IMC Chp 4 Quiz

What demographics are often used for market​ segmentation?

​Gender, age,​ education, income, and ethnicity

What are the primary marketing research​ approaches?

​Product-specific, consumer-oriented, and​ target-market

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.

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

What key insights can be determined by marketing​ research?

How products are​ used, when they are​ used, and why they are used

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.

What are​ psychographics?

Measures that emerge from patterns of responses that reveal a​ person's activities,​ interests, and opinions

What is application​ positioning?

Positioning that involves creating a memorable set of uses for a product.

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 an​ area, gather​ testimonials, and then market to smaller regional businesses.

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

The goal of a globally integrated marketing communications​ (GIMC) program should include all of the following​ EXCEPT:

developing a unique program for each country.

What is the marketing communication schedule that spends only during peak​ times?

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

Which type of segmentation focuses on life events that create an impact on social​ values, attitudes, and​ preferences, leading to common preferences for​ music, foods, and other​ products?

generational

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​ ____________.

homegenous

What do many marketing experts believe is the best budgeting​ method?

objective-and-task

Which budgeting method provides more money for newer​ products?

payout-planning

Geodemographic segmentation is achieved by combining​ demographic, geographic, and​ _____________ information.

psychographic

The type of segmentation which is based on a​ person's activities,​ interests, and opinions is known as​ ______________ segmentation.

psychographic

Which media typically receives the most global advertising​ spending?

television

What is typically the best technique for positioning​ strategies?

use one approach