Chapter - 01 13e
1) A consumer products company has been reviewing its advertising spending on traditional
media such as television, radio, and print. The company noticed that its competitors across
the country are spending less on traditional advertising and more on________, which
includes online search, display and video ads, and advertising on social media.
A) online advertising
B) one-stop advertising
C) digital advertising
D) social media advertising
E) video advertising
2) Prior to the development of integrated marketing communications, which promotional
function dominated in most companies?
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
E) direct marketing
3) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is the process of
planning and executing the conception, pricing, promotion, and distribution of ideas, goods,
and services to create________ that satisfy individual and organizational objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
4) Ashton industries is learning more about its customers’ perception of value. An independent
survey showed that Ashton’s customers weigh all of the benefits of a product against all the
costs of acquiring and consuming it. Benefits are categorized as functional,________, and/or
psychological.
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, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
6) According to the American Marketing Association’s definition of marketing, which
statement is true?
A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production-driven companies is on developing and sustaining
relationships with their customers.
C) Successful companies recognize that creating and delivering value to their customers
is extremely important.
D) Though marketing plays an important role in developing relationships with
customers, it does not help in maintaining them.
E) By definition, a marketing transaction must involve the exchange of money.
7) Value can best be defined as
A) the coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea.
B) the combination of factors like name, logo, design, and packaging that comes to mind
when consumers think about a brand.
C) the desire and ability of two or more parties to exchange something of importance
with one another.
D) the customer’s perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it.
E) the amount of funds invested by the shareholders of a company in promoting its
product portfolio.
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,8) The four Ps of the marketing mix are product, price, promotion, and
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
A) points-of-parity.
B) promotional mix.
C) marketing mix.
D) supply chain components.
E) exchange mix.
10) CBX Industries has always worked with On-Point Advertising, a traditional advertising
agency. Now CBX’s new marketing VP wants to add in other types of promotional
specialists and has asked On-Point to start using a variety of promotional tools rather than
relying primarily on media advertising. The new VP is embracing the concept of
A) international marketing communications.
B) interdepartmental marketing communications.
C) informational marketing communications.
D) integrated marketing communications.
E) intradepartmental marketing communications.
11) A nationwide retailer recognizes the importance of identifying every opportunity to deliver
on the brand promise, strengthen customer relationships, and deepen customer loyalty. By
using an integrated marketing communications approach to________ its messaging function,
everything the company says and does will communicate a common theme and positioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize
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, 12) Acme Industries’ goals are to both generate short-term financial returns and build long-term
brand and shareholder value. The company has chosen to use a strategic business process
called________ to plan, develop, execute, and evaluate coordinated, measurable, persuasive
brand communications programs over time with consumers, customers, prospects,
employees, associates, and other targeted relevant external and internal audiences.
A) international marketing communications
B) interdepartmental marketing communications
C) informational marketing communications
D) integrated marketing communications
E) intradepartmental marketing communications
13) A new athletic wear company used mass media to gain traction among customers. The
company used sales promotions and public relations to achieve the long-term targets and
goals identified by its top management. In addition, the company opted for direct marketing
on a project-to-project basis. The combination of these various promotional tools is
commonly referred to as
A) mobile marketing.
B) sales promotion activities.
C) integrated marketing communications.
D) omnichannel retailing.
E) search advertising
14) The process of combining mass-media advertisements with other promotional elements such
as direct marketing, public relations, and sales promotion is known as
A) media fragmentation.
B) micromarketing.
C) integrated marketing communications.
D) social media.
E) digital advertising.
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