Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing- Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
Chapter 02
The Role of IMC in the Marketing Process 4. _____ are defined as external areas where there are favorable demand trends, customer
needs and wants are not being satisfied, and where a company thinks it can compete
effectively.
Multiple Choice Questions
A. Market opportunities
B. Market segments
1. According to the marketing and promotions process model, the marketing process begins C. Competitive advantages
with the: D. Market strengths
A. development of the marketing mix. E. Market plans
B. development of a marketing strategy and analysis.
C. development of the promotional mix.
D. determination of the target market.
E. establishment of marketing objectives. 5. To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme Jell-O
in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors as
"Jell-O with an attitude" because these fruit flavors "will bite you back." Jell-O has defined
tweens as:
2. A(n) _____ is a document that evolves from an organization's overall corporate strategy A. part of an undifferentiated market.
and serves as a guide for specific marketing programs and policies. B. aggregated market.
A. strategic marketing plan C. a response-stimulus market.
B. integrated marketing communications plan D. the mass market for gelatin.
C. situation analysis E. a market segment.
D. opportunity analysis
E. competitive plan
6. China is the world's second-largest beer market after the U.S. It is also one of the fastest
growing with annual growth of 10 percent. Anheuser-Busch responded to this _____ in China
3. _____ is a detailed assessment of the current marketing conditions facing the company, its when it established Budweiser Wulhan International Brewing in central China. There it brews
product lines, or its individual brands. Budweiser and Budweiser Ice which are sold to the local market.
A. Strategic marketing plan A. market opportunity
B. Integrated marketing communications plan B. market aggregation
C. Situation analysis C. competitive advantage
D. Opportunity analysis D. market strength
E. Competitive plan E. market threat
2-1 2-2
,Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing- Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
7. Anyone who has ever attended a state fair understands how complicated the ticketing 10. _____ is something unique or special a firm possesses or does that gives it an edge over its
system can be. Attendees buy a number of tickets and then turn them in to various ride competitors.
operators. One ride may require three tickets, another five, and another two. The system was A. Brand quality
complicated for workers and for consumers. A company named Funtastic has developed a B. Brand equity
SmartCard that is purchased at the ticket booth for any amount customers want to spend. Each C. A competitive advantage
ride requires one swipe of the card, and the amount of the ride is deducted electronically from D. Brand power
the card's total. Funtastic has recognized a: E. A market opportunity
A. market opportunity.
B. market segment.
C. competitive advantage.
D. market strength. 11. Today many people take an aspirin at their doctor's recommendation as preventive
E. market threat. medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also
often recommended by doctors to help maintain bone density. There are many types of aspirin
on the market, but only one brand that contains calcium. For Bayer, this calcium additive is an
example of:
8. There are many different types of medicines for relieving allergy symptoms, and there are A. brand quality.
several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be B. brand equity.
easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and C. a competitive advantage.
enters the system more quickly than other brands will create a: D. brand power.
A. market aggregation. E. a market opportunity.
B. market segment.
C. competitive advantage.
D. market strength.
E. market threat. 12. The first step in the target marketing process is to:
Refer: Figure 2-2
A. develop positioning strategies.
B. request government approval.
9. Offering quality products that command a premium price, providing superior customer C. determine whether to use a market segmentation strategy or a mass marketing strategy.
service, having the lowest production costs and lower prices etc. are ways of: D. identify markets with unfulfilled needs.
A. achieving competitive advantage. E. develop new products.
B. market segmentation.
C. mass marketing.
D. exploiting market opportunity.
E. undifferentiated marketing. 13. The market segmentation process:
A. divides a market into distinct groups that have heterogeneous needs.
B. divides a market into distinct groups that will respond similarly to marketing actions.
C. offers one version of the product to all markets.
D. identifies markets with unfulfilled needs.
E. positions products in the minds of prospects and customers.
2-3 2-4
,Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing- Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
14. Directing a company's efforts towards one or more groups of customers who share 18. Ramen has recently come up with instant soup packets which it advertises in the colder
common needs is known as: regions of Asia and Europe. This is an example of:
A. target marketing. A. demographic segmentation.
B. competitive advantage. B. psychographic segmentation.
C. positioning. C. sociocultural segmentation.
D. market segmentation. D. geographic segmentation.
E. branding. E. undifferentiated marketing.
15. Dividing the market into units such as nation, states, town, counties etc. is known as: 19. Bubba's Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based
A. demographic segmentation. barbecue sauce. It would not be popular in Texas where barbecue lovers want goat meat, or in
B. psychographic segmentation. the Carolinas where a mustard-based sauce is preferred. Given this information, Bubba's
C. quantified aggregation. should use _____ segmentation.
D. lifestyle aggregation. A. demographic
E. geographic segmentation. B. buying condition
C. personality
D. geographic
E. behavioristic
16. Which of the following is a geographic variable for segmentation of the market?
A. Family size
B. Occasions
C. Cities 20. General Foods' determination that Southerners preferred milder mustard than those in the
D. Age Northeast led the company to develop a new "Southern Style Mustard." This strategy best
E. Gender exemplifies:
A. geographic segmentation.
B. lifestyle segmentation.
C. concentrated marketing.
17. Geographic segmentation is about dividing: D. usage segmentation.
A. consumers based on lifestyle. E. undifferentiated marketing.
B. markets based on location.
C. consumers based on usage.
D. consumers based on income.
E. markets based on benefit the product has to offer.
2-5 2-6
, Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing- Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
21. When retail buyers told the people who sold Duck Tape brand duct tape that tweens and 25. Kyle wrote a book for new dads to help them take care of the babies when the wives are
teens were significant purchasers of the tape and used it to repair skateboards and other away. It is highly recommended that Kyle employ _____ to divide the market.
