Question 1

In developing communications for different markets,the marketer must try to avoid confusion/credibility loss that may be created by "mixed messages".

Accepted Answer

A) True 
 B)False  True

Question 2

What are the types of breakdown methods of budgeting for communications?

Accepted Answer

The four types of breakdown budgeting methods for communications are: All-you-can-afford,percentage-of-sales,competitive parity and share-of-market.

Question 3

Which of the following statements about trade shows is false?

Accepted Answer

A)   They offer the advantage of personal interaction
B)   They are temporary exhibitions of products and services
C)   The first trade shows were open-air markets set up at fairs and festivals
D)   They can contribute to both positioning and action goals
E)   They tend to be very expensive and usually not worth the investment E

Question 4

Write a short note on the objective-and-task method of budgeting and its advantages?

Accepted Answer

The answer of Write a short note on the objective-and-task...

Question 5

Which of the following seeks to forecast sales before the marketing communication budget is developed?

Accepted Answer

A)   All-you-can-afford matrix
B)   Percentage-of-sales
C)   Competitive parity
D)   Share-of-market
E)   Top-down forecasts

Question 6

Magazines written for a specific profession are called:

Accepted Answer

A)   Trade publications
B)   Blogs
C)   Narrowcasts
D)   Special interest publications
E)   Promotional publications

Question 7

Business customers do not like or use,any form of telemarketing.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is the most sophisticated of the budgeting methods?

Accepted Answer

A)   Percentage-of-sales
B)   Objective-and-task
C)   Competitive parity
D)   Share of market
E)   All-you-can-afford

Question 9

Billing and shipping are part of communication with customers,but it is unlikely that these elements of communication will be part of a marketing communications budget.

Accepted Answer

A) True 
 B)False

Question 10

Advertising:

Accepted Answer

A)   Is nonpersonal, one-way communication
B)   Involves listening to and learning from the customer
C)   Provides us the strategic framework for understanding how to create customer dialogue
D)   Segments and profiles the market
E)   Aims to meet the product requirements of the buyer

Question 11

These are goals aimed at changing minds of customers regarding corporate images,beliefs about the specific product etc.

Accepted Answer

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

Question 12

The desired outcomes for specific communications are BEST described as:

Accepted Answer

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

Question 13

What is the disadvantage of personal selling?

Accepted Answer

A)   Maintaining a sales force is expensive, requiring investments in management structures
B)   Communication cannot be adapted to fit the needs of the buyer
C)   The offer cannot be changed to fit the buyer's requirements
D)   It is difficult for the sale to be completed
E)   Communication cannot be changed to conform with the buyer's personality

Question 14

_____ can be one avenue for feedback and can communicate to the customer that the organization is committed to the customer.

Accepted Answer

A)   Marketing research
B)   Advertising
C)   Direct marketing
D)   Branding
E)   Positioning

Question 15

_____ is the recognition by the buyer that when the needs occur,that is the brand or product to buy.

Accepted Answer

A)   Attraction
B)   Awareness
C)   Interest
D)   Action
E)   Desire

Question 16

All of the following are true about direct marketing EXCEPT:

Accepted Answer

A)   Its role is to generate sales and leads
B)   It uses advertising media to obtain a measurable action outcome
C)   It is a one-way communication
D)   It can be delivered by mail, fax or Internet and includes catalogs
E)   It is used for obtaining feedback from potential and current customers

Question 17

Communication goals should typically be based on:

Accepted Answer

A)   Competitor strategy
B)   The available budget for advertising
C)   The firm's strategic goals
D)   The need to move existing inventory
E)   Production capacity

Question 18

Which of the following statements about 'building the brand' is false?

Accepted Answer

A)   Every communication program should be seen as a brand-building opportunity
B)   Brand building is the process of creating that personality or set of association for the brand
C)   In business markets, brands tend to be built upon experience and long-run consistency, more than clever advertising and a single campaign
D)   Brands can be built upon clever advertising and campaigns in business markets rather than experience and consistency
E)   The brand not only serves as an information processing heuristic for buyers, it can serve as a safeguard in the exchange, the seller's pledge to be honored

Question 19

Why is it imperative to integrate marketing communications?

Accepted Answer

The answer of Why is it imperative to integrate marketing...

Question 20

_____ involves how the customer chooses to interact and buy from the organization and it involves listening to and learning from the customer.

Accepted Answer

A)   Customer relationship management
B)   Total quality management
C)   Complexity management
D)   Strategic enterprise management
E)   Human resource management

Exam 10: Creating Customer Dialogue