Question 1

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. B

Question 2

As Emily Jeffries prepares the script for a radio commercial for her boutique,she is engaging in the ____ stage of the communication process.

Accepted Answer

A)  encoding 
B)  sourcing 
C)  decoding 
D)  sending 
E)  receiving 
A)  encoding 
B)  sourcing 
C)  decoding 
D)  sending 
E)  receiving A

Question 3

When encoding the message,the source should use signs that have

Accepted Answer

A)  new and exciting meanings. 
B)  different meanings to different people. 
C)  contemporary jargon. 
D)  meanings that the target market will understand. 
E)  broad interpretations. 
A)  new and exciting meanings. 
B)  different meanings to different people. 
C)  contemporary jargon. 
D)  meanings that the target market will understand. 
E)  broad interpretations. D

Question 4

The use of a pull policy may require heavy expenditures for

Accepted Answer

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

Question 5

Anything that reduces the accuracy and clarity of communication is called

Accepted Answer

A)  distraction. 
B)  feedback. 
C)  interference. 
D)  discordance. 
E)  noise. 
A)  distraction. 
B)  feedback. 
C)  interference. 
D)  discordance. 
E)  noise.

Question 6

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system.She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer.This is known as

Accepted Answer

A)  viral marketing. 
B)  buzz marketing. 
C)  guerilla marketing. 
D)  a word-of-mouth pyramid. 
E)  personal advertising. 
A)  viral marketing. 
B)  buzz marketing. 
C)  guerilla marketing. 
D)  a word-of-mouth pyramid. 
E)  personal advertising.

Question 7

In order for customers to receive greater customization and service,they must be willing to

Accepted Answer

A)  pay high prices for standard goods. 
B)  give up all their rights to privacy. 
C)  use the Internet for communication with companies. 
D)  give information about themselves and their tastes. 
E)  spend significant amounts of time to purchase products. 
A)  pay high prices for standard goods. 
B)  give up all their rights to privacy. 
C)  use the Internet for communication with companies. 
D)  give information about themselves and their tastes. 
E)  spend significant amounts of time to purchase products.

Question 8

Today,technology is allowing marketers to be more precise in targeting individual customers.

Accepted Answer

A) True 
 B)False

Question 9

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company,which specializes in advertising,sales promotion activities,and public relations,FedEx-Kinko's would likely be striving to practice

Accepted Answer

A)  one-stop shopping. 
B)  more expertise. 
C)  pioneer promotional efforts. 
D)  competitive promotional programming. 
E)  integrated marketing communications. 
A)  one-stop shopping. 
B)  more expertise. 
C)  pioneer promotional efforts. 
D)  competitive promotional programming. 
E)  integrated marketing communications.

Question 10

A promotion mix is a blend of four possible ingredients,which are advertising,personal selling,public relations,and sales promotion.

Accepted Answer

A) True 
 B)False

Question 11

Selective demand is demand for a certain brand.

Accepted Answer

A) True 
 B)False

Question 12

All of the following are examples of publicity-based public relations tools except

Accepted Answer

A)  press conferences. 
B)  feature articles. 
C)  news releases. 
D)  annual reports. 
E)  news stories. 
A)  press conferences. 
B)  feature articles. 
C)  news releases. 
D)  annual reports. 
E)  news stories.

Question 13

Kinesic communication is an element in which type of promotional method?

Accepted Answer

A)  Advertising 
B)  Public relations 
C)  Personal selling 
D)  Packaging 
E)  Sales promotion 
A)  Advertising 
B)  Public relations 
C)  Personal selling 
D)  Packaging 
E)  Sales promotion

Question 14

Why is public relations an important form of communication about a company? Discuss negative public relations,and give an example.

Accepted Answer

The answer of Why is public relations an important form...

Question 15

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Accepted Answer

A)  maturity 
B)  decline 
C)  growth 
D)  introduction 
E)  presentation 
A)  maturity 
B)  decline 
C)  growth 
D)  introduction 
E)  presentation

Question 16

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 17

When a firm uses mass communication,feedback is rapid.

Accepted Answer

A) True 
 B)False

Question 18

One positive aspect of promotion is that it informs consumers about product uses,features,benefits,prices,and locations where the products can be bought.

Accepted Answer

A) True 
 B)False

Question 19

Promotion of products tends to keep their prices high.

Accepted Answer

A) True 
 B)False

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.

Exam 16: Integrated Marketing Communications

Promotion tends to

As Emily Jeffries prepares the script for a radio commercial for her boutique,she is engaging in the ____ stage of the communication process.

When encoding the message,the source should use signs that have

The use of a pull policy may require heavy expenditures for

Anything that reduces the accuracy and clarity of communication is called

In order for customers to receive greater customization and service,they must be willing to

Today,technology is allowing marketers to be more precise in targeting individual customers.

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company,which specializes in advertising,sales promotion activities,and public relations,FedEx-Kinko's would likely be striving to practice

A promotion mix is a blend of four possible ingredients,which are advertising,personal selling,public relations,and sales promotion.

Selective demand is demand for a certain brand.

All of the following are examples of publicity-based public relations tools except

Kinesic communication is an element in which type of promotional method?

Why is public relations an important form of communication about a company? Discuss negative public relations,and give an example.

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Communication can be viewed as a circular process because

When a firm uses mass communication,feedback is rapid.

One positive aspect of promotion is that it informs consumers about product uses,features,benefits,prices,and locations where the products can be bought.

Promotion of products tends to keep their prices high.

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

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

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