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| 1 | |
Value is the customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it. The mileage of a car would be considered as a(n): |
| | A) | functional benefit. |
| | B) | experiential benefit. |
| | C) | social benefit. |
| | D) | psychological benefit. |
| | E) | internal benefit. |
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| 2 | |
How did integrated marketing communications (IMC) revolutionize the role of marketing? |
| | A) | It shifted marketplace power from retailers to manufacturers. |
| | B) | It led to increasing dependence on the advertising element of the promotion mix. |
| | C) | It led to the rapid growth and development of database marketing. |
| | D) | It created a lessening need for advertising agencies to be accountable for their actions. |
| | E) | It shifted marketing expenditure from non-traditional to traditional media advertising. |
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| 3 | |
Which of the following statements is true about branding? |
| | A) | Organizations should not provide the same level of promotion to brands during recessions as they do during times of prosperity. |
| | B) | A well-known brand has a competitive advantage in the market. |
| | C) | Companies trying to sell their products internationally do not benefit from having a strong brand name. |
| | D) | The appeal of recognized brand names is declining. |
| | E) | Many organizations view the process of creating and maintaining a strong brand as a liability. |
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| 4 | |
____ advertising would focus on creating a demand for MilkBone, a brand of dog biscuits, among consumers. |
| | A) | Selective-demand |
| | B) | Direct |
| | C) | Trade |
| | D) | Primary-demand |
| | E) | Secondary-demand |
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| 5 | |
The ad for Gills onions in Fresh Cut, a publication for people in the grocery business, encouraged store managers to stock up on the product. The ad is an example of _____ advertising. |
| | A) | consumer |
| | B) | trade |
| | C) | cooperative |
| | D) | comparative |
| | E) | primary demand |
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| 6 | |
Several years ago, consumers could get a free Bart Simpson watch if they collected and mailed in three Universal Product Codes from boxes of Kellogg's cereal. Which element of integrated marketing communications was being used in this case? |
| | A) | Sponsorship |
| | B) | Interactive marketing |
| | C) | Direct-order advertising |
| | D) | Sales promotion |
| | E) | Exchange advertising |
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| 7 | |
SoBe beverages was a major sponsor of the Gravity Games, which included contestants performing 360-degree turns in mid-air while on motorcycles, competitive skateboarding, and other extreme sports. By co-sponsoring this event, SoBe was indulging in: |
| | A) | trade advertising. |
| | B) | direct marketing. |
| | C) | personal selling. |
| | D) | primary-demand advertising. |
| | E) | public relations. |
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| 8 | |
Advertisements, websites, press releases, brochures and point-of-purchase displays are all examples of: |
| | A) | intrinsic touch points. |
| | B) | company created touch points. |
| | C) | consumer created touch points. |
| | D) | unexpected touch points. |
| | E) | extrinsic touch points. |
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| 9 | |
During an internal analysis conducted for the creation of the marketing plan of PSA Peugeot Citroën, Europe's second-biggest car manufacturer, the company would have discovered: |
| | A) | a potential market in the United States. |
| | B) | the image of the company as an efficient manufacturer. |
| | C) | how competition from Volkswagen is impacting the company's growth. |
| | D) | untapped target markets. |
| | E) | the current demographic trends in the environment. |
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| 10 | |
The external analysis (done for the creation of the marketing plan) of the situational analysis would examine: |
| | A) | the image of the company or the brand. |
| | B) | the characteristics and buying patterns of the firm's customers. |
| | C) | the firm's ability to implement the promotional program. |
| | D) | the selection and evaluation of the ad agency. |
| | E) | the results of the previous marketing plan. |
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