Test Bank for All Chapters Chapter 1 1. All firms employ marketing communications to one degree or another. a. True b. False ANSWER: True POINTS: 1 REFERENCES: Introduction QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1-1 Understand the practice of marketing communications and recognize the marcom tools used by practitioners. KEYWORDS: Remember DATE CREATED: 3/22/2017 3:45 PM DATE MODIFIED: 3/26/2017 10:27 AM 2. Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing communications. a. True b. False ANSWER: False POINTS: 1 REFERENCES: The Integration of Marketing Communications QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1-5 Identify obstacles to implementing an IMC program. KEYWORDS: Understand DATE CREATED: 3/22/2017 3:45 PM DATE MODIFIED: 3/26/2017 10:28 AM 3. The promotional mix is the collection of specific elements of a brand‘s 4Ps—product, place (distribution), price, and promotion—and usually aimed at a target market. a. True b. False ANSWER: False POINTS: 1 REFERENCES: Promotional Mix Elements QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1-2 -
Differentiate among the following terms: the marketing mix, marketing, communications, marketing communications, the promotional mix, and integrated marketing communications. KEYWORDS:
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