Question 1

Identify the incorrect statement about marketing research.

Accepted Answer

A)  It is not a part of the overall communications mix. 
B)  It can communicate the organization's commitment to the customer. 
C)  It is one avenue for feedback in communication. 
D)  It is not usually included in the same conversation as selling or advertising. 
E)  It plays an important role in feedback communication. 
A)  It is not a part of the overall communications mix. 
B)  It can communicate the organization's commitment to the customer. 
C)  It is one avenue for feedback in communication. 
D)  It is not usually included in the same conversation as selling or advertising. 
E)  It plays an important role in feedback communication.

Question 2

Integrated marketing communication aims to meet the 'information needs of the buyer',result in the desired position and secure the appropriate action at the right time with laser-like precision.

Accepted Answer

A) True 
 B)False

Question 3

Traditionally,when business marketers discussed their marketing communications budget,they meant their:

Accepted Answer

A)  Sales budget 
B)  Advertising budget 
C)  Marketing budget 
D)  Public relations budget 
E)  Production budget 
A)  Sales budget 
B)  Advertising budget 
C)  Marketing budget 
D)  Public relations budget 
E)  Production budget

Question 4

All of the following statements are true of advertising EXCEPT:

Accepted Answer

A)  Low per-contact costs 
B)  The ability to reach inaccessible buying influences 
C)  The ability to reach unknown buying influences 
D)  The ability to reach large numbers of potential buyers 
E)  The message is altered as a result of feedback 
A)  Low per-contact costs 
B)  The ability to reach inaccessible buying influences 
C)  The ability to reach unknown buying influences 
D)  The ability to reach large numbers of potential buyers 
E)  The message is altered as a result of feedback

Question 5

Why is sugging considered unethical?

Accepted Answer

A)  It gives little or no regard for the company's long-run positioning aims 
B)  The content in blogs appear to be written by someone other than a company employee 
C)  It can negatively impact the power of PR 
D)  During interaction, customers feel they are talking to many different companies instead of one, which is not the way to build a relationship 
E)  The basic premise is a lie 
A)  It gives little or no regard for the company's long-run positioning aims 
B)  The content in blogs appear to be written by someone other than a company employee 
C)  It can negatively impact the power of PR 
D)  During interaction, customers feel they are talking to many different companies instead of one, which is not the way to build a relationship 
E)  The basic premise is a lie

Question 6

According to the text,what is the most important strategic goal?

Accepted Answer

A)  Performance 
B)  Building the brand 
C)  Sales 
D)  Price 
E)  Customer retention 
A)  Performance 
B)  Building the brand 
C)  Sales 
D)  Price 
E)  Customer retention

Question 7

The CRM process involves all the following steps EXCEPT:

Accepted Answer

A)  Evaluate 
B)  Profile the market 
C)  Design communication strategy 
D)  Implement 
E)  Forecast market and business needs. 
A)  Evaluate 
B)  Profile the market 
C)  Design communication strategy 
D)  Implement 
E)  Forecast market and business needs.

Question 8

In business markets,brands tend to be built upon clever advertising and a single campaign more than experience and long-run consistency.

Accepted Answer

A) True 
 B)False

Question 9

A key goal for a communication strategy is the position one desires to achieve.

Accepted Answer

A) True 
 B)False

Question 10

Goals that aim at changing minds of customers by seeking repeat purchase or a call to set an appointment can be best described as:

Accepted Answer

A)  Strategic goals 
B)  Tactical goals 
C)  Action goals 
D)  Positioning goals 
E)  Social goals 
A)  Strategic goals 
B)  Tactical goals 
C)  Action goals 
D)  Positioning goals 
E)  Social goals

Question 11

The best method for budgeting in order to reach strategic objectives is the all-you-can-afford method.

Accepted Answer

A) True 
 B)False

Question 12

The _____,is what the marketer offers to pay per click on its site,for its firm name to appear when a potential customer searches using that term.

Accepted Answer

A)  Search rate 
B)  Recall rate 
C)  Bid level 
D)  Reserve price 
E)  Information price 
A)  Search rate 
B)  Recall rate 
C)  Bid level 
D)  Reserve price 
E)  Information price

Question 13

Which of the following is more expensive,on a cost-per-contact basis,compared with other forms of communication?

Accepted Answer

A)  Telemarketing 
B)  Personal selling 
C)  Public relations 
D)  Direct marketing 
E)  Advertising 
A)  Telemarketing 
B)  Personal selling 
C)  Public relations 
D)  Direct marketing 
E)  Advertising

Question 14

CRM systems provide routine reports on orders,sales,returns,inquiries and website visits.

Accepted Answer

A) True 
 B)False

Question 15

One distinction that sets the objective-and-task method apart is that strategy precedes budgeting.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements about integrated marketing communications is false?

Accepted Answer

A)  The communication strategy is fragmented, rather than integrated 
B)  Coordination is a powerful element of an integrated communications strategy 
C)  Many companies find integration difficult due to turf battles and a reluctance to invest in the needed databases 
D)  Consumer marketers are more likely to capitalize on the power of integrated marketing communications than business marketers 
E)  A firm's internal departments responsible for different elements, maybe reluctant to give up control over its respective area 
A)  The communication strategy is fragmented, rather than integrated 
B)  Coordination is a powerful element of an integrated communications strategy 
C)  Many companies find integration difficult due to turf battles and a reluctance to invest in the needed databases 
D)  Consumer marketers are more likely to capitalize on the power of integrated marketing communications than business marketers 
E)  A firm's internal departments responsible for different elements, maybe reluctant to give up control over its respective area

Question 17

The term 'prospect' best defines someone:

Accepted Answer

A)  Who uses the budgeting process to feather a nest 
B)  For whom we know the needs, budget and time frame for purchase 
C)  Who brings out a product that is at least one step better technologically 
D)  Whose products are brought first to the market 
E)  Who obtains a measurable action outcome 
A)  Who uses the budgeting process to feather a nest 
B)  For whom we know the needs, budget and time frame for purchase 
C)  Who brings out a product that is at least one step better technologically 
D)  Whose products are brought first to the market 
E)  Who obtains a measurable action outcome

Question 18

In the business marketing area,advertising is often used to "sell" the firm's personal sales force before a salesman actually calls on the potential buyer.

