Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch – Test Bank

Chapter 02 Examination Bank

Learner: ___________________________________________________________________________

1. Market segments are territories where the corporation believes that customer needs and characteristics are being met.
True False

2. A market should not be viewed as a single vast, uniform group of buyers; instead, it comprises numerous diverse clusters, or sections.
True False

3. Establishing dominance in distribution channels is a tactic for gaining a competitive advantage.
True False

4. Marketers often target the entire market with one product, brand, or service offering to create the maximum impact.
True False

5. In a standard target marketing process, the act of dividing the market is directly succeeded by positioning one’s goods or services through effective marketing strategies.
True False

6. Target market identification segregates customers with similar lifestyles, needs, and so forth, and enhances the knowledge of their specific requirements.
True False

7. The more marketers segment the market, the less accurate is their perception of it.
True False

8. In geographic segmentation methodology, markets are categorized into units based on consumers’ professions and lifestyles.
True False

9. When a market is divided based on personality, life stages, and/or lifestyle, it is termed demographic segmentation.
True False

10. Assessing lifestyle is often founded on an examination of the activities, interests, and opinions (AIOs) of consumers.
True False

11. Segmenting the market based on consumers’ product or brand usage and the extent of usage is an instance of behavioristic segmentation.
True False

12. Industrial marketers refer to the 80–20 principle, which indicates that 20% of their customers contribute to 80% of their sales volume.
True False

13. Differentiated marketing is employed when the corporation selects one segment and seeks to capture a significant portion of this market.
True False

14. The competitor-based positioning strategy situates a product by aligning it with a specific individual or group of consumers.
True False

15. Premium brands positioned at the top end of the market typically utilize the price/quality approach to positioning.
True False