,DOWNLOAD THE Test Bank for Advertising and Promotion An IntegratedMarke
l l l l l l l l l l
ting Communications Perspective 11th Edition Belch
l l l l l
Chapter 02 Test Bank l l l
Student:ll
1. Marketlopportunitieslarelareaslwherelthelcompanylbelieveslthatlcustomerlneedslandlopportunitieslarelbeinglsatisfied.lTru
e False
2. Almarketlcanlrarelylbelviewedlaslonellarge,lhomogeneouslgrouploflcustomers;lrather,litlconsistsloflmanylheterogeneouslgroups,lorlsegm
ents.
True False
3. Dominatinglchannelslofldistributionlislonelwayloflcreatinglalcompetitiveladvantage.lTr
ue False
4. Marketersloftenlgolafterlthelentirelmarketlwithlonelproduct,lbrand,lorlservicelofferingltolcreatelthelmaximumlimpact.lTrue
False
5. Inlaltypicalltargetlmarketinglprocess,lthelstageloflsegmentinglthelmarketlislimmediatelylfollowedlbylpositioninglone'slproductlorlservi
celthroughleffectivelmarketinglstrategies.
True False
6. Targetlmarketlidentificationlisolateslconsumerslwithlsimilarllifestyles,lneeds,landlthellike,landlincreaseslthelknowledgelofltheirlspeci
ficlrequirements.
True False
7. Thelmorelmarketerslsegmentlthelmarket,lthellesslpreciselisltheirlunderstandingloflit.lTru
e False
8. Inlthelgeographiclsegmentationlapproach,lmarketslareldividedlintolunitslbasedlonlconsumers'loccupationslandllifestyles.lTru
e False
02-1
Copyrightl©l2017lMcGraw-
HilllEducation.lAlllrightslreserved.lNolreproductionlorldistributionlwithoutlthelp
riorlwrittenlconsentloflMcGraw-HilllEducation.
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion An IntegratedMarke
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ting Communications Perspective 11th Edition Belch
l l l l l
9. Whenlalmarketlislsegmentedlbasedlonlpersonality,llifecycles,land/orllifestyles,litlislreferredltolasldemographiclsegmentation.lTrue
False
10. Theldeterminationlofllifestyleslislusuallylbasedlonlanlanalysisloflthelactivities,linterests,landlopinionsl(AIOs)loflconsumers.lTrue
False
11. Segmentinglthelmarketlbasedlonlconsumers'lproductlorlbrandlusagelandltheldegreelofluselislanlexampleloflbehavioristiclsegm
entation.
True False
12. Industriallmarketerslreferltolthel80–20lrule,lmeaninglthatl20lpercentlofltheirlbuyerslaccountlforl80lpercentlofltheirlsaleslvolume.lTrue
False
13. Differentiatedlmarketinglislusedlwhenlthelfirmlselectslonelsegmentlandlattemptsltolcapturelallargelshareloflthislmarket.lTrue
False
14. Thelpositioninglbylcompetitorlapproachlpositionslalproductlbylassociatinglitlwithlalparticularluserlorlgrouploflusers.lTrue
False
15. Premiumlbrandslpositionedlatlthelhighlendloflthelmarketlusuallyluselthelprice/qualitylapproachltolpositioning.lTrue
False
16. Whenlpositioninglbylproductlclass,lmarketerslonlylpositionlagainstlbrands,landlnotlagainstlotherlproductlcategories.lTru
e False
17. Repositioningloflalproductlusuallyloccurslbecauselofldeclininglorlstagnantlsales.lTr
ue False
18. Stronglsymboliclfeatureslandlsociallandlpsychologicallmeaninglmaylbelmorelimportantlthanlfunctionallutilitylforlmanylproducts.lTrue
False
02-2
Copyrightl©l2017lMcGraw-
HilllEducation.lAlllrightslreserved.lNolreproductionlorldistributionlwithoutlthelp
riorlwrittenlconsentloflMcGraw-HilllEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An IntegratedMarke
l l l l l l l l l l
ting Communications Perspective 11th Edition Belch
l l l l l
19. Brandlequitylrefersltoltheltangiblelassetslearnedlthroughlalproduct'slfunctionallpurpose.lTru
e False
20. Almarketerlwithlanlintegratedlmarketinglcommunicationsl(IMC)lperspectivelisllikelyltollinklhighlrelativeladlexpenditureslwithlpre
miumlprices,landllowlrelativeladlexpenditureslwithllowlprices.