Accepted Answer

A) True 
 B)False

Question 19

When a company segments for CRM purposes,the segmentation is based on:

Accepted Answer

A)  What needs the product should meet 
B)  How the customer wants to interact 
C)  Matching the product to the customer needs 
D)  The product's stage of maturity 
E)  Communication channels 
A)  What needs the product should meet 
B)  How the customer wants to interact 
C)  Matching the product to the customer needs 
D)  The product's stage of maturity 
E)  Communication channels

Question 20

Interest:

Accepted Answer

A)  Reflects the buyer's desire to learn more about what is being discussed 
B)  Is created when potential buyers become acquainted with the product 
C)  Is the recognition by the buyer that when the needs occur, that is the brand or product to buy 
D)  Is the desired behavior that one wants from the audience 
E)  Is reflected in a consumer visiting a trade show or a website 
A)  Reflects the buyer's desire to learn more about what is being discussed 
B)  Is created when potential buyers become acquainted with the product 
C)  Is the recognition by the buyer that when the needs occur, that is the brand or product to buy 
D)  Is the desired behavior that one wants from the audience 
E)  Is reflected in a consumer visiting a trade show or a website

Identify the incorrect statement about marketing research.

Integrated marketing communication aims to meet the 'information needs of the buyer',result in the desired position and secure the appropriate action at the right time with laser-like precision.

Traditionally,when business marketers discussed their marketing communications budget,they meant their:

All of the following statements are true of advertising EXCEPT:

Why is sugging considered unethical?

According to the text,what is the most important strategic goal?

The CRM process involves all the following steps EXCEPT:

In business markets,brands tend to be built upon clever advertising and a single campaign more than experience and long-run consistency.

A key goal for a communication strategy is the position one desires to achieve.

Goals that aim at changing minds of customers by seeking repeat purchase or a call to set an appointment can be best described as:

The best method for budgeting in order to reach strategic objectives is the all-you-can-afford method.

The _____,is what the marketer offers to pay per click on its site,for its firm name to appear when a potential customer searches using that term.

Which of the following is more expensive,on a cost-per-contact basis,compared with other forms of communication?

CRM systems provide routine reports on orders,sales,returns,inquiries and website visits.

One distinction that sets the objective-and-task method apart is that strategy precedes budgeting.

Which of the following statements about integrated marketing communications is false?

The term 'prospect' best defines someone:

In the business marketing area,advertising is often used to "sell" the firm's personal sales force before a salesman actually calls on the potential buyer.

When a company segments for CRM purposes,the segmentation is based on:

Interest:

Introduction to Business Marketing

The Character of Business Marketing

The Purchasing Function

Organizational Buyer Behavior

Market Opportunities: Current and Potential

Marketing Strategy

Weaving Marketing Into the Fabric of the Firm

Developing and Managing Offerings: What Do Customers

Business Marketing Channels: Partnerships for...

Communicating Via Advertising, trade Shows and PR

The One to One Media

Sales and Sales Management

Pricing and Negotiating for Value

Evaluating Marketing Efforts

Customer Retention and Maximization

Filters

Exam 10: Creating Customer Dialogue

Identify the incorrect statement about marketing research.

Integrated marketing communication aims to meet the 'information needs of the buyer',result in the desired position and secure the appropriate action at the right time with laser-like precision.

Traditionally,when business marketers discussed their marketing communications budget,they meant their:

All of the following statements are true of advertising EXCEPT:

Why is sugging considered unethical?

According to the text,what is the most important strategic goal?

The CRM process involves all the following steps EXCEPT:

In business markets,brands tend to be built upon clever advertising and a single campaign more than experience and long-run consistency.

A key goal for a communication strategy is the position one desires to achieve.

Goals that aim at changing minds of customers by seeking repeat purchase or a call to set an appointment can be best described as:

The best method for budgeting in order to reach strategic objectives is the all-you-can-afford method.

The _____,is what the marketer offers to pay per click on its site,for its firm name to appear when a potential customer searches using that term.

Which of the following is more expensive,on a cost-per-contact basis,compared with other forms of communication?

CRM systems provide routine reports on orders,sales,returns,inquiries and website visits.

One distinction that sets the objective-and-task method apart is that strategy precedes budgeting.

Which of the following statements about integrated marketing communications is false?

The term 'prospect' best defines someone:

In the business marketing area,advertising is often used to "sell" the firm's personal sales force before a salesman actually calls on the potential buyer.

When a company segments for CRM purposes,the segmentation is based on:

Interest:

Introduction to Business Marketing

The Character of Business Marketing

The Purchasing Function

Organizational Buyer Behavior

Market Opportunities: Current and Potential

Marketing Strategy

Weaving Marketing Into the Fabric of the Firm

Developing and Managing Offerings: What Do Customers

Business Marketing Channels: Partnerships for...

Communicating Via Advertising, trade Shows and PR

The One to One Media

Sales and Sales Management

Pricing and Negotiating for Value

Evaluating Marketing Efforts

Customer Retention and Maximization

Filters