Site MapHelpFeedbackMultiple Choice Quiz
Multiple Choice Quiz
(See related pages)

1
Zero-based planning starts with:
A)Current brand conditions
B)Current market conditions
C)Identifying target audiences
D)A clean sheet
E)All of the above
2
Businesses develop marketing campaigns to:
A)Provide a basis for identifying communication issues
B)Inform everyone involved with what is expected
C)Integrate the MC effort
D)Explain how and why MC dollars are being spent
E)Create a standard against which to evaluate the results
3
Which of the following is not one of the steps in zero-based MC planning?
A)Evaluate effectiveness
B)Determine the budget
C)Determine the MC objectives
D)Identify target audiences
E)Identify target suppliers
4
The statement, "No company can be all things to all customers" generates the need for marketers to:
A)Increase their budgets
B)Target their customer groups
C)Campaign for increased MC
D)Avoid segmenting
E)None of the above
5
SWOT analysis analyzes:
A)Internal factors of the firm
B)Strengths and weaknesses of the firm
C)External factors
D)Opportunities and threats
E)All of the above
6
When prioritizing SWOTs managers consider the:
A)Realistic damage
B)Realistic benefit
C)Cost
D)Time frame
E)All of the above
7
Which of the following is not one of the criteria for well-written MC objectives?
A)Specific
B)Measurable
C)Achievable
D)Challenging
E)Critical
8
"Convince 20 percent of prospects that the university is the best in the region" is an example of a:
A)Think objective
B)Feel objective
C)Do objective
D)Accessible objective
E)Trust objective
9
The last component in MC strategy development is:
A)Buying the media time
B)Scheduling the media timing
C)Negotiating volume discounts from media outlets
D)Explaining to managers why the MC ideas are sound
E)All of the above
10
A budget is:
A)A financial problem for every MC professional
B)What the accountants build for MC professionals to spend
C)"Never enough" from the MC point-of-view.
D)A fixed amount of money for a fixed period of time to accomplish agreed upon objectives
E)A variable amount of money for a fixed period of time
11
The pro forma is:
A)A financial tool used in MC to determine the best MC and media mix
B)A breakdown of forecasted sales, on a per unit basis, that shows the amount and percent of money allocated for MC and other types of costs/expenses
C)Another name for budgeting
D)The same as marginal analysis
E)A professional budgeting process
12
The following statement defines which of the budgeting methods listed below: "The sales forecast for the coming year and an arbitrary percentage of that forecast."
A)Objective-and-task
B)Share-of-category spending
C)ROI
D)Percentage-of-sales
E)None of the above





To learn more about the book this website supports, please visit its Information Center.
(c)2005 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Notice.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.


DuncanOnline Learning Center

Home > Chapter 6 > Multiple Choice Quiz