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Marketing Communications Perspective 11th Edition Belch
Chapter 02 Test Bank
Student: ___________________________________________________________________________
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
02-1
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,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated
Marketing Communications Perspective 11th Edition Belch
9. When a market is segmented based on personality, lifecycles, and/or lifestyles, it is referred to as demographic segmentation.
True False
10. The 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. Industrial marketers refer to the 80–20 rule, meaning that 20 percent of their buyers account for 80 percent of their sales volume.
True False
13. Differentiated marketing is used when the firm selects one segment and attempts to capture a large share of this market.
True False
14. The positioning by competitor approach positions a product by associating it with a particular user or group of users.
True False
15. Premium brands positioned at the high end of the market usually use the price/quality approach to positioning.
True False
16. When positioning by product class, marketers only position against brands, and not against other product categories.
True False
17. Repositioning of a product usually occurs because of declining or stagnant sales.
True False
18. Strong symbolic features and social and psychological meaning may be more important than functional utility for many products.
True False
02-2
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McGraw-Hill Education.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated
Marketing Communications Perspective 11th Edition Belch
19. Brand equity refers to the tangible assets earned through a product's functional purpose.
True False
20. A marketer with an integrated marketing communications (IMC) perspective is likely to link high relative ad expenditures with
premium prices, and low relative ad expenditures with low prices.
True False
21. Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.
True False
22. Most consumer-product companies distribute through direct channels.
True False
23. According to the marketing and promotions process model, the marketing process begins with the
A. development of the brand equity.
B. development of a marketing strategy.
C. development of the promotional mix.
D. determination of the promotional budget.
E. establishment of a nano-campaign marketing strategy.
24. According to the marketing and promotions process model, in which of the following stages does the company decide the product
or service areas and particular markets where it wants to compete?
A. development of a marketing strategy and analysis
B. development of the target marketing process
C. allocation of advertising budget
D. development of the marketing planning program
E. creation of a positioning strategy
25. The Manischewitz company broadened its marketing efforts to capture more of the mainstream market following a(n)
____________________________, which identified favorable demand trends for ethnic foods.
A. positioning strategy
B. opportunity analysis
C. budget analysis
D. promotional push strategy
E. promotional pull strategy
02-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
mynursytest.store
Marketing Communications Perspective 11th Edition Belch
Chapter 02 Test Bank
Student: ___________________________________________________________________________
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
02-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated
Marketing Communications Perspective 11th Edition Belch
9. When a market is segmented based on personality, lifecycles, and/or lifestyles, it is referred to as demographic segmentation.
True False
10. The 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. Industrial marketers refer to the 80–20 rule, meaning that 20 percent of their buyers account for 80 percent of their sales volume.
True False
13. Differentiated marketing is used when the firm selects one segment and attempts to capture a large share of this market.
True False
14. The positioning by competitor approach positions a product by associating it with a particular user or group of users.
True False
15. Premium brands positioned at the high end of the market usually use the price/quality approach to positioning.
True False
16. When positioning by product class, marketers only position against brands, and not against other product categories.
True False
17. Repositioning of a product usually occurs because of declining or stagnant sales.
True False
18. Strong symbolic features and social and psychological meaning may be more important than functional utility for many products.
True False
02-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated
Marketing Communications Perspective 11th Edition Belch
19. Brand equity refers to the tangible assets earned through a product's functional purpose.
True False
20. A marketer with an integrated marketing communications (IMC) perspective is likely to link high relative ad expenditures with
premium prices, and low relative ad expenditures with low prices.
True False
21. Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.
True False
22. Most consumer-product companies distribute through direct channels.
True False
23. According to the marketing and promotions process model, the marketing process begins with the
A. development of the brand equity.
B. development of a marketing strategy.
C. development of the promotional mix.
D. determination of the promotional budget.
E. establishment of a nano-campaign marketing strategy.
24. According to the marketing and promotions process model, in which of the following stages does the company decide the product
or service areas and particular markets where it wants to compete?
A. development of a marketing strategy and analysis
B. development of the target marketing process
C. allocation of advertising budget
D. development of the marketing planning program
E. creation of a positioning strategy
25. The Manischewitz company broadened its marketing efforts to capture more of the mainstream market following a(n)
____________________________, which identified favorable demand trends for ethnic foods.
A. positioning strategy
B. opportunity analysis
C. budget analysis
D. promotional push strategy
E. promotional pull strategy
02-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
mynursytest.store
