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Test Bank Imc Chapter 2

In: Business and Management

Submitted By Lama94
Words 17182
Pages 69
Chapter 02
The Role of IMC in the Marketing Process

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

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

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