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| 1 | |
The goal of Las Vegas's "What happens in Las Vegas, Stays in Las Vegas" promotional campaign was to: |
| | A) | Increase promiscuity in the town. |
| | B) | Offer security to discrete customers. |
| | C) | Match advertising from other casino destinations. |
| | D) | Move away from the image of Las Vegas as a family destination. |
| | E) | Create a unifying theme that could break through the clutter. |
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| 2 | |
For those people who are having trouble finding just the right sofa, davenport, or divan, hot designer Mitchell Gold offers a special order-by-the-inch option. Consumers can choose the style, fabric and exact length they need from 60 inches to 210 inches. Mitchell Gold is using: |
| | A) | mass marketing |
| | B) | an information marketing system |
| | C) | mass customization |
| | D) | relationship marketing |
| | E) | batch processing |
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| 3 | |
Which of the following statements about the evolution of integrated marketing communications (IMC) is true? |
| | A) | Marketers who wanted to use IMC wanted promotional synergy. |
| | B) | The advertising industry initially thought IMC was just a fad. |
| | C) | IMC supports the notion that customers' perceptions of a company are a synthesis of all of the messages they receive or contact they have with the company. |
| | D) | With the advent of IMC, marketers began using terms like orchestration and seamless communication. |
| | E) | All of the above following statements about the evolution of integrated marketing communications (IMC) are true. |
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| 4 | |
How did integrated marketing communications (IMC) revolutionize the role of marketing? |
| | A) | IMC shifted marketplace power from retailers to manufacturers. |
| | B) | IMC led to increasing dependence on the advertising element of the promotion mix. |
| | C) | IMC led to the rapid growth and development of database marketing. |
| | D) | IMC created a lessening need for advertising agencies to be accountable for their actions. |
| | E) | None of the above statements describe how integrated marketing communications (IMC) revolutionize the role of marketing. |
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| 5 | |
Soccer is the one of the most popular sports in Japan. Yahoo dispatched a Yahoo Interactive Soccer Team dressed in Yahoo's trademark colors to the streets of Tokyo. The members of the team were equipped with Web-enabled cell phones and notebook computers to give World Cup updates to soccer fans, and at the same time, to introduce consumers to Yahoo's new line of cell phones. Yahoo engaged in: |
| | A) | mass media communication |
| | B) | mass customization |
| | C) | buzz marketing |
| | D) | a market divestment strategy |
| | E) | relationship management |
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| 6 | |
Which of the following statements about branding is true? |
| | A) | Organizations should not provide the same level of promotion to brands during recessions as they do during times of prosperity. |
| | B) | A brand can be described as a promise to the customer. |
| | 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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| 7 | |
____ advertising would focus on creating a demand for Milk Bone dog biscuits. |
| | A) | Selective-demand |
| | B) | Direct |
| | C) | Trade |
| | D) | Primary-demand |
| | E) | Secondary-demand |
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| 8 | |
The ad for Gills onions in Fresh Cut, a publication for people in the grocery business, encouraged produce 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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| 9 | |
During early 2003, consumers could get a free Bart Simpson watch if they collected and mailed in three UPCs from boxes of Kellogg's cereal. The watch is an example of: |
| | A) | sponsorship |
| | B) | interactive marketing |
| | C) | direct-order advertising |
| | D) | sales promotion |
| | E) | exchange advertising |
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| 10 | |
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. Its co-sponsorship of this event would be an example of what kind of promotional activity? |
| | A) | trade advertising |
| | B) | direct marketing |
| | C) | personal selling |
| | D) | primary-demand advertising |
| | E) | publicity |
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| 11 | |
A marketing plan typically contains: |
| | A) | a human resources replacement chart |
| | B) | a PERT table |
| | C) | a detailed situation analysis |
| | D) | a code of ethics |
| | E) | a list of top management salaries and perquisites |
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| 12 | |
During an internal analysis 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 European competition from Volkswagen is impacting the company's growth |
| | D) | untapped target markets |
| | E) | all of the above |
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| 13 | |
The external analysis of the situational analysis would NOT examine: |
| | A) | current demographic trends |
| | B) | a company's positioning strategy relative to its competition |
| | C) | how a company communicates with its customers |
| | D) | the key benefits of the company's products |
| | E) | who buys its products |
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