Test Bank for Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition Belch.
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DSFS SDF (DSFSSDF)
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University Of California, Davis
Test Bank for Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition Belch
Multiple Choice Questions
1. According to the marketing and promotions process model, the marketing process begins with the:
A. development of the marketing mix.
B. development o...
test bank for advertising and promotion an integra
according to the marketing and promotions process
anis a document that evolves from an organizati
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DSFS SDF (DSFSSDF)
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Test Bank for Advertising and Promotion An Integrated Marketing
Communications Perspective 9th Edition Belch
Multiple Choice Questions
1. According to the marketing and promotions process model, the marketing process begins
with the:
A. development of the marketing mix.
B. development of a marketing strategy and analysis.
C. development of the promotional mix.
D. determination of the target market.
E. establishment of marketing objectives.
2. 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.
A. strategic marketing plan
B. integrated marketing communications plan
C. situation analysis
D. opportunity analysis
E. competitive plan
3. is a detailed assessment of the current marketing conditions facing the company,
its product lines, or its individual brands.
A. Strategic marketing plan
B. Integrated marketing communications plan
C. Situation analysis
D. Opportunity analysis
E. Competitive plan
2-1
,4. 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.
A. Market opportunities
B. Market segments
C. Competitive advantages
D. Market strengths
E. Market plans
5. 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:
A. part of an undifferentiated market.
B. aggregated market.
C. a response-stimulus market.
D. the mass market for gelatin.
E. a market segment.
6. 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.
A. market opportunity
B. market aggregation
C. competitive advantage
D. market strength
E. market threat
2-2
,7. 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:
A. market opportunity.
B. market segment.
C. competitive advantage.
D. market strength.
E. market threat.
8. 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:
A. market aggregation.
B. market segment.
C. competitive advantage.
D. market strength.
E. market threat.
9. Offering quality products that command a premium price, providing superior
customer service, having the lowest production costs and lower prices etc. are ways of:
A. achieving competitive advantage.
B. market segmentation.
C. mass marketing.
D. exploiting market opportunity.
E. undifferentiated marketing.
2-3
, 10. is something unique or special a firm possesses or does that gives it an edge over its
competitors.
A. Brand quality
B. Brand equity
C. A competitive advantage
D. Brand power
E. A market opportunity
11. 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:
A. brand quality.
B. brand equity.
C. a competitive advantage.
D. brand power.
E. a market opportunity.
12. The first step in the target marketing process is to:
Refer: Figure 2-2
A. develop positioning strategies.
B. request government approval.
C. determine whether to use a market segmentation strategy or a mass marketing strategy.
D. identify markets with unfulfilled needs.
E. develop new products.
13. The market segmentation process:
A. divides a market into distinct groups that have heterogeneous needs.
B. divides a market into distinct groups that will respond similarly to marketing actions.
C. offers one version of the product to all markets.
D. identifies markets with unfulfilled needs.
E. positions products in the minds of prospects and customers.
2-4
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