True False
21. Tradeladvertisinglfocuseslonlsaleslpromotionleffortsldirectedltowardlthelultimatelconsumer.lTr
ue False
22. Mostlconsumer-
productlcompaniesldistributelthroughldirectlchannels.lTrue False
23. Accordingltolthelmarketinglandlpromotionslprocesslmodel,lthelmarketinglprocesslbeginslwithlthe
A. developmentloflthelbrandlequity.
B. developmentloflalmarketinglstrategy.
C. developmentloflthelpromotionallmix.
D. determinationloflthelpromotionallbudget.
E. establishmentloflalnano-campaignlmarketinglstrategy.
24. Accordingltolthelmarketinglandlpromotionslprocesslmodel,linlwhichloflthelfollowinglstagesldoeslthelcompanyldecidelthelproductlorlser
vicelareaslandlparticularlmarketslwherelitlwantsltolcompete?
A. developmentloflalmarketinglstrategylandlanalysis
B. developmentlofltheltargetlmarketinglprocess
C. allocationlofladvertisinglbudget
D. developmentloflthelmarketinglplanninglprogram
E. creationloflalpositioninglstrategy
25. ThelManischewitzlcompanylbroadenedlitslmarketingleffortsltolcapturelmoreloflthelmainstreamlmarketlfollowingla(n)
l ,lwhichlidentifiedlfavorableldemandltrendslforlethniclfoods.
A. positioninglstrategy
B. opportunitylanalysis
C. budgetlanalysis
D. promotionallpushlstrategy
E. promotionallpulllstrategy
02-3
Copyrightl©l2017lMcGraw-
HilllEducation.lAlllrightslreserved.lNolreproductionlorldistributionlwithoutlthelp
riorlwrittenlconsentloflMcGraw-HilllEducation.
mynursytest.store
l l l l l l l l l l
ting Communications Perspective 11th Edition Belch
l l l l l
Chapter 02 Test Bank l l l
Student:ll
1. Marketlopportunitieslarelareaslwherelthelcompanylbelieveslthatlcustomerlneedslandlopportunitieslarelbeinglsatisfied.lTru
e False
2. Almarketlcanlrarelylbelviewedlaslonellarge,lhomogeneouslgrouploflcustomers;lrather,litlconsistsloflmanylheterogeneouslgroups,lorlsegm
ents.
True False
3. Dominatinglchannelslofldistributionlislonelwayloflcreatinglalcompetitiveladvantage.lTr
ue False
4. Marketersloftenlgolafterlthelentirelmarketlwithlonelproduct,lbrand,lorlservicelofferingltolcreatelthelmaximumlimpact.lTrue
False
5. Inlaltypicalltargetlmarketinglprocess,lthelstageloflsegmentinglthelmarketlislimmediatelylfollowedlbylpositioninglone'slproductlorlservi
celthroughleffectivelmarketinglstrategies.
True False
6. Targetlmarketlidentificationlisolateslconsumerslwithlsimilarllifestyles,lneeds,landlthellike,landlincreaseslthelknowledgelofltheirlspeci
ficlrequirements.
True False
7. Thelmorelmarketerslsegmentlthelmarket,lthellesslpreciselisltheirlunderstandingloflit.lTru
e False
8. Inlthelgeographiclsegmentationlapproach,lmarketslareldividedlintolunitslbasedlonlconsumers'loccupationslandllifestyles.lTru
e False
02-1
Copyrightl©l2017lMcGraw-
HilllEducation.lAlllrightslreserved.lNolreproductionlorldistributionlwithoutlthelp
riorlwrittenlconsentloflMcGraw-HilllEducation.
