Question 1

The use of a pull policy may require heavy expenditures for

Accepted Answer

A)  advertising and sales promotion. 
B)  public relations and distribution. 
C)  personal selling and public relations. 
D)  distribution and advertising. 
E)  sales promotion and personal selling. 
A)  advertising and sales promotion. 
B)  public relations and distribution. 
C)  personal selling and public relations. 
D)  distribution and advertising. 
E)  sales promotion and personal selling. A

Question 2

Mass media is used more frequently today than in the past.

Accepted Answer

A) True 
 B)False  False

Question 3

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers.

Accepted Answer

A)  stimulate product demand 
B)  maximize shareholder wealth 
C)  achieve a target return 
D)  minimize the firm's variable costs 
E)  protect market share 
A)  stimulate product demand 
B)  maximize shareholder wealth 
C)  achieve a target return 
D)  minimize the firm's variable costs 
E)  protect market share A

Question 4

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Accepted Answer

A)  The size, geographic distribution, and demographic characteristics 
B)  The cultural diversity and population size 
C)  The age, sex, religion, and race characteristics 
D)  Existing product adoption categories 
E)  Existing levels of price consciousness 
A)  The size, geographic distribution, and demographic characteristics 
B)  The cultural diversity and population size 
C)  The age, sex, religion, and race characteristics 
D)  Existing product adoption categories 
E)  Existing levels of price consciousness

Question 5

A business usually cannot operate at peak efficiency when sales fluctuate significantly.

Accepted Answer

A) True 
 B)False

Question 6

Channel capacity is determined by the

Accepted Answer

A)  most efficient component of the communication process. 
B)  least efficient component of the communication process. 
C)  source. 
D)  receiver. 
E)  meanings of the message. 
A)  most efficient component of the communication process. 
B)  least efficient component of the communication process. 
C)  source. 
D)  receiver. 
E)  meanings of the message.

Question 7

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

Accepted Answer

A)  unfair 
B)  illegal 
C)  deceptive 
D)  push 
E)  pull 
A)  unfair 
B)  illegal 
C)  deceptive 
D)  push 
E)  pull

Question 8

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

Accepted Answer

A)  business customers. 
B)  wholesalers. 
C)  ultimate consumers. 
D)  other producers. 
E)  institutional users. 
A)  business customers. 
B)  wholesalers. 
C)  ultimate consumers. 
D)  other producers. 
E)  institutional users.

Question 9

If promotion does not do its job of stimulating demand, then the

Accepted Answer

A)  price of the promoted product is likely to increase. 
B)  price of the promoted product will remain reasonably stable. 
C)  price of the promoted product will decrease. 
D)  cost of promotion will decline. 
E)  cost will remain about the same. 
A)  price of the promoted product is likely to increase. 
B)  price of the promoted product will remain reasonably stable. 
C)  price of the promoted product will decrease. 
D)  cost of promotion will decline. 
E)  cost will remain about the same.

Question 10

In the ______________, signs or symbols are converted by the receiver into concepts and ideas.

Accepted Answer

A)  message creation process 
B)  value creation process 
C)  decoding process 
D)  marketing process 
E)  selling process 
A)  message creation process 
B)  value creation process 
C)  decoding process 
D)  marketing process 
E)  selling process

Question 11

_____________ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.

Accepted Answer

A)  Personal selling 
B)  Sales promotion 
C)  Merchandising 
D)  Advertising 
E)  Public relations 
A)  Personal selling 
B)  Sales promotion 
C)  Merchandising 
D)  Advertising 
E)  Public relations

Question 12

Fred owns a sporting goods company that has now expanded to 200 stores across the country. His main form of marketing is advertising in different magazines. In the areas of Vermont and New York, he advertises in skiing magazines. In California he advertises in surfing magazines. In Colorado and Utah, Fred advertises in magazines focused on hiking. On the other hand, Fred is also trying to get professional golfing associations to purchase some of his high-end golfing equipment. In this case, rather than advertising Fred meets with representatives from these organizations personally. Fred is most likely selecting promotion mix factors based on

Accepted Answer

A)  characteristics of the product. 
B)  promotional resources, objectives, and policies. 
C)  characteristics of the target market. 
D)  costs and availability of promotional methods. 
E)  push and pull channel policies. 
A)  characteristics of the product. 
B)  promotional resources, objectives, and policies. 
C)  characteristics of the target market. 
D)  costs and availability of promotional methods. 
E)  push and pull channel policies.

Question 13

When feedback occurs, the source becomes the receiver.

Accepted Answer

A) True 
 B)False

Question 14

Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade people to buy them, a common criticism is that promotion encourages materialism.

Accepted Answer

A) True 
 B)False

Question 15

Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.

Accepted Answer

A) True 
 B)False

Question 16

Proxemic communication is communication through touching.

Accepted Answer

A) True 
 B)False

Question 17

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for

Accepted Answer

A)  love and affection. 
B)  safety. 
C)  self-esteem. 
D)  self-actualization. 
E)  respect from others. 
A)  love and affection. 
B)  safety. 
C)  self-esteem. 
D)  self-actualization. 
E)  respect from others.

Question 18

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

Accepted Answer

A)  Communication channel 
B)  Decoding process 
C)  Encoding process 
D)  Sharing of meaning 
E)  Noise minimization 
A)  Communication channel 
B)  Decoding process 
C)  Encoding process 
D)  Sharing of meaning 
E)  Noise minimization

Question 19

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

Accepted Answer

A)  Packaging 
B)  Personal selling 
C)  Sales promotion 
D)  Public relations 
E)  Telemarketing 
A)  Packaging 
B)  Personal selling 
C)  Sales promotion 
D)  Public relations 
E)  Telemarketing

Question 20

Communication can be viewed as a circular process because

Accepted Answer

A)  during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B)  the message goes from encoding by the source to decoding by the receiver. 
C)  during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. 
D)  channel capacity is determined by the least efficient component. 
E)  the message goes from person to person. 
A)  during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B)  the message goes from encoding by the source to decoding by the receiver. 
C)  during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. 
D)  channel capacity is determined by the least efficient component. 
E)  the message goes from person to person.

The use of a pull policy may require heavy expenditures for

Mass media is used more frequently today than in the past.

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers.

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

A business usually cannot operate at peak efficiency when sales fluctuate significantly.

Channel capacity is determined by the

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

If promotion does not do its job of stimulating demand, then the

In the ______________, signs or symbols are converted by the receiver into concepts and ideas.

_____________ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.

When feedback occurs, the source becomes the receiver.

Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade people to buy them, a common criticism is that promotion encourages materialism.

Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.

Proxemic communication is communication through touching.

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

Communication can be viewed as a circular process because

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 16: Integrated Marketing Communications

The use of a pull policy may require heavy expenditures for

Mass media is used more frequently today than in the past.

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers.

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

A business usually cannot operate at peak efficiency when sales fluctuate significantly.

Channel capacity is determined by the

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

If promotion does not do its job of stimulating demand, then the

In the ______________, signs or symbols are converted by the receiver into concepts and ideas.

_____________ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.

When feedback occurs, the source becomes the receiver.

Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade people to buy them, a common criticism is that promotion encourages materialism.

Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.

Proxemic communication is communication through touching.

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

Communication can be viewed as a circular process because

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters