True/ False
1. Marketing communications play an important role for all companies.
True
2. According to a recent study, integrated marketing communications is seldom employed
by business-to-business marketers.
False
3. The marketing communications component of the marketing mix has decreased
dramatically in importance in recent decades.
False
4. Marketing and communications are virtually inseparable.
True
5. The use of marketing communications is not appropriate for organizations delivering
not-for-profit services.
False
6. Most marketing communications occur at the brand level.
True
7. The term brand is a convenient (and appropriate) label for describing any object of
concerted marketing efforts.
True
8. Brands perform a critical strategic role by providing a key means for differentiating
one company’s offering from competitive brands.
True
9. Many companies treat the various communication elements, such as advertising, sales
promotions, public relations, and so on, as virtually separate activities rather than
integrated tools that work together to achieve a common goal.
True
10. Interactive marketing communications, or simply IMC, is the philosophy and practice
of carefully coordinating a brand’s sundry marketing communications elements.
False
11. One reason firms have not practiced IMC is because different units within
organizations have specialized in separate aspects of marketing communications.
True
12. One reason firms have not practiced IMC is because outside suppliers, such as
advertising, public relations, and promotion agencies, have been reluctant to broaden
their function beyond the one aspect of marketing communications in which they have
developed expertise and built their reputations.
True
13. In reality, IMC is little more than a management fad that is short lived.
False
Novice managers are more likely than experienced managers to practice IMC. False
14. By closely integrating multiple communication tools and media, brand managers
achieve duplicity, which means multiple methods in combination with one another yield
more positive communication results than do the tools used individually.
False
15. The integrated marketing communication process starts by determining the strengths
and weaknesses of the marketer.
False
16. The IMC approach uses the “inside-out” approach in identifying communication
vehicles.
False
17. The use of integrated marketing communications is restricted to the mass media.
False
18. The terms touch point and contact are used interchangeably to mean any message
medium capable of reaching target customers and presenting the brand in a favorable
light.
True
19. Coordination of messages and media is absolutely critical to achieving a strong and
unified brand image and moving consumers to action.
True
20. A positioning statement is the key idea that encapsulates what a brand is intended to
stand for in its target market’s mind.
True
21. Successful marketing communication requires building relationships between brands
and their consumers/customers.
True
22. One thing that has not changed in marketing communication practices is the
dependence on mass media advertising.
False
23. The mixture of communications elements and the determination of messages, media,
and momentum are all fundamental decisions in the brand-level marcom decision
process.
False
24. The various types of brand-level marcom decisions include fundamental decisions and
implementation decisions.
True
25. The objective of marketing communications is to enhance brand equity as a means of
moving customers to favorable action toward the brand.
True
26. A brand has no equity if consumers are unfamiliar with it.
True
27. Selection of target segments is a critical step toward effective and efficient marketing
communications.
True
28. A brand’s name is the central idea that encapsulates a brand’s meaning and
distinctiveness relative to competitive brands in the product category.
False
29. The fundament decisions in the marcom decision process are conceptual and strategic,
and the implementation decisions are practical and tactical.
True
30. There is an optimum mixture of expenditures between advertising and promotion that
can be determined using computer models.
False
31. Systematic decision making requires that message content be dictated primarily by the
media vehicle used to reach the target audience.
False
32. The concept of media is relevant to all marcom tools.
True
33. The ultimate objective of successful marketing communications is to cut costs.
False
34. Purchase intentions are not valid communication measures.
False
1. Market opportunities are areas where the company believes that customer needs and
opportunities
are
being
satisfied.
False
2. A market can rarely be viewed as one large, homogeneous group of customers; rather,
it
consists
of
many
heterogeneous
groups,
or
segments.
True
3. Dominating channels of distribution is one way of creating a competitive advantage.
True
4. Marketers often go after the entire market with one product, brand, or service offering
to
create
the
maximum
impact.
False
5. In a typical target marketing process, the stage of segmenting the market is
immediately followed by positioning one's product or service through effective
marketing
strategies.
False
6. Target market identification isolates consumers with similar lifestyles, needs, and the
like,
and
increases
the
knowledge
of
their
specific
requirements.
True
7. The more marketers segment the market, the less precise is their understanding of it.
False
8. In the geographic segmentation approach, markets are divided into units based on
consumers'
occupations
and
lifestyles.
False
9. When a market is segmented based on personality, lifecycles, and/or lifestyles, it is
referred
False
to
as
demographic
segmentation.
10. The determination of lifestyles is usually based on an analysis of the activities, interests,
and
opinions
(AIOs)
of
consumers.
True
11. Segmenting the market based on consumers' product or brand usage and the degree of
use
is
an
example
of
behaviouristic
segmentation.
True
12. Industrial marketers refer to the 80–20 rule, meaning that 20 percent of their buyers
account
for
80
percent
of
their
sales
volume.
True
13. Differentiated marketing is used when the firm selects one segment and attempts to
capture
a
large
share
of
this
market.
False
14. The positioning by competitor approach positions a product by associating it with a
particular
user
or
group
of
users.
False
15. Premium brands positioned at the high end of the market usually use the price/quality
approach
to
positioning.
True
16. When positioning by product class, marketers only position against brands, and not
against
other
product
categories.
False
17. Repositioning of a product usually occurs because of declining or stagnant sales.
True
18. Strong symbolic features and social and psychological meaning may be more important
than
True
functional
utility
for
many
products.
19. Brand equity refers to the tangible assets earned through a product's functional
purpose.
False
20. A marketer with an integrated marketing communications (IMC) perspective is likely
to link high relative ad expenditures with premium prices, and low relative ad
expenditures
with
low
prices.
True
21. Trade advertising focuses on sales promotion efforts directed toward the ultimate
consumer.
False
22. Most
True
consumer-product
companies
distribute
through
direct
channels.