,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
m m m m m m m m m m
ting Communications Perspective 11th Edition Belch
m m m m m
Chapter 02 Test Bank m m m
Student:m
1 . Market mopportunitiesmaremareasmwheremthemcompanymbelievesmthat mcustomermneedsmand mopportunitiesmarembeingmsati
sfied.mTrue False
2 . Ammarket mcan mrarely mbemviewed masmonemlarge,mhomogeneousmgroup mof mcustomers; mrather,mitmconsistsmof mmany mheterogeneousmgro
ups,mormsegments.
True False
3 . Dominatingmchannelsmof mdistribution mismonemway mof mcreatingma mcompetitivemadvant
age.mTrue False
4 . Marketersmoften mgo maftermthementiremmarket mwith monemproduct,mbrand,mormservicemofferingmto mcreatemthemmaximum mi
mpact.mTrue False
5 . In ma mtypicalmtarget mmarketingmprocess,mthemstagemofmsegmentingmthemmarket mismimmediately mfollowed mby mpositioningmone'smprod
uct mormservicemthrough meffectivemmarketingmstrategies.
True False
6 . Target mmarket midentification misolatesmconsumersmwith msimilarmlifestyles,mneeds,mand mthemlike,mand mincreasesmthemknowledgemof
mtheirmspecific mrequirements.
True False
7 . Themmoremmarketersmsegment mthemmarket,mthemlessmprecisemismtheirmunderstandingm
of mit.mTrue False
8 . In mthemgeographicmsegmentation mapproach,mmarketsmaremdivided minto munitsmbased mon mconsumers'moccupationsmand mlifest
yles.mTrue False
02-1
Copyrightm©m2017mMcGraw-
HillmEducation.mAllmrights mreserved.mNomreproductionmormdistributionmwithou
tmthempriormwrittenmconsentmofmMcGraw-HillmEducation.
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
m m m m m m m m m m
ting Communications Perspective 11th Edition Belch
m m m m m
9 . When ma mmarket mismsegmented mbased mon mpersonality,mlifecycles,mand/ormlifestyles,mit mismreferred mto masmdemographic msegment
ation.mTrue False
10 . Themdetermination mof mlifestylesmismusually mbased monman manalysismof mthemactivities,minterests,mand mopinionsm(AIOs)mof mcons
umers.mTrue False
11 . Segmentingmthemmarket mbased mon mconsumers'mproductmormbrand musagemandmthemdegreemof musemisman mexamplemof mbehavi
oristicmsegmentation.
True False
12 . Industrialmmarketersmrefermto mthem80–
20 mrule,mmeaningmthat m20 mpercent mof mtheirmbuyersmaccount mform80 mpercent mof mtheirmsalesmvolume.mTrue False
13 . Differentiated mmarketingmismused mwhen mthemfirm mselectsmonemsegment mand mattemptsmto mcapturema mlargemsharemof mthism
market.mTrue False
14 . Thempositioningmby mcompetitormapproach mpositionsma mproduct mby massociatingmitmwith ma mparticularmusermormgroup mofm
users.mTrue False
15 . Premium mbrandsmpositioned matmthemhigh mend mof mthemmarket musually musemthemprice/quality mapproach mtompositio
ning.mTrue False
16 . When mpositioningmby mproduct mclass,mmarketersmonly mposition magainst mbrands,mand mnot magainst mothermproduct mcateg
ories.mTrue False
17 . Repositioningmof ma mproduct musually moccursmbecausemofmdecliningmormstagnant msa
les.mTrue False
18 . Strongmsymbolicmfeaturesmand msocialmandmpsychologicalmmeaningmmaymbemmoremimportant mthanmfunctionalmutility mformmany mpro
ducts.mTrue False
02-2
Copyrightm©m2017mMcGraw-
HillmEducation.mAllmrights mreserved.mNomreproductionmormdistributionmwithou
tmthempriormwrittenmconsentmofmMcGraw-HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
m m m m m m m m m m
ting Communications Perspective 11th Edition Belch
m m m m m
19 . Brand mequity mrefersmto mthemtangiblemassetsmearned mthrough mamproduct'smfunctionalmpurp
ose.mTrue False
20 . Ammarketermwith man mintegrated mmarketingmcommunicationsm(IMC)mperspectivemismlikely mto mlink mhigh mrelativemad mexpenditures
mwith mpremium mprices,mand mlowmrelative mad mexpendituresmwith mlowmprices.
