Chapter 02 – The Role of IMC in the Marketing Process
41. (p. 52) The 80-20 rule states that:
42. (p. 52) _____ segmentation is the grouping of customers on the basis of attributes sought in
a product.
Chapter 02 – The Role of IMC in the Marketing Process
43. (p. 52) An advertising campaign stating that BMW “outperforms most cars on the road even
before you step on the accelerator” is an example of _____ segmentation.
44. (p. 52) The ad for Tempur-Pedic’s weight control mattress describes the mattress as “a
perfect refuge from the cares of the day.” This description indicates that the mattress maker is
using _____ segmentation to define its market.
Chapter 02 – The Role of IMC in the Marketing Process
45. (p. 52) The fact that some consumers want pure bottled water while some want flavored
bottle water and still others want bottled water with added minerals provides an opportunity
for _____ segmentation in the bottled water market.
46. (p. 52) Volvo’s strategy of emphasizing the safety of its cars in their advertising reflects a
positioning strategy based on:
Chapter 02 – The Role of IMC in the Marketing Process
47. (p. 53) _____ involves ignoring segment differences and offering just one product or service
for the entire market.
48. (p. 53) When Coca-Cola only had one product in its line and was targeting everyone, the
company was employing:
Chapter 02 – The Role of IMC in the Marketing Process
49. (p. 53) When MetaboLife first came on the market, its only product was a weight-loss pill
that was guaranteed to energize the user by causing a greater level of physical activity, which
would help in burning calories. This was its only product, and it was marketed to anyone who
wanted to lose weight or have more energy. This means, that its target market was virtually
anyone breathing because very few people like their current weight, and everyone could use a
little more energy. MetaboLife used:
50. (p. 54) _____ involves developing separate marketing strategies for a number of segments.
Chapter 02 – The Role of IMC in the Marketing Process
51. (p. 54) L’Oreal, the giant cosmetics manufacturer, targets the luxury market with Helena
Rubinstein and Lancôme brands. Its less expensive brands like Elseve and L’Oreal are sold by
discount retailers. L’Oreal uses:
52. (p. 54) Coca-Cola’s offerings of diet, cherry-flavored, vanilla-flavored, and caffeine-free
versions of its product in addition to its original product reflect the company’s decision to
serve:
Chapter 02 – The Role of IMC in the Marketing Process
53. (p. 54) _____ is used when the firm selects one segment and attempts to capture a large
share of this market.
54. (p. 54) Concentrated marketing is based around focusing marketing efforts on:
Chapter 02 – The Role of IMC in the Marketing Process
55. (p. 54) Astrid Furniture designs and sells bedroom furniture for people who are over six-feet
tall which is a relatively small target market. Astrid is employing which targeting strategy?
56. (p. 54) “Thirteen percent of all American males are shorter than 5’6”. A retail store that sells
exclusively to men of this size is using:
Chapter 02 – The Role of IMC in the Marketing Process
57. (p. 54) When Bruce Teilhaber opened his men’s shoe store, he decided to carry a full line of
shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball,
baseball, and football players who appreciate the variety and quality of shoes Tielhaber
carries and often order a dozen new pairs in a single visit. This shoe store uses:
58. (p. 54) When Rolls Royce attempts to capture a large market share of the $300,000 car
buying market and only that market, it is an example of:
Chapter 02 – The Role of IMC in the Marketing Process
59. (p. 54) _____ is defined as the art and science of fitting the product or service to one or more
segments of the broad market in such a way as to set it meaningfully apart from competition.
60. (p. 54) Product positioning is about:
Chapter 02 – The Role of IMC in the Marketing Process
61. (p. 54) A brand’s market position refers to its:
62. (p. 55) _____ is the process of building a brand whereas _____ is about putting the brand in
the mind of the customer.
Chapter 02 – The Role of IMC in the Marketing Process
63. (p. 55) BMW’s positioning of its convertible as “the ultimate tanning machine” would reflect
a positioning strategy based on:
64. (p. 55) The headline on the ad for Broilmaster Grill read, “The Most Durable Grill Known to
Man.” Broilmaster is using a positioning strategy based on:
Chapter 02 – The Role of IMC in the Marketing Process
65. (p. 55) Isopure positions itself as a zero-carb muscle recovery drink. Isopure is using a
_____ positioning strategy.
66. (p. 55) United Parcel Service (UPS) built its advertising campaign around the slogan,
“moving at the speed of business.” This slogan was an example of a positioning strategy
based on:
Chapter 02 – The Role of IMC in the Marketing Process
67. (p. 55) The manufacturer of Mercedes-Benz autos stressed that the car had side door air bags
in an attempt to attract new buyers. Its focus on safety illustrated a strategy of positioning by:
68. (p. 55) Wal-Mart has been very effective in positioning itself as a store that offers quality
products at a very good price. Their strategy reflects positioning based on:
Chapter 02 – The Role of IMC in the Marketing Process
69. (p. 55) McDonald’s Big &Tasty burger was advertised as a juicy quarter-pounder with
lettuce, tomatoes, and all the trimmings that can be purchased for $1 from McDonald’s Dollar
Menu. The Big & Tasty burger and other items on the Dollar Menu are positioning by:
70. (p. 56) Campbell’s ads contain quick and easy recipes that can be made using Campbell’s
soups. This is an example of positioning by:
Chapter 02 – The Role of IMC in the Marketing Process
71. (p. 56) The Florida Orange Juice Commission’s advertising campaign based around the
slogan, “It’s not just for breakfast anymore,” reflected positioning by:
72. (p. 56) Athletic shoes advertised for tennis courts, running, or for walking are using
positioning based on:
Chapter 02 – The Role of IMC in the Marketing Process
73. (p. 56) To encourage more people to use mass transit, ads from metropolitan transportation
services compare the ease and comfort of riding mass transit with the difficulties of congested
traffic and parking headaches. These urban bus and subway services are using positioning by:
74. (p. 56) Digital cameras, computers, and high-quality printers are allowing people to take and
process their photographs. An owner of a film-processing store could advertise the benefits of
professional photograph finishing when compared to printer copies, which will fade over
time. The film-processing store could use positioning by: