Question 1

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Accepted Answer

A)  introduction
B)  maturity
C)  growth
D)  incubation
E)  declineF) B) and E)
G) A) and C)

Question 2

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Accepted Answer

A)  feedback
B)  a field of experience
C)  noise
D)  a response
E)  a hierarchy of effectsF) A) and B)
G) None of the above

Question 3

In a promotional sense,customized interaction refers to

Accepted Answer

A)  the creation of unique products based upon the needs and wants of individual consumers.
B)  the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C)  personal selling between a seller and a prospective buyer that can include face-to-face,telephone,and interactive electronic communication.
D)  the creation of different promotional campaigns based on gender,age,or ethnicity.
E)  the use of different images (such the covers of Sports Illustrated) to reach different product groupings.F) B) and C)
G) A) and D)

Question 4

Figure 14-5
-The promotion decision process is divided into three phases.In Figure 14-5 above,"A" refers to the __________ phase.

Accepted Answer

A)  planning
B)  forecasting
C)  evaluation
D)  realization
E)  implementationF) A) and E)
G) A) and D)

Question 5

The fifth stage in the hierarchy of effects is __________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) B) and C)
G) A) and B)

Question 6

Decoding refers to

Accepted Answer

A)  receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning.
B)  having a receiver take a set of symbols,the message,and transform them back to an idea.
C)  receiving a message that requires integration of new information to fully understand the intended meaning.
D)  having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)  having a sender take a set of symbols,the message,and transform them back to an idea.F) A) and B)
G) B) and C)

Question 7

Figure 14-5
-The promotion decision process is divided into three phases.In Figure 14-5 above,"C" refers to the __________ phase.

Accepted Answer

A)  planning
B)  implementation
C)  forecasting
D)  discharge
E)  evaluationF) A) and D)
G) B) and D)

Question 8

Lead generation refers to

Accepted Answer

A)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
B)  direct telephone communication only with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet.
C)  products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries.
D)  the outcome of an offer designed to motivate people to visit a business.
E)  the result of a direct marketing offer designed to generate interest in a product or service,and a request for additional information.F) B) and C)
G) A) and E)

Question 9

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) ,the calling company is using __________.

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  public relations
E)  publicityF) D) and E)
G) A) and C)

Question 10

"To inform" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth
B)  growth
C)  accelerated development
D)  maturity
E)  introductionF) C) and D)
G) C) and E)

Question 11

The __________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  product
B)  price
C)  place
D)  promotion
E)  advertisingF) A) and E)
G) B) and E)

Question 12

Public relations refers to

Accepted Answer

A)  a seller-directed flow of communication,often in a face-to-face encounter,designed to promote a product with the purpose of making a sale.
B)  an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C)  a mass selling approach that has been be tailored to meet the more select needs of a target market based on age,gender,ethnicity,or occupation.
D)  a form of communication that is intended to counteract any negative information or misinformation that has been fomented by competitors or disgruntled customers.
E)  a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.F) A) and E)
G) A) and B)

Question 13

Consumers are often concerned that some marketing efforts are invading their privacy.While this is a legitimate concern to consumers,the explanation by many direct marketers is that

Accepted Answer

A)  if you voluntarily put information into a system,then anyone has the right to access it.
B)  current legislation makes all financial transactions part of the Freedom of Information Act.
C)  marketing provides a customer service; if consumers don't want to participate,they can avoid shopping where the practice of data sharing takes place.
D)  the collection of data from businesses where customers have shopped allows marketers to satisfy their customers' needs more effectively by customizing programs specifically for them.
E)  this is a reflection of current times and electronic communication; failure to use these methods will essentially put a company out of business and ultimately everyone will suffer.F) C) and E)
G) A) and E)

Question 14

In the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Accepted Answer

A)  adoption
B)  evaluation
C)  awareness
D)  interest
E)  trialF) A) and D)
G) A) and B)

Question 15

Which of the following statements describes a key difference between advertising and publicity?

Accepted Answer

A)  Publicity is more expensive on a cost-per-contact basis than advertising.
B)  Publicity is usually directly paid,and advertising is usually indirectly paid.
C)  Advertising is usually directly paid,and publicity is usually indirectly paid.
D)  Advertising provides an immediate feedback loop,and publicity does not.
E)  Publicity always has a much greater reach than advertising.F) C) and E)
G) A) and D)

Question 16

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,public relations,sales promotion,direct marketing,and __________.

Accepted Answer

A)  people
B)  merchandising
C)  social media
D)  personal selling
E)  brandingF) D) and E)
G) A) and B)

Question 17

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet is referred to as __________.

Accepted Answer

A)  personal selling
B)  sales promotion
C)  publicity
D)  advertising
E)  direct marketingF) A) and D)
G) B) and E)

Question 18

Which of the following is an inherent weakness of direct marketing?

Accepted Answer

A)  it is a low cost means of reaching the target market
B)  its messages may differ between direct mailings,confusing the target market
C)  it is expensive and time consuming to develop and maintain a database
D)  it is difficult to get media cooperation
E)  it can lead to promotion warsF) C) and D)
G) A) and D)

Question 19

Which of the following would be LEAST LIKELY to be used for mass selling?

Accepted Answer

A)  advertising
B)  public relations
C)  sales promotion
D)  publicity
E)  personal sellingF) A) and B)
G) D) and E)

Question 20

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for (an)

Accepted Answer

A)  integrated marketing cooperation.
B)  interactive media convergence.
C)  infrastructure of market customization.
D)  integrated marketing communications.
E)  integrated media convergence.F) C) and D)
G) A) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet is referred to as __________.

Correct AnswerverifiedShow Answer

Consumers are often concerned that some marketing efforts are invading their privacy.While this is a legitimate concern to consumers,the explanation by many direct marketers is that

Correct AnswerverifiedShow Answer

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Correct AnswerverifiedShow Answer

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Correct AnswerverifiedShow Answer

The __________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

"To inform" is the promotional objective of which stage of the product life cycle?

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When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) ,the calling company is using __________.

Correct AnswerverifiedShow Answer

Public relations refers to

Correct AnswerverifiedShow Answer

In a promotional sense,customized interaction refers to

Correct AnswerverifiedShow Answer

The fifth stage in the hierarchy of effects is __________.

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Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,public relations,sales promotion,direct marketing,and __________.

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Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5 above,"C" refers to the __________ phase.

Correct AnswerverifiedShow Answer

In the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

Which of the following would be LEAST LIKELY to be used for mass selling?

Correct AnswerverifiedShow Answer

Decoding refers to

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and publicity?

Correct AnswerverifiedShow Answer

Lead generation refers to

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Which of the following is an inherent weakness of direct marketing?

Correct AnswerverifiedShow Answer

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for (an)

Correct AnswerverifiedShow Answer

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5 above,"A" refers to the __________ phase.

Correct AnswerverifiedShow Answer

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