Test Bank For Advertising And Promotion Global Edition by Belch
Chapter 02 The Role of IMC in the Marketing Process
True / False Questions
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 |
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