Question 1

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

Accepted Answer

A)  Data 
B)  Competitor 
C)  Noise 
D)  Government policy 
A)  Data 
B)  Competitor 
C)  Noise 
D)  Government policy

Question 2

Which of the following is part of a pull strategy?

Accepted Answer

A)  Offering aggressive discounts to retailers 
B)  Using trade advertising 
C)  Offering heavy sampling and introductory consumer advertising 
D)  Selling products to wholesalers 
A)  Offering aggressive discounts to retailers 
B)  Using trade advertising 
C)  Offering heavy sampling and introductory consumer advertising 
D)  Selling products to wholesalers

Question 3

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is a characteristic of interpersonal communication?

Accepted Answer

A)  It involves communicating a concept or message to large audiences. 
B)  It is directed to consumers as a whole. 
C)  The marketers cannot notice the immediate reactions of the consumers. 
D)  When talking,people see the other person's reaction and can respond almost immediately. 
A)  It involves communicating a concept or message to large audiences. 
B)  It is directed to consumers as a whole. 
C)  The marketers cannot notice the immediate reactions of the consumers. 
D)  When talking,people see the other person's reaction and can respond almost immediately.

Question 5

Which of the following generally tends to increase consumers' comprehension of marketing communication?

Accepted Answer

A)  Selective exposure,distortion,and retention of communication 
B)  Consumers' biases,needs,experiences,and knowledge 
C)  Differences in age,social class,education,culture,and ethnicity of the target audience 
D)  Bright colors and bold graphics of the advertisement 
A)  Selective exposure,distortion,and retention of communication 
B)  Consumers' biases,needs,experiences,and knowledge 
C)  Differences in age,social class,education,culture,and ethnicity of the target audience 
D)  Bright colors and bold graphics of the advertisement

Question 6

With regards to the communication process,which term refers to the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs?

Accepted Answer

A)  Encoding 
B)  Decoding 
C)  Media channel 
D)  Interpersonal communication 
A)  Encoding 
B)  Decoding 
C)  Media channel 
D)  Interpersonal communication

Question 7

Which of the following cannot be considered a competitive advantage of a firm?

Accepted Answer

A)  High product quality 
B)  Same level of service as offered by a competitor 
C)  Rapid delivery 
D)  Low prices 
A)  High product quality 
B)  Same level of service as offered by a competitor 
C)  Rapid delivery 
D)  Low prices

Question 8

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

Accepted Answer

A)  Owned media 
B)  Earned media 
C)  Paid media 
D)  Unpaid media 
A)  Owned media 
B)  Earned media 
C)  Paid media 
D)  Unpaid media

Question 9

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Accepted Answer

A)  push strategy 
B)  print marketing strategy 
C)  pull strategy 
D)  service strategy 
A)  push strategy 
B)  print marketing strategy 
C)  pull strategy 
D)  service strategy

Question 10

Wild Plus,a television channel dedicated to wildlife,wanted to promote its new wildlife adventure series.The series was given wide coverage in newspapers and on television after the channel promoted it,which created awareness about Wild Plus and led to a large viewership.In this case,Wild Plus engaged in

Accepted Answer

A)  advertising. 
B)  personal selling. 
C)  public relations. 
D)  sales promotion. 
A)  advertising. 
B)  personal selling. 
C)  public relations. 
D)  sales promotion.

Question 11

Which is true about the process of communication?

Accepted Answer

A)  Most marketing communications are a two-way process. 
B)  Encoding the message refers to receiver's interpretation of message. 
C)  Advertisement and sales presentations are examples of decoding the message. 
D)  Customer plays the role of sender in the communication process. 
A)  Most marketing communications are a two-way process. 
B)  Encoding the message refers to receiver's interpretation of message. 
C)  Advertisement and sales presentations are examples of decoding the message. 
D)  Customer plays the role of sender in the communication process.

Question 12

Zee TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Zee TV uses _____ to promote its television programs.

Accepted Answer

A)  intrapersonal communication 
B)  mass communication 
C)  intergroup communication 
D)  interpersonal communication 
A)  intrapersonal communication 
B)  mass communication 
C)  intergroup communication 
D)  interpersonal communication

Question 13

Push strategy stimulates consumer demand to obtain product distribution.

Accepted Answer

A) True 
 B)False

Question 14

As per the modern methods of personal selling,it emphasizes a win-win outcome and building long term relationships rather than on making a one-time sale.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements is characteristic of social media?

Accepted Answer

A)  They have a very low cost per contact. 
B)  They can find customers that are hard to locate. 
C)  They rely on repetition of the message during promotions. 
D)  They position information as strictly entertaining. 
A)  They have a very low cost per contact. 
B)  They can find customers that are hard to locate. 
C)  They rely on repetition of the message during promotions. 
D)  They position information as strictly entertaining.

Question 16

Communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response is called ____________.

Accepted Answer

A)  direct selling 
B)  promotion 
C)  the marketing mix 
D)  target marketing 
A)  direct selling 
B)  promotion 
C)  the marketing mix 
D)  target marketing

Question 17

With reference to message transmission,in which case is the reception of the message normally high?

Accepted Answer

A)  When a sales pitch is given by a sales representative to a potential client 
B)  When the message is communicated through mass media 
C)  When the message is cluttered by noise 
D)  When the message is communicated through newspapers or television 
A)  When a sales pitch is given by a sales representative to a potential client 
B)  When the message is communicated through mass media 
C)  When the message is cluttered by noise 
D)  When the message is communicated through newspapers or television

Question 18

A plan for the optimal use of promotional elements-such as advertising,public relations,personal selling,sales promotion,and social media-is known as a ___________.

Accepted Answer

A)  promotional strategy 
B)  competitive advantage 
C)  marketing mix 
D)  promotional mix 
A)  promotional strategy 
B)  competitive advantage 
C)  marketing mix 
D)  promotional mix

Question 19

A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a ____________.

Accepted Answer

A)  promotional strategy 
B)  competitive advantage 
C)  marketing mix 
D)  promotional mix 
A)  promotional strategy 
B)  competitive advantage 
C)  marketing mix 
D)  promotional mix

Question 20

Which of the following becomes the main goal of promotion when the product enters the growth stage of its life cycle?

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

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

Which of the following is part of a pull strategy?

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Which of the following is a characteristic of interpersonal communication?

Which of the following generally tends to increase consumers' comprehension of marketing communication?

With regards to the communication process,which term refers to the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs?

Which of the following cannot be considered a competitive advantage of a firm?

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Which is true about the process of communication?

Zee TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Zee TV uses _____ to promote its television programs.

Push strategy stimulates consumer demand to obtain product distribution.

As per the modern methods of personal selling,it emphasizes a win-win outcome and building long term relationships rather than on making a one-time sale.

Which of the following statements is characteristic of social media?

Communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response is called ____________.

With reference to message transmission,in which case is the reception of the message normally high?

A plan for the optimal use of promotional elements-such as advertising,public relations,personal selling,sales promotion,and social media-is known as a ___________.

A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a ____________.

Which of the following becomes the main goal of promotion when the product enters the growth 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

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

Which of the following is part of a pull strategy?

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Which of the following is a characteristic of interpersonal communication?

Which of the following generally tends to increase consumers' comprehension of marketing communication?

With regards to the communication process,which term refers to the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs?

Which of the following cannot be considered a competitive advantage of a firm?

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Which is true about the process of communication?

Zee TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Zee TV uses _____ to promote its television programs.

Push strategy stimulates consumer demand to obtain product distribution.

As per the modern methods of personal selling,it emphasizes a win-win outcome and building long term relationships rather than on making a one-time sale.

Which of the following statements is characteristic of social media?

Communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response is called ____________.

With reference to message transmission,in which case is the reception of the message normally high?

A plan for the optimal use of promotional elements-such as advertising,public relations,personal selling,sales promotion,and social media-is known as a ___________.

A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a ____________.

Which of the following becomes the main goal of promotion when the product enters the growth 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