Chapter 02 – The Role of IMC in the Marketing Process
1. (p. 42) According to the marketing and promotions process model, the marketing process
begins with the:
2. (p. 43) A(n) _____ is a document that evolves from an organization’s overall corporate
strategy and serves as a guide for specific marketing programs and policies.
Chapter 02 – The Role of IMC in the Marketing Process
3. (p. 43) _____ is a detailed assessment of the current marketing conditions facing the
company, its product lines, or its individual brands.
4. (p. 43) _____ are defined as external areas where there are favorable demand trends, customer
needs and wants are not being satisfied, and where a company thinks it can compete
effectively.
Chapter 02 – The Role of IMC in the Marketing Process
5. (p. 43) To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme
Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors
as “Jell-O with an attitude” because these fruit flavors “will bite you back.” Jell-O has defined
tweens as:
6. (p. 43) China is the world’s second-largest beer market after the U.S. It is also one of the
fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this _____ in
China when it established Budweiser Wulhan International Brewing in central China. There it
brews Budweiser and Budweiser Ice which are sold to the local market.
Chapter 02 – The Role of IMC in the Marketing Process
7. (p. 43) Anyone who has ever attended a state fair understands how complicated the ticketing
system can be. Attendees buy a number of tickets and then turn them in to various ride
operators. One ride may require three tickets, another five, and another two. The system was
complicated for workers and for consumers. A company named Funtastic has developed a
SmartCard that is purchased at the ticket booth for any amount customers want to spend. Each
ride requires one swipe of the card, and the amount of the ride is deducted electronically from
the card’s total. Funtastic has recognized a:
8. (p. 44) There are many different types of medicines for relieving allergy symptoms, and there
are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that
can be easily swallowed without water. The maker of Alavert hopes the fact that it dissolves
and enters the system more quickly than other brands will create a:
Chapter 02 – The Role of IMC in the Marketing Process
9. (p. 44) Offering quality products that command a premium price, providing superior customer
service, having the lowest production costs and lower prices etc. are ways of:
10. (p. 44) _____ is something unique or special a firm possesses or does that gives it an edge
over its competitors.
Chapter 02 – The Role of IMC in the Marketing Process
11. (p. 44) Today many people take an aspirin at their doctor’s recommendation as preventive
medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also
often recommended by doctors to help maintain bone density. There are many types of aspirin
on the market, but only one brand that contains calcium. For Bayer, this calcium additive is an
example of:
12. (p. 46) The first step in the target marketing process is to:
Refer: Figure 2-2
Chapter 02 – The Role of IMC in the Marketing Process
13. (p. 47) The market segmentation process:
14. (p. 47) Directing a company’s efforts towards one or more groups of customers who share
common needs is known as:
Chapter 02 – The Role of IMC in the Marketing Process
15. (p. 48) Dividing the market into units such as nation, states, town, counties etc. is known as:
16. (p. 48) Which of the following is a geographic variable for segmentation of the market?
Chapter 02 – The Role of IMC in the Marketing Process
17. (p. 48) Geographic segmentation is about dividing:
18. (p. 48) Ramen has recently come up with instant soup packets which it advertises in the
colder regions of Asia and Europe. This is an example of:
Chapter 02 – The Role of IMC in the Marketing Process
19. (p. 48) Bubba’s Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based
barbecue sauce. It would not be popular in Texas where barbecue lovers want goat meat, or in
the Carolinas where a mustard-based sauce is preferred. Given this information, Bubba’s
should use _____ segmentation.
20. (p. 48) General Foods’ determination that Southerners preferred milder mustard than those in
the Northeast led the company to develop a new “Southern Style Mustard.” This strategy best
exemplifies:
Chapter 02 – The Role of IMC in the Marketing Process
21. (p. 50) When retail buyers told the people who sold Duck Tape brand duct tape that tweens
and teens were significant purchasers of the tape and used it to repair skateboards and other
extreme sports equipment, the makers of Duck Tape introduced duct tape in wild neon colors
specifically for this market because research showed this market liked fun colors. By targeting
tweens and teens that skateboard and engage in other extreme sports, the maker of Duck Tape
used _____ segmentation.
22. (p. 50) Division of the market based on age, sex, family size, income, and other measurable
characteristics is known as:
Chapter 02 – The Role of IMC in the Marketing Process
23. (p. 50) An ad for Shangri-La Travel Agency offers trips especially designed for grandparents
and their grandchildren to enjoy together. This example illustrates the use of _____
segmentation.
24. (p. 50) Ads for consumer finance companies are often aimed at people making annual
salaries of $25,000 or less. Consumer finance companies are using _____ segmentation.
Chapter 02 – The Role of IMC in the Marketing Process
25. (p. 50) Kyle wrote a book for new dads to help them take care of the babies when the wives
are away. It is highly recommended that Kyle employ _____ to divide the market.
26. (p. 50) Dividing the market on the basis of personality and/or lifestyles is referred to as
_____.
Chapter 02 – The Role of IMC in the Marketing Process
27. (p. 48; 50) Gatorade sports drink has defined its target market as 18-34 year old males who
are active in sports. Which two bases of segmentation is Gatorade employing?
28. (p. 50) _____ divides a market on the basis of lifestyles.
Chapter 02 – The Role of IMC in the Marketing Process
29. (p. 50) Company X is a non-profit organization, that employs a large number of
underprivileged people. It sells art and handicrafts made by these individuals at reasonable
prices. Company X defines its market segment as people who believe in helping others and
feel good about it. It uses _____ segmentation.
30. (p. 51) AIO stands for:
Chapter 02 – The Role of IMC in the Marketing Process
31. (p. 50; 52) An ad for Nivea Visage Wrinkle Control states that the cream allows women to
“give their skin back its own wrinkle control.” It shows a woman in her forties using the
product. This ad is using _____ segmentation.
32. (p. 52) Crest 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 germi-check toothpaste for those looking to protect their
teeth all day long. On what basis has it segmented the market?
Chapter 02 – The Role of IMC in the Marketing Process
33. (p. 50) Crossings is the name of a book club designed to appeal to conservative Christians. It
sells inspirational fiction and nonfiction books that express moral values consistent with the
views of these Christians. Crossings uses _____ segmentation.
34. (p. 50) The ad for the Disney Institute at Walt Disney World describes vacations during
which an individual can immerse him or herself in the joys of gardening for a week and take
classes with horticulturists. This is an example of _____ segmentation.
Chapter 02 – The Role of IMC in the Marketing Process
35. (p. 52) _____ segmentation divides consumers into groups according to their usage,
loyalties, or buying responses to a product.
36. (p. 52) Research shows that about two-thirds of the new insurance policies Prudential sells
will be to current policyholders. This information indicates a(n) ______ segmentation would
be appropriate for Prudential to use along with demographic and psychographic
segmentation.
Chapter 02 – The Role of IMC in the Marketing Process
37. (p. 52) New York Telephone uses _____ segmentation to segment consumers in terms of
how much leisure telephone calling they do. It advertises on “Nick at Night” and MTV when
it wishes to target the group it calls “chatterboxes.”
38. (p. 52) Which of the following bases for segmentation is employed when consumers are
grouped according to their use of a product or service (heavy versus light)?
Chapter 02 – The Role of IMC in the Marketing Process
39. (p. 52) Degree of usage as a basis of segmentation is best reflected by:
40. (p. 52) _____ segmentation is most closely related to the “80-20 rule,” which states that 80
percent of a company’s business comes from 20 percent of its customers.