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,1. Which of the following best describes the concept of
integrated marketing communications (IMC)?
- A. A one-time marketing campaign
- B. Coordination of promotional efforts to ensure a consistent
message
- C. A focus on digital marketing only
- D. Independent marketing strategies for each product line
ANS: B
Rationale: IMC emphasizes the consistency of messaging
across various marketing channels to create a cohesive brand
experience.
2. In the context of marketing strategy, what is 'value
proposition'?
- A. A statement that describes a company’s total revenue
potential
- B. A promise of value to be delivered to customers
- C. A discounted price offered to customers
- D. A legal document outlining company policies
ANS: B
Rationale: A value proposition articulates how a product or
service meets customer needs and differentiates from competitors.
, 3. Which type of segmentation divides a market based on
demographic, geographic, and psychographic factors?
- A. Behavioral segmentation
- B. Multivariable segmentation
- C. Benefit segmentation
- D. Market segmentation
ANS: D
Rationale: Market segmentation utilizes various factors,
including demographics, geography, and psychographics, to
categorize potential customers.
4. What is the primary purpose of conducting market research?
- A. To increase product prices
- B. To determine the advertising budget
- C. To understand consumer needs and market trends
- D. To design the company logo
ANS: C
Rationale: Market research provides insights into consumer
preferences and market dynamics crucial for informed decision-
making.
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