©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
MKG420 Exam 1 Questions With Correct
Answers
· True or False: "Marketing is only advertising." Explain your answer by referring to the AMA
definition of marketing from class. - answer✔False, Marketing also has to do with
communicating, delivering, and exchanging offerings that have value to customers.
What are the three basic functions of promotion? Think of examples of promotions that cover
these functions. - answer✔Inform:
Persuade:
Remind
Describe the promotional mix and list its elements - answer✔Promotional tools; digital media,
advertising, direct marketing, sales promotion, PR, Corporate advertising, personal selling.
· Think about the two pictures on approaches to promotion that you saw in your class video.
How does the traditional approach to promotion differ from the IMC approach? Which
approach shows a complete picture of the brand? - answer✔The traditional approach differs
because it does not present a complete and unified product like the IMC approach does. The
IMC approach presents information about a brand/product in a complete and unified way.
Define IMC according to (1) Belch & Belch and (2) Clow and Baack - answer✔(1) Coordinate
promotional mix into a comprehensive plan to project a consistent, unified brand image
(2) The coordination and integration of all marketing communications tools, avenues, and
sources in a company into a seamless program designed to maximize the impact on customers
and other stakeholders
· Why would a marketer adopt an IMC perspective for promotions? - answer✔A marketer
would adopt an IMC perspective to understand what is going to be the most pleasing to the
consumer
What is CBBE? Why are promotions and IMC relevant to CBBE? - answer✔CBBE: Customer
Based Brand Equity, Differential effect that
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
Brand knowledge has on consumer response to marketing of that brand.
If a brand has consistent promotions that are created with an IMC perspective, then consumers
are more likely to develop brand recognition easier. This development of brand recognition will
make consumers more likely to choose your brand over another as displayed in the Beer
example from lecture 1.
What is the first step in the IMC planning process?o Why is this step necessary in planning for
IMC? - answer✔Review the marketing plan, It is important to know the marketing plan before
making any other decisions about communicating so you know what you will be communicating
about.
What are the three main parts of the target market process? - answer✔Segment, Target,
Position
· Describe and provide examples of the five segmentation bases from class. -
answer✔Undifferentiated: When the marketer does not consider the market segments. (Henry
Ford)
Concentrated: When the marketer acknowledges segments but focuses on only ONE segment.
(RC Cola)
Differentiated: Acknowledge the segments and focus on 2 or more of them. (Pepsi)
· How is positioning different from repositioning? - answer✔Positioning is how customers view
a brand compared to other brands, and reposition is when a brand wants to change the way
customers view them compared to other brands.
· What is the purpose of the perceptual map? - answer✔To show brands where they stand in
customers minds and in relation to competitors.
T or F: Brand logos should be changed without consulting the target market. - answer✔False:
Your brand communicates meaning about you and customers make or break a brand. If the
target market doesn't like a change then you should refrain from making them.
T or F: Packaging only serves as a container for the product. - answer✔False: Packaging plays a
key role in promotion. Ex. Coco colas bottle shape is iconic and instantly recognizable
T or F: The price of a product has nothing to do with promotions. - answer✔False: price and
promotion go hand in hand. You want to promote something of. A higher price to a higher-class
market. Example putting a luxury bag ad in Vogue rather than National Enquirer
2|Page
11/16/2024 10:16 AM
MKG420 Exam 1 Questions With Correct
Answers
· True or False: "Marketing is only advertising." Explain your answer by referring to the AMA
definition of marketing from class. - answer✔False, Marketing also has to do with
communicating, delivering, and exchanging offerings that have value to customers.
What are the three basic functions of promotion? Think of examples of promotions that cover
these functions. - answer✔Inform:
Persuade:
Remind
Describe the promotional mix and list its elements - answer✔Promotional tools; digital media,
advertising, direct marketing, sales promotion, PR, Corporate advertising, personal selling.
· Think about the two pictures on approaches to promotion that you saw in your class video.
How does the traditional approach to promotion differ from the IMC approach? Which
approach shows a complete picture of the brand? - answer✔The traditional approach differs
because it does not present a complete and unified product like the IMC approach does. The
IMC approach presents information about a brand/product in a complete and unified way.
Define IMC according to (1) Belch & Belch and (2) Clow and Baack - answer✔(1) Coordinate
promotional mix into a comprehensive plan to project a consistent, unified brand image
(2) The coordination and integration of all marketing communications tools, avenues, and
sources in a company into a seamless program designed to maximize the impact on customers
and other stakeholders
· Why would a marketer adopt an IMC perspective for promotions? - answer✔A marketer
would adopt an IMC perspective to understand what is going to be the most pleasing to the
consumer
What is CBBE? Why are promotions and IMC relevant to CBBE? - answer✔CBBE: Customer
Based Brand Equity, Differential effect that
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
Brand knowledge has on consumer response to marketing of that brand.
If a brand has consistent promotions that are created with an IMC perspective, then consumers
are more likely to develop brand recognition easier. This development of brand recognition will
make consumers more likely to choose your brand over another as displayed in the Beer
example from lecture 1.
What is the first step in the IMC planning process?o Why is this step necessary in planning for
IMC? - answer✔Review the marketing plan, It is important to know the marketing plan before
making any other decisions about communicating so you know what you will be communicating
about.
What are the three main parts of the target market process? - answer✔Segment, Target,
Position
· Describe and provide examples of the five segmentation bases from class. -
answer✔Undifferentiated: When the marketer does not consider the market segments. (Henry
Ford)
Concentrated: When the marketer acknowledges segments but focuses on only ONE segment.
(RC Cola)
Differentiated: Acknowledge the segments and focus on 2 or more of them. (Pepsi)
· How is positioning different from repositioning? - answer✔Positioning is how customers view
a brand compared to other brands, and reposition is when a brand wants to change the way
customers view them compared to other brands.
· What is the purpose of the perceptual map? - answer✔To show brands where they stand in
customers minds and in relation to competitors.
T or F: Brand logos should be changed without consulting the target market. - answer✔False:
Your brand communicates meaning about you and customers make or break a brand. If the
target market doesn't like a change then you should refrain from making them.
T or F: Packaging only serves as a container for the product. - answer✔False: Packaging plays a
key role in promotion. Ex. Coco colas bottle shape is iconic and instantly recognizable
T or F: The price of a product has nothing to do with promotions. - answer✔False: price and
promotion go hand in hand. You want to promote something of. A higher price to a higher-class
market. Example putting a luxury bag ad in Vogue rather than National Enquirer
2|Page
