D
Which of the following is an example of a marketing exchange?
A. The waitress gave Cyrus a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. Ken and Maggie gave their son an MP3 player for his birthday.
D. In return for painting her fe...
D - ANSWER- Which of the following is an example of a marketing exchange?
A. The waitress gave Cyrus a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. Ken and Maggie gave their son an MP3 player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade
fudge.E. Jenny asked Melisa if she could borrow her pen for a while since her pen
had stopped working.
C - ANSWER- Which of the following statements is true about marketing?
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 cannot do much to maintain them.
E. By definition, a marketing transaction has to involve the exchange of money.
D - ANSWER- _____ is the customer's perception of all the benefits of a product
or service weighed against all the costs of acquiring and consuming it. A. Cost
efficiency
B. Information
C. Range
D. Value
E. Exposure
,B - ANSWER- Product, price, promotion, and _____ are the 4Ps of the marketing
mix.
A. people
B. place
C. package
D. print
E. privilege
C - ANSWER- Price, product, place and promotion together form the:
A. value.
B. promotional mix.
C. marketing mix.
D. integrated marketing communication.
E. distribution channel.
A - ANSWER- Prior to the development of integrated marketing communications,
the promotional function in most companies was dominated by:
A. advertising.
B. sales promotion.
C. public relations.
D. publicity.
E. direct marketing
B - ANSWER- _____ involves coordinating the various promotional elements and
other marketing activities that communicate with a firm's customers.
A. Marketing mix
B. Integrated marketing communications
C. Relationship marketing
D. Sales promotion
E. Mass media advertising
C - ANSWER- British Airways employed _____ when it used product placement to
make sure that viewers of the movie Die Another Day knew that James Bond flies
first class on British Airways. The airline ran advertising campaign based around
the slogan, "Save your Pennys, fly like Bond," referring to the secretary that Bond
flirts with in each film. British Airways also paid for the rights to screen the film
on its flights before the movie was available at video stores.
A. the marketing mix
B. sales promotion activities
C. integrated marketing communications
D. the 4As
,E. relationship marketing
C - ANSWER- Arm & Hammer UltraMax deodorant contains time-released baking
soda and provides "extra muscle for the game of life." Ads for the product
featured a baseball star saying "When your day goes into extra innings, you need
a deodorant with extra muscle," appeared in television and print ads. At the same
time, Arm & Hammer ran sweepstakes in which people could enter to win a
chance to meet the baseball star plus other great prizes. To enter sweepstakes
customers had to fill out a $1-off coupon for deodorant or visit the website
ahultramax.com. Which marketing strategy was Arm & Hammer implementing?
A. Mass customization
B. Exchange
C. Integrated marketing communications
D. Buzz marketing
E. Relationship marketing
B - ANSWER- "The 4As" stands for:
A. Association for Awareness of Advertising and Action.
B. American Association of Advertising Agencies.
C. Asian Association for Advertising Agencies.
D. Advertising aimed at Americans, Africans and Asians.
E. Advertising Agencies Association of America.
C - ANSWER- The central theme of the concept of _____ is that all of an
organization's marketing and promotional elements and activities communicate
consistently and in a unified manner with its customers. A. the marketing mix
B. exchange
C. integrated marketing communications
D. the promotional mix
E. relationship marketing
C - ANSWER- Integrated marketing communications requires a "big picture"
approach to planning marketing and promotion programs, requiring advertising
agencies to develop a(n):
A. alternative approach for each media method.
B. support system for production differentiation.
C. total marketing communications strategy.
D. reduced emphasis on information advertising and increased emphasis on
persuasive marketing.
E. different marketing mix for the same product in different countries.
, D - ANSWER- _____ is a concept of marketing communications planning that
recognizes the added value of a comprehensive plan that evaluates the strategic
role of a variety of communication disciplines and combines them to provide
clarity, consistency, and maximum impact.
A. Marketing mix
B. Buzz marketing
C. Exchange
D. Integrated marketing communications
E. Promotional planning
B - ANSWER- Terms such as new advertising, orchestration, and seamless
communication have been used to describe:
A. the marketing mix.
B. integrated marketing communications.
C. the promotion mix.
D. relationship marketing.
E. the 4 A's.
E - ANSWER- Advocates of integrated marketing communications argue that:
A. firms should communicate with its customers primarily through media
advertising.
B. nonpersonal communications is more effective than personal
communications.
C. package design is the most important way of communicating with customers.
D. firms should communicate with its customers primarily through one-on-one
communication techniques.
E. firms should develop a total marketing communications strategy.
A - ANSWER- The goal of an integrated marketing communications program is to:
A. have all of a company's marketing and promotional activities project a
consistent unified image to its customers.
B. control all facets of a product's distribution.
C. communicate with customers primarily through advertising.
D. have complete control over all the channel partners in the distribution channel.
E. create a brand image so strong that it destroys all of its competition.
D - ANSWER- Which of the following is true about integrated marketing
communication (IMC)?
A. It is a tactical integration of various communication activities.
B. Audience does not form an important part of the IMC process.
C. Employees are not seen as an important part of the IMC process.
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