Question 1

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

Accepted Answer

A) product usage. 
B) psychographics. 
C) geographic location. 
D) customer value. 
A) product usage. 
B) psychographics. 
C) geographic location. 
D) customer value.

Question 2

Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment.

Accepted Answer

A) True 
 B)False

Question 3

Basing a budget on what other companies are spending on advertising and communication is which 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 4

A pulsating communications schedule involves continuous advertising and communications during the year with bursts of higher intensity at specific times.

Accepted Answer

A) True 
 B)False

Question 5

The quality of products, prices charged, methods of distribution, image, and communication tactics create a product's position.

Accepted Answer

A) True 
 B)False

Question 6

When conducting communications research, each of the following perspectives is typically used except:

Accepted Answer

A) anthropology. 
B) sociology. 
C) psychology. 
D) statistics. 
A) anthropology. 
B) sociology. 
C) psychology. 
D) statistics.

Question 7

For a market segment to be viable, it should meet each of the following tests except the:

Accepted Answer

A) members of the market segment should be ambiguous. 
B) market segment must be large enough to be financially viable to market with a separate marketing campaign. 
C) market segment must differ from the population as a whole. 
D) market segment must be reachable through some type of media or marketing communications. 
A) members of the market segment should be ambiguous. 
B) market segment must be large enough to be financially viable to market with a separate marketing campaign. 
C) market segment must differ from the population as a whole. 
D) market segment must be reachable through some type of media or marketing communications.

Question 8

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?

Accepted Answer

A) Product-specific research approach 
B) Psychological approach 
C) Sociological approach 
D) Anthropological approach 
A) Product-specific research approach 
B) Psychological approach 
C) Sociological approach 
D) Anthropological approach

Question 9

If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning approach would be:

Accepted Answer

A) product attributes. 
B) based on competitors. 
C) use or application. 
D) price-quality relationship. 
A) product attributes. 
B) based on competitors. 
C) use or application. 
D) price-quality relationship.

Question 10

When Mercedes Benz promises the finest luxury 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 11

Which form of product positioning strategy is based on a category or type of product?

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 12

Which type of schedule in allocating a marketing communications budget would match a company such as Hershey's that advertises all year, but adds additional advertising during holidays, such as Easter?

Accepted Answer

A) Flighting 
B) Continuous 
C) Payout 
D) Pulsating 
A) Flighting 
B) Continuous 
C) Payout 
D) Pulsating

Question 13

What are the characteristics of a viable market segment?

Accepted Answer

1.The individuals within the segment sho

Question 14

When marketing to children, a company is using generation segmentation.

Accepted Answer

A) True 
 B)False

Question 15

Identifying who will be the recipient of a planned communications campaign is which type of 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 16

Using segmentation by size, which type of organization would most likely be contacted by a field sales person visiting the organization's place of business?

Accepted Answer

A) Small business 
B) Medium size business 
C) Large business 
D) Government entity 
A) Small business 
B) Medium size business 
C) Large business 
D) Government entity

Question 17

Service companies tend to spend more on which type of marketing 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 18

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 19

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 20

Marketing objectives typically include target sales volume, brand awareness, and brand image.

Accepted Answer

A) True 
 B)False

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

Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment.

Basing a budget on what other companies are spending on advertising and communication is which method?

A pulsating communications schedule involves continuous advertising and communications during the year with bursts of higher intensity at specific times.

The quality of products, prices charged, methods of distribution, image, and communication tactics create a product's position.

When conducting communications research, each of the following perspectives is typically used except:

For a market segment to be viable, it should meet each of the following tests except the:

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?

If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning approach would be:

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

Which form of product positioning strategy is based on a category or type of product?

Which type of schedule in allocating a marketing communications budget would match a company such as Hershey's that advertises all year, but adds additional advertising during holidays, such as Easter?

What are the characteristics of a viable market segment?

When marketing to children, a company is using generation segmentation.

Identifying who will be the recipient of a planned communications campaign is which type of research?

Using segmentation by size, which type of organization would most likely be contacted by a field sales person visiting the organization's place of business?

Service companies tend to spend more on which type of marketing than manufacturers?

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

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

Marketing objectives typically include target sales volume, brand awareness, and brand image.

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

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

Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment.

Basing a budget on what other companies are spending on advertising and communication is which method?

A pulsating communications schedule involves continuous advertising and communications during the year with bursts of higher intensity at specific times.

The quality of products, prices charged, methods of distribution, image, and communication tactics create a product's position.

When conducting communications research, each of the following perspectives is typically used except:

For a market segment to be viable, it should meet each of the following tests except the:

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?

If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning approach would be:

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

Which form of product positioning strategy is based on a category or type of product?

Which type of schedule in allocating a marketing communications budget would match a company such as Hershey's that advertises all year, but adds additional advertising during holidays, such as Easter?

What are the characteristics of a viable market segment?

When marketing to children, a company is using generation segmentation.

Identifying who will be the recipient of a planned communications campaign is which type of research?

Using segmentation by size, which type of organization would most likely be contacted by a field sales person visiting the organization's place of business?

Service companies tend to spend more on which type of marketing than manufacturers?

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

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

Marketing objectives typically include target sales volume, brand awareness, and brand image.

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