The process of cutting a market into pieces and focusing on the piece or pieces that make the most sense is termed
a. segmentation
b. integration
c. rationalization
d. differentiation
Question 2An objective of consumer-market sales promotion is to:
a. stimulate the inelasticity of demand of a product.
b. lower the economies of scale.
c. encourage smaller purchases.
d. stimulate trial purchases.
Question 3The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign's
segments, its value proposition, and its persuasion tools.
a. True
b. False
Indicate whether the statement is true or false
Question 4In the world of promotion today, payments in the form of slotting fees, cash allowances, and incentives are becoming more popular due to the growing power of .
a. retailers
b. manufacturers
c. consumers
d. shareholders
Question 5When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions,
in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.
a. True
b. False
Indicate whether the statement is true or false
Question 6Sales promotion techniques act as an incentive to purchase the brand featuring a promotion, even if another brand:
a. has more market share.
b. offers more variety.
c. offers more benefits.
d. has a lower basic price.
Question 7A brand's value proposition is a statement of the benefits of the brand that provide value to its target consumers and
includes functional, emotional, and self-expressive benefits.
a. True
b. False
Indicate whether the statement is true or false