Question 1

All of the following are examples of direct marketing tools EXCEPT:

Accepted Answer

A) e-mail solicitations 
B) telephone solicitations 
C) Groupons 
D) catalogs 
E) direct response ads on TV 
A) e-mail solicitations 
B) telephone solicitations 
C) Groupons 
D) catalogs 
E) direct response ads on TV

Question 2

Which of the following in an inherent weakness of personal selling?

Accepted Answer

A) difficult to receive good feedback 
B) difficult to get media cooperation 
C) messages may differ between salespeople 
D) easily duplicated 
E) can easily lead to promotion wars 
A) difficult to receive good feedback 
B) difficult to get media cooperation 
C) messages may differ between salespeople 
D) easily duplicated 
E) can easily lead to promotion wars

Question 3

"To remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A) early growth 
B) growth 
C) accelerated development 
D) maturity 
E) introduction 
A) early growth 
B) growth 
C) accelerated development 
D) maturity 
E) introduction

Question 4

Which promotional element is particularly important to business buyers?

Accepted Answer

A) public relations 
B) publicity 
C) sales promotion 
D) rebates 
E) personal selling 
A) public relations 
B) publicity 
C) sales promotion 
D) rebates 
E) personal selling

Question 5

In a marketing context,the acronym IMC refers to __________.

Accepted Answer

A) interactive media convergence 
B) internal marketing communications 
C) integrated marketing collaboration 
D) integrated marketing communications 
E) international marketing communications 
A) interactive media convergence 
B) internal marketing communications 
C) integrated marketing collaboration 
D) integrated marketing communications 
E) international marketing communications

Question 6

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Accepted Answer

A) Hire a salesperson to speak to environmental groups. 
B) Ask local radio and television stations to run a favorable story about the film. 
C) Advertise on billboards in each local market. 
D) Invite students to participate in a contest to win free tickets. 
E) Send postcards to all people within a 25-mile radius of a theater showing the movie 
A) Hire a salesperson to speak to environmental groups. 
B) Ask local radio and television stations to run a favorable story about the film. 
C) Advertise on billboards in each local market. 
D) Invite students to participate in a contest to win free tickets. 
E) Send postcards to all people within a 25-mile radius of a theater showing the movie

Question 7

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)__________ promotional channel strategy.

Accepted Answer

A) pull 
B) intense 
C) push 
D) inertia 
E) exclusive 
A) pull 
B) intense 
C) push 
D) inertia 
E) exclusive

Question 8

The new integrated marketing communications approach for Mountain Dew uses

Accepted Answer

A) iconic television advertising. 
B) traditional promotion tools and new social media. 
C) traditional promotion tools only. 
D) new social media only. 
E) word-of-mouth advertising only. 
A) iconic television advertising. 
B) traditional promotion tools and new social media. 
C) traditional promotion tools only. 
D) new social media only. 
E) word-of-mouth advertising only.

Question 9

A push strategy is when a manufacturer

Accepted Answer

A) advertises a great deal to its wholesalers,retailers,and ultimate consumers with the use of nationwide advertising campaigns. 
B) directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product. 
C) forces a retailer to promote its products by placing national ads in local newspapers. 
D) directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product. 
E) directs retailers to promote one product over another to help balance fluctuations in inventory. 
A) advertises a great deal to its wholesalers,retailers,and ultimate consumers with the use of nationwide advertising campaigns. 
B) directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product. 
C) forces a retailer to promote its products by placing national ads in local newspapers. 
D) directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product. 
E) directs retailers to promote one product over another to help balance fluctuations in inventory.

Question 10

In Figure 17-4 above,the red line "B" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Accepted Answer

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

Question 11

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal,indirectly pa

Question 12

Identify and discuss four methods used to set the promotion budget.

Accepted Answer

(1)Percentage of sales.In the percentage

Question 13

The second stage in the hierarchy of effects is __________.

Accepted Answer

A) interest 
B) awareness 
C) adoption 
D) trial 
E) evaluation 
A) interest 
B) awareness 
C) adoption 
D) trial 
E) evaluation

Question 14

Amazon.com,a successful online retailer,manages an extensive customer database that is used to determine which products are suggested to each customer.Some data are best collected from the customer;other data are collected from the purchases its customers make.Which of the following customer data is BEST COLLECTED from the customer?

Accepted Answer

A) brand 
B) price 
C) demographics 
D) model 
E) quantity 
A) brand 
B) price 
C) demographics 
D) model 
E) quantity

Question 15

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Accepted Answer

A) contain some element of appeal,such as sex,fear,or humor. 
B) be profitable. 
C) stay within clearly defined budgetary constraints. 
D) cover a specified time period. 
E) retain some degree of flexibility. 
A) contain some element of appeal,such as sex,fear,or humor. 
B) be profitable. 
C) stay within clearly defined budgetary constraints. 
D) cover a specified time period. 
E) retain some degree of flexibility.

Question 16

Advertising refers to

Accepted Answer

A) any nonpersonal,indirectly paid presentation of an organization,service,or product. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to identify a target market for a particular product or service. 
D) any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) any unpaid form of personal presentation of products and services. 
A) any nonpersonal,indirectly paid presentation of an organization,service,or product. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to identify a target market for a particular product or service. 
D) any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) any unpaid form of personal presentation of products and services.

Question 17

Publicity refers to

Accepted Answer

A) a nonpersonal,indirectly paid presentation of an organization,product,or service. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
D) a paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services. 
A) a nonpersonal,indirectly paid presentation of an organization,product,or service. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
D) a paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.

Question 18

Chrysler Corporation provides support and incentives for its Chrysler,Dodge,and Jeep dealers.Through a multi-level program,Chrysler provides incentives to reward dealers for meeting sales goals.Dealers receive an incentive when they are near a goal,another when they reach a goal,and a larger incentive if they exceed sales projections.All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

A) dump 
B) pull 
C) unload 
D) no haggle 
E) push 
A) dump 
B) pull 
C) unload 
D) no haggle 
E) push

Question 19

A field of experience refers to

Accepted Answer

A) the unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e.the medical profession,legal profession,etc. ). 
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e.advertising,publicity,etc. ). 
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message. 
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message. 
E) a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process. 
A) the unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e.the medical profession,legal profession,etc. ). 
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e.advertising,publicity,etc. ). 
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message. 
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message. 
E) a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 20

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A) directed audience 
B) intended audience 
C) promotion audience 
D) selling audience 
E) target audience 
A) directed audience 
B) intended audience 
C) promotion audience 
D) selling audience 
E) target audience

Exam 17: Integrated Marketing Communications and Direct Marketing

All of the following are examples of direct marketing tools EXCEPT:

Which of the following in an inherent weakness of personal selling?

"To remind" is the promotional objective of which stage of the product life cycle?

Which promotional element is particularly important to business buyers?

In a marketing context,the acronym IMC refers to __________.

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)__________ promotional channel strategy.

The new integrated marketing communications approach for Mountain Dew uses

A push strategy is when a manufacturer

In Figure 17-4 above,the red line "B" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Identify and discuss four methods used to set the promotion budget.

The second stage in the hierarchy of effects is __________.

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Advertising refers to

Publicity refers to

A field of experience refers to

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters