MK320 Chp.4 The IMC Planning Process
What do many marketing experts believe is the best budgeting method?
Objective-and-task
A brand's position _____.
will not remain completely fixed
How might a marketing approach differ based on the size of the target prospect?
A large prospect would typically have a sales team on-site, whereas a small prospect would have a less expensive approach such as email and telemarketing.
How is a communications budget set using the percentage-of-sales budget method?
Allocations are derived from either sales from the previous year or anticipated sales for the next year.
What is the difference between consumer-oriented research and target-market research?
Consumer-oriented research focuses on direct observations of consumers using a product, while target-market research identifies the best market for each benefit of the product.
Which two elements of product positioning typically stand out in the consumer's mind?
Customer perceptions of the product and the product's standing relative to the competition
Company ABC wants to focus on building brand loyalty. Which targeted communications objective addresses this goal?
Enhance customer beliefs and attitudes
What is the importance of local partnerships in international markets?
Familiarization with the local language and customs
What type of schedule might be used for gyms and fitness centers?
Flighting
Which of the following is an approach to gain understanding of a client's customers by gathering them together to discuss a product?
Focus Group
What demographics are often used for market segmentation?
Gender, age, education, income, and ethnicity
In order for a market segment to be viable, it should be distinct from other segments and from the general population, but those within the segment should be _____.
Homogenous
What key insights can be determined by marketing research?
How products are used, when they are used, and why they are used
States Corp. wants to focus on its position in the industry. Which targeted communications objective addresses this goal?
Increase category demand via brand equity
What is product specific research?
It identifies key product characteristics that become selling points
What is a benchmark measure?
It represents the starting point that has been established in relation to the degree of change following a promotional campaign.
Smith & Sons raises or lowers its marketing expenditures as it sees its competitor, Bolder Brothers doing. What kind of budgeting is Smith & Sons using?
Meet-the-competition
What is application positioning?
Positioning that involves creating a memorable set of uses for a product.
What are the primary marketing research approaches?
Product-specific, consumer-oriented, and target market
How can you know if marketing communication objectives are being met?
Take a benchmark measurement, run a campaign, and then measure again.
How might segmentation by geographic location work effectively?
Target a few large businesses in the same geographic area and implement the marketing the same way for all.
Which of the following is important in international positioning?
The company's overall theme and the brand image should stay as consistent as possible for each country.
What is the primary goal of business-to-business market segmentation?
To group similar organizations into meaningful clusters in order to provide better service
How do marketing messages need to be adapted to international markets?
Wording often must be changed due to linguistic differences.
One goal of international campaigns is to ______.
create a borderless marekting plan
The goal of a globally integrated marketing communications (GIMC) program should include all of the following EXCEPT ______.
developing a unique program for each country
Hardware stores in Florida send ads offering specials on generators during hurricane season. This is known as ______.
geo-targeting
A well designed market communications analysis begins with the marketing team ______.
identifying the strengths and weaknesses of local competitors and places in which opportunities exist.
Which budgeting method provides more money for newer products?
payout-planning
Marketing communications objectives tie the organization's context, target markets, and ________ to the ultimate selection of budget figures and IMC components.
positioning appraoches
Which of the following would most likely benefit from being categorized as segmentation by product usage?
protection services
Geodemographic segmentation is achieved by combining demographic, geographic, and _____ information.
pyschographic
The type of segmentation that is based on a person's activities, interests, and opinions is known as _____ segmentation.
pyschographic
A computer software development firm produces software to help insurance companies manage their operations. This firm would most benefit from which type of segmentation?
segmentation by industry
Kanditon Inc. identifies and segments users of its product line through a variety of databases. It then addresses high-end users with bonus benefits and low-end users with incentives. This is called ______.
usage segmentation
What is typically the best technique for positioning strategies?
use one approach