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion An IntegratedMarke
l l l l l l l l l l
ting Communications Perspective 11th Edition Belch
l l l l l
9. Whenlalmarketlislsegmentedlbasedlonlpersonality,llifecycles,land/orllifestyles,litlislreferredltolasldemographiclsegmentation.lTrue
False
10. Theldeterminationlofllifestyleslislusuallylbasedlonlanlanalysisloflthelactivities,linterests,landlopinionsl(AIOs)loflconsumers.lTrue
False
11. Segmentinglthelmarketlbasedlonlconsumers'lproductlorlbrandlusagelandltheldegreelofluselislanlexampleloflbehavioristiclsegm
entation.
True False
12. Industriallmarketerslreferltolthel80–20lrule,lmeaninglthatl20lpercentlofltheirlbuyerslaccountlforl80lpercentlofltheirlsaleslvolume.lTrue
False
13. Differentiatedlmarketinglislusedlwhenlthelfirmlselectslonelsegmentlandlattemptsltolcapturelallargelshareloflthislmarket.lTrue
False
14. Thelpositioninglbylcompetitorlapproachlpositionslalproductlbylassociatinglitlwithlalparticularluserlorlgrouploflusers.lTrue
False
15. Premiumlbrandslpositionedlatlthelhighlendloflthelmarketlusuallyluselthelprice/qualitylapproachltolpositioning.lTrue
False
16. Whenlpositioninglbylproductlclass,lmarketerslonlylpositionlagainstlbrands,landlnotlagainstlotherlproductlcategories.lTru
e False
17. Repositioningloflalproductlusuallyloccurslbecauselofldeclininglorlstagnantlsales.lTr
ue False
18. Stronglsymboliclfeatureslandlsociallandlpsychologicallmeaninglmaylbelmorelimportantlthanlfunctionallutilitylforlmanylproducts.lTrue
False
02-2
Copyrightl©l2017lMcGraw-
HilllEducation.lAlllrightslreserved.lNolreproductionlorldistributionlwithoutlthelp
riorlwrittenlconsentloflMcGraw-HilllEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An IntegratedMarke
l l l l l l l l l l
ting Communications Perspective 11th Edition Belch
l l l l l
19. Brandlequitylrefersltoltheltangiblelassetslearnedlthroughlalproduct'slfunctionallpurpose.lTru
e False
20. Almarketerlwithlanlintegratedlmarketinglcommunicationsl(IMC)lperspectivelisllikelyltollinklhighlrelativeladlexpenditureslwithlpre
miumlprices,landllowlrelativeladlexpenditureslwithllowlprices.
True False
21. Tradeladvertisinglfocuseslonlsaleslpromotionleffortsldirectedltowardlthelultimatelconsumer.lTr
ue False
22. Mostlconsumer-
productlcompaniesldistributelthroughldirectlchannels.lTrue False
23. Accordingltolthelmarketinglandlpromotionslprocesslmodel,lthelmarketinglprocesslbeginslwithlthe
A. developmentloflthelbrandlequity.
B. developmentloflalmarketinglstrategy.
C. developmentloflthelpromotionallmix.
D. determinationloflthelpromotionallbudget.
E. establishmentloflalnano-campaignlmarketinglstrategy.
24. Accordingltolthelmarketinglandlpromotionslprocesslmodel,linlwhichloflthelfollowinglstagesldoeslthelcompanyldecidelthelproductlorlser
vicelareaslandlparticularlmarketslwherelitlwantsltolcompete?
A. developmentloflalmarketinglstrategylandlanalysis
B. developmentlofltheltargetlmarketinglprocess
C. allocationlofladvertisinglbudget
D. developmentloflthelmarketinglplanninglprogram
E. creationloflalpositioninglstrategy
25. ThelManischewitzlcompanylbroadenedlitslmarketingleffortsltolcapturelmoreloflthelmainstreamlmarketlfollowingla(n)
l ,lwhichlidentifiedlfavorableldemandltrendslforlethniclfoods.
A. positioninglstrategy
B. opportunitylanalysis
C. budgetlanalysis
D. promotionallpushlstrategy
E. promotionallpulllstrategy
02-3
Copyrightl©l2017lMcGraw-
HilllEducation.lAlllrightslreserved.lNolreproductionlorldistributionlwithoutlthelp
riorlwrittenlconsentloflMcGraw-HilllEducation.
mynursytest.store
