,1. Multiple Choice: Which of the following is NOT a
component of the promotional mix?
a) Advertising
b) Public relations
c) Price
d) Personal selling
Answer: c) Price
Rationale: The promotional mix typically includes
advertising, personal selling, sales promotion, public
relations, and direct marketing, but not price, which is a
component of the marketing mix.
2. Fill-in-the-Blank: The process of creating, maintaining,
and enhancing strong, value-laden relationships with
customers and other stakeholders is known as
____________.
Answer: Relationship Marketing
Rationale: Relationship marketing is focused on long-term
engagement and the creation of strong emotional
connections with customers, which can lead to increased
loyalty and retention.
3. True/False: Storytelling in marketing is only effective for
consumer branding and not B2B marketing.
Answer: False
Rationale: Storytelling can be a powerful tool in both B2C
and B2B marketing as it helps to humanize the brand,
convey complex ideas in an engaging way, and create a
memorable brand experience.
, 4. Multiple Response: Select all that apply. Which of the
following are benefits of using storytelling in marketing
communications?
a) It differentiates the brand from competitors.
b) It can reduce marketing costs.
c) It increases customer engagement.
d) It simplifies the buying process.
Answers: a), c), d)
Rationale: Storytelling helps to differentiate the brand,
increase engagement by making content more relatable
and memorable, and can simplify the buying process by
providing clear and compelling narratives. It does not
directly reduce marketing costs.
5. Multiple Choice: In the context of digital marketing, what
does SEO stand for?
a) Sales Efficiency Optimization
b) Social Engagement Opportunities
c) Search Engine Optimization
d) Strategic Enterprise Operations
Answer: c) Search Engine Optimization
Rationale: SEO stands for Search Engine Optimization,
which involves optimizing a website or content to improve
its visibility and ranking on search engine results pages.
6. Fill-in-the-Blank: The AIDA model stands for Attention,
Interest, Desire, and ____________.
Answer: Action
Rationale: The AIDA model is a classic marketing model
that outlines the stages a consumer goes through in the
process of purchasing a product, ending with 'Action,' the
stage where a consumer actually buys the product.
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Bankart. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $17.99. You're not tied to anything after your purchase.
