Advertising & IMC Principles and Practice, 11e Sandra Moriarty Test Bank, Questions and Answers - All Chapters
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Advertising & IMC Principles and Practice
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Advertising & IMC Principles And Practice
Advertising & IMC Principles and Practice, 11e Sandra Moriarty Test Bank, Questions and Answers - All Chapters. Strategic Brand Communication Advertising Public Relations Action and Interaction: Direct Response and Promotions How Brand Communication Works Strategic Research Segmenting and Targeting...
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication
1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
S
AACSB: Written and oral communication
R
2) The goal of marketing is achieved by matching a product's availability to the ________.
VE
A) competition's availability
B) previous year's level of sales
C) company's production capabilities
D) consumers' need, desire, or demand for the product
E) legal limits of availability
Answer: D IE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
H
Difficulty: Moderate
AC
3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as ________.
A) brand position
B) point of differentiation
M
C) brand communication
D) added value
EA
E) integrated marketing
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
R
AACSB: Written and oral communication
D
4) The four tools of product, price, place, and promotion are collectively referred to as the
________.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
,5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
6) To marketing communication partners, the company or firm behind a brand is referred to as
the ________.
S
A) intermediary
R
B) vendor
C) client
VE
D) supplier
E) distributor
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
IE
7) Which of the following are considered "key players" in the marketing industry?
H
A) marketers
B) suppliers or vendors
AC
C) distributors or retailers
D) agencies
E) all of the above
Answer: E
M
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
EA
8) Which key player in marketing refers to the organization, company, or manufacturer
producing the product and offering it for sale?
A) marketer
R
B) supplier or vendor
C) distributor or retailer
D
D) agency
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
,9) The materials and ingredients used in producing the product are obtained from other
companies that are referred to as the producer's ________.
A) marketers
B) suppliers
C) distributors
D) agencies
E) retailers
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
10) The complex network of vendors that produce components and ingredients which are then
S
sold to the manufacturer is known as the ________.
A) network chain
R
B) channel of distribution
C) supply chain
VE
D) ingredient chain
E) distribution chain
Answer: C
IE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
H
11) The ________ refers to the various companies that are involved in moving a product from its
manufacturer into the hands of its end buyers.
AC
A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
M
E) promotion network
Answer: B
EA
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
12) What term is used to mean either a place where an exchange occurs or a particular type of
R
buyer?
A) market
D
B) position
C) channel
D) demographic
E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
, 13) The percentage of the total sales in a product category that a particular brand has is called the
brand's ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
14) Which of the following is NOT considered a main type of market?
S
A) consumer
B) business-to-business
R
C) channel
D) institutional
VE
E) media
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
IE
15) ________ markets consist of people who buy products and services for personal or
H
household use.
A) Consumer
AC
B) Business-to-business
C) Channel
D) Institutional
E) Media
M
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
EA
Difficulty: Easy
16) ________ markets consist of companies that buy products or services to use in their own
businesses or in making other products.
R
A) Consumer
B) Business-to-business
D
C) Distribution
D) Institutional
E) Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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