Test Bank for Advertising and Promotion An Integrated Marketing
Communications Perspective 10th Edition Belch 0078028973
9780078028977
Full link download
Test Bank: https://testbankpack.com/p/test-bank-for-advertising-and-promotion-
an-integrated-marketing-communications-perspective-10th-edition-belch-
0078028973-9780078028977/
Solution Manual: https://testbankpack.com/p/solution-manual-for-advertising-
and-promotion-an-integrated-marketing-communications-perspective-10th-edition-
belch-0078028973-9780078028977/
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
2-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,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
2-2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,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
2-3
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 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
16. Repositioning of a product usually occurs because of declining or stagnant sales.
True False
17. Strong symbolic features and social and psychological meaning may be more important than
functional utility for many products.
True False
18. Brand equity refers to the tangible assets earned through a product's functional purpose.
True False
19. 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
20. Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.
True False
2-4
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Communications Perspective 10th Edition Belch 0078028973
9780078028977
Full link download
Test Bank: https://testbankpack.com/p/test-bank-for-advertising-and-promotion-
an-integrated-marketing-communications-perspective-10th-edition-belch-
0078028973-9780078028977/
Solution Manual: https://testbankpack.com/p/solution-manual-for-advertising-
and-promotion-an-integrated-marketing-communications-perspective-10th-edition-
belch-0078028973-9780078028977/
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
2-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,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
2-2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,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
2-3
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 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
16. Repositioning of a product usually occurs because of declining or stagnant sales.
True False
17. Strong symbolic features and social and psychological meaning may be more important than
functional utility for many products.
True False
18. Brand equity refers to the tangible assets earned through a product's functional purpose.
True False
19. 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
20. Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.
True False
2-4
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
