Test Bank For Advertising And Promotion Global Edition by Belch

1.

Market opportunities are areas where the company believes that customer needs and opportunities are being satisfied.  True    False

2.

A market can rarely be viewed as one large, homogeneous group of customers; rather, it consists of many heterogeneous groups, or segments.  True    False

3.

Dominating channels of distribution is one way of creating a competitive advantage.  True    False

4.

Marketers often go after the entire market with one product, brand, or service offering to create the maximum impact.  True    False

5.

In a typical target marketing process, the stage of segmenting the market is immediately followed by positioning one’s product or service through effective marketing strategies.  True    False

6.

Target market identification isolates consumers with similar lifestyles, needs, and the like, and increases the knowledge of their specific requirements.  True    False

7.

The more marketers segment the market, the less precise is their understanding of it.  True    False

8.

In the geographic segmentation approach, markets are divided into units based on consumers’ occupations and lifestyles.  True    False

9.

When a market is segmented based on how aware and informed the consumers are, the variable used to choose a marketing approach is product knowledge.  True    False

10.

In the psychographic approach to segmentation, determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers.  True    False

11.

Segmenting the market based on consumers’ product or brand usage and the degree of use is an example of behavioristic segmentation.  True    False

12.

Differentiated marketing is used when the firm selects one segment and attempts to capture a large share of this market.  True    False

13.

The consumer approach positions a product by comparing it and the benefit it offers against those offered by competitors.  True    False

14.

Premium brands positioned at the high end of the market usually use the price/quality approach to positioning.  True    False

15.

While positioning by product class, marketers only position against brands, and not against other product categories.  True    False