Question

In the B2B buying process, a modified rebuy is when the firm has previously chosen a vendor and places a reorder. 21. True False 22. The steps involved in the B2B buying process are similar to those made by individual consumers. False Firms sell virtually the same goods or services to both consumers and businesses in dual channel marketing 23. True False 24-26.The development of an integrated marketing communications plan requires the analysis of the 3 Cs: (fill in) Effective IMC programs identify sets of consumers who are potential buyers as a target market, and then break this group down further into market segments, which can be separated by specific and distinct characteristics. 27 True False Age, gender, and income are bases of which of the following types of segmentation? 28. geographic segmentation sociocultural segmentation benefit segmentation d.psychological segmentation demographic segmentation PRIZM is an example of 29 segmentation. demographic sociocultural psychographic d. 30. Another term for psychographic characteristics is lifestyles. True False Many marketers target the generation that is 18 to 40 years old, known as the Millenial Generation. b. Product positioning refers to the consumer perception of a company & its products, relative to their competition. b. The final 2 steps in IMC planning are creating a budget and choosing which communication mediums will be best. b. 31. True False 32. True False True False

Answer 1

21. False. This statement is an example of Straight Rebuy. Modified rebuy is when you reorder with modifications.

22. False. Purchase by consumer may be impulse driven, whereas a firm makes it on strategic basis

23. True. Take an example of an tourism company which offers hotel bookings on its web site. What will differ is the size and the price.

24 3Cs are: Customers, Competitors & Communications