Question 1

Which of the following statements describes personal selling?

Accepted Answer

A)  It has an increased dependence on the Internet. 
B)  It does not focus on customer loyalty. 
C)  It does not focus on creating a long-term relationship with the buyer. 
D)  It focuses on creating a win-lose outcome with the buyer. 
A)  It has an increased dependence on the Internet. 
B)  It does not focus on customer loyalty. 
C)  It does not focus on creating a long-term relationship with the buyer. 
D)  It focuses on creating a win-lose outcome with the buyer. A

Question 2

The managers of Pork Farm Inc.,a meat-packing company,want to create more consumer demand for the company's products that are not as popular as its competitors.They have a meeting to decide on the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers.They want to do this by advertising their company's products.In this scenario,the managers of Pork Farm Inc.are developing the _____.

Accepted Answer

A)  promotional strategy 
B)  differentiation strategy 
C)  service strategy 
D)  price strategy 
A)  promotional strategy 
B)  differentiation strategy 
C)  service strategy 
D)  price strategy A

Question 3

Owned media is also called content marketing.

Accepted Answer

A) True 
 B)False  True

Question 4

Sales promotion consists of all marketing activities-including personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness.

Accepted Answer

A) True 
 B)False

Question 5

In the context of the promotional mix,_____ attempts to persuade the buyer to accept a point of view.

Accepted Answer

A)  relationship selling 
B)  personal selling 
C)  sales promotion 
D)  media promotion 
A)  relationship selling 
B)  personal selling 
C)  sales promotion 
D)  media promotion

Question 6

Which of the following is true of public relations?

Accepted Answer

A)  It has the advantage of being able to reach the masses. 
B)  It helps an organization communicate with its customers,suppliers,stockholders,government officials,employees,and the community in which it operates. 
C)  It is generally a short-run tool used to stimulate immediate increases in demand. 
D)  It is a purchase situation involving a personal,paid-for communication between two people in an attempt to influence each other. 
A)  It has the advantage of being able to reach the masses. 
B)  It helps an organization communicate with its customers,suppliers,stockholders,government officials,employees,and the community in which it operates. 
C)  It is generally a short-run tool used to stimulate immediate increases in demand. 
D)  It is a purchase situation involving a personal,paid-for communication between two people in an attempt to influence each other.

Question 7

King's Crown,a beverage company,has launched a new energy drink.It sponsors a marathon in the city as part of its promotional strategy.It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it.King's Crown is generating _____.

Accepted Answer

A)  a marketing mix 
B)  loyalty 
C)  a sales response 
D)  publicity 
A)  a marketing mix 
B)  loyalty 
C)  a sales response 
D)  publicity

Question 8

Marketers are senders of messages and do not act as receivers.

Accepted Answer

A) True 
 B)False

Question 9

The interpretation of the language and symbols sent by the source through a channel is called _______.

Accepted Answer

A)  channel 
B)  encoding 
C)  decoding 
D)  sender 
A)  channel 
B)  encoding 
C)  decoding 
D)  sender

Question 10

Any clutter from competitors' messages or other distractions in the environment does not influence the effectiveness of the mass-communication effort.

Accepted Answer

A) True 
 B)False

Question 11

Social media are a more immediate form of two-way communication than personal selling.

Accepted Answer

A) True 
 B)False

Question 12

Ketchup King,a food manufacturing company,markets its tomato ketchup globally.As its consumers are well aware of the uses of ketchup,the company does not have to generate product awareness.The company,however,wishes to focus on convincing consumers to buy Ketchup King's ketchup instead of other brands' ketchup.In this scenario,Ketchup King must employ _____.

Accepted Answer

A)  reminder promotion 
B)  persuasive promotion 
C)  informative promotion 
D)  connective promotion 
A)  reminder promotion 
B)  persuasive promotion 
C)  informative promotion 
D)  connective promotion

Question 13

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response.

Accepted Answer

A)  Upselling 
B)  Direct selling 
C)  Promotion 
D)  Encoding 
A)  Upselling 
B)  Direct selling 
C)  Promotion 
D)  Encoding

Question 14

Which of the following statements is true of informative promotion?

