Question 1

All of the following are examples of typical marketing communications objectives except:

Accepted Answer

A)   increase market share.
B)   increase the number of products offered.
C)   increase profits.
D)   increase return on investment.E) C) and D)
F) B) and D)

Question 2

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

Accepted Answer

A)   gender.
B)   age.
C)   income.
D)   ethnicity.E) C) and D)
F) B) and D)

Question 3

Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by:

Accepted Answer

A)   product user.
B)   product class.
C)   use or application.
D)   product attribute.E) B) and C)
F) A) and B)

Question 4

Level of education is an example of segmentation by:

Accepted Answer

A)   psychographics.
B)   generations.
C)   demographics.
D)   geodemographics.E) A) and B)
F) A) and C)

Question 5

In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases.

Accepted Answer

A) True 
 B)False

Question 6

What are the characteristics of a viable market segment?

Accepted Answer

1. The individuals within the segment sh...

Question 7

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:

Accepted Answer

A)   demographics.
B)   product usage.
C)   type of business.
D)   customer value.E) C) and D)
F) A) and D)

Question 8

All of the following are methods of segmenting business-to-business markets except:

Accepted Answer

A)   psychographics.
B)   NAICS/SIC code.
C)   geographic location.
D)   size of business.E) None of the above
F) All of the above

Question 9

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:

Accepted Answer

A)   a meaningful classification scheme based on actual behavior of customers.
B)   ability to reduce a large volume of customer data to a few, concise clusters.
C)   ability to measure the growth of each cluster and the migration of customers from one cluster to another.
D)   ability to compare a firm's customers with customers from competing firms.E) B) and C)
F) A) and D)

Question 10

A market segment must be financially viable to be useful.

Accepted Answer

A) True 
 B)False

Question 11

Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting.

Accepted Answer

A) True 
 B)False

Question 12

A commercial showing the luxury and quality of a Lexus is based on ________ segmentation.

Accepted Answer

A)   geographic
B)   income
C)   ethnic
D)   geodemographicE) All of the above
F) B) and D)

Question 13

Successful global integrated marketing communication campaigns include all of the following tactics except:

Accepted Answer

A)   a standardization approach.
B)   understand the international market.
C)   create a borderless marketing plan.
D)   think globally, but act locally.E) A) and B)
F) All of the above

Question 14

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

Accepted Answer

A)   marketing dollars may not be spent efficiently.
B)   there is little flexibility in how marketing dollars can be spent.
C)   when sales go down, so does spending.
D)   it shows a lack of commitment to marketing.E) A) and B)
F) A) and C)

Question 15

Quantitative methods of developing a marketing communications budget rely on computer models or simulations.

Accepted Answer

A) True 
 B)False

Question 16

The NAICS/SIC code program is used in which type of business-to-business segmentation?

Accepted Answer

A)   Industry
B)   Company size
C)   Geographic
D)   BenefitE) B) and C)
F) A) and B)

Question 17

If a company's marketing team chooses to focus marketing efforts on children, which demographic variable is being used to segment the market?

Accepted Answer

A)   Gender
B)   Age
C)   Generations
D)   BenefitsE) A) and D)
F) None of the above

Question 18

All of the following are examples of typical communication objectives except:

Accepted Answer

A)   identify competitors.
B)   encourage repeat purchases.
C)   enhance firm image.
D)   change customer beliefs or attributes.E) A) and D)
F) C) and D)

Question 19

Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies.

Accepted Answer

A) True 
 B)False

Question 20

Geodemographics can be used to segment business markets as well as consumer markets.

Accepted Answer

A) True 
 B)False

Exam 4: The IMC Planning Process

In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases.

Correct AnswerverifiedShow Answer

Geodemographics can be used to segment business markets as well as consumer markets.

Correct AnswerverifiedShow Answer

In terms of market segmentation, the usage segmentation approach offers each of the following advantages except:

Correct AnswerverifiedShow Answer

Successful global integrated marketing communication campaigns include all of the following tactics except:

Correct AnswerverifiedShow Answer

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:

Correct AnswerverifiedShow Answer

All of the following are methods of segmenting business-to-business markets except:

Correct AnswerverifiedShow Answer

Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting.

Correct AnswerverifiedShow Answer

Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies.

Correct AnswerverifiedShow Answer

Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by:

Correct AnswerverifiedShow Answer

Level of education is an example of segmentation by:

Correct AnswerverifiedShow Answer

All of the following are examples of typical marketing communications objectives except:

Correct AnswerverifiedShow Answer

A market segment must be financially viable to be useful.

Correct AnswerverifiedShow Answer

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:

Correct AnswerverifiedShow Answer

If a company's marketing team chooses to focus marketing efforts on children, which demographic variable is being used to segment the market?

Correct AnswerverifiedShow Answer

What are the characteristics of a viable market segment?

Correct Answerverified1. The individuals within the segment sh...View AnswerShow Answer

The NAICS/SIC code program is used in which type of business-to-business segmentation?

Correct AnswerverifiedShow Answer

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

Correct AnswerverifiedShow Answer

Quantitative methods of developing a marketing communications budget rely on computer models or simulations.

Correct AnswerverifiedShow Answer

A commercial showing the luxury and quality of a Lexus is based on ________ segmentation.

Correct AnswerverifiedShow Answer

All of the following are examples of typical communication objectives except:

Correct AnswerverifiedShow Answer

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1. The individuals within the segment sh...
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