WorksheetsMarketing Chapter 4
Total questions: 20
Worksheet time: 11mins
Name
Class
Date
1.
What is the first step to the IMC planning process?
a)
Establishing Context
b)
Target Market
c)
Product Positioning
d)
Objectives
2.
Why is it important to talk to current, former and potential customers when planning your IMC?
a)
Determine better product design
b)
To upsell them
c)
Helps identify the type of message to effectively reach this group
d)
To discourage brand parity
3.
According to Molly, what is your most important sales tool
a)
SEO
b)
SnapChat
c)
Facebook
d)
Website
4.
Why is it important to know who your customer is?
a)
To make it easier to survey them
b)
To know where to mail coupons
c)
Tailor messaging and put on a medium that they will see
d)
So you may direct message them on Twitter .
5.
Why should you monitor your competition's communication ?
a)
So you can outspend them on advertising
b)
To understand your place in the market, modify approach or product to meet customer needs
c)
See what isn't working for them and avoid it
d)
Avoid Brand Parity
6.
Target markets are groups who are similar in nature, distinct from other segments, reachable AND
a)
Large enough to be worth targeting with a separate marketing campaign
b)
small enough to constitute micro-marketing
c)
Resilient to marketing forces
d)
Adverse to Brand Parity
7.
TYPICAL demographic variables include gender, age, income, ethnicity AND
a)
geographic location
b)
musical preferences
c)
education
d)
number of pets
8.
Which group controls 66% of the world's annual consumer spending
a)
Men
b)
Women
c)
Tweens
d)
Pets
9.
Psychographics reveal a person's ....
a)
accommodations, interests and opportunities
b)
activities, interests and opinions
c)
achievement, income and options
d)
attitude, inversion and opinions
10.
What does SEO stand for
a)
Search Engine Options
b)
Search Engine Optimization
c)
Segment Engagement Optimization
d)
Segment Engine Options
11.
A marketing appeal made to people in a geographic area is called
a)
local adverts
b)
geo-marketing
c)
geo-targeting
d)
pyschographics
12.
When using Product Attribute to position a product you are promoting
a)
it based on price
b)
creating a memorable set of various uses for a product
c)
the segment who uses the product
d)
any trait that sets it apart from competition
13.
When positioning a product based on its application, you are promoting
a)
its various uses
b)
its price
c)
its user
d)
its competitors
14.
Price-Quality positioning strategy works best for
a)
products that ofter high quality at a low price
b)
products that offer a better price and lower quality
c)
products at the extreme of the price range
d)
products immune to price flux
15.
A direct relationship exists between advertising expenditures and subsequent sales revenues.
a)
True
b)
False
16.
During which span of years were Millennials born?
a)
1978-2002
b)
1971-2000
c)
1980-2008
d)
1975-2005
17.
Threshold Effect tell us that early effects of advertising
a)
are the most important
b)
are minimal
c)
are trackable
d)
are the most effective
18.
Diminishing Returns is the point at which a promotional campaign has
a)
is starting to achieve threshold effects
b)
has carryover effects
c)
saturated the market and further investments will have minimal impact
d)
has achieved marginalization of the segment
19.
According to marketer Molly Solberg, 42% of Facebook Users will like a page
a)
if it has kittens on it
b)
for political banter
c)
if it has a picture
d)
for a discount
20.
Guest speaker Mike Malone says the most important thing to succeed in business
a)
are good relationships /networking
b)
are good grades
c)
is dressing the part
d)
knowing what you want
100 %
