QUESTION TWO (TRUE/FALSE)
(20xl) = 20 marks
Use Table B on page 10 to answer and detach, hand in with your answer sheet.
1. Upon recognizing a need, if a consumer chose a given brand in the past that resulted in a
positive experience, the consumer will likely purchase the same brand and not engage in
an information search.
2. If a consumer has sufficient information from an internal search, he or she moves on to
the next step of the decision-making process, evaluating alternatives, without engaging in
an external search for additional information.
3. The amount of time a consumer spends on an external search depends on four factors:
ability, motivation, costs versus benefits, and brand name.
4. The cognitive component of an attitude is a person's mental image, understanding, and
interpretation of a product.
5. Reading a magazine article about a competitor is a form of secondary research.
6. Consumer values are loosely held attitudes about various topics or concepts.
7. Marketing communications are considerably more effective in changing a person's
attitude about a product than they are in changing a consumer's value structure.
8. The IMC planning process begins with an analysis of a company's context, which is a
review of their customers, target market, and product positioning.
9. When examining competitors for the IMC planning process, it is essential to identify
domestic competitors, but not foreign or international competitors.
10. Developing an integrated marketing communications plan requires an understanding of
the firm's current context, which includes its target market, product positioning, and
communications objectives.
11. A market segment must be financially viable to be useful.
12. Selling a product to women is a form of demographic market segmentation.
13. What a firm's employees believe about the company's image is far more important than
what consumers think.
7