentation.

Accepted Answer

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

Question 15

Level of education is an example of segmentation by:

Accepted Answer

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

Question 16

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:

Accepted Answer

A)  a meaningful classification scheme based on actual behavior of customers. 
B)  ability to reduce a large volume of customer data to a few, concise clusters. 
C)  ability to measure the growth of each cluster and the migration of customers from one cluster to another. 
D)  ability to compare a firm's customers with customers from competing firms. 
A)  a meaningful classification scheme based on actual behavior of customers. 
B)  ability to reduce a large volume of customer data to a few, concise clusters. 
C)  ability to measure the growth of each cluster and the migration of customers from one cluster to another. 
D)  ability to compare a firm's customers with customers from competing firms.

Question 17

In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases.

Accepted Answer

A) True 
 B)False

Question 18

Quantitative methods of developing a marketing communications budget rely on computer models or simulations.

Accepted Answer

A) True 
 B)False

Question 19

A market segment must be financially viable to be useful.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

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

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:

All of the following are examples of typical marketing communications objectives except:

Successful global integrated marketing communication campaigns include all of the following tactics except:

The NAICS/SIC code program is used in which type of business-to-business segmentation?

If a company's marketing team chooses to focus marketing efforts on children, which demographic variable is being used to segment the market?

All of the following are examples of typical communication objectives except:

Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting.

All of the following are methods of segmenting business-to-business markets except:

Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies.

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

What are the characteristics of a viable market segment?

Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by:

A commercial showing the luxury and quality of a Lexus is based on ________ segmentation.

Level of education is an example of segmentation by:

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:

In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases.

Quantitative methods of developing a marketing communications budget rely on computer models or simulations.

A market segment must be financially viable to be useful.

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

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

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

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:

All of the following are examples of typical marketing communications objectives except:

Successful global integrated marketing communication campaigns include all of the following tactics except:

The NAICS/SIC code program is used in which type of business-to-business segmentation?

If a company's marketing team chooses to focus marketing efforts on children, which demographic variable is being used to segment the market?

All of the following are examples of typical communication objectives except:

Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting.

All of the following are methods of segmenting business-to-business markets except:

Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies.

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

What are the characteristics of a viable market segment?

Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by:

A commercial showing the luxury and quality of a Lexus is based on ________ segmentation.

Level of education is an example of segmentation by:

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:

In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases.

Quantitative methods of developing a marketing communications budget rely on computer models or simulations.

A market segment must be financially viable to be useful.

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

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