,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
n n n n n n n n n n
ting Communications Perspective 11th Edition Belch
n n n n n
Chapter 02 Test Bank n n n
Student:n
1 . Market n opportunitiesn arenareasnwheren thencompanynbelievesn that ncustomernneedsnand nopportunitiesn arenbeingn satisfied.
n True False
2 . An market n can nrarely n benviewed n asn onenlarge,n homogeneousn group nofncustomers; nrather,n it n consistsn ofnmany nheterogeneousngroups,n or
n segments.
True False
3 . Dominatingn channelsnof ndistribution n isn onenway nof ncreatingnan competitiven advantage.
n True False
4 . Marketersn often ngo naftern thenentiren market nwith n onen product,n brand,n orn servicen offeringn to n createnthenmaximumnimpact.
n True False
5 . In n a ntypicaln target n marketingn process,n thenstagenof nsegmentingn thenmarket nisn immediately nfollowed n by npositioningn one'sn productn or
n service n through n effective n marketingn strategies.
True False
6 . Target n market nidentification nisolatesn consumersn with n similarn lifestyles,n needs,n and nthen like,n andn increasesnthenknowledgen of ntheir
n specific n requirements.
True False
7 . Then moren marketersnsegment nthenmarket,nthenlessn precisen isn theirn understandingn of nit.
n True False
8 . In n then geographicn segmentation napproach,n marketsnarendivided n inton unitsn based non nconsumers'n occupationsnand n lifestyles.
n True False
02-1
Copyrightn ©n 2017n McGraw-
Hilln Education.n Alln rights n reserved.n Non reproductionn orn distributionn withoutn th
en priorn writtenn consentn ofn McGraw-Hilln Education.
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
n n n n n n n n n n
ting Communications Perspective 11th Edition Belch
n n n n n
9 . When n a n market nisn segmentednbased nonnpersonality,n lifecycles,n and/ornlifestyles,n itn isn referred n tonasn demographicnsegmentation.
n True False
10 . Then determination nofnlifestylesn isn usually n based nonnan nanalysisn ofnthenactivities,n interests,n and nopinionsn(AIOs)n of n consumers.n
True False
11 . Segmentingn then market nbased non nconsumers'n product norn brand nusagen and nthen degreen ofn usen isn annexamplen of nbehavioristic
n segmentation.
True False
12 . Industrialn marketersn refern to n then 80–
20 n rule,n meaningn that n20npercent nof ntheirn buyersnaccount nforn 80 npercent nof n theirn salesn volume.n TrueFalse
13 . Differentiated n marketingn isn used nwhen nthen firm n selectsnonen segment nandn attemptsnton capturen anlargen sharenofnthisn market.n
True False
14 . Then positioningn by n competitornapproachnpositionsn anproduct nby nassociatingn it n with n anparticularn usern orngroup n of nusers.
n True False
15 . Premium n brandsnpositioned natnthenhigh n endn of nthen market nusually n usenthenprice/quality n approach nto npositioning.n
True False
16 . When n positioningn by n product nclass,n marketersnonly nposition n against nbrands,nandn not nagainst n othernproduct n categories.
n True False
17 . Repositioningn of n a nproduct nusually noccursn becausenofndecliningn orn stagnant nsales.
n True False
18 . Strongn symbolicn featuresn andnsocialn and npsychologicaln meaningn maynbenmoren important nthan nfunctionaln utility n fornmany nproducts.
n True False
02-2
Copyrightn ©n 2017n McGraw-
Hilln Education.n Alln rights n reserved.n Non reproductionn orn distributionn withoutn th
en priorn writtenn consentn ofn McGraw-Hilln Education.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
n n n n n n n n n n
ting Communications Perspective 11th Edition Belch
n n n n n
19 . Brand n equity nrefersnto nthentangiblen assetsn earned nthrough n anproduct'snfunctionaln purpose.
n True False
20 . An marketern with n an nintegratednmarketingn communicationsn(IMC)nperspective nisn likely n to nlink n high n relativen adn expendituresn with
n premium n prices,n and n lown relative n ad n expendituresn with n lown prices.
True False
21 . Traden advertisingn focusesn on nsalesn promotion n effortsndirected ntoward n thenultimatenconsumer.
n True False
22 . Most n consumer-
product n companiesndistributen through ndirect n channels.n True False
23 . Accordingnto n then marketingnand n promotionsnprocessn model,n then marketingn processnbeginsn with nthe
A. development n of n then brand n equity.
B. development n of na n marketingn strategy.
C. development n of n then promotionaln mix.
D. determination nof n then promotionaln budget.
E. establishment nof na nnano-campaign n marketingnstrategy.
24 . Accordingn to n then marketingn and npromotionsnprocessnmodel,n in n which nofn thenfollowingn stagesn doesnthencompany ndeciden thenproductn
orn servicen areasn and n particularn marketsn wheren itn wantsn to n compete?
A. development n of n a n marketingn strategy nand n analysis
B. development n of nthen target n marketingnprocess
C. allocation n of n advertisingn budget
D. development n of n then marketingn planningn program
E. creation n of n a n positioningn strategy
25 . Then Manischewitz n company nbroadened n itsn marketingn effortsn to n capturen moren of nthen mainstream n market n followingn a(n)
,n which n identified n favorable n demand n trendsn forn ethnicn foods.
A. positioningnstrategy
B. opportunity n analysis
C. budget n analysis
D. promotionaln push n strategy
E. promotionalnpulln strategy
02-3
Copyrightn ©n 2017n McGraw-
Hilln Education.n Alln rights n reserved.n Non reproductionn orn distributionn withoutn th
en priorn writtenn consentn ofn McGraw-Hilln Education.
mynursytest.store
n n n n n n n n n n
ting Communications Perspective 11th Edition Belch
n n n n n
Chapter 02 Test Bank n n n
Student:n
1 . Market n opportunitiesn arenareasnwheren thencompanynbelievesn that ncustomernneedsnand nopportunitiesn arenbeingn satisfied.
n True False
2 . An market n can nrarely n benviewed n asn onenlarge,n homogeneousn group nofncustomers; nrather,n it n consistsn ofnmany nheterogeneousngroups,n or
n segments.
True False
3 . Dominatingn channelsnof ndistribution n isn onenway nof ncreatingnan competitiven advantage.
n True False
4 . Marketersn often ngo naftern thenentiren market nwith n onen product,n brand,n orn servicen offeringn to n createnthenmaximumnimpact.
n True False
5 . In n a ntypicaln target n marketingn process,n thenstagenof nsegmentingn thenmarket nisn immediately nfollowed n by npositioningn one'sn productn or
n service n through n effective n marketingn strategies.
True False
6 . Target n market nidentification nisolatesn consumersn with n similarn lifestyles,n needs,n and nthen like,n andn increasesnthenknowledgen of ntheir
n specific n requirements.
True False
7 . Then moren marketersnsegment nthenmarket,nthenlessn precisen isn theirn understandingn of nit.
n True False
8 . In n then geographicn segmentation napproach,n marketsnarendivided n inton unitsn based non nconsumers'n occupationsnand n lifestyles.
n True False
02-1
Copyrightn ©n 2017n McGraw-
Hilln Education.n Alln rights n reserved.n Non reproductionn orn distributionn withoutn th
en priorn writtenn consentn ofn McGraw-Hilln Education.
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
n n n n n n n n n n
ting Communications Perspective 11th Edition Belch
n n n n n
9 . When n a n market nisn segmentednbased nonnpersonality,n lifecycles,n and/ornlifestyles,n itn isn referred n tonasn demographicnsegmentation.
n True False
10 . Then determination nofnlifestylesn isn usually n based nonnan nanalysisn ofnthenactivities,n interests,n and nopinionsn(AIOs)n of n consumers.n
True False
11 . Segmentingn then market nbased non nconsumers'n product norn brand nusagen and nthen degreen ofn usen isn annexamplen of nbehavioristic
n segmentation.
True False
12 . Industrialn marketersn refern to n then 80–
20 n rule,n meaningn that n20npercent nof ntheirn buyersnaccount nforn 80 npercent nof n theirn salesn volume.n TrueFalse
13 . Differentiated n marketingn isn used nwhen nthen firm n selectsnonen segment nandn attemptsnton capturen anlargen sharenofnthisn market.n
True False
14 . Then positioningn by n competitornapproachnpositionsn anproduct nby nassociatingn it n with n anparticularn usern orngroup n of nusers.
n True False
15 . Premium n brandsnpositioned natnthenhigh n endn of nthen market nusually n usenthenprice/quality n approach nto npositioning.n
True False
16 . When n positioningn by n product nclass,n marketersnonly nposition n against nbrands,nandn not nagainst n othernproduct n categories.
n True False
17 . Repositioningn of n a nproduct nusually noccursn becausenofndecliningn orn stagnant nsales.
n True False
18 . Strongn symbolicn featuresn andnsocialn and npsychologicaln meaningn maynbenmoren important nthan nfunctionaln utility n fornmany nproducts.
n True False
02-2
Copyrightn ©n 2017n McGraw-
Hilln Education.n Alln rights n reserved.n Non reproductionn orn distributionn withoutn th
en priorn writtenn consentn ofn McGraw-Hilln Education.
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion An Integrated Marke
n n n n n n n n n n
ting Communications Perspective 11th Edition Belch
n n n n n
19 . Brand n equity nrefersnto nthentangiblen assetsn earned nthrough n anproduct'snfunctionaln purpose.
n True False
20 . An marketern with n an nintegratednmarketingn communicationsn(IMC)nperspective nisn likely n to nlink n high n relativen adn expendituresn with
n premium n prices,n and n lown relative n ad n expendituresn with n lown prices.
True False
21 . Traden advertisingn focusesn on nsalesn promotion n effortsndirected ntoward n thenultimatenconsumer.
n True False
22 . Most n consumer-
product n companiesndistributen through ndirect n channels.n True False
23 . Accordingnto n then marketingnand n promotionsnprocessn model,n then marketingn processnbeginsn with nthe
A. development n of n then brand n equity.
B. development n of na n marketingn strategy.
C. development n of n then promotionaln mix.
D. determination nof n then promotionaln budget.
E. establishment nof na nnano-campaign n marketingnstrategy.
24 . Accordingn to n then marketingn and npromotionsnprocessnmodel,n in n which nofn thenfollowingn stagesn doesnthencompany ndeciden thenproductn
orn servicen areasn and n particularn marketsn wheren itn wantsn to n compete?
A. development n of n a n marketingn strategy nand n analysis
B. development n of nthen target n marketingnprocess
C. allocation n of n advertisingn budget
D. development n of n then marketingn planningn program
E. creation n of n a n positioningn strategy
25 . Then Manischewitz n company nbroadened n itsn marketingn effortsn to n capturen moren of nthen mainstream n market n followingn a(n)
,n which n identified n favorable n demand n trendsn forn ethnicn foods.
A. positioningnstrategy
B. opportunity n analysis
C. budget n analysis
D. promotionaln push n strategy
E. promotionalnpulln strategy
02-3
Copyrightn ©n 2017n McGraw-
Hilln Education.n Alln rights n reserved.n Non reproductionn orn distributionn withoutn th
en priorn writtenn consentn ofn McGraw-Hilln Education.
mynursytest.store
