Question 1

What are the two main concerns when selecting media to purchase?

Accepted Answer

A)   Size and frame
B)   Effectiveness and efficiency
C)   Space and utility
D)   Racing and splitting B

Question 2

No promotional tool should be used in isolation or without regard to the other tools; hence, there is a trend toward integrated marketing communications or the IMC process.

Accepted Answer

A) True 
 B)False  True

Question 3

Encoding the message is converting information into a symbolic form that is sent to the receiver.

Accepted Answer

A) True 
 B)False  True

Question 4

There are three stages to the international business negotiation process and they are foundation, situation, and exploitation.

Accepted Answer

A) True 
 B)False

Question 5

Database marketing allows the creation of an individual relationship with each customer or prospect.

Accepted Answer

A) True 
 B)False

Question 6

Identify the term describing the tools the international marketer has available to form a total communications program.

Accepted Answer

A)   Marketing mix
B)   Campaign mix
C)   Distribution mix
D)   Promotional mix

Question 7

The path through which the message movers from source to receiver is called which of these?

Accepted Answer

A)   Pathway
B)   Pipeline
C)   Tunnel
D)   Channel

Question 8

The elements of the promotional mix are media, methods, mechanicals and motivation.

Accepted Answer

A) True 
 B)False

Question 9

What is the first step in developing a communications strategy?

Accepted Answer

A)   Developing art for arts sake
B)   Respond to competitor's campaigns
C)   Implement the campaign
D)   Assess what characteristics and benefits should be communicated

Question 10

If the exporter is in the position to define the __________ clearly, the choice of media will be easier and more effective.

Accepted Answer

A)   cost
B)   place
C)   exporter
D)   target market

Question 11

Which is the best method for international buyer-seller negotiations?

Accepted Answer

A)   Fax
B)   E-mail
C)   Face-to-face
D)   Mail

Question 12

Identify the following: Any form of nonpersonal presentation of ideas, goods or services by an identified sponsor, with predominant use of mass communication.

Accepted Answer

A)   Business press
B)   Advertising
C)   Soliciting
D)   Charitable trust

Question 13

The human voice is not considered a message channel.

Accepted Answer

A) True 
 B)False

Question 14

Once a sender has placed a message into a channel or set of channels and directed it to the intended destinations, the completion of the process is dependent on the receiver:

Accepted Answer

A)   posting.
B)   placing.
C)   decoding.
D)   slacking.

Question 15

In effective communication, there are four elements, the sender, the syncopator, the receiver and the refractor.

Accepted Answer

A) True 
 B)False

Question 16

Interference in the message transmission including environmental sounds, lack of receiver focus and other aural pollution is known as contrafusion.

Accepted Answer

A) True 
 B)False

Question 17

Any form of non-paid, commercially significant news or editorial comment about ideas, products or institutions is identified as:

Accepted Answer

A)   free speech.
B)   constitutional.
C)   a right.
D)   publicity.

Question 18

Advertising is considered what kind of marketing strategy?

Accepted Answer

A)   Safe
B)   Secure
C)   Intelligent
D)   Pull

Question 19

What is one reason that the text cites as support of the idea that the Internet is beneficial to marketing?

Accepted Answer

A)   Finality
B)   Direct connect
C)   24-hour access
D)   Base monitoring

Question 20

What is the dual purpose of effective and efficient communication?

Accepted Answer

The answer of What is the dual purpose of effective...

Exam 12: Marketing Communications

What are the two main concerns when selecting media to purchase?

No promotional tool should be used in isolation or without regard to the other tools; hence, there is a trend toward integrated marketing communications or the IMC process.

Encoding the message is converting information into a symbolic form that is sent to the receiver.

There are three stages to the international business negotiation process and they are foundation, situation, and exploitation.

Database marketing allows the creation of an individual relationship with each customer or prospect.

Identify the term describing the tools the international marketer has available to form a total communications program.

The path through which the message movers from source to receiver is called which of these?

The elements of the promotional mix are media, methods, mechanicals and motivation.

What is the first step in developing a communications strategy?

If the exporter is in the position to define the __________ clearly, the choice of media will be easier and more effective.

Which is the best method for international buyer-seller negotiations?

Identify the following: Any form of nonpersonal presentation of ideas, goods or services by an identified sponsor, with predominant use of mass communication.

The human voice is not considered a message channel.

Once a sender has placed a message into a channel or set of channels and directed it to the intended destinations, the completion of the process is dependent on the receiver:

In effective communication, there are four elements, the sender, the syncopator, the receiver and the refractor.

Interference in the message transmission including environmental sounds, lack of receiver focus and other aural pollution is known as contrafusion.

Any form of non-paid, commercially significant news or editorial comment about ideas, products or institutions is identified as:

Advertising is considered what kind of marketing strategy?

What is one reason that the text cites as support of the idea that the Internet is beneficial to marketing?

What is the dual purpose of effective and efficient communication?