True False
21 . Trademadvertisingmfocusesmon msalesmpromotion meffortsmdirected mtoward mthemultimatemconsu
mer.mTrue False
22 . Most mconsumer-
product mcompaniesmdistributemthrough mdirect mchannels.mTrue False
23 . Accordingmto mthemmarketingmand mpromotionsmprocessmmodel,mthemmarketingmprocessmbeginsmwith mthe
A. development mof mthembrand mequity.
B. development mof ma mmarketingmstrategy.
C. development mof mthempromotionalmmix.
D. determination mof mthempromotionalmbudget.
E. establishment mof ma mnano-campaign mmarketingmstrategy.
24 . Accordingmto mthemmarketingmand mpromotionsmprocessmmodel,min mwhich mof mthemfollowingmstagesmdoesmthemcompanymdecidemthemp
roduct mormservicemareasmand mparticularmmarketsmwheremit mwantsmto mcompete?
A. development mof ma mmarketingmstrategy mand manalysis
B. development mof mthemtarget mmarketingmprocess
C. allocation mof madvertisingmbudget
D. development mof mthemmarketingmplanningmprogram
E. creation mof ma mpositioningmstrategy
25 . ThemManischewitz mcompany mbroadened mitsmmarketingmeffortsmto mcapturemmoremof mthemmainstream mmarket mfollowingma(n)
,mwhich midentified mfavorable mdemand mtrendsmformethnicmfoods.
A. positioningmstrategy
B. opportunity manalysis
C. budget manalysis
D. promotionalmpush mstrategy
E. promotionalmpullmstrategy
02-3
Copyrightm©m2017mMcGraw-
HillmEducation.mAllmrights mreserved.mNomreproductionmormdistributionmwithou
tmthempriormwrittenmconsentmofmMcGraw-HillmEducation.
mynursytest.store
m m m m m m m m m m
ting Communications Perspective 11th Edition Belch
m m m m m
Chapter 02 Test Bank m m m
Student:m
1 . Market mopportunitiesmaremareasmwheremthemcompanymbelievesmthat mcustomermneedsmand mopportunitiesmarembeingmsati
sfied.mTrue False
2 . Ammarket mcan mrarely mbemviewed masmonemlarge,mhomogeneousmgroup mof mcustomers; mrather,mitmconsistsmof mmany mheterogeneousmgro
ups,mormsegments.
True False
3 . Dominatingmchannelsmof mdistribution mismonemway mof mcreatingma mcompetitivemadvant
age.mTrue False
4 . Marketersmoften mgo maftermthementiremmarket mwith monemproduct,mbrand,mormservicemofferingmto mcreatemthemmaximum mi
mpact.mTrue False
5 . In ma mtypicalmtarget mmarketingmprocess,mthemstagemofmsegmentingmthemmarket mismimmediately mfollowed mby mpositioningmone'smprod
uct mormservicemthrough meffectivemmarketingmstrategies.
True False
6 . Target mmarket midentification misolatesmconsumersmwith msimilarmlifestyles,mneeds,mand mthemlike,mand mincreasesmthemknowledgemof
mtheirmspecific mrequirements.
True False
7 . Themmoremmarketersmsegment mthemmarket,mthemlessmprecisemismtheirmunderstandingm
of mit.mTrue False
8 . In mthemgeographicmsegmentation mapproach,mmarketsmaremdivided minto munitsmbased mon mconsumers'moccupationsmand mlifest
yles.mTrue False
02-1
Copyrightm©m2017mMcGraw-
HillmEducation.mAllmrights mreserved.mNomreproductionmormdistributionmwithou
tmthempriormwrittenmconsentmofmMcGraw-HillmEducation.
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
m m m m m m m m m m
ting Communications Perspective 11th Edition Belch
m m m m m
9 . When ma mmarket mismsegmented mbased mon mpersonality,mlifecycles,mand/ormlifestyles,mit mismreferred mto masmdemographic msegment
ation.mTrue False
10 . Themdetermination mof mlifestylesmismusually mbased monman manalysismof mthemactivities,minterests,mand mopinionsm(AIOs)mof mcons
umers.mTrue False
11 . Segmentingmthemmarket mbased mon mconsumers'mproductmormbrand musagemandmthemdegreemof musemisman mexamplemof mbehavi
oristicmsegmentation.
True False
12 . Industrialmmarketersmrefermto mthem80–
20 mrule,mmeaningmthat m20 mpercent mof mtheirmbuyersmaccount mform80 mpercent mof mtheirmsalesmvolume.mTrue False
13 . Differentiated mmarketingmismused mwhen mthemfirm mselectsmonemsegment mand mattemptsmto mcapturema mlargemsharemof mthism
market.mTrue False
14 . Thempositioningmby mcompetitormapproach mpositionsma mproduct mby massociatingmitmwith ma mparticularmusermormgroup mofm
users.mTrue False
15 . Premium mbrandsmpositioned matmthemhigh mend mof mthemmarket musually musemthemprice/quality mapproach mtompositio
ning.mTrue False
16 . When mpositioningmby mproduct mclass,mmarketersmonly mposition magainst mbrands,mand mnot magainst mothermproduct mcateg
ories.mTrue False
17 . Repositioningmof ma mproduct musually moccursmbecausemofmdecliningmormstagnant msa
les.mTrue False
18 . Strongmsymbolicmfeaturesmand msocialmandmpsychologicalmmeaningmmaymbemmoremimportant mthanmfunctionalmutility mformmany mpro
ducts.mTrue False
02-2
Copyrightm©m2017mMcGraw-
HillmEducation.mAllmrights mreserved.mNomreproductionmormdistributionmwithou
tmthempriormwrittenmconsentmofmMcGraw-HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
m m m m m m m m m m
ting Communications Perspective 11th Edition Belch
m m m m m
19 . Brand mequity mrefersmto mthemtangiblemassetsmearned mthrough mamproduct'smfunctionalmpurp
ose.mTrue False
20 . Ammarketermwith man mintegrated mmarketingmcommunicationsm(IMC)mperspectivemismlikely mto mlink mhigh mrelativemad mexpenditures
mwith mpremium mprices,mand mlowmrelative mad mexpendituresmwith mlowmprices.
True False
21 . Trademadvertisingmfocusesmon msalesmpromotion meffortsmdirected mtoward mthemultimatemconsu
mer.mTrue False
22 . Most mconsumer-
product mcompaniesmdistributemthrough mdirect mchannels.mTrue False
23 . Accordingmto mthemmarketingmand mpromotionsmprocessmmodel,mthemmarketingmprocessmbeginsmwith mthe
A. development mof mthembrand mequity.
B. development mof ma mmarketingmstrategy.
C. development mof mthempromotionalmmix.
D. determination mof mthempromotionalmbudget.
E. establishment mof ma mnano-campaign mmarketingmstrategy.
24 . Accordingmto mthemmarketingmand mpromotionsmprocessmmodel,min mwhich mof mthemfollowingmstagesmdoesmthemcompanymdecidemthemp
roduct mormservicemareasmand mparticularmmarketsmwheremit mwantsmto mcompete?
A. development mof ma mmarketingmstrategy mand manalysis
B. development mof mthemtarget mmarketingmprocess
C. allocation mof madvertisingmbudget
D. development mof mthemmarketingmplanningmprogram
E. creation mof ma mpositioningmstrategy
25 . ThemManischewitz mcompany mbroadened mitsmmarketingmeffortsmto mcapturemmoremof mthemmainstream mmarket mfollowingma(n)
,mwhich midentified mfavorable mdemand mtrendsmformethnicmfoods.
A. positioningmstrategy
B. opportunity manalysis
C. budget manalysis
D. promotionalmpush mstrategy
E. promotionalmpullmstrategy
02-3
Copyrightm©m2017mMcGraw-
HillmEducation.mAllmrights mreserved.mNomreproductionmormdistributionmwithou
tmthempriormwrittenmconsentmofmMcGraw-HillmEducation.
mynursytest.store
