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Chapter 02
The Role of IMC in the Marketing Process
True / False Questions
1. Market opportunities are areas where the company believes that customer needs and
opportunities are being satisfied.
True False
2. A market can rarely be viewed as one large, homogeneous group of customers; rather, it consists
of many heterogeneous groups, or segments.
True False
3. Dominating channels of distribution is one way of creating a competitive advantage.
True False
4. Marketers often go after the entire market with one product, brand, or service offering to create the
maximum impact.
True False
5. In a typical target marketing process, the stage of segmenting the market is immediately followed
by positioning one's product or service through effective marketing strategies.
True False
2-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
6. Target market identification isolates consumers with similar lifestyles, needs, and the like, and
increases the knowledge of their specific requirements.
True False
7. The more marketers segment the market, the less precise is their understanding of it.
True False
8. In the geographic segmentation approach, markets are divided into units based on consumers'
occupations and lifestyles.
True False
9. When a market is segmented based on how aware and informed the consumers are, the variable
used to choose a marketing approach is product knowledge.
True False
10. In the psychographic approach to segmentation, determination of lifestyles is usually based on an

analysis of the activities, interests, and opinions (AIOs) of consumers.
True False
11. Segmenting the market based on consumers' product or brand usage and the degree of use is an
example of behavioristic segmentation.
True False
12. Differentiated marketing is used when the firm selects one segment and attempts to capture a
large share of this market.
True False
13. The consumer approach positions a product by comparing it and the benefit it offers against those
offered by competitors.
True False
14. Premium brands positioned at the high end of the market usually use the price/quality approach to
positioning.
True False
15. While positioning by product class, marketers only position against brands, and not against other
product categories.
True False
16. Repositioning of a product usually occurs because of declining or stagnant sales.
True False
2-2
17. Strong symbolic features and social and psychological meaning may be more important than
functional utility for many products.
True False
18. Brand equity refers to the tangible assets earned through a product's functional purpose.
True False
19. A marketer with an integrated marketing communications (IMC) perspective is likely to link high
relative ad expenditures with premium prices, and low relative ad expenditures with low prices.
True False
20. Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.
True False
Multiple Choice Questions
21. According to the marketing and promotions process model, the marketing process begins with
the:
A. development of the brand equity.

B. development of a marketing strategy.
C. development of the promotional mix.
D. determination of the promotional budget.
E. establishment of a nano-campaign marketing strategy.
22. According to the marketing and promotions process model, in which of the following stages does
the company decide the product or service areas and particular markets where it wants to
compete?
A. Development of a marketing strategy and analysis

B. Development of the target marketing process
C. Allocation of advertising budget
D. Development of the marketing planning program
E. Creation of a positioning strategy
23. _____ is a detailed assessment of the current marketing conditions facing the company, its
product lines, or its individual brands.
A. Matrix analysis
B. Micro analysis
C. Situation analysis
D. Opportunity analysis
E. Competitive analysis
2-3
24. Which of the following is best defined as 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 segmentations
C. Marketing channels
D. Marketing-stubs
E. Market economics
25. A situational analysis:
A. does not include an assessment of a company's product lines.

B. usually starts with a positioning strategy.
C. does not include an assessment of the conditions facing the company.
D. typically involves creating branding strategies.
E. includes an assessment of its individual brands.
26. During a routine market study conducted by CL Foods, it was noted that Chinese and Indian food
products were in high demand in American society. In order to take advantage of such a demand,
CL Foods manufactured and sold these food items locally. In this scenario, the company is taking
advantage of a _____.
A. market opportunity
B. market aggregation
C. market assimilation
D. marketing buzz
E. market threat
27. FunZone Inc. identified and developed a SmartCard that can be used at fair grounds to make the
ticketing process easier. The company found that the existing system was complicated and highly
time-consuming. The SmartCard was easy to operate and each swipe would deduct the cost of a
ride automatically. According to the given scenario, FunZone has recognized a:
A. market opportunity.
B. marketing buzz.
C. marketing engagement.
D. marketing channel.
E. market threat.
2-4
28. There are several medicines that relieve allergy-related symptoms but only Sensitine comes in a
quick dissolving form that can be easily swallowed without water. The manufacturer of Sensitine
hopes the fact that it dissolves and enters the system quicker than other brands will create a:
A. market aggregation.
B. marketing assimilation.
C. competitive advantage.
D. cross-merchandising strategy.
E. market dis-intermediation.
29. Offering quality products that command a premium price, providing superior customer service,
having the lowest production costs and lower prices, or dominating channels of distribution are
ways of:
A. achieving competitive advantage.

B. practicing cross-merchandising strategy.
C. creating market space.
D. practicing bait-and-switch marketing.
E. establishing a marketing-stub.
30. _____ is defined as something unique or special a firm possesses or does that gives it an edge
over other firms in a similar industry.
A. Competitor indexing
B. Switch marketing
C. Competitive advantage
D. Marketing-stub
E. Bait marketing
31. John & Bauer Inc., manufacturers of health drugs, are the manufacturers of a painkiller called JB
Revive. The painkiller is unique as it contains calcium, and it is quite unlike any other pain killer in
the market. The addition of calcium led to an increase in sales of the medicine as well. In this
scenario, the addition of calcium gives the company a:
A. market engagement.
B. cross-merchandising opportunity.
C. competitive advantage.
D. marketing assimilation.
E. competitive index.
32. The first step in the target marketing process is to:
A. develop positioning strategies.

B. request government approval.
C. determine whether to use a market segmentation strategy or a mass marketing strategy.
D. identify markets with unfulfilled needs.
E. develop new products.
2-5
33. The market segmentation process:
A. divides a market into distinct groups that have heterogeneous needs.

B. divides a market into distinct groups that will respond similarly to marketing actions.
C. offers one version of the product to all markets.
D. creates products for several markets that have independent needs.
E. positions products in the minds of prospects and customers.
34. Directing a company's efforts toward one or more groups of customers who share common needs
is known as:
A. cross-merchandising.
B. competitor indexing.
C. mass customization.
D. market segmentation.
E. cross-branding.
35. Dividing the market into units such as nation, states, town, counties, or even neighborhoods is
known as:
A. demographic segmentation.
B. psychographic segmentation.
C. quantified aggregation.
D. lifestyle aggregation.
E. geographic segmentation.
36. Which of the following is a geographic variable for segmentation of the market?
A. Family size
B. Occasions
C. Counties
D. Age
E. Gender
37. Which of the following is a geographic segmentation variable?
A. Income
B. Neighborhood
C. Sex
D. Education
E. Involvement
2-6
38. Delish Inc., a food manufacturer, introduced an instant soup specially designed for and advertised
in the colder regions of Asia and Europe. This is an example of:
C. sociocultural segmentation.
D. geographic segmentation.
E. undifferentiated marketing.
39. Brown's Frozen BBQ Sandwiches are made with goat meat drenched in a sweet onion sauce.
These sandwiches would not be popular in Texas, where people prefer beef, or in Miami where a
mustard-based sauce is preferred. Which of the following segmentation approaches would be best
for the company?
A. Demographic
B. Socioeconomic
C. Personality
D. Geographic
E. Behavioristic
40. Brown's Foods determined that Southerners preferred milder mustard than those in the Northeast.
This led the company to develop a new "Southern Style Mustard." This strategy best exemplifies:
A. geographic segmentation.
B. lifestyle segmentation.
C. socioeconomic segmentation.
D. demographic segmentation.
E. usage segmentation.
41. Which of the following is a primary variable of demographic segmentation?
A. Lifestyle
B. Personality
C. Occupation
D. Education
E. Social class
42. Division of the market based on age, sex, family size, income, and other measurable
characteristics is known as:
D. geographic segmentation.
E. undifferentiated segmentation.
2-7
43. Jim's Inc., a travel agency in Texas, offers trips that are designed specifically for couples. In this
scenario, the company is using _____ segmentation.
A. geographic
B. demographic
C. lifestyle
D. behavioristic
E. personality
44. Venus Finance aired a series of ads that targeted people born after 1980, also known as
Generation Y. In this scenario, the company is using a _____ segmentation strategy.
A. geographic
B. demographic
C. socioeconomic
D. behavioristic
E. personality
45. Which of the following is a variable of the demographic segmentation strategy?
A. Personality
B. Marital status
C. Values
D. Lifestyle
E. Occupation
46. Enliven, a sports drink manufacturer, has identified its preferred target market as men between the
ages of 18 to 22 who are currently in high school or college and active in sports. Which of the
following types of segmentation is Enliven using in this scenario?
A. Benefit and demographic

B. Psychographic and geographic
C. Demographic and socioeconomic
D. Geographic and psychographic
E. Socioeconomic and psychographic
47. Dividing the market on the basis of personality and/or lifestyles is referred to as _____.
A. geographic segmentation
B. demographic segmentation
C. psychographic segmentation
D. socio economic segmentation
E. behavioral segmentation
2-8
48. _____ divides a market on the basis of lifecycles.
A. Geographic segmentation
B. Psychographic segmentation
C. Benefit segmentation
D. Demographic segmentation
E. Socioeconomic segmentation
49. Merry Inc. is a non-profit organization that employs a large number of underprivileged people. It
sells art and handicrafts made by these individuals at reasonable prices. Merry's target market
consists of people who believe in helping others. It uses _____ segmentation.
A. demographic
B. geographic
C. psychographic
D. benefit
E. socio economic
50. With respect to psychographic segmentation of markets, AIO stands for:
A. activities, innovation, and opinions.

B. activities, interests, and opportunities.
C. activities, innovations, and opportunities.
D. activities, interests, and opinions.
E. actions, interests, and opinions.
51. Which of the following is a primary variable used in psychographic segmentation?
A. Income
B. Lifestyles
C. Education
D. Marital status
E. Age
52. Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company targets
people who live life on the fast lane and are generally considered to have flashy personalities. In
this scenario, Pluto is using _____ segmentation.
A. psychographic
B. benefit
C. socioeconomic
D. undifferentiated
E. demographic
2-9
53. Which of the following is a primary variable defined in psychographic segmentation?
A. Lifecycles
B. Income
C. Education
D. Life stage
E. Gender
54. _____ segmentation divides consumers into groups according to their usage, loyalties, or buying
responses to a product.
A. Benefit
B. Geographic
C. Demographic
D. Behavioristic
E. Psychographic
55. A company that divides its target markets based on their perceived level of loyalty is using:
A. benefit segmentation.
B. geographic segmentation.
D. behavioristic segmentation.
E. outlet segmentation.
56. Which of the following types of segmentation is employed when consumers are grouped according
to their usage and buying responses to a product or service?
A. Behavioristic
B. Demographic
C. Benefit
D. Socioeconomic
E. Psychographic
57. Degree of usage as a basis of segmentation is best reflected by:
A. the VALS principle.

B. the iceberg principle.
C. the mirror image rule.
D. the rule of equity.
E. the 80-20 rule.
2-10
58. _____ segmentation is most closely related to the 80-20 rule, which states that 80 percent of a
company's business comes from 20 percent of its customers.
A. Geographic
B. Behavioristic
C. Demographic
D. Psychographic
E. Benefit
59. The 80-20 rule states that:
A. around 80 percent of the firm's sales comes from 20 percent of the customers.
B. only 80 percent of a market can be segmented.
C. market segmentation works well only 80 percent of the time, unlike market assimilation that
works 20 percent of the time.
D. only about 80 percent of the people remember the firm's positioning of a product while the
remaining 20 percent create their own positioning for a particular product.
E. about 80 percent of corporations do not understand the actual meaning of the term "market
segmentation."
60. Dental Care, a dental hygiene products manufacturer, has come up with three types of
toothpastes for different segments—whitening toothpaste for individuals who buy for aesthetic
reasons, strawberry flavored toothpaste for those concerned with the taste, and germ-control
toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the
market?
A. Demographic
B. Geographic
C. Socioeconomic
D. Benefit
E. Sociocultural
61. _____ segmentation is the grouping of customers on the basis of attributes sought in a product.
A. Benefit
B. Geographic
C. Socioeconomic
D. Demographic
E. Lifestyle
2-11
62. Momentum, a brand of sports cars, launched an advertising campaign with a tagline that states
"Our cars outperform most cars on the road even before you step on the accelerator." In this
scenario, the company is using _____ segmentation.
A. benefit
B. demographic
C. geographic
D. psychographic
E. socioeconomic
63. WristTactical, a watch manufacturer, specializes in manufacturing tactical watches for Navy
divers. The company launched an ad campaign that stressed the water resistant and endurance
characteristics of its watches. In this scenario, WristTactical is making use of _____
segmentation.
A. benefit
B. demographic
C. geographic
D. behavioristic
E. socioeconomic
64. The fact that some consumers want flavored bottled water and others want it with added minerals
provides an opportunity for _____ segmentation.
A. socioeconomic
B. benefit
C. geographic
D. psychographic
E. demographic
65. Which of the following is a primary variable considered in benefit segmentation?
A. Attributes sought
B. Income
C. Lifestyle
D. Birth era
E. Marital status
66. According to the market coverage alternatives, _____ involves ignoring segment differences and
offering just one product or service for the entire market.
A. bait-and-Switch marketing
B. concentrated marketing
C. micro-marketing
D. neuromarketing
E. undifferentiated marketing
2-12
67. Frosty Inc., a beverage manufacturer, only had one product in its line and was targeting all types
of customers. With respect to the market coverage alternatives, which of the following would best
suit the company?
A. Concentrated marketing
B. Undifferentiated marketing
C. Bait-and-switch marketing
D. Niche marketing
E. Psychographic marketing
68. Which of the following is true of undifferentiated marketing?
A. It involves selecting one segment and attempting to capture a large market share.
B. It involves offering just one product or service to the entire market.
C. It involves creating a niche for a special product line.
D. It involves customizing products for various target segments.
E. It involves developing and offering a product for a specific market segment.
69. With respect to the market coverage alternatives, _____ involves developing separate marketing
strategies for a number of segments.
A. differentiated marketing
B. undifferentiated marketing
C. concentrated marketing
D. buzz marketing
E. B to B marketing
70. Mars Inc., a car manufacturer, offers cheap coupes, medium-priced sedans, as well as expensive
sports cars. The company identifies and develops various products for several segments. This
scenario is an illustration of:
A. concentrated marketing.
B. loyalty marketing.
C. buzz marketing.
D. bait-and-switch marketing.
E. differentiated marketing.
71. Chill, a beverage manufacturer, offers varied versions of its products that include diet, cherry
flavored, vanilla flavored, and caffeine-free versions in addition to its original product. With respect
to market coverage alternatives, the given scenario reflects the company's decision to cater to:
A. a concentrated market.
B. a differentiated market.
C. a buzz market.
D. an undifferentiated market.
E. a mass market.
2-13
72. _____ is used when the firm selects one segment and attempts to capture a large share of the
market.
A. Mass marketing
C. Concentrated marketing
D. Differentiated marketing
E. Bait-and-switch marketing
73. Concentrated marketing involves focusing marketing efforts on:
A. different countries.
B. one particular segment.
C. mass markets.
D. various segments.
E. different counties.
74. Star Furniture designs and sells bedroom furniture for people who are over six-feet tall, which is a
relatively small target market. Which of the following strategies is the company employing in this
scenario?
A. Differentiated marketing
B. Bait-and-switch marketing
C. Undifferentiated marketing
D. Concentrated marketing
E. Mass marketing
75. Pluto Inc., a high-end car manufacturer, makes only 12 cars per year. The company caters only to
the "super-rich" and manufacturers only on order. In this scenario, Pluto is using a _____
marketing strategy.
A. differentiated
B. undifferentiated
C. concentrated
D. mass
E. loyalty
76. Which of the following is true of concentrated marketing strategies?
A. They are used to promote multiple products in varied markets.

B. They are used as a precursor to undifferentiated marketing.
C. They usually involve only a single segment.
D. They attempt to catch a minority share in the market.
E. They are synonymous with undifferentiated marketing strategies.
2-14
77. Outlander Inc. is a manufacturer of laptop computers. It plans on manufacturing computers that
are targeted to users interested in video games. The computers are optimized for high-definition
gaming and hence are expensive. Which of the following types of marketing strategies has
Outlander adopted?
A. Bait-and-switch marketing
C. Concentrated marketing
D. Buzz marketing
E. Differentiated marketing
78. _____ has been defined as "the art and science of fitting the product or service to one or more
segments of the broad market in such a way as to set it meaningfully apart from competition."
A. Branding
B. Proximity mapping
C. Drip marketing
D. Segmentation
E. Positioning
79. Which of the following is true of product positioning?
A. It does not focus on a product's competitors.

B. It is not possible to position a service.
C. It focuses purely on customers.
D. It involves creating a competitive advantage.
E. It is usually synonymous with market integration.
80. A brand's market position refers to its:
A. relative market share.

B. location on store shelves.
C. image in the mind of the customers.
D. distribution intensity.
E. stage in the product life cycle.
81. _____ relates to the image of a product and or brand relative to competing products or brands.
A. Segmentation
B. Positioning
C. Neuromarketing
D. Branding
E. Merchandising
2-15
82. Momentum, a car manufacturer, positions one of its convertible as "the best natural tanning tool
known to man." This scenario would reflect a positioning strategy based on:
A. product attributes and benefits.

