Question 1

The phrase, purchase products, includes the acceptance of ideas and issues.

Accepted Answer

A) True 
 B)False

Question 2

The capacity of a communication channel is determined by the least efficient component of the communication process.

Accepted Answer

A) True 
 B)False

Question 3

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion?

Accepted Answer

A) Retaining loyal customers 
B) Promoting new product uses 
C) Making salespeople more effective 
D) Stimulating primary demand 
E) Reducing sales fluctuations 
A) Retaining loyal customers 
B) Promoting new product uses 
C) Making salespeople more effective 
D) Stimulating primary demand 
E) Reducing sales fluctuations

Question 4

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Accepted Answer

A) True 
 B)False

Question 5

Primary demand is defined as

Accepted Answer

A) demand for a product category. 
B) demand for a new product. 
C) consumer awareness of a product category. 
D) stimulating demand for any products. 
E) demand for a particular brand. 
A) demand for a product category. 
B) demand for a new product. 
C) consumer awareness of a product category. 
D) stimulating demand for any products. 
E) demand for a particular brand.

Question 6

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

Accepted Answer

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

Question 7

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

Accepted Answer

A) unfair 
B) illegal 
C) deceptive 
D) push 
E) pull 
A) unfair 
B) illegal 
C) deceptive 
D) push 
E) pull

Question 8

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's

Accepted Answer

A) noise. 
B) coding process. 
C) encoding. 
D) channel capacity. 
E) feedback. 
A) noise. 
B) coding process. 
C) encoding. 
D) channel capacity. 
E) feedback.

Question 9

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

Accepted Answer

A) primary demand. 
B) pioneer promotion. 
C) prospects. 
D) brand awareness. 
E) selective demand. 
A) primary demand. 
B) pioneer promotion. 
C) prospects. 
D) brand awareness. 
E) selective demand.

Question 10

A business usually cannot operate at peak efficiency when sales fluctuate significantly.

Accepted Answer

A) True 
 B)False

Question 11

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

Accepted Answer

A) True 
 B)False

Question 12

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

Accepted Answer

A) True 
 B)False

Question 13

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

Accepted Answer

A) Communication channel 
B) Decoding process 
C) Encoding process 
D) Sharing of meaning 
E) Noise minimization 
A) Communication channel 
B) Decoding process 
C) Encoding process 
D) Sharing of meaning 
E) Noise minimization

Question 14

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

Accepted Answer

A) guerilla marketing. 
B) viral marketing. 
C) buzz marketing. 
D) personal publicity. 
E) conversational promotion. 
A) guerilla marketing. 
B) viral marketing. 
C) buzz marketing. 
D) personal publicity. 
E) conversational promotion.

Question 15

To gain maximum benefit from promotional efforts, marketers must strive to

Accepted Answer

A) become directly involved rather than indirectly involved. 
B) obtain information about the marketing environment through their MIS. 
C) realize the needs of their target market and try to meet them. 
D) properly plan, implement, coordinate, and control communications. 
E) use promotion during the growth stage of the product's life cycle. 
A) become directly involved rather than indirectly involved. 
B) obtain information about the marketing environment through their MIS. 
C) realize the needs of their target market and try to meet them. 
D) properly plan, implement, coordinate, and control communications. 
E) use promotion during the growth stage of the product's life cycle.

Question 16

Promotion tends to

Accepted Answer

A) create needs. 
B) capitalize on existing needs. 
C) be overly focused on the self-actualization needs. 
D) overemphasize physiological and safety needs. 
E) avoid focusing on people's needs. 
A) create needs. 
B) capitalize on existing needs. 
C) be overly focused on the self-actualization needs. 
D) overemphasize physiological and safety needs. 
E) avoid focusing on people's needs.

Question 17

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Accepted Answer

A) encouraging product trial. 
B) retaining existing customers. 
C) stimulating demand. 
D) combating competitive promotional offers. 
E) reducing sales fluctuations. 
A) encouraging product trial. 
B) retaining existing customers. 
C) stimulating demand. 
D) combating competitive promotional offers. 
E) reducing sales fluctuations.

Question 18

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.

Accepted Answer

A) field of experience. 
B) feedback. 
C) noise. 
D) decoding blocker. 
E) interference. 
A) field of experience. 
B) feedback. 
C) noise. 
D) decoding blocker. 
E) interference.

Question 19

Communication can be viewed as a circular process because

Accepted Answer

A) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B) the message goes from encoding by the source to decoding by the receiver. 
C) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. 
D) channel capacity is determined by the least efficient component. 
E) the message goes from person to person. 
A) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B) the message goes from encoding by the source to decoding by the receiver. 
C) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. 
D) channel capacity is determined by the least efficient component. 
E) the message goes from person to person.

Question 20

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

Accepted Answer

A) advertising. 
B) word-of-mouth communication. 
C) public relations. 
D) sales promotion. 
E) personal selling. 
A) advertising. 
B) word-of-mouth communication. 
C) public relations. 
D) sales promotion. 
E) personal selling.

The phrase, purchase products, includes the acceptance of ideas and issues.

The capacity of a communication channel is determined by the least efficient component of the communication process.

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion?

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Primary demand is defined as

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

A business usually cannot operate at peak efficiency when sales fluctuate significantly.

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

To gain maximum benefit from promotional efforts, marketers must strive to

Promotion tends to

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.

Communication can be viewed as a circular process because

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 16: Integrated Marketing Communications

The phrase, purchase products, includes the acceptance of ideas and issues.

The capacity of a communication channel is determined by the least efficient component of the communication process.

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion?

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Primary demand is defined as

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

A business usually cannot operate at peak efficiency when sales fluctuate significantly.

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

To gain maximum benefit from promotional efforts, marketers must strive to

Promotion tends to

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.

Communication can be viewed as a circular process because

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters