Show:
Chapter 4
Chapter 4
Chapter 4
Chapter 4
Chapter 4
100
When a company sorts prospects into those with the lowest, medium, and highest profit potential, the segmentation approach being used is:
customer value
100
Successful global integrated marketing communication campaigns include the following tactics, except: think globally, but act locally create a borderless marketing plan a standardization approach understand the international market
a standardization approach
100
Geodemographic segmentation combines all of the following, except: geographic information psychographic information census demographic information product usage information
product usage information
100
In terms of marketing expenditures, companies tend to spend the most (41%) on:
media advertising
100
The primary objective of the meet-the-competition method for developing a marketing communications budget is to:
prevent the loss of market share
200
The following are methods of segmenting business-to-business markets, except: size of business NAICS/SIC code geographic location psychographics
psychographics
200
Which approach to developing a marketing communications budget is often viewed as being the most effective?
objective and task
200
As consumers see advertisements over time they become more likely to recall a message and purchase a product. This demonstrates:
threshold effects
200
One of the problems with the percentage of sales budgeting method is:
the budget tends to change in the opposite direction of what may be needed
200
When Mercedes Benz promises the finest luxury ride in an automobile, the positioning approach being used is:
price-quality relationship
300
When Reynolds Protection Agency sells the same service to three different types of organizations, the segmentation approach being used is:
usage
300
Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:
the company or product's position
300
Even though a business may have gone out of business, a few consumers may still recall the company when thinking about making a new washing machine purchase due to:
carryover effects of previous ads
300
The starting point that is studied in relation to the degree of change following a promotional campaign is called a
benchmark measure
300
The following are methods of determining marketing communications budgets, except: percentage of sales meet the competition sales approximation what we can afford
sales approximation
400
A sales-response function curve models the
diminishing returns of advertising
400
Using segmentation by size, which type of organization would be most likely to be contacted by a field sales person visiting the organization's place of business? medium size governmental large size small size
large size
400
A communication budget is based on
both communication and marketing objectives
400
In examining the IMC planning context, the following customers are analyzed, except: potential new customers foreign customers current customers competitors' customers
foreign customers
400
The method of consumer segmentation that is based on population characteristics is:
demographics
500
The product positioning strategy based on a product trait or characteristic is the positioning approach of:
product attributes
500
The most common method of segmenting business markets by industry is to use:
the NAICS code system
500
Targeting people who buy vitamins to improve their health is an example of which type of segmentation?
benefit
500
Which is a model that shows that further advertising and promotion expenditures may result in adverse effects on profits?
a marginal analysis
500
This represents the starting point that has been established in relation to the degree of change following a promotional campaign
benchmark measure