B. cultural symbols.
C. product user.
D. price/quality.
E. product class.
83. The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The Ultimate Durable
Grill" Baker Grill is using a positioning strategy based on:
A. product class.
B. product attributes and benefits.
C. price/quality.
D. competitor.
E. cultural symbol.
84. MusC, a whey protein supplement, is positioned as a zero-carb muscle recovery drink. MusC is
using a _____ positioning strategy.
A. product class
B. product attributes and benefits
C. price/quality
D. competitor
E. cultural or national symbol
85. Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business quality
speaks the language of speed." The company positioned its services based on the speed with
which it delivers the service. With respect to the positioning strategies, this positioning strategy of
FPS is based on:
A. cultural symbols.
B. demographics.
C. product class.
D. product attributes.
E. socioeconomics.
86. Appeal Automobiles introduced a new car into the market. The company stressed that the new car
had side door air bags in an attempt to attract new buyers. Its focus on safety illustrates a strategy
of positioning by:
A. cultural or national symbols.

B. demographics.
C. price-value.
D. product attributes and benefits.
E. competitor.
2-16
87. Henry's Supermarkets have been very effective in positioning itself as stores that offer superior
products at a discounted rate. With respect to the positioning strategies, its strategy reflects
positioning based on:
A. benefit.
B. applications.
C. use.
D. price/quality.
E. product class.
88. The Quarter Burger is a hamburger sold by the international fast food chain Sammy's Burgers. It
was given the name as it contains a patty that weighs a quarter of a pound. The burger is sold for
$1 on weekdays. With reference to the various positioning strategies, Sammy's quarter pound
burger is positioned by:
A. competition.
B. demographics.
C. product user.
D. price/quality.
E. product class.
89. Treat Corp., a manufacturer of packaged soups, launched an ad campaign that provided quick
and easy recipes using Treat's products on the back of the soup sachets. This is an example of
positioning by:
A. product class.
B. product use.
C. price/quality.
D. competitor.
E. cultural symbol.
90. Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based around the
slogan, "It's a wholesome meal." The ad speaks about the nutritious content of the fruit juice and
how it can assist in losing weight. With respect to the positioning strategies, this is an example of
positioning by:
A. quality.
B. use or application.
C. product class.
D. competition.
E. cultural symbols.
2-17
91. Athletic shoes advertised specifically to be used on tennis courts, for running, or for walking are
using positioning strategy based on:
A. price/quality.
C. product class.
D. demographics.
92. To encourage more people to use mass transit, ads from providers of mass transportation
compare the ease and comfort of riding mass transit with the difficulties of driving in congested
traffic and parking headaches. With respect to the positioning strategies, these mass
transportation providers are making use of positioning by:
A. product class.
B. product user.
C. price/quality.
D. applications.
93. Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, "Try our fruit juices
and get the freshness of real fruit." In this scenario, Pluto Inc. is positioning its juices based on:
A. product class.
B. product use.
C. product price.
D. product competition.
E. product applications.
94. When Bauer Smith opened a men's shoe store, he decided to carry a full line of shoes in the
larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and
football players who often order a dozen pairs in a single visit. With respect to the positioning
strategies, the shoe store uses positioning by:
A. demographics.
B. cultural symbols.
C. product user.
D. competition.
E. product class.
2-18
95. Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes.
The ad which was featured in a sports magazine shows how these shorts do not shrink over time
and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning
strategies, the company is using positioning by:
A. product user.
B. product demographics.
C. cultural symbols.
D. product class.
E. distribution intensity.
96. Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain
an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario,
which of the following positioning strategies has Yummy Soups used?
A. Demographics
B. Cultural symbols
C. Competitor
D. Price
E. Product class
97. The use of comparative advertising has become increasingly more common. Which of the
following positioning strategies does this reflect?
A. Positioning by product user

B. Positioning by product class
C. Positioning by competitor
D. Positioning by price/quality
E. Positioning by cultural symbol
98. When travelers think of Gallivant Airlines, an Australian airline, the first thing that comes to their
mind is the kangaroo. In the given scenario, the strong association between the kangaroo and
Gallivant Airlines indicates that the Airlines is receiving the benefit of positioning by:
A. product class.
B. use/application.
C. cultural symbol.
D. product attribute.
E. competitor.
2-19
99. Motor Corp., an automobile manufacturer, launched an ad campaign that stated, "We are yet to
reach the industry leader's position, so we try harder." In this scenario, the company is positioning
itself based on:
A. price/quality.
C. competition.
D. product class.
E. distribution intensity.
100.Venus Corporation engaged in a multi-million dollar campaign to alter its image among many of its
customers. The company's customers had a perception that the company was simply a hardware
manufacturer. Venus wants customers to see it as a services and technology provider. In this
scenario, Venus is:
A. using a repositioning strategy.

B. segmenting the market into niche sectors.
C. adopting a concentrated strategy.
D. adopting an undifferentiated strategy.
E. employing product class segmentation.
101.Initially, Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our
business quality speaks the language of speed." Back then, the company was trying to make the
customers aware of the speed with which it delivers the service. Later, FPS modified its slogan
and designed new ads to make customers aware of the different aspects of its delivery such as
reliability, cost-efficiency, and punctuality. By moving away from promoting itself as simply a
parcel delivery company, FPS has:
A. used a repositioning strategy.

B. employed product class positioning.
C. engaged in positioning with cultural symbols.
D. adopted an undifferentiated strategy.
E. employed geographic segmentation.
102.Which of the following is true of repositioning?
A. It occurs only in companies that enjoy a monopolistic market structure.

B. It usually occurs due to a boom in the company's sales.
C. It must be practiced only during an economic downturn situation.
D. It involves avoiding any alterations with the brand's existing position.
E. It is aimed to stem a decline in sales or counter stagnant sales.
2-20
103.Which of the following marketing mix elements is best referred to as a bundle of benefits or values
that satisfies the needs of consumers?
A. Price
B. Promotion
C. People
D. Product
E. Process
104.The meaning a consumer attributes to a product or brand and what he or she experiences in
purchasing it is known as:
A. functional utility.
B. product quality.
C. brand extension.
D. product symbolism.
E. product utility.
105.Which of the following best defines branding?
A. It involves creating new product lines within a company in order to expand and develop the
company's product portfolio.
B. It includes making use of more than one marketing channel to reach a huge number of
customers and to cover a large geographical area.
C. It primarily involves marketing through a mobile device which assists the customers with
personalized information.
D. It features building and maintaining a favorable identity and image of the company and/or its
products or services in the mind of the consumer.
E. It involves taking the help of commercial market research agents to conduct a thorough market
research before entering a market with unique products.
106.Brand identity is best defined as:
A. a method of defining the percentage of loyal, impulsive, and need-based customers for a
particular product.
B. the process of taking the help of commercial market research agents to conduct a thorough
market research before entering a market with unique products.
C. a combination of the name, logo, symbols, design, packaging, and image of associations held
by consumers.
D. the process of creating new product lines within a company to expand and develop the
company's product portfolio.
E. a combination of print, guerilla, broadcast, and outdoor advertising to promote a company's
products.
2-21
107.Which of the following is true of brand equity?
A. It is a tangible asset that adds value to a service.

B. It allows the seller to use undifferentiated marketing.
C. It enables the seller to hide product successes from its competition.
D. It is goodwill that results from a favorable impression.
E. It allows the seller to stop all promotional activities and redirect its funds to other areas of
operation.
108.Which of the following best defines brand equity?
A. It is a process of varying the width of the product range with the company to modify the return
on investment of the company.
B. It is a process which calculates the percentage of loyal, impulsive, need-based customers, and
wandering customers for a particular product.
C. It is an intangible asset of added value or goodwill that results from the favorable image and/or
the strength of consumer attachment to a company name.
D. It is the process of taking help from commercial market research agents to conduct a thorough
market research before entering a market with unique products.
E. It is combination of using print, guerilla, broadcast, and outdoor advertising to promote a
company's products.
109.The marketing mix variable that deals with what a consumer must give up in order to purchase a
product or service is _____.
A. packaging
B. price
C. promotion
D. distribution
E. production
110.Which of the following is true about packaging?
A. The package cannot be used as a branding tool.

B. The package lacks in offering benefits like economy and storage.
C. The package is what the consumer must give up to purchase a product.
D. The package is often the consumer's first exposure to the product.
E. The package must not divulge information relating to its contents.
111.Promotional expenditures on advertising, sales promotion, and personal selling:
A. are the three main components of marketing mix.

B. are incomes that must be covered in a firm's pricing structure.
C. contribute to a product's cost and price, which in turn will affect a company's return on
investment.
D. are expenses that must be covered as they help by creating demand for a product.
E. are examples of fixed costs on an organization's income statement.
2-22
112.Which of the following statements about the interaction of pricing with advertising and promotion
is true?
A. The positive relationship between high relative advertising and price levels is weakest for
products in the introductory stage of the product life cycle.
B. The positive relationship between high relative advertising and price levels is weakest for
products that are market leaders.
C. Companies with high-quality products suffer the least, in terms of return on investment, with
inconsistent advertising and pricing strategies.
D. Brands with low relative advertising budgets are able to charge premium prices.
E. High relative ad expenditures should accompany premium prices, and low relative ad
expenditures should be tailored to low prices.
113._____ are sets of interdependent organizations involved in the process of making a product or
service available for consumption.
A. Marketing channels
B. Marketing segments
C. Marketing facilitators
D. Marketing sectors
E. Marketing programs
114.Dezine Inc. is a company that sells women's fashionable clothing through ball-room costume
parties. It targets women who are too busy to go to stores to shop. The company avoids using
wholesalers and retailers in its selling process. Dezine is utilizing a(n):
A. direct channel of distribution.

B. indirect channel of distribution.
C. bait-and-switch marketing channel.
D. direct-response advertising medium.
E. reseller channel.
115.Breeze Corp., a manufacturer of ceiling fans, sells its products to retailers who in turn sell them to
the final consumers. In the given scenario, the manufacturer of Breeze ceiling fans is using a(n):
A. geographic market segmentation.

B. indirect channel of distribution.
C. single channel medium.
D. direct-response advertising medium.
E. demographic market segmentation.
2-23
116._____ are programs designed to persuade the retailer to promote a manufacturer's products.
A. Promotional pull strategies

B. Bait marketing strategies
C. Buzz marketing strategies
D. Promotional push strategies
E. Switch marketing strategies
117.Mars Inc., a manufacturer of cat food in Texas, places an ad in a publication aimed at

veterinarians. The ad explains why they should recommend Mars's cat food to the owners of the
cats they treat. This scenario is an illustration of:
B. a promotional pull strategy.
C. a loyalty marketing strategy.
D. a bait marketing strategy.
E. a promotional push strategy.
118.An ad in Blossom, a publication for retail florists, promotes Burgundy Lace tulips as a product that
will enhance any spring bouquet that florists sell to consumers. The ad for Burgundy Lace tulips is
an example of:
A. trade advertising.
B. a promotional pull strategy.
C. digital advertising.
D. national advertising.
E. bait-and-switch advertising.
119.With _____, advertising expenditures and promotional efforts are directed toward the ultimate
consumer.
A. promotional pull strategies

B. promotional push strategies
C. trade advertising
D. market harvesting strategies
E. B-to-B advertising
120.Which of the following is true of a promotional pull strategy?
A. It involves spending very little money on advertising.

B. Its goal is to create demand among consumers.
C. It is synonymous to trade advertising.
D. Its promotional efforts are directed toward retailers.
E. Its promotional efforts are directed toward wholesalers.
2-24
Chapter 02 The Role of IMC in the Marketing Process Answer Key
True / False Questions
1. Market opportunities are areas where the company believes that customer needs and
opportunities are being satisfied.
FALSE
Market opportunities are areas where there are favorable demand trends, where the company
believes customer needs and opportunities not being satisfied, and where it can compete
effectively.
AACSB: Analytic
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 02-01 To understand the marketing process and the role of advertising and promotion in an organization's
integrated marketing program.
Topic: Marketing Strategy and Analysis
2. A market can rarely be viewed as one large, homogeneous group of customers; rather, it
consists of many heterogeneous groups, or segments.
TRUE
A market can rarely be viewed as one large homogeneous group of customers; rather, it
consists of many heterogeneous groups, or segments. In recent years, many companies have
recognized the importance of tailoring their marketing to meet the needs and demand trends of
different market segments.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
2-25
3. Dominating channels of distribution is one way of creating a competitive advantage.
TRUE
Ways to achieve a competitive advantage include having quality products that command a
premium price, providing superior customer service, having the lowest production costs and
lower prices, or dominating channels of distribution. Competitive advantage can also be
achieved through advertising that creates and maintains product differentiation and brand
equity.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
4. Marketers often go after the entire market with one product, brand, or service offering to create
the maximum impact.
FALSE
Marketers rarely go after the entire market with one product, brand, or service offering. Rather,
they pursue a number of different strategies, breaking the market into segments and targeting
one or more of these segments for marketing and promotional efforts.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
5. In a typical target marketing process, the stage of segmenting the market is immediately
followed by positioning one's product or service through effective marketing strategies.
FALSE
A typical target marketing process involves four basic steps: identifying markets with unfulfilled
needs, segmenting the market, targeting specific segments, and positioning one's product or
service through marketing strategies.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 02-02 To understand the concept of target marketing in an integrated marketing communications program.
Topic: The Target Marketing Process
2-26
6. Target market identification isolates consumers with similar lifestyles, needs, and the like, and
increases the knowledge of their specific requirements.
TRUE
Target market identification isolates consumers with similar lifestyles, needs, and the like, and
increases our knowledge of their specific requirements. The more marketers can establish this
common ground with consumers, the more effective they will be in addressing these
requirements in their communications programs.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 02-02 To understand the concept of target marketing in an integrated marketing communications program.
7. The more marketers segment the market, the less precise is their understanding of it.
FALSE
The more marketers segment the market, the more precise is their understanding of it. Market
segmentation is dividing a market into distinct groups that (1) have common needs and (2) will
respond similarly to a marketing action.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 02-03 To recognize the role of market segmentation and its use in an integrated marketing communications
program.
8. In the geographic segmentation approach, markets are divided into units based on consumers'
occupations and lifestyles.
FALSE
In the geographic segmentation approach, markets are divided into different geographic units.
These units may include nations, states, counties, or even neighborhoods. Consumers often
have different buying habits depending on where they reside.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
program.
2-27
9. When a market is segmented based on how aware and informed the consumers are, the
variable used to choose a marketing approach is product knowledge.
TRUE
When marketers follow an approach based on the awareness and intention of consumers, they
base their decisions on the product knowledge of consumers. This includes how aware,
informed, and interested consumers are, and their intentions to purchase a product.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
program.
10. In the psychographic approach to segmentation, determination of lifestyles is usually based on

an analysis of the activities, interests, and opinions (AIOs) of consumers.
TRUE
Dividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to as
psychographic segmentation. The determination of lifestyles is usually based on an analysis of
the activities, interests, and opinions (AIOs) of consumers. These lifestyles are then correlated
with the consumers' product, brand, and/or media usage.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
program.
11. Segmenting the market based on consumers' product or brand usage and the degree of use is
an example of behavioristic segmentation.
TRUE
Dividing consumers into groups according to their usage, loyalties, or buying responses to a
product is behavioristic segmentation. For example, product or brand usage, degree of use
(heavy vs. light), and/or brand loyalty are combined with demographic and/or psychographic
criteria to develop profiles of market segments.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
program.
2-28
12. Differentiated marketing is used when the firm selects one segment and attempts to capture a
large share of this market.
FALSE
Differentiated marketing involves marketing in a number of segments, developing separate

marketing strategies for each. Concentrated marketing is used when the firm selects one
segment and attempts to capture a large share of this market.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
program.
13. The consumer approach positions a product by comparing it and the benefit it offers against
those offered by competitors.
FALSE
The consumer approach links the product with the benefits the consumer will derive or creates
a favorable brand image. The competition approach positions the product by comparing it and
the benefit it offers versus the competition.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 02-04 To understand the use of positioning and repositioning strategies.
14. Premium brands positioned at the high end of the market usually use the price/quality
approach to positioning.
TRUE
Marketers often use price/quality characteristics to position their brands. One way they do this
is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is
considered secondary to the quality benefits derived from using the brand. Premium brands
positioned at the high end of the market use this approach to positioning.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
Topic: Developing a Positioning Strategy
2-29
15. While positioning by product class, marketers only position against brands, and not against
other product categories.
FALSE
Often the competition for a product comes from outside the product class. Rather than
positioning against another brand, an alternative strategy is to position oneself against another
product category.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
16. Repositioning of a product usually occurs because of declining or stagnant sales.
TRUE
Repositioning a product usually occurs because of declining or stagnant sales or because of

anticipated opportunities in other market positions. Repositioning is often difficult to accomplish
because of entrenched perceptions about and attitudes toward the product or brand.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
17. Strong symbolic features and social and psychological meaning may be more important than
functional utility for many products.
TRUE
For many products, strong symbolic features and social and psychological meaning may be
more important than functional utility. For example, designer clothing such as Versace, Gucci,
and Prada is often purchased on the basis of its symbolic meaning and image, particularly by
teenagers and young adults.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 02-05 To know the various decision areas under each element of the marketing mix and how they influence
and interact with advertising and promotional strategy.
Topic: Developing the Marketing Planning Program
2-30
Another random document with
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a bird to open its mouth, and occasionally endeavoured to insinuate
morsels of garlic and meat between his lips.
“Oh, Mr Dunshunner! save me from this hag!” muttered Bagsby. “I
have such a splitting headach, and she will insist on poisoning me
with her confounded trash! Faugh, how she smells of eels! Oh dear!
oh dear! is there no way of getting out? The barricades and the
fighting are nothing compared to this!”
“I am afraid, Mr Bagsby,” said I, “there is no remedy but patience.
Our friends here seem quite determined to hold out, and I am afraid
that they would use little ceremony, did we make any show of
resistance.”
“I know that well enough!” said Bagsby: “they wanted to hang me
last night, because I made a run to the door: only, the women would
not let them. What do you want, you old harridan? I wish you would
take your fingers from my neck!”
“Ce cher bourgeois!” murmured the poissarde: “c’est un méchant
drôle, mais assez joli!”
“Upon my word, Mr Bagsby, I think you have reason to
congratulate yourself on your conquest. At all events, don’t make
enemies of the women; for, heaven knows, we are in a very ticklish
situation, and I don’t like the looks of several of those fellows.”
“If ever I get home again,” said Bagsby, “I’ll renounce my errors,
turn Tory, go regularly to church, and pray for the Queen. I’ve had
enough of liberty to last me the rest of my natural lifetime. But, I say,
my dear friend, couldn’t you just rid me of this woman for half an
hour or so? You will find her a nice chatty sort of person; only, I don’t
quite comprehend what she says.”
“Utterly impossible, Mr Bagsby! See, they are about something
now. Our friend the barber is rising to speak.”
“Citizens!” said Saigne-du-nez, speaking as from a tribune, over
the back of an arm-chair—“Citizens! we are placed by the despotism
of our rulers in an embarrassing position. We, the people, who have
won the palace and driven forth the despot and his race, are now
ordered to evacuate the field of our glory, by men who have usurped
the charter, and who pretend to interpret the law. I declare the
sublime truth, that, with the revolution, all laws, human and divine,
have perished! (Immense applause.)
“Citizens! isolated as we are by this base decree from the great
body of the people, it becomes us to constitute a separate
government for ourselves. Order must be maintained, but such order
as shall strike terror into the breasts of our enemies. France has been
assailed through us, and we must vindicate her freedom. Amongst us
are many patriots, able and willing to sustain the toils of
government; and I now propose that we proceed to elect a
provisional ministry.”
The motion was carried by acclamation, and the orator proceeded.
“Citizens! amongst our numbers there is one man who has filled
the most lofty situations. I allude to Citizen Jupiter Potard. Actor in a
hundred revolutions, he has ever maintained the sublime demeanour
of a patriot of the Reign of Terror. Three generations have regarded
him as a model, and I now call upon him to assume the place and
dignity of our President.”
Jupiter Potard, a very fine-looking old man, with a beard about a
yard long,—who was really a model, inasmuch as he had sat in that
capacity for the last thirty years to the artists of Paris,—was then
conducted, amidst general applause, to a chair at the head of the
table. Jupiter, I am compelled to add, seemed rather inebriated; but,
as he did not attempt to make any speeches, that circumstance did
not operate as a disqualification.
The remainder of the administration was speedily formed.
Destripes became Minister of the Interior: Pomme-de-terre received
the Portfolio of Justice. A gentleman, who rejoiced in the sobriquet
of Gratte-les-rues, was made Minister of War. Saigne-du-nez
appointed himself to the Financial Department, and I was
unanimously voted the Minister of Foreign Affairs. These were the
principal offices of the Republic, and to us the functions of
government were confided. Bagsby, at the request of the poissardes,
received the honorary title of Minister of Marine.
A separate table was ordered for our accommodation; and our first
decree, countersigned by the Minister of the Interior, was an order
for a fresh subsidy from the wine-cellar.
Here a sentry, who had been stationed at a window, announced the
approach of a detachment of the National Guard.
“Citizen Minister of War!” said Saigne-du-nez, who, without any
scruple, had usurped the functions of poor old Jupiter Potard, “this is
your business. It is my opinion that the provisional government
cannot receive a deputation of this kind. Let them announce their
intentions at the barricade without.”
Gratte-les-rues, a huge ruffian with a squint, straightway
shouldered his musket, and left the room. In a few minutes he
returned with a paper, which he cast upon the table.
“A decree from the Hotel de Ville,” he said.
“Is it your pleasure, citizen colleagues, that this document should
now be read?” asked Saigne-du-nez.
All assented, and, as Minister of Foreign Affairs, the following
document was placed in my hands. It was listened to with profound
attention.
“Unity is the soul of the French nation; it forms its grandeur, its power, and its
glory; through unity we have triumphed, and the rights of the people have been
vindicated.
“Impressed with these high and exalted sentiments, and overflowing with that
fraternity which is the life-blood of our social system, the Provisional Government
decrees:—
“I. That the Tuilleries, now denominated the Hôpital des Invalides Civiles, shall
be immediately evacuated by the citizens who have so bravely wrested it from the
tyrant.
“II. That each patriot, on leaving it, shall receive from the public treasury the
sum of five francs, or an equivalent in coupons.
“III. The Minister of the Interior is charged with the execution of this decree.
“Liberté—Fraternité—Égalité.
(Signed)
Dupont, (de l’Eure.)

Lamartine.
Garnier Pages.
Arago.
Marie.
Ledru Rollin.
Cremieux.
Louis Blanc.
Marrast.
Flocon.
Albert, (ouvrier.)”
“Sang de Mirabeau!” cried Destripes, when I had finished the

perusal of this document, “do they take us for fools! Five francs
indeed! This is the value which these aristocrats place upon the blood
of the people! Citizen colleagues, I propose that the messenger be
admitted and immediately flung out of the window!”
“And I second the motion,” said Pomme-de-terre.
“Nay, citizens!” cried Saigne-du-nez,—“no violence. I agree that we
cannot entertain the offer, but this is a case for negotiation. Let the
Minister of Foreign Affairs draw up a protocol in reply.”
In consequence of this suggestion I set to work, and, in a few
minutes, produced the following manifesto, which may find a place
in some subsequent collection of treaties.
“France is free. The rights of every Frenchman, having been gained by himself,
are sacred and inviolable; the rights of property are abrogated.
“Indivisibility is a fundamental principle of the nation. It applies peculiarly to
public works. That which the nation gave the nation now resumes.
“We protest against foreign aggression. Satisfied with our own triumph, we shall
remain tranquil. We do not ask possession of the Hotel de Ville, but we are
prepared to maintain our righteous occupation of the Tuilleries.
“Impressed with these high and exalted sentiments, the Provisional Government
of the Tuilleries decrees:
“I. That it is inexpedient to lessen the glory of France, by entrusting the charge of
the Tuilleries to any other hands, save those of the brave citizens who have so
nobly captured it.
“II. That the Provisional Government do not recognise coupons as a national
medium of exchange.
“III. The Minister of Foreign Affairs is charged with the execution of this decree.
“Mort aux tyrans!
(Signed)
Potard.
Dunshunner.
Saigne-du-nez.
Pomme-de-terre.
Gratte-les-rues.
Destripes.
Bagsby (tisserand.)”
This document was unanimously adopted as the true exponent of

