Test Bank CH 14 Flashcards
1) A company’s total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?
A) the product mix
B) product line filling
C) the promotion mix
D) the price mix
E) horizontal diversification
C
2) Which of the following is one of the five major promotion tools?
A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct and digital marketing
E
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.
A) sales promotion
B) advertising
C) direct and digital marketing
D) personal selling
E) public relations
B
4) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
A) direct and digital marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
B
5) Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct and digital marketing
D) public relations
E) advertising
D
6) Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
A
7) ________ includes sales presentations, trade shows, and incentive programs.
A) Direct and digital marketing
B) Sales promotion
C) Personal selling
D) Public relations
E) Advertising
C
8) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct and digital marketing
E) advertising
B
9) Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising
B
10) Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?
A) sales promotion
B) direct and digital marketing
C) advertising
D) public relations
E) horizontal diversification
D
11) In addition to the specific promotion tools, marketing communication requires ________
for greatest impact.
A) the engineering and manufacturing departments work together
B) the sales force lead the communication process
C) the advertising be developed with the manufacturers’ representatives
D) the pubic relations staff work closely with the sales force E) the promotion, product, price, and place be coordinated
E
17) Changes to the marketing communications model include that consumers are changing and are better informed, that marketing strategies are changing and are moving from mass marketing, and that ________.
A) manufacturing processes are becoming more efficient
B) distribution of products worldwide is more feasible and cost-effective
C) segmenting and targeting of consumers are more detailed than ever before
D) digital technologies are changing the ways companies and customers communicate
E) retailing is more competitive with more sources of products available for consumers
D
18) Today’s consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.
A) push strategies
B) direct and digital marketing
C) the Internet
D) personal selling
E) public relations
C
19) Which of the following statements is true regarding today’s marketing communications? A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance.
D) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today’s consumers are better informed about products and services.
E
21) Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments with personalized content?
A) radio
B) magazines
C) newspapers
D) network television
E) online social networks
E
22) Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.
A) personal selling; digital activities
B) public relations activities; digital activities
C) digital activities; mass marketing
D) mass marketing; digital marketing
E) viral marketing; word-of-mouth marketing
D
24) Of the various digital marketing categories, ________ is the fastest-growing category.
A) blogs
B) e-mail
C) social media
D) mobile
E) brand Web sites
D
25) The key is to ________ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer’s brand experiences.
A) prioritize
B) integrate
C) utilize
D) design
E) spend on
B
26) Marketers now view themselves as ________ that create and share brand messages and conversations with and among customers across a mix of paid, owned, earned, and shared communication channels.
A) promotion managers
B) public relations managers
C) sales managers
D) content marketing managers
E) account managers
D
27) Companies often fail to integrate their various messages to consumers because ________.
A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact
C
28) Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.
A) don’t distinguish between message sources
B) never pay attention to sales promotions
C) don’t care about buzz marketing
D) are not able to block out messages
E) block out all media messages
A
29) Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company’s many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
A) integrated marketing communications
B) pull strategy
C) vertical diversification
D) nonpersonal communication channels
E) buzz marketing
A
30) Integrated marketing communications require a company’s mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.
A) have equal portions of the advertising budget
B) use independent communications directors
C) develop separate marketing objectives
D) engage the same target audience
E) deliver a clear, consistent, and compelling message
E
31) Delia’s is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia’s works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia’s is using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
C
32) Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.
A) variety
B) simplicity
C) creativity
D) consistency
E) flexibility
D
33) To carefully integrate and coordinate the company’s many communications channels and produce greater sales impact, some companies appoint a(n) ________.
A) idea champion
B) marketing communications director
C) sales representative
D) business analyst
E) media planner
B
46) In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________.
A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) ongoing customer relationships with the company
E) product life cycle
D
47) Communications programs need to be developed for specific niches, individuals, and .________
A) genders
B) countries
C) departments
D) products
E) segments
D
48) While using integrated marketing communications, the communications process should start with a(n) ________.
A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence
D
49) Which of the following is one of the four major communication functions?
A) coordination
B) distribution
C) noise
D) response
E) preference
D
50) ________ refers to the process of putting thought into symbolic form.
A) Sending
B) Encoding
C) Decoding
D) Receiving
E) Feedback
B
51) HP’s advertising agency assembles words and illustrations into an advertisement that conveys the company’s intended brand message. In the context of the communication process, HP is ________.
A) messaging
B) decoding
C) sending
D) encoding
E) responding
D
52) The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model.
A) sourcing
B) messaging
C) acknowledging
D) decoding
E) encoding
E
53) A(n) ________ is a set of symbols that the sender transmits.
A) encoder
B) feedback loop
C) message
D) media
E) decoder
C
54) In the communication process, an actual HP printer/fax machine advertisement would be considered ________.
A) encoding
B) decoding
C) the product
D) the message
E) the medium
D
55) Which of the following terms best represents the communication channel that a company uses to move its advertising messages from sender to receiver?
A) decoder
B) media
C) encoder
D) communicator
E) feedback loop
B
56) In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.
A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating
D
57) In the communication process, the reaction of the receiver after being exposed to a message is called the ________.
A) response
B) disturbance
C) noise
D) code
E) distortion
A
58) When a customer lets a producer know something about its products or advertising, the customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing
C
