30 Questions
Which of the following is NOT a characteristic of market opportunities?
Effective competition
What is competitive advantage?
Something special a firm does or has that gives it an edge over its competitors
How can advertising and promotion help achieve competitive advantage?
By creating product differentiation
What is the main focus of target marketing?
Targeting specific markets
What is the purpose of opportunity analysis?
To analyze market opportunities
What are the two types of competitors in competitive analysis?
Direct competition and indirect competition
What is the purpose of IMC in the marketing process?
To integrate advertising and promotion
What is the core association consumers have about a brand?
Brand image
What is the key factor in achieving competitive advantage through advertising and promotion?
Product differentiation
What is the campaign called that achieved competitive advantage through advertising?
Evian Babies
Which of the following is NOT a basis for market segmentation?
Demographic
What is the process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action called?
Market segmentation
Which of the following is NOT mentioned as a potential way to segment a market?
Outlet type
What is the grouping of consumers based on the major benefits they seek in a product called?
Benefit segmentation
Why is it recommended to consider using psychographic or benefit sought segmentation bases?
They provide more detailed information about consumers
What are the two steps involved in selecting a target market?
Determining how many segments to enter and determining which segments offer the most potential
What becomes the focus of a firm's marketing effort after conducting segmentation analysis?
Target market
What is positioning?
The act of designing a company's offering and image
What should the position of a product/service be?
Clear, unique, and simple
What is the specific position of a product/service in the mind of the target consumers called?
Brand image
Which positioning strategy focuses on stressing the specific characteristics or benefits offered by a brand?
Positioning by product attributes and benefits
Which positioning strategy is used to associate a brand with a specific use or application?
Positioning by use or application
Which positioning strategy positions the brand against another product category?
Positioning by product class
Which positioning strategy emphasizes the association with a particular group of users?
Positioning by product user
Which positioning strategy positions the brand against specific competitors within the same product category?
Positioning by competitor
Which positioning strategy links the brand with a meaningful symbol or icon to differentiate it from others?
Positioning by cultural symbols
Which positioning strategy focuses on emphasizing the image of a high-quality brand where cost is considered secondary to quality?
Positioning by price/quality
Which positioning strategy focuses on the quality or value offered by the brand at a very competitive price?
Positioning by price/quality
Which of the following is NOT a positioning strategy mentioned in the text?
Positioning by product differentiation
Which of the following is NOT a characteristic of a strong position?
Flexible
Test your knowledge on the role of Integrated Marketing Communications (IMC) in the marketing process. This quiz covers key concepts from Chapter Two of "Advertising and Promotion: An Integrated Marketing Communications Perspective" by George E. Belch and Michael A. Belch. Prepare for questions related to marketing strategy, market segmentation, target market selection, and more.
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