extreme sports equipment, the makers of Duck Tape introduced duct tape in wild neon colors A. geographic segmentation
specifically for this market because research showed this market liked fun colors. By targeting B. demographic segmentation
tweens and teens that skateboard and engage in other extreme sports, the maker of Duck Tape C. psychographic segmentation
used _____ segmentation. D. socio economic segmentation
A. geographic E. cultural segmentation
B. sociocultural
C. behavioristic
D. socioeconomic
E. demographic 26. Dividing the market on the basis of personality and/or lifestyles is referred to as _____.
A. geographic segmentation
B. demographic segmentation
C. psychographic segmentation
22. Division of the market based on age, sex, family size, income, and other measurable D. socio economic segmentation
characteristics is known as: E. behavioural segmentation
A. demographic segmentation.
B. psychographic segmentation.
C. quantified aggregation.
D. lifestyle aggregation. 27. Gatorade sports drink has defined its target market as 18-34 year old males who are active
E. undifferentiated marketing. in sports. Which two bases of segmentation is Gatorade employing?
A. Benefit and demographic
B. Psychographic and geographic
C. Demographic and psychographic
23. An ad for Shangri-La Travel Agency offers trips especially designed for grandparents and D. Geographic and benefit
their grandchildren to enjoy together. This example illustrates the use of _____ segmentation. E. Benefit and psychographic
A. geographic
B. demographic
C. lifestyle
D. behavioristic 28. _____ divides a market on the basis of lifestyles.
E. personality A. Leisure marketing
B. Psychographic segmentation
C. Benefit segmentation
D. Demographic segmentation
24. Ads for consumer finance companies are often aimed at people making annual salaries of E. Behavioristic segmentation
$25,000 or less. Consumer finance companies are using _____ segmentation.
A. geographic
B. demographic
C. lifestyle
D. behavioristic
E. personality
2-7 2-8
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
Chapter 02
The Role of IMC in the Marketing Process 4. _____ are defined as external areas where there are favorable demand trends, customer
needs and wants are not being satisfied, and where a company thinks it can compete
effectively.
Multiple Choice Questions
A. Market opportunities
B. Market segments
1. According to the marketing and promotions process model, the marketing process begins C. Competitive advantages
with the: D. Market strengths
A. development of the marketing mix. E. Market plans
B. development of a marketing strategy and analysis.
C. development of the promotional mix.
D. determination of the target market.
E. establishment of marketing objectives. 5. To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme Jell-O
in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors as
"Jell-O with an attitude" because these fruit flavors "will bite you back." Jell-O has defined
tweens as:
2. A(n) _____ is a document that evolves from an organization's overall corporate strategy A. part of an undifferentiated market.
and serves as a guide for specific marketing programs and policies. B. aggregated market.
A. strategic marketing plan C. a response-stimulus market.
B. integrated marketing communications plan D. the mass market for gelatin.
C. situation analysis E. a market segment.
D. opportunity analysis
E. competitive plan
6. China is the world's second-largest beer market after the U.S. It is also one of the fastest
growing with annual growth of 10 percent. Anheuser-Busch responded to this _____ in China
3. _____ is a detailed assessment of the current marketing conditions facing the company, its when it established Budweiser Wulhan International Brewing in central China. There it brews
product lines, or its individual brands. Budweiser and Budweiser Ice which are sold to the local market.
A. Strategic marketing plan A. market opportunity
B. Integrated marketing communications plan B. market aggregation
C. Situation analysis C. competitive advantage
D. Opportunity analysis D. market strength
E. Competitive plan E. market threat
2-1 2-2
,Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing- Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
7. Anyone who has ever attended a state fair understands how complicated the ticketing 10. _____ is something unique or special a firm possesses or does that gives it an edge over its
system can be. Attendees buy a number of tickets and then turn them in to various ride competitors.
operators. One ride may require three tickets, another five, and another two. The system was A. Brand quality
complicated for workers and for consumers. A company named Funtastic has developed a B. Brand equity
SmartCard that is purchased at the ticket booth for any amount customers want to spend. Each C. A competitive advantage
ride requires one swipe of the card, and the amount of the ride is deducted electronically from D. Brand power
the card's total. Funtastic has recognized a: E. A market opportunity
A. market opportunity.
B. market segment.
C. competitive advantage.
D. market strength. 11. Today many people take an aspirin at their doctor's recommendation as preventive
E. market threat. medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also
often recommended by doctors to help maintain bone density. There are many types of aspirin
on the market, but only one brand that contains calcium. For Bayer, this calcium additive is an
example of:
8. There are many different types of medicines for relieving allergy symptoms, and there are A. brand quality.
several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be B. brand equity.
easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and C. a competitive advantage.
enters the system more quickly than other brands will create a: D. brand power.
