100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
Eerder door jou gezocht
Test Bank for Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy [Principles of Marketing, 17e, Global Edition (Kotler/Armstrong]€9,76
In winkelwagen
Test Bank for Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy [Principles of Marketing, 17e, Global Edition (Kotler/Armstrong]
2 keer bekeken 0 keer verkocht
Vak
MKT 101
Instelling
MKT 101
Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
1) A company's total marketing communications mix consists of a specific 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. Which of the following
terms best describes this set of communications tools?
A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
2) Which of the following is one of the five major promotion tools?
A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct and digital marketing
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.
A) sales promotion
B) advertising
C) direct and digital marketing
D) personal selling
E) public relations
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
4) The use of short-term incentives to encourage the purchase or sale of a product or service is
called ________.
A) direct and digital marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
5) Which of the following promotion tools involves building up a good corporate image and
handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct and digital marketing
D) public relations
E) advertising
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
6) Which of the following promotion categories is most likely to include the use of displays,
discounts, coupons, and demonstrations?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
Answer: A
AACSB: Written and oral communication
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
7) ________ includes sales presentations, trade shows, and incentive programs.
A) Direct and digital marketing
B) Sales promotion
C) Personal selling
D) Public relations
E) Advertising
Answer: C
AACSB: Written and oral communication
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
8) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to
wholesalers and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct and digital marketing
E) advertising
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Moderate
9) Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and
social media?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
Answer: B
AACSB: Written and oral communication
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
10) Which of the following promotion categories is most likely to use the promotion tools of
press releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct and digital marketing
C) advertising
D) public relations
E) horizontal diversification
Answer: D
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
11) In addition to the specific promotion tools, marketing communication requires ________
for greatest impact.
A) the engineering and manufacturing departments work together
B) the sales force lead the communication process
C) the advertising be developed with the manufacturers' representatives
D) the pubic relations staff work closely with the sales force
E) the promotion, product, price, and place be coordinated
Answer: E
AACSB: Analytical thinking
Skill: Application
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Challenging
12) Advertising involves a personal presentation by the firm's sales force for the purpose of
making sales and building customer relationships.
Answer: FALSE
AACSB: Analytical thinking
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
13) Sales promotion involves building up a good corporate image, and handling or heading off
unfavorable rumors, stories, and events.
Answer: FALSE
AACSB: Analytical thinking
Skill: Concept
Objective: LO 14.1: Define the five promotion mix tools for communicating customer value.
Difficulty: Easy
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper NurseBernie. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €9,76. Je zit daarna nergens aan vast.