Accepted Answer

A)  It is designed to stimulate a purchase or an action to purchase. 
B)  It is used to keep the product and brand name in the public's mind. 
C)  It seeks to convert an existing need into a want or to stimulate interest in a new product. 
D)  It seeks to form relationships with customers and potential customers through technological ties. 
A)  It is designed to stimulate a purchase or an action to purchase. 
B)  It is used to keep the product and brand name in the public's mind. 
C)  It seeks to convert an existing need into a want or to stimulate interest in a new product. 
D)  It seeks to form relationships with customers and potential customers through technological ties.

Question 15

Print advertising does not involve using the Internet.

Accepted Answer

A) True 
 B)False

Question 16

Discuss the integrated marketing communications (IMC)concept and why is it needed.What are the reasons for its growing popularity?

Accepted Answer

Answers will vary.Integrated marketing c

Question 17

Which of the following forms of promotion is generally more prevalent during the early stages of the product life cycle?

Accepted Answer

A)  Informative promotion 
B)  Persuasive promotion 
C)  Relationship-based promotion 
D)  All of these are correct. 
A)  Informative promotion 
B)  Persuasive promotion 
C)  Relationship-based promotion 
D)  All of these are correct.

Question 18

Which of the following is NOT a goal of promotion?

Accepted Answer

A)  Inform the target audience. 
B)  Connect with the audience. 
C)  Persuade the target audience. 
D)  Discourage the audience from buying competitors' products. 
A)  Inform the target audience. 
B)  Connect with the audience. 
C)  Persuade the target audience. 
D)  Discourage the audience from buying competitors' products.

Question 19

Which of the following is included in the promotional mix?

Accepted Answer

A)  Personal selling 
B)  Price 
C)  Product 
D)  Place 
A)  Personal selling 
B)  Price 
C)  Product 
D)  Place

Question 20

Advertising is increased as a product enters the decline stage of its life cycle.

Accepted Answer

A) True 
 B)False

Which of the following statements describes personal selling?

Owned media is also called content marketing.

Sales promotion consists of all marketing activities-including personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness.

In the context of the promotional mix,_____ attempts to persuade the buyer to accept a point of view.

Which of the following is true of public relations?

King's Crown,a beverage company,has launched a new energy drink.It sponsors a marathon in the city as part of its promotional strategy.It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it.King's Crown is generating _____.

Marketers are senders of messages and do not act as receivers.

The interpretation of the language and symbols sent by the source through a channel is called _______.

Any clutter from competitors' messages or other distractions in the environment does not influence the effectiveness of the mass-communication effort.

Social media are a more immediate form of two-way communication than personal selling.

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response.

Which of the following statements is true of informative promotion?

Print advertising does not involve using the Internet.

Discuss the integrated marketing communications (IMC)concept and why is it needed.What are the reasons for its growing popularity?

Which of the following forms of promotion is generally more prevalent during the early stages of the product life cycle?

Which of the following is NOT a goal of promotion?

Which of the following is included in the promotional mix?

Advertising is increased as a product enters the decline stage of its life cycle.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 15: Marketing Communications

Which of the following statements describes personal selling?

Owned media is also called content marketing.

Sales promotion consists of all marketing activities-including personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness.

In the context of the promotional mix,_____ attempts to persuade the buyer to accept a point of view.

Which of the following is true of public relations?

King's Crown,a beverage company,has launched a new energy drink.It sponsors a marathon in the city as part of its promotional strategy.It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it.King's Crown is generating _____.

Marketers are senders of messages and do not act as receivers.

The interpretation of the language and symbols sent by the source through a channel is called _______.

Any clutter from competitors' messages or other distractions in the environment does not influence the effectiveness of the mass-communication effort.

Social media are a more immediate form of two-way communication than personal selling.

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response.

Which of the following statements is true of informative promotion?

Print advertising does not involve using the Internet.

Discuss the integrated marketing communications (IMC)concept and why is it needed.What are the reasons for its growing popularity?

Which of the following forms of promotion is generally more prevalent during the early stages of the product life cycle?

Which of the following is NOT a goal of promotion?

Which of the following is included in the promotional mix?

Advertising is increased as a product enters the decline stage of its life cycle.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters