Question 1

Which of the following types of promotion uses customized interaction?

Accepted Answer

A) advertising 
B) direct marketing 
C) public relations 
D) sales promotion 
E) publicity 
A) advertising 
B) direct marketing 
C) public relations 
D) sales promotion 
E) publicity

Question 2

Sales promotion refers to

Accepted Answer

A) a short-term inducement of value offered to arouse interest in buying a product or service. 
B) a single-themed IMC campaign employing multiple advertising and personal selling strategies. 
C) individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer. 
D) a long-term inducement of value offered to build and sustain loyal customer relationships. 
E) a sequence of value inducements aimed at retaining channel members. 
A) a short-term inducement of value offered to arouse interest in buying a product or service. 
B) a single-themed IMC campaign employing multiple advertising and personal selling strategies. 
C) individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer. 
D) a long-term inducement of value offered to build and sustain loyal customer relationships. 
E) a sequence of value inducements aimed at retaining channel members.

Question 3

In a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of __________.

Accepted Answer

A) noise 
B) receiving 
C) encoding 
D) decoding 
E) messaging 
A) noise 
B) receiving 
C) encoding 
D) decoding 
E) messaging

Question 4

In terms of product characteristics,the greater the risk,the greater the need for __________ as a key element of the promotional mix.

Accepted Answer

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

Question 5

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog)EXCEPT:

Accepted Answer

A) media usage. 
B) demographics. 
C) past purchases. 
D) brand. 
E) lifestyles. 
A) media usage. 
B) demographics. 
C) past purchases. 
D) brand. 
E) lifestyles.

Question 6

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 Amazon?

Accepted Answer

A) lifestyles 
B) brand 
C) demographics 
D) media use 
E) competitive products purchased 
A) lifestyles 
B) brand 
C) demographics 
D) media use 
E) competitive products purchased

Question 7

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product).The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as __________.

Accepted Answer

A) the hierarchy of effects 
B) Maslow's hierarchy 
C) the purchase decision continuum 
D) the consumer-product cycle 
E) the consumer purchasing hierarchy 
A) the hierarchy of effects 
B) Maslow's hierarchy 
C) the purchase decision continuum 
D) the consumer-product cycle 
E) the consumer purchasing hierarchy

Question 8

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

A) Direct marketing now allows customers to shop 32 hours a day,7 days a week. 
B) Although direct marketing usually saves customers time,it does not usually save customers money. 
C) Although direct marketing can save consumers time and money,the process is labor intensive and not very much fun. 
D) Many customers believe direct marketing provides great customer service. 
E) Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods. 
A) Direct marketing now allows customers to shop 32 hours a day,7 days a week. 
B) Although direct marketing usually saves customers time,it does not usually save customers money. 
C) Although direct marketing can save consumers time and money,the process is labor intensive and not very much fun. 
D) Many customers believe direct marketing provides great customer service. 
E) Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.

Question 9

The combination of one or more communication tools used to: (1)inform prospective buyers about the benefits of the product; (2)persuade them to try it;and (3)remind them later about the benefits they enjoyed by using the product is referred to as the __________.

Accepted Answer

A) promotion channel 
B) channel of communication 
C) marketing matrix 
D) promotional mix 
E) media mix 
A) promotion channel 
B) channel of communication 
C) marketing matrix 
D) promotional mix 
E) media mix

Question 10

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Accepted Answer

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

Question 11

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "B" represents __________.

Accepted Answer

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

Question 12

Which of the following promotional elements requires expensive database management that is a major weakness of the element?

Accepted Answer

A) advertising 
B) personal selling 
C) sales promotion 
D) publicity 
E) direct marketing 
A) advertising 
B) personal selling 
C) sales promotion 
D) publicity 
E) direct marketing

Question 13

All of the following are forms of direct marketing EXCEPT:

Accepted Answer

A) catalogs 
B) in-store free samples 
C) telemarketing 
D) paid searches 
E) direct mail 
A) catalogs 
B) in-store free samples 
C) telemarketing 
D) paid searches 
E) direct mail

Question 14

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in __________.

Accepted Answer

A) missionary sales 
B) sales promotion 
C) public relations 
D) personal selling 
E) a public service announcement 
A) missionary sales 
B) sales promotion 
C) public relations 
D) personal selling 
E) a public service announcement

Question 15

The __________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A) product 
B) price 
C) place 
D) promotion 
E) advertising 
A) product 
B) price 
C) place 
D) promotion 
E) advertising

Question 16

A pull 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) forces a retailer to promote its product by placing national brand ads in local newspapers. 
C) directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product. 
D) directs the promotional mix toward channel members to gain their cooperation in ordering and stocking 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) forces a retailer to promote its product by placing national brand ads in local newspapers. 
C) directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product. 
D) directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product. 
E) directs retailers to promote one product over another to help balance fluctuations in inventory.

Question 17

In a feedback loop,a response refers to

Accepted Answer

A) the number of times a consumer must hear a message before it can be accurately decoded. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. 
D) the impact,either positive or negative,that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. 
E) the length of time required for a typical customer to associate a specific slogan,theme,melody,or logo with a specific product brand. 
A) the number of times a consumer must hear a message before it can be accurately decoded. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. 
D) the impact,either positive or negative,that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. 
E) the length of time required for a typical customer to associate a specific slogan,theme,melody,or logo with a specific product brand.

Question 18

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Accepted Answer

A) feedback 
B) a field of experience 
C) noise 
D) a response 
E) a hierarchy of effects 
A) feedback 
B) a field of experience 
C) noise 
D) a response 
E) a hierarchy of effects

Question 19

The promotion decision process is divided into three phases.In Figure 17-6 above,"B" refers to the __________ phase.

Accepted Answer

A) scheduling 
B) development 
C) implementation 
D) evaluation 
E) planning 
A) scheduling 
B) development 
C) implementation 
D) evaluation 
E) planning

Question 20

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.

Accepted Answer

A) integrating 
B) transforming 
C) translating 
D) decoding 
E) encoding 
A) integrating 
B) transforming 
C) translating 
D) decoding 
E) encoding

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following types of promotion uses customized interaction?

Sales promotion refers to

In terms of product characteristics,the greater the risk,the greater the need for __________ as a key element of the promotional mix.

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog)EXCEPT:

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product).The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as __________.

Which of the following statements regarding direct marketing is most accurate?

The combination of one or more communication tools used to: (1)inform prospective buyers about the benefits of the product; (2)persuade them to try it;and (3)remind them later about the benefits they enjoyed by using the product is referred to as the __________.

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "B" represents __________.

Which of the following promotional elements requires expensive database management that is a major weakness of the element?

All of the following are forms of direct marketing EXCEPT:

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in __________.

The __________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

A pull strategy is when a manufacturer

In a feedback loop,a response refers to

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

The promotion decision process is divided into three phases.In Figure 17-6 above,"B" refers to the __________ phase.

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.

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