Question 1

Why do marketers sometimes use guerrilla marketing? What are some of the drawbacks of guerrilla marketing?

Accepted Answer

Guerrilla marketing is used by firms tha

Question 2

Which of the following factors would NOT support the use of personal selling?

Accepted Answer

A)  a limited number of buyers 
B)  standardized products 
C)  technically complex products 
D)  the option for trade-ins 
A)  a limited number of buyers 
B)  standardized products 
C)  technically complex products 
D)  the option for trade-ins

Question 3

Sales promotions are an effective way to pull a product through a channel, while trade promotions are used to push a product.

Accepted Answer

A) True 
 B)False

Question 4

What can noise take the form of in international communications?

Accepted Answer

A)  a lack of certain vowel sounds in the language that make it impossible to say the product name 
B)  unreliable radio transmissions 
C)  multiple languages spoken in the commercial 
D)  incorrect translations 
A)  a lack of certain vowel sounds in the language that make it impossible to say the product name 
B)  unreliable radio transmissions 
C)  multiple languages spoken in the commercial 
D)  incorrect translations

Question 5

Personal selling is an interactive communication that can occur face to face, over the telephone, through videoconferencing, and via interactive computer links.

Accepted Answer

A) True 
 B)False

Question 6

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

Accepted Answer

A)  salesmanship 
B)  advertising 
C)  promotion 
D)  communication 
A)  salesmanship 
B)  advertising 
C)  promotion 
D)  communication

Question 7

A promotional DVD is a common technique used to provide potential customers with product information.

Accepted Answer

A) True 
 B)False

Question 8

The success of Unilever Canada's "Real Beauty" campaign, which was viewed exclusively on the Internet, can be attributed to viral marketing.

Accepted Answer

A) True 
 B)False

Question 9

A newspaper advertisement for The Sound of Music provides readers with dates, times, and a telephone number to call for tickets.The objective of this type of advertisement is to accentuate the show's value.

Accepted Answer

A) True 
 B)False

Question 10

The elements of the promotional mix can be developed independently and later combined into an IMC (integrated marketing communications), as long as the message conveyed by each element is consistent.

Accepted Answer

A) True 
 B)False

Question 11

A television commercial for MasterCard contains the phrase, "Life Takes MasterCard." This is an example of an encoded message.

Accepted Answer

A) True 
 B)False

Question 12

What are the four most common methods of developing a promotional budget?

Accepted Answer

a.
The percentage-of-sales method, perha

Question 13

Summer Pools Inc.is a pool installation company in a climate that has cooler weather for six months of the year.During the cooler six months Summer Pools Inc.sells hot tubs and billiard tables. Which of the following promotional objectives does this example BEST address?

Accepted Answer

A)  to stabilize sales 
B)  to accentuate the product's value 
C)  to increase product demand 
D)  to provide information 
A)  to stabilize sales 
B)  to accentuate the product's value 
C)  to increase product demand 
D)  to provide information

Question 14

Guerrilla marketing efforts are best suited to large companies that can afford the high costs associated with this type of promotional technique.

Accepted Answer

A) True 
 B)False

Question 15

A common criticism of promotion is that messages often target consumer groups that cannot afford the advertised goods and services.

Accepted Answer

A) True 
 B)False

Question 16

Nonpersonal, paid communications sent through various media channels is called advertising.

Accepted Answer

A) True 
 B)False

Question 17

Why are marketers embracing direct marketing? Describe at least four types of direct marketing methods.How is technology impacting direct marketing?

Accepted Answer

Both B2B and B2C marketers use this form

Question 18

Which of the following BEST describes guerrilla marketing?

Accepted Answer

A)  a defensive strategy that places counter-advertising in a market targeted against strong competitive products 
B)  free promotion initiated by fans, loyal customers, or other interested product users 
C)  a relatively new approach to promotion that avoids traditional media and attempts to find innovative, low-cost ways to reach a target market 
D)  any negative campaign against a product or a company because of poor performance, incited by angered consumers who share experiences on blogs and message boards 
A)  a defensive strategy that places counter-advertising in a market targeted against strong competitive products 
B)  free promotion initiated by fans, loyal customers, or other interested product users 
C)  a relatively new approach to promotion that avoids traditional media and attempts to find innovative, low-cost ways to reach a target market 
D)  any negative campaign against a product or a company because of poor performance, incited by angered consumers who share experiences on blogs and message boards

Question 19

The initial success of WOTE, a musical group whose performance was viewed exclusively on the Internet, can be BEST attributed to which of the following types of marketing?

Accepted Answer

A)  broadcast 
B)  direct 
C)  viral 
D)  buzz 
A)  broadcast 
B)  direct 
C)  viral 
D)  buzz

Question 20

When there are a large number of potential customers scattered over a sizable geographic area, a marketer is likely to use personal selling as the key element in the promotional mix.

Accepted Answer

A) True 
 B)False

Why do marketers sometimes use guerrilla marketing? What are some of the drawbacks of guerrilla marketing?

Which of the following factors would NOT support the use of personal selling?

Sales promotions are an effective way to pull a product through a channel, while trade promotions are used to push a product.

What can noise take the form of in international communications?

Personal selling is an interactive communication that can occur face to face, over the telephone, through videoconferencing, and via interactive computer links.

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

A promotional DVD is a common technique used to provide potential customers with product information.

The success of Unilever Canada's "Real Beauty" campaign, which was viewed exclusively on the Internet, can be attributed to viral marketing.

A newspaper advertisement for The Sound of Music provides readers with dates, times, and a telephone number to call for tickets.The objective of this type of advertisement is to accentuate the show's value.

The elements of the promotional mix can be developed independently and later combined into an IMC (integrated marketing communications), as long as the message conveyed by each element is consistent.

A television commercial for MasterCard contains the phrase, "Life Takes MasterCard." This is an example of an encoded message.

What are the four most common methods of developing a promotional budget?

Summer Pools Inc.is a pool installation company in a climate that has cooler weather for six months of the year.During the cooler six months Summer Pools Inc.sells hot tubs and billiard tables. Which of the following promotional objectives does this example BEST address?

Guerrilla marketing efforts are best suited to large companies that can afford the high costs associated with this type of promotional technique.

A common criticism of promotion is that messages often target consumer groups that cannot afford the advertised goods and services.

Nonpersonal, paid communications sent through various media channels is called advertising.

Why are marketers embracing direct marketing? Describe at least four types of direct marketing methods.How is technology impacting direct marketing?

Which of the following BEST describes guerrilla marketing?

The initial success of WOTE, a musical group whose performance was viewed exclusively on the Internet, can be BEST attributed to which of the following types of marketing?

When there are a large number of potential customers scattered over a sizable geographic area, a marketer is likely to use personal selling as the key element in the promotional mix.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters

Exam 13: Integrated Marketing Communications

Why do marketers sometimes use guerrilla marketing? What are some of the drawbacks of guerrilla marketing?

Which of the following factors would NOT support the use of personal selling?

Sales promotions are an effective way to pull a product through a channel, while trade promotions are used to push a product.

What can noise take the form of in international communications?

Personal selling is an interactive communication that can occur face to face, over the telephone, through videoconferencing, and via interactive computer links.

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

A promotional DVD is a common technique used to provide potential customers with product information.

The success of Unilever Canada's "Real Beauty" campaign, which was viewed exclusively on the Internet, can be attributed to viral marketing.

A newspaper advertisement for The Sound of Music provides readers with dates, times, and a telephone number to call for tickets.The objective of this type of advertisement is to accentuate the show's value.

The elements of the promotional mix can be developed independently and later combined into an IMC (integrated marketing communications), as long as the message conveyed by each element is consistent.

A television commercial for MasterCard contains the phrase, "Life Takes MasterCard." This is an example of an encoded message.

What are the four most common methods of developing a promotional budget?

Summer Pools Inc.is a pool installation company in a climate that has cooler weather for six months of the year.During the cooler six months Summer Pools Inc.sells hot tubs and billiard tables. Which of the following promotional objectives does this example BEST address?

Guerrilla marketing efforts are best suited to large companies that can afford the high costs associated with this type of promotional technique.

A common criticism of promotion is that messages often target consumer groups that cannot afford the advertised goods and services.

Nonpersonal, paid communications sent through various media channels is called advertising.

Why are marketers embracing direct marketing? Describe at least four types of direct marketing methods.How is technology impacting direct marketing?

Which of the following BEST describes guerrilla marketing?

The initial success of WOTE, a musical group whose performance was viewed exclusively on the Internet, can be BEST attributed to which of the following types of marketing?

When there are a large number of potential customers scattered over a sizable geographic area, a marketer is likely to use personal selling as the key element in the promotional mix.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters