Exam 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

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The difference between regular soup and organic soup is not readily visible. The organic brand differentiates itself by claiming to be healthier as it uses natural ingredients and vegetables that have been grown without the use of harmful chemical fertilizers. This is an example of a(n) _____.

(Multiple Choice)

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Question 41

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

(Multiple Choice)

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Question 42

Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

(True/False)

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Question 43

_____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.

(Multiple Choice)

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Question 44

Which of the following is true of intensive distribution?

(Multiple Choice)

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Question 45

Distinguish between primary demand and selective demand.

(Essay)

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Question 46

Market concentration reduces the number of geographic targets for an advertiser.

(True/False)

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Question 47

Define direct distribution.

(Short Answer)

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Question 48

Convenience goods are available at every possible location because of exclusive distribution.

(True/False)

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Question 49

In the case of selective distribution:

(Multiple Choice)

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Question 50

Cell phone companies spend a lot of money to encourage heavy users of cell phones to buy plans that offer them additional talktime. This strategy is known as:

(Multiple Choice)

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Question 51

In the _____ stage of the product life cycle, competition intensifies and profits diminish. Companies increase their promotional efforts but emphasize selective demand.

(Multiple Choice)

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Question 52

How is product pricing affected by market demand?

(Essay)

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Question 53

In the maturity stage of the product life cycle, prices tend to rise.

(True/False)

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Question 54

In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.

(Multiple Choice)

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Question 55

List the four major stages in the product life cycle.

(Essay)

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Question 56

Briefly describe geographic segmentation.

(Essay)

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Question 57

Which of the following is true of business markets?

(Multiple Choice)

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Question 58

What is meant by product concept?

(Essay)

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Question 59

The product's package is a component of the promotion element of the marketing mix.

(True/False)

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Question 60

Showing 41 - 60 of 100

The difference between regular soup and organic soup is not readily visible. The organic brand differentiates itself by claiming to be healthier as it uses natural ingredients and vegetables that have been grown without the use of harmful chemical fertilizers. This is an example of a(n) _____.

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

_____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.

Which of the following is true of intensive distribution?

Distinguish between primary demand and selective demand.

Market concentration reduces the number of geographic targets for an advertiser.

Define direct distribution.

Convenience goods are available at every possible location because of exclusive distribution.

In the case of selective distribution:

Cell phone companies spend a lot of money to encourage heavy users of cell phones to buy plans that offer them additional talktime. This strategy is known as:

In the _____ stage of the product life cycle, competition intensifies and profits diminish. Companies increase their promotional efforts but emphasize selective demand.

How is product pricing affected by market demand?

In the maturity stage of the product life cycle, prices tend to rise.

In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.

List the four major stages in the product life cycle.

Briefly describe geographic segmentation.

Which of the following is true of business markets?

What is meant by product concept?

The product's package is a component of the promotion element of the marketing mix.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

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