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Question;1);A company's total marketing communications mix consists of a special blend of;advertising, sales promotion, public relations, personal selling, and;direct-marketing tools that the company uses to communicate customer value and;build customer relationships. This is also called ________.;A);direct marketing;B);integrated marketing;C);the promotion mix;D);competitive marketing;E);target marketing;2);The use of short-term incentives to encourage the purchase or sale of a product;or service is called ________.;A);direct marketing;B);sales promotions;C);personal selling;D);public relations;E);publicity;3) The promotion mix is the company's;primary communication activity, the marketing mix must be coordinated for the;greatest communication impact. What is NOT included in the entire marketing;mix?;A);product;B);competitor;C);price;D);place;E);promotion;4) Mass-media advertising routinely;involves a company investing millions or even billions of dollars to reach tens;of ________ of customers with a single ad.;A);billions;B);thousands;C);millions;D);hundreds;E);tens;5) Today's consumers do not need to rely;on marketer-supplied information about products and services because they can;use ________ to seek out a wealth of information.;A);public relations;B);direct marketing;C);the Internet and other technologies;D);mass market media;E);informative advertising;6) Which of the following is NOT a factor;in the changes occurring in today's marketing communications?;A);Mass markets have fragmented, and marketers are shifting away from mass;marketing.;B);Improvements in communication technologies are changing how companies and;customers communicate with each other.;C);Companies routinely invest millions of dollars in the mass media.;D);Mass media no longer capture the majority of promotional budgets.;E);Today's consumers are better informed about products and services.;7) Moving away from ________, marketers;have been shifting toward highly focused marketing, spawning a new generation;of more specialized and highly targeted communications efforts.;A);mass marketing;B);advertising;C);direct marketing;D);pull strategies;E);push strategies;8) Integrated marketing communications;produces better communications ________ and greater ________ impact.;A);consistency, sales;B);sales, consistency;C);marketing, sales;D);variety, production;E);branding, quality;9) Today, marketers are moving toward;viewing communications as managing the ________ over time.;A);advertising agency;B);nonpersonal communication channels;C);word-of-mouth influence;D);customer relationship;E);product life cycle;10) Integrated marketing communications;involves identifying the target audience and shaping a well-coordinated;to elicit the desired audience response.;A);pull strategy;B);push strategy;C);promotional program;D);opinion leader;E);target market;11) Using integrated marketing;communications, the communications process should start with ________.;A);advertising strategy;B);the competitive-parity method;C);public relations;D);an audit of all the potential customer touch points;E);publicity;12) To ________, a marketer can ask target;audience members whether they remember the message, how many times they saw it;and what points they remember.;A);select a message source;B);collect feedback;C);select a message channel;D);plan a media purchase;E);design a marketing appeal;13) ________ from marketing communications may suggest;changes in the promotion program or in the product offer itself.;A);Encoding;B);Decoding;C);Feedback;D);Noise;E);Shelter;14) Companies use all of the following;methods to set their advertising budget EXCEPT the ________.;A);objective-and-task method;B);integrated method;C);competitive-parity method;D);percentage-of-sales method;E);affordable method;15) Using the ________ method for setting;an advertising budget, the company starts with total revenues, deducts;operating expenses and capital outlays, and then devotes some portion of the;remaining funds to advertising.;A);integrated;B);moving-average;C);competitive-parity;D);percentage-of-sales;E);affordable;16) Though the ________ method of setting;an advertising budget is simple to use and helps management think about the;relationships among promotion spending, selling price, and profit per unit, it;wrongly views sales as the cause of promotion rather than the result.;A);percentage-of-sales;B);affordable;C);competitive-parity;D);objective-and-task;E);regression;17) Which of the following is LEAST important;for integrating a firm's marketing communications?;A);analyze internal and external trends;B);audit the pockets of communications spending throughout the organization;C);identify all customer touch points for the company and its brands;D);study the competitor's communications and promotions;E);create performance measures for all communications elements;18) Bait-and-switch advertising ________.;A);attracts buyers under false pretenses;B);is unethical;C);is illegal;D);is deceptive;E);all of the above;19) Which of the following would be;classified as bait-and-switch advertising?;A);advertising a cheaper brand but only making a more expensive one available to;customers;B);raising a product's prices;C);attempting to charge less for a brand than for manufacturers' brands;D);advertising service packages that cannot actually be provided;E);favoring certain customers over others through trade promotions;20) A company's salespeople should always;follow the rules of ________.;A);high-pressure selling;B);societal marketing;C);competition;D);fair competition;E);cooling-off;21) Sales promotion makes use of press;releases and special events.;22) Though mass marketing was effective in;past decades, large companies no longer routinely invest large chunks of their;advertising budgets in mass-media outlets such as television and magazines.;23) Mass markets have fragmented, thus;marketers are shifting away from mass marketing.;24) A marketing communications director;has overall responsibility for the company's communications efforts.;25) The communications process should;start with mass media advertising to reach many consumers.;26) The four major communication functions;are encoding, decoding, response, and noise.;27) Buzz marketing involves cultivating;opinion leaders and getting them to spread information about a product or;service to others in their communities.;28) The percentage-of-sales method wrongly;views sales as the cause of promotion rather than the result.;29) The affordable method sets promotion;budgets to match competitors' outlays.;30) Large-scale advertising conveys a;positive message about the seller's size, popularity, and success.


Paper#47230 | Written in 18-Jul-2015

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