RETL 369 Quiz 4

Marketing to individuals who are successful, sophisticated, receptive to new technologies, enjoy sports, and are liberal in their political views is an example of which type of segmentation? a) geodemographic b) psychographic c) generational d) demographic

b) psychographic

PRIZM data can help you learn all these things about your potential customers EXCEPT which? a) what they think about your business b) which TV channel they watch c) where they prefer to shop d) the median income, house ownership, and education level

a) what they think about your business

Which of the following is NOT one of the benefits of market segmentation? a) It enables a company to group a large number of markets together and reach them simultaneously. b) It allows a company to increase competitiveness and market expansion by developing products or messages that better resonate with core segments. c) It allows a company to understand the target market more deeply and build better relationships with their customers. d) It allows a company to improve efficiency by concentrating marketing efforts and resources on customer segments that are more likely to engage and convert.

a) It enables a company to group a large number of markets together and reach them simultaneously.

The PRIZM segmentation system uses __________ to identify lifestyle segments by geographic location. a) ZIP codes b) AIO data c) demographic data d) psychographic data

a) ZIP codes

The _________ method of budgeting is being employed when expenditures are allocated based on the industry averages of advertising expenditures. This method is often used in highly competitive markets where rivalries between competitors are intense. a) competitive-party b) affordable c) objective and task d) percentage of sales

a) competitive-party

Geo-demographic segmentation combines each of the following EXCEPT: a) product benefits b) demographic characteristics c) psychographic characteristics d) geographic characteristics

a) product benefits

For a market segment to be viable, it should meet each of the following tests EXCEPT: a) the members within a market segment should be heterogeneous. b) the market segment must be large enough to be financially viable to market with a separate marketing compaign. c) the market segment must be reachable or accessible. d) the market segments must respond differently to different marketing mix elements.

a) the members within a market segment should be heterogeneous.

In terms of segmentation strategies by ethnicity, creating a single campaign that incorporates insights from various multiple ethnic groups tends to work better in today's market. a) true b) false

a) true

Low-level objectives, such as brand awareness, must be accomplished before moving to higher levels of the communication pyramid. Therefore, advertisers set their communications objectives in relation to where the target audience currently lies. a) true b) false

a) true

Which of the following statements is NOT true regarding a buyer persona? a) A buyer persona is a detailed description of someone who represents your target audience. This is a semi-fictional person who embodies the characteristics of your best potential customers. b) It is the description of real consumers mainly based on the demographic variables. c) The more detailed the buyer persona, the more accurate the vision of the target customer will be. d) Having a buyer persona in mind can help a company quickly think about campaigns and strategies that they'll engage most with.

b) It is the description of real consumers mainly based on the demographic variables.

Kellogg's breakfast cereals have been positioned using mascots, which is an example of product positioning by: a) use or application b) cultural symbol c) product user d) product class

b) cultural symbol

For marketing communications, it is important to communicate to all target segments to make the most effective use of a firm's resources. Namely, the broader the target audiences, the greater the effectiveness of IMC programs. a) true b) false

b) false

There is strong, consistent evidence that cutting back on the advertising or promotional budget can hurt sales during and after a crisis. a) true b) false

b) false

Which method of developing a marketing communications budget establishes a ratio of advertising dollars to sales or market share then reduces the percentage as sales build and the product obtains market share? a) percentage of sales b) payout planning c) completive party d) objective and task

b) payout planning

Basing a communications budget on sales form the previous year or anticipated sales for the next year is the which type of budgeting method? a) what we can afford b) percentage of sales c) meet the competition d) payout planning

b) percentage of sales

Which of the following is NOT true regarding scheduling decisions for the communication budget? a) The higher the forgetting rate, the more continuous the advertisement should be. b) The higher the market competition, the more continuous advertisement through multiple media. c) The lower the buyer turnover rate, the more continuous the advertising should be. d) The higher the purchase frequency, the more continuous the advertisement should be.

c) The lower the buyer turnover rate, the more continuous the advertising should be.

Which type of schedule in allocating its marketing communications budget would fit weight-loss programs such as Weight Watchers that advertise primarily during the first part of a year? a) payout b) pulsing c) flighting d) continuous

c) flighting

Targeting northern U.S. states for sales of snow skis is an example of which type of segmentation? a) benefit b) geodemographic c) geographic d) demographic

c) geographic

According to the class discussion, which of the following is NOT true regarding marketing tips to attract women? a) Tell a story that resonate with female consumers b) Provide details and how a product can benefit them c) Focus on how a brand can improve life d) Highlight the performance of a product and make a call to action clear

d) Highlight the performance of a product and make a call to action clear

Which of the following statements is true regarding communication research? a) In product-specific research, marketers may ask consumers if there are any problems or difficulties with the product. b) In consumer-oriented research, marketers should analyze psychological motives for the product purchases. c) In target-market research, marketers should identify who the recipient will be in a communications campaign. d) all of the above

d) all of the above

Dental Care, a dental hygiene products manufacturer, has come up with three types of toothpastes for different segments—whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germ-control toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market? a) behavioral b) geo-demographic c) psychographic d) benefit

d) benefit

The VALS typology is mainly based on which type of segmentation? a) generations b) geodemographic c) demographic d) psychographic

d) psychographic

In allocating its marketing communications budget, a company such as Hershey's advertises all year, but adds additional advertising during holidays, such as Easter. Therefore, Hershey's would tend to use the __________ schedule. a) flighting b) continuous c) payout d) pulsing

d) pulsing