A. market aggregation. E. a market opportunity.
B. market segment.
C. competitive advantage.
D. market strength.
E. market threat. 12. The first step in the target marketing process is to:
Refer: Figure 2-2
A. develop positioning strategies.
B. request government approval.
9. Offering quality products that command a premium price, providing superior customer C. determine whether to use a market segmentation strategy or a mass marketing strategy.
service, having the lowest production costs and lower prices etc. are ways of: D. identify markets with unfulfilled needs.
A. achieving competitive advantage. E. develop new products.
B. market segmentation.
C. mass marketing.
D. exploiting market opportunity.
E. undifferentiated marketing. 13. The market segmentation process:
A. divides a market into distinct groups that have heterogeneous needs.
B. divides a market into distinct groups that will respond similarly to marketing actions.
C. offers one version of the product to all markets.
D. identifies markets with unfulfilled needs.
E. positions products in the minds of prospects and customers.
2-3 2-4
,Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing- Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
14. Directing a company's efforts towards one or more groups of customers who share 18. Ramen has recently come up with instant soup packets which it advertises in the colder
common needs is known as: regions of Asia and Europe. This is an example of:
A. target marketing. A. demographic segmentation.
B. competitive advantage. B. psychographic segmentation.
C. positioning. C. sociocultural segmentation.
D. market segmentation. D. geographic segmentation.
E. branding. E. undifferentiated marketing.
15. Dividing the market into units such as nation, states, town, counties etc. is known as: 19. Bubba's Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based
A. demographic segmentation. barbecue sauce. It would not be popular in Texas where barbecue lovers want goat meat, or in
B. psychographic segmentation. the Carolinas where a mustard-based sauce is preferred. Given this information, Bubba's
C. quantified aggregation. should use _____ segmentation.
D. lifestyle aggregation. A. demographic
E. geographic segmentation. B. buying condition
C. personality
D. geographic
E. behavioristic
16. Which of the following is a geographic variable for segmentation of the market?
A. Family size
B. Occasions
C. Cities 20. General Foods' determination that Southerners preferred milder mustard than those in the
D. Age Northeast led the company to develop a new "Southern Style Mustard." This strategy best
E. Gender exemplifies:
A. geographic segmentation.
B. lifestyle segmentation.
C. concentrated marketing.
17. Geographic segmentation is about dividing: D. usage segmentation.
A. consumers based on lifestyle. E. undifferentiated marketing.
B. markets based on location.
C. consumers based on usage.
D. consumers based on income.
E. markets based on benefit the product has to offer.
2-5 2-6
, Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing- Full file at http://testbankscafe.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective-9th-Edition-Belch Communications-Perspective-9th-Edition-Belch
21. When retail buyers told the people who sold Duck Tape brand duct tape that tweens and 25. Kyle wrote a book for new dads to help them take care of the babies when the wives are
teens were significant purchasers of the tape and used it to repair skateboards and other away. It is highly recommended that Kyle employ _____ to divide the market.
extreme sports equipment, the makers of Duck Tape introduced duct tape in wild neon colors A. geographic segmentation
specifically for this market because research showed this market liked fun colors. By targeting B. demographic segmentation
tweens and teens that skateboard and engage in other extreme sports, the maker of Duck Tape C. psychographic segmentation
used _____ segmentation. D. socio economic segmentation
A. geographic E. cultural segmentation
B. sociocultural
C. behavioristic
D. socioeconomic
E. demographic 26. Dividing the market on the basis of personality and/or lifestyles is referred to as _____.
A. geographic segmentation
B. demographic segmentation
C. psychographic segmentation
22. Division of the market based on age, sex, family size, income, and other measurable D. socio economic segmentation
characteristics is known as: E. behavioural segmentation
A. demographic segmentation.
B. psychographic segmentation.
C. quantified aggregation.
D. lifestyle aggregation. 27. Gatorade sports drink has defined its target market as 18-34 year old males who are active
E. undifferentiated marketing. in sports. Which two bases of segmentation is Gatorade employing?
A. Benefit and demographic
B. Psychographic and geographic
C. Demographic and psychographic
23. An ad for Shangri-La Travel Agency offers trips especially designed for grandparents and D. Geographic and benefit
their grandchildren to enjoy together. This example illustrates the use of _____ segmentation. E. Benefit and psychographic
A. geographic
B. demographic
C. lifestyle
D. behavioristic 28. _____ divides a market on the basis of lifestyles.
E. personality A. Leisure marketing
B. Psychographic segmentation
C. Benefit segmentation
D. Demographic segmentation
24. Ads for consumer finance companies are often aimed at people making annual salaries of E. Behavioristic segmentation
$25,000 or less. Consumer finance companies are using _____ segmentation.
A. geographic
B. demographic
C. lifestyle
D. behavioristic
E. personality
2-7 2-8