our sentiments; and I was highly complimented by my colleagues on
my diplomatic ability. I took occasion, however, to fold up the
following note along with the despatch.
“If Citizen Albert has any regard for his English friends, he will
immediately communicate their situation to the citizen Monte-
Christo. Here, affairs look very ill. The public tranquillity depends
entirely upon the supply of liquor.”
This business being settled, we occupied ourselves with more
industrial duties. The finance was easily disposed of. There were but
four francs, six sous, leviable among the whole community; but
Gratte-les-rues, with instinctive acuteness, had discovered the watch
and chain of the unfortunate Minister of Marine, and these were
instantly seized and confiscated as public property.
On investigation we found that the larder was but indifferently
supplied. Due allowance being made for the inordinate appetite of
the poissardes, of whom there were about ten in our company, it was
calculated that our stock of food could not last for more than a
couple of days. On the other hand, there was a superabundance of
wine.
We then proceeded to adjust a scheme for the future regulation of
labour throughout France; but I do not think that I need trouble my
readers with the detail. It did not differ materially from that
propounded by M. Louis Blanc, and the substance of it might shortly
be stated as—three days’ wage for half-a-day’s labour. It was also
decreed, that all servants should receive, in addition to their wages, a
proportion of their master’s profits.
After some hours of legislation, not altogether harmonious—for
Destripes, being baulked in a proposition to fire the palace,
threatened to string up old Jupiter Potard to the chandelier, and was
only prevented from doing so by the blunderbuss of Saigne-du-nez—
we grew weary of labour, and the orgies commenced anew. I have
neither patience nor stomach to enter into a description of the scene
that was there and then enacted. In charity to the human race, let me
hope that such a spectacle may never again be witnessed in the heart
of a Christian city.
Poor Bagsby suffered fearfully. The affection of the poissarde had
gradually augmented to a species of insanity, and she never left him
for a moment. The unhappy man was dragged out by her to every
dance; she gloated on him like an ogress surveying a plump and
pursy pilgrim; and at the close of each set she demanded the
fraternal salute. He tried to escape from his persecutor by dodging
round the furniture; but it was of no use. She followed him as a ferret
follows a rabbit through all the intricacies of his warren, and
invariably succeeded in capturing her booty in a corner.
At length night came, and with it silence. One by one the revellers
had fallen asleep, some still clutching the bottle, which they had
plied with unabated vigour so long as sensibility remained, and the
broad calm moon looked on reproachfully through the windows of
that desecrated hall. There was peace in heaven, but on earth—oh,
what madness and pollution!
I was lying wrapped up in some old tapestry, meditating very
seriously upon my present precarious situation, when I observed a
figure moving amidst the mass of sleepers. The company around was
of such a nature, that unpleasant suspicions naturally occurred to my
mind, and I continued to watch the apparition until the moonlight
shone upon it, when I recognised Bagsby. This poor fellow was a sad
incubus upon my motions; for although I had no earthly tie towards
him, I could not help feeling that in some measure I had been
instrumental in placing him in his present dilemma, and I had
resolved not to escape without making him the partner of my flight. I
was very curious to know the object of his present movements, for
the stealthy manner in which he glided through the hall betokened
some unusual purpose. I was not long left in doubt. From behind a
large screen he drew forth a coil of cord, formerly attached to the
curtain, but latterly indicated by Destripes as the implement for
Potard’s apotheosis; and approaching a window, he proceeded to
attach one end of it very deliberately to a staple. He then gave a
cautious glance around, as if to be certain that no one was watching
him, and began to undo the fastenings of the window. A new gleam
of hope dawned upon me. I was about to rise and move to his
assistance, when another figure glided rapidly through the
moonshine. In an instant Bagsby was clutched by the throat, and a
low voice hissed out—
“Ah traître! monstre! polisson! vous voulez donc fuir? Vous osez
mépriser mon amour!”
It was the poissarde. Nothing on earth is so wakeful as a jealous
woman. She had suspected the designs of the wretched Minister of
Marine, and counterfeited sleep only to detect him in the act of
escaping.
Not a moment was to be lost. I knew that if this woman gave the
alarm, Bagsby would inevitably be hanged with his own rope, and I
stole towards the couple, in order to effect, if possible, a
reconciliation.
“Ah, citizen, is it thou?” said the poissarde more loudly than was at
all convenient. “Here is thy fellow trying to play me a pretty trick!
Perfidious monster! was this what thou meant by all thy professions
of love?”
“For heaven’s sake, take the woman off, or she will strangle me!”
muttered Bagsby.
“Pray, hush! my dear madam, hush!” said I, “or you may wake
some of our friends.”
“What care I,” said the poissarde; “let them wake, and I will
denounce the villain who has dared to trifle with my affections!”
“Nay, but consider the consequences!” said I. “Do, pray, be silent
for one moment. Bagsby, this is a bad business!”
“You need not tell me that,” groaned Bagsby.
“Your life depends upon this woman, and you must appease her
somehow.”
“I’ll agree to any thing,” said the terrified Minister of Marine.
“Yes! I will be avenged!” cried the poissarde; “I will have his heart’s
blood, since he has dared to deceive me. How! is this the way they
treat a daughter of the people?”
“Citoyenne!” I said, “you are wrong—utterly wrong. Believe me, he
loves you passionately. What proof do you desire?”
“Let him marry me to-morrow,” said the poissarde, “in this very
room, or I shall immediately raise the alarm.”
I tried to mitigate the sentence, but the poissarde was perfectly
obdurate.
“Bagsby, there is no help for it!” said I. “We are in the midst of a
revolution, and must go along with it. She insists upon you marrying
her to-morrow. The alternative is instant death.”
“I’ll do it,” said Bagsby, quietly; “any thing is better than being
murdered in cold blood.”
The countenance of the poissarde brightened.
“Aha!” said she, taking the submissive Bagsby by the ear, “so thou
art to be my republican husband after all, coquin? Come along. I
shall take care that thou dost not escape again to-night, and to-
morrow I shall keep thee for ever!”
So saying, she conducted her captive to the other end of the hall.
CHAPTER VI.
A REPUBLICAN WEDDING.
“This is great news!” said Destripes, as we mustered round the
revolutionary breakfast table. “Hast heard, citizen? Our colleague the
Minister of Marine is about to contract an alliance with a daughter of
the people. Corbleu! There is no such sport as a regular republican
marriage!”
“In my early days,” said Jupiter Potard, “we had them very
frequently. The way was, to tie two young aristocrats together, and
throw them into the Seine. How poor dear Carrier used to laugh at
the fun! Oh, my friends! we shall never see such merry times again.”
“Come, don’t be down-hearted, old fellow!” cried Destripes. “We
never can tell what is before us. I don’t despair of seeing something
yet which might make the ghost of Collot d’Herbois rub its hands
with ecstasy. But to our present work. Let us get over the business of
the day, and then celebrate the wedding with a roaring festival.”
“But where are we to find a priest?” asked Saigne-du-nez. “I
question whether any of our fraternity has ever taken orders.”
“Priest!” cried Destripes ferociously. “Is this an age of
superstition? I tell thee, Saigne-du-nez, that if any such fellow were
here, he should presently be dangling from the ceiling! What better
priest would’st thou have than our venerable friend Potard?”
“Ay, ay!” said Pomme-de-terre, “Potard will do the work famously.
I’ll warrant me, with that long beard of his, he has sate for a high-
priest ere now. But look at Citoyenne Corbeille, how fond she seems
of her bargain. Ventrebleu! our colleague is sure to be a happy man!”
Whatever happiness might be in store for Bagsby hereafter, there
was no appearance of it just then. He sate beside his bride like a
criminal on the morning of his execution; and such efforts as he did
make to respond to her attentions were rueful and ludicrous in the
extreme.
Breakfast over, we proceeded to council; but as we had no
deputations to receive, and no fresh arrangements to make, our
sitting was rather brief. Bagsby, in order, as I supposed, to gain time,
entreated me to broach the topics of free-trade and unrestricted
international exchange; but recent events had driven the doctrines of
Manchester from my head, and somewhat shaken my belief in the
infallibility of the prophets of the League. Besides, I doubted very
much whether our Provisional Ministry cared one farthing for duties
upon calico and linen, neither of these being articles in which they
were wont exorbitantly to indulge; and I perfectly understood the
danger of appearing over tedious upon any subject in a society so
strangely constituted. I therefore turned a deaf ear to the prayers of
Bagsby, and refused to enlighten the council at the risk of the
integrity of my neck. No reply whatever had been made by the
authorities without, to our communication of the previous day.
One o’clock was the hour appointed by the Provisional
Government for the nuptial ceremony, which was to be performed
with great solemnity. About twelve the bride, accompanied by three
other poissardes, retired, in order to select from the stores of the
palace a costume befitting the occasion. In the meantime, I had great
difficulty in keeping up the courage of Bagsby,—indeed, he was only
manageable through the medium of doses of brandy. At times he
would burst out into a paroxysm of passion, and execrate collectively
and individually the whole body of the Manchester League, who had
sent him upon this unfortunate mission to Paris. This profanity over,
he would burst into tears, bewail his wretched lot, and apostrophise a
certain buxom widow, who seemed to dwell somewhere in the
neighbourhood of Macclesfield. As for the French, the outpourings
from the vial of his wrath upon that devoted nation were most awful
and unchristian. The plagues of Egypt were a joke to the torments
which he invoked upon their heads; and I felt intensely thankful that
not one of our companions understood a syllable of English, else the
grave would inevitably have been the bridal couch of the Bagsby.
It now became my duty to see the bridegroom properly attired; for
which purpose, with permission of our colleagues, I conducted
Bagsby to a neighbouring room, where a full suit of uniform, perhaps
the property of Louis Philippe, had been laid out.
“Come now, Mr Bagsby,” said I, observing that he was about to
renew his lamentations, “we have had quite enough of this. You have
brought it upon yourself. Had you warned me of your design last
night, it is quite possible that both of us might have escaped; but you
chose to essay the adventure single-handed, and, having failed, you
must stand by the consequences. After all, what is it? Merely
marriage, a thing which almost every man must undergo at least
once in his lifetime.”
“Oh! but such a woman—such a she-devil rather!” groaned Bagsby.
“I shouldn’t be the least surprised if she bites as bad as a crocodile.
How can I ever take such a monster home, and introduce her to my
friends?”
“I see no occasion for that, my good fellow. Why not stay here and
become a naturalised Frenchman?”
“Here? I’d as soon think of staying in a lunatic asylum! Indeed I
may be in one soon enough, for flesh and blood can’t stand this kind
of torture long. But I say,” continued he, a ray of hope flashing across
his countenance, “they surely can’t make it a real marriage after all.
Hanged if any one of these blackguards is a clergyman; and even if he
was, they haven’t got a special license.”
“Don’t deceive yourself, Mr Bagsby,” said I; “marriage in France is
a mere social contract, and can be established by witnesses, of whom
there will be but too many present.”
“Then I say they are an infernal set of incarnate pestiferous
heathens! What! marry a man whether he will or not, and out of
church! It’s enough to draw down a judgment upon the land.”
“You forget, Mr Bagsby. You need not marry unless you choose; it
is a mere question of selection between a wedding and an execution,
—between the lady and a certain rope, which, I can assure you,
Monsieur Destripes, or his friend Gratte-les-rues, will have no
hesitation in handling. Indeed, from significant symptoms, I
conclude that their fingers are itching for some such practice.”
“They are indeed two horrid-looking blackguards!” said Bagsby
dolefully. “I wish I had pluck enough to be hanged: after all, it could
not be much worse than marriage. And yet I don’t know. There may
be some means of getting a divorce, or she may drink herself to
death, for, between you and me, she seems awfully addicted to the
use of ardent spirits.”
“Fie! Mr Bagsby; how can you talk so of your bride upon the
wedding-day! Be quick! get into those trousers, and never mind the
fit. It may be dangerous to keep them waiting long; and, under
present circumstances, it would be prudent to abstain from trying
the temper of the lady too severely.”
“I never thought to be married this way!” sighed Bagsby, putting
on the military coat, which, being stiff with embroidery, and twice
too big for him, stuck out like an enormous cuirass. “If my poor old
mother could see me now, getting into the cast-off clothes of some
outlandish Frenchman—”
“She would admire you exceedingly, I am sure. Do you know you
look quite warlike with these epaulets! Come now—on with the sash,
take another thimble-ful of brandy, and then to the altar like a man!”
“I daresay you mean well, Mr Dunshunner; but I have listened to
more pleasant conversation. I say—what is to prevent my getting up
the chimney?”
“Mere madness! The moment you are missed they will fire up it.
Believe me, you have not a chance of escape; so the sooner you resign
yourself to your inevitable destiny the better.”
Here a loud knocking was heard at the door.
“Citizen Minister of Marine, art thou ready?” cried the voice of
Pomme-de-terre. “Thy bride is waiting for thee, the altar is decked,
and Père Potard in his robes of office!”
“Come, then,” said I, seizing Bagsby by the arm. “Take courage,
man! In ten minutes it will all be over.”
Our colleagues had not been idle in the interim. At one end of the
hall they had built up an extempore altar covered with a carpet,
behind which stood Jupiter Potard, arrayed in a royal mantle of
crimson velvet, which very possibly in former days might have
decorated the shoulders of Napoleon. Indeed the imperial eagle was
worked upon it in gold, and it had been abstracted from one of the
numerous repositories of the palace. Jupiter, with his long beard and
fine sloping forehead, looked the perfect image of a pontiff, and
might have been appropriately drawn as a principal figure in a
picture of the marriage of Heliogabalus.
Gratte-les-rues and Pomme-de-terre, being of bellicose
temperament, had encased themselves in suits of armour, and stood,
like two champions of antiquity, on each side of the venerable
prelate. Destripes, who had accepted the office of temporary father to
Demoiselle Corbeille, appeared as a patriot of the Reign of Terror.
His brawny chest was bare; his shirt-sleeves rolled up to the
shoulder; and in his belt was stuck the axe, a fitting emblem alike of
his principles and his profession.
At his right hand stood the bride, bedizened with brocade and
finery. From what antiquated lumber-chest they had fished out her
apparel, it would be utterly in vain to inquire. One thing was clear,
that the former occupant of the robes had been decidedly inferior in
girth to the blooming poissarde, since it was now necessary to fasten
them across the bosom by a curious net-work of tape. I am afraid I
have done injustice to this lady, for really, on the present occasion,
she did not look superlatively hideous. She was a woman of about
forty-five, strong-built, with an immense development of foot and
ancle, and arms of masculine proportion. Yet she had a pair of
decidedly fine black eyes, betokening perhaps little of maiden
modesty, but flashing with love and triumph; a nez retroussé, which,
but for its perpetual redness, might have given a piquant expression
to her countenance; a large mouth, and a set of prodigious teeth,
which, to say the truth, were enough to justify the apprehensions of
the bridegroom.
“Silence!” cried Jupiter Potard as we entered; “let the present
august solemnity be conducted as befits the sovereignty of the
people! Citizen Saigne-du-nez, advance!”
Saigne-du-nez was clad in a black frock, I suppose to represent a
notary. He came forward:—
“In the name of the French nation, one and indivisible, I demand
the celebration of the nuptials of Citizen Hutton Bagsby, adopted
child of France, and Provisional Minister of her Marine in the
department of the Tuilleries, and of Citoyenne Céphyse Corbeille,
poissarde, and daughter of the people.”
“Is there any one here to gainsay the marriage?” asked Jupiter.
There was no reply.
“Then, in the name of the French nation, I decree that the
ceremony shall proceed. Citizen Minister of Marine, are you willing
to take this woman as your lawful wife?”
A cold sweat stood upon the brow of Bagsby, his knees knocked
together, and he leaned the whole weight of his body upon my arm,
as I interpreted to him the demand of Jupiter.
“Say any thing you like,” muttered he; “it will all come to the same
thing at last!”
“The citizen consents, most venerable President.”
“Then nothing remains but to put the same question to the
citoyenne,” said Potard. “Who appears as the father of the bride?”
“Chûte de la Bastille! that do I,” cried Destripes.
“Citizen Destripes, do you of your own free will and accord—”
Here a thundering rap was heard at the door.
“What is that?” cried Destripes starting back. “Some one has
passed the barricade!”
“In the name of the Provisional Government!” cried a loud voice.
The door was flung open, and to my inexpressible joy, I beheld the
Count of Monte-Christo, backed by a large detachment of the
National Guard.
“Treason! treachery!” shouted Destripes. “Ah, villain, thou hast
neglected thy post!” and he fetched a tremendous blow with his axe
at the head of Gratte-les-rues. It was fortunate for that chief that his
helmet was of excellent temper, otherwise he must have been cloven
to the chin. As it was, he staggered backwards and fell.
The National Guard immediately presented their muskets.
“I have the honour to inform the citizens,” said Monte-Christo,
“that I have imperative orders to fire if the slightest resistance is
made. Monsieur, therefore, will have the goodness immediately to
lay down that axe.”
Destripes glared on him for a moment, as though he meditated a
rush, but the steady attitude of the National Guard involuntarily
subdued him.
“This is freedom!” he exclaimed, flinging away his weapon. “This is
what we fought for at the barricades! Always deceived—always sold
by the aristocrats! But the day may come when I shall hold a tight
reckoning with thee, my master, or I am not the nephew of the
citizen Samson!”
“Pray, may I ask the meaning of this extraordinary scene?” said
Monte-Christo, gazing in astonishment at the motley group before
him. “Is it the intention of the gentlemen to institute a Crusade, or
have we lighted by chance upon an assemblage of the chivalry of
Malta?”
“Neither,” I replied. “The fact is, that just as you came in we were
engaged in celebrating a republican marriage.”
“Far be it from me to interfere with domestic or connubial
arrangements!” replied the polite Monte-Christo. “Let the marriage
go on, by all means; I shall be delighted to witness it, and we can
proceed to business thereafter.”
“You will see no marriage here, I can tell you!” cried Bagsby, who
at the first symptom of relief had taken shelter under the shadow of
the Marquis. “I put myself under your protection; and, by Jove, if you
don’t help me, I shall immediately complain to Lord Normanby!”
“What is this?” cried Monte-Christo. “Do I see Monsieur Bagsby in
a general’s uniform? Why, my good sir, you have become a
naturalised Frenchman indeed! The nation has a claim upon you.”
“The nation will find it very difficult to get it settled then!” said
Bagsby. “But I want to get out. I say, can’t I get away?”
“Certainly. There is nothing to prevent you. But I am rather
curious to hear about this marriage.”
“Why,” said I, “the truth is, my dear Marquis, that the subject is
rather a delicate one for our friend. He has just been officiating in the
capacity of bridegroom.”
“You amaze me!” said Monte-Christo; “and which, may I ask, is the
fair lady?”
Here Demoiselle Céphyse came forward.
“Citizen officer,” she said, “I want my husband!”
“You hear, Monsieur Bagsby?” said Monte-Christo, in intense
enjoyment of the scene. “The lady says she has a claim upon you.”
“It’s all a lie!” shouted Bagsby. “I’ve got nothing to say to the
woman. I hate and abhor her!”
“Monstre!” shrieked the poissarde, judging of Bagsby’s ungallant
repudiation rather from his gestures than his words. And she sprang
towards him with the extended talons of a tigress. Bagsby, however,
was this time too nimble for her, and took refuge behind the ranks of
the National Guard, who were literally in convulsions of laughter.
“I will have thee, though, polisson!” cried the exasperated bride. “I
will have thee, though I were to follow thee to the end of the world!
Thou hast consented to be my husband, little tisserand, and I never
will give thee up.”
“Keep her off! good, dear soldiers,” cried Bagsby: “pray, keep her
off! I shall be murdered and torn to pieces if she gets hold of me! Oh,
Mr Dunshunner! do tell them to protect me with their bayonets.”
“Be under no alarm, Mr Bagsby,” said Monte-Christo; “you are
now under the protection of the National Guard. But to business.
Which of the citizens assembled is spokesman here?”
“I am the president!” hiccupped Jupiter Potard, who, throughout
the morning, had been unremitting in his attentions to the bottle.
“Then, you will understand that, by orders of the Provisional
Government, all must evacuate the palace within a quarter of an
hour.”
“Louis Philippe had seventeen years of it,” replied Jupiter Potard.
“I won’t abdicate a minute sooner!”
“And I,” said Pomme-de-terre, “expect a handsome pension for my
pains.”
“Or at least,” said Saigne-du-nez, “we must have permission to gut
the interior.”
“You have done quite enough mischief already,” said Monte-
Christo; “so prepare to move. My orders are quite peremptory, and I
shall execute them to the letter!”
“Come along, then, citizens!” cried Destripes. “I always knew what
would come of it, if these rascally bourgeoisie got the upper hand of
the workmen. They are all black aristocrats in their hearts. But, by
the head of Robespierre, thou shalt find that thy government is not
settled yet, and there shall be more blood before we let them trample
down the rights of the people!”
So saying, the democratic butcher strode from the apartment,
followed by the rest of the Provisional Government and their
adherents, each retaining the garb which he had chosen to wear in
honour of the nuptials of Bagsby. The poissarde lingered for a
moment, eying her faithless betrothed as he stood in the midst of the
Guard, like a lioness robbed of her cub: and then, with a cry of wrath,
and a gesture of menace, she rushed after her companions.
“Thank Heaven!” cried Bagsby, dropping on his knees, “the
bitterest hour of my whole existence is over!”
CHAPTER VII.
ADIEU, SWEET FRANCE!
“And so you received the message from M. Albert?” said I to
Monte-Christo, as we walked together to the Hotel de Ville,
“I did; and, to say the truth, I was rather apprehensive about you.
Revolutions are all very well: but it is a frightful thing when the dregs
of the population get the upper hand.”
“I am glad to hear you acknowledge so much. For my part,
Marquis, having seen one revolution, I never wish to witness
another.”
“We could not possibly avoid it,” said Monte-Christo. “It was a
mere question of time. No one doubts that a revolutionary spirit may
be carried too far.”
“Can’t you contrive to write it down?” said I.
“Unfortunately, the majority of gentlemen with whom you have
lately been associating, are not strongly addicted to letters. I question
whether M. Destripes has even read La Tour de Nêsle.”
“If he had,” said I, “it must have tended very greatly to his moral
improvement. But how is it with the Provisional Government?”
“Faith, I must own they are rather in a critical position. Had it not
been for Lamartine—who, I must confess, is a noble fellow, and a
man of undaunted courage—they would have been torn to pieces
long ago. Hitherto they have managed tolerably by means of the
National Guard; but the atmosphere is charged with thunder. Here
we are, however, at the Hotel de Ville.”
Not the least curious of the revolutionary scenes of Paris was the
aspect of the seat of government. At the moment I reached it, many
thousands of the lower orders were assembled in front, and one of
the Provisional Government, I believe Louis Blanc, was haranguing
them from a window. Immense crowds were likewise gathered round
the entrance. These consisted of the deputations, who were doing
their very best to exhaust the physical energies, and distract the
mental powers, of the men who had undertaken the perilous task of
government.
Under conduct of my friend, I made my way to the room where the
mysterious ouvrier was performing his part of the onerous duty. He
greeted me with a brief nod and a grim smile, but did not pretermit
his paternal functions.
The body which occupied his attention at this crisis of the
commonwealth, was a musical deputation, which craved sweet
counsel regarding some matter of crochets or of bars. It is not the
first time that music has been heard in the midst of stirring events.
Nero took a fancy to fiddle when Rome was blazing around him.
I could not but admire the gravity with which Albert listened to the
somewhat elaborate address, and the dexterity with which he
contrived to blend the subjects of pipes and patriotism.
“Citizens!” he said, “the Provisional Government are deeply
impressed with the importance of the views which you advocate.
Republican institutions cannot hope to exist without music, for to
the sound of music even the spheres themselves revolve in the
mighty and illimitable expanse of ether.
“At this crisis your suggestions become doubly valuable. I have
listened to them with emotions which I would struggle in vain to
express. Oh, that we may see the day when, with a glorious nation as
an orchestra, the psalm of universal freedom may rise in a swell of
triumphant jubilee!
“And it will come! Rely upon us. Return to your homes. Cherish
fraternity and music. Meantime we shall work without intermission
for your sake. Harmony is our sole object: believe me that, in
reconstituted France, there shall be nothing but perfect harmony!”
The deputation withdrew in tears; and another entered to state
certain grievances touching the manufacture of steel beads. I need
not say that in this, as in several other instances, the ouvrier
comported himself like an eminent member of the Society of
Universal Knowledge.
“That’s the last of them, praise be to Mumbo Jumbo!” said he, as
the representatives of the shoeblacks departed. “Faith, this is work
hard enough to kill a horse. So, Mr Dunshunner! you have been
getting up a counter-revolution at the Tuilleries, I see. How are
Monsieur Potard and all the rest of your colleagues?”
“I am afraid they are finally expelled from paradise,” said I.
“Serve them right! a parcel of democratic scum. And what has
become of Citizen Bagsby?”
“I have sent him to my hotel. He was in reality very near becoming
an actual child of France.” And I told the story of the nuptials, at
which the ouvrier nearly split himself with laughter.
“And now, Mr Dunshunner,” said he at length, “may I ask the
nature of your plans?”
“These may depend a good deal upon your advice,” said I.
“I never give advice,” replied the ouvrier with a nasal twitch.
“Sometimes it is rather dangerous. But tell me—what would you
think of the state of the British government, if Earl Grey at a cabinet-
council were to threaten to call in the mob, and if Lord Johnny
Russell prevented him by clapping a pistol to his ear?”
“I should think very badly of it indeed,” said I.
“Or if Incapability Wood should threaten, in the event of the
populace appearing, to produce from the Earl’s pocket a
surreptitious order on the treasury for something like twelve
thousand pounds?”
“Worse still.”
“Well, then; I don’t think you’ll find that sort of thing going on in
London, at all events.”
“Have you any commands for the other side of the Channel?”
“Oh, then, you are determined to leave? Well, perhaps upon the
whole it is your wisest plan. And—I say—just tell them that if things
look worse, I may be over one of these fine mornings. Good-bye.”
And so, with a cordial pressure of the hand, we parted.
“Monte-Christo,” I said, as that very evening I bundled Bagsby into
a fiacre on our way to the railroad station—“Monte-Christo, my good
fellow, let me give you a slight piece of advice, which it would be well
if all of our craft and calling would keep in memory,—‘Think twice
before you write up another revolution.’”

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The Role of IMC in the Marketing Process

True / False Questions

3. Dominating channels of distribution is one way of creating a competitive advantage.

10. In the psychographic approach to segmentation, determination of lifestyles is usually based on an

16. Repositioning of a product usually occurs because of declining or stagnant sales.

Multiple Choice Questions

A. development of the brand equity.

A. Development of a marketing strategy and analysis

25. A situational analysis:

A. does not include an assessment of a company's product lines.

A. achieving competitive advantage.

32. The first step in the target marketing process is to:

A. develop positioning strategies.

A. divides a market into distinct groups that have heterogeneous needs.

37. Which of the following is a geographic segmentation variable?

41. Which of the following is a primary variable of demographic segmentation?

45. Which of the following is a variable of the demographic segmentation strategy?

A. Benefit and demographic

50. With respect to psychographic segmentation of markets, AIO stands for:

A. activities, innovation, and opinions.

51. Which of the following is a primary variable used in psychographic segmentation?

57. Degree of usage as a basis of segmentation is best reflected by:

A. the VALS principle.

59. The 80-20 rule states that:

65. Which of the following is a primary variable considered in benefit segmentation?

68. Which of the following is true of undifferentiated marketing?

73. Concentrated marketing involves focusing marketing efforts on:

76. Which of the following is true of concentrated marketing strategies?

A. They are used to promote multiple products in varied markets.

79. Which of the following is true of product positioning?

A. It does not focus on a product's competitors.

80. A brand's market position refers to its:

A. relative market share.

A. product attributes and benefits.

A. cultural or national symbols.

A. Positioning by product user

A. using a repositioning strategy.

A. used a repositioning strategy.

102.Which of the following is true of repositioning?

A. It occurs only in companies that enjoy a monopolistic market structure.

105.Which of the following best defines branding?

106.Brand identity is best defined as:

A. It is a tangible asset that adds value to a service.

108.Which of the following best defines brand equity?

110.Which of the following is true about packaging?

A. The package cannot be used as a branding tool.

111.Promotional expenditures on advertising, sales promotion, and personal selling:

A. are the three main components of marketing mix.

A. direct channel of distribution.