Advertising and Promotion an Integrated Marketing Communications Perspective 8th Edition by Belch TB (Test Bank, All Chapters 100% Original Verified, A+ Grade)
Chapter 01 - An Introduction to Integrated Marketing Communications
Chapter 01 An Introduction to Integrated Marketing Communications
Multiple Choice Questions 1. (p. 4) With Google's Adsense online marketing, the company: A. avoided mass media boycotts B. facilitated the opportunity for low-tech media to reach non-target markets C. refined the concept of targeted advertising D. allowed advertisers to use an undifferentiated marketing strategy E. none of the above See opening vignette.
2. (p. 5) Google's ability to track purchases made directly through Internet advertising fulfills marketers' dream of: A. integrating online advertising into the manufacturing strategy B. efficient supply-chain communication C. replacing internal analysis with external analysis D. mastering the marketing mix E. paying for the advertising that works See opening vignette.
3. (p. 5) Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications? A. The mass market has become fragmented. B. The explosion of new technologies has given consumers greater control over the communication process. C. The use of the Internet and electronic commerce is growing. D. New global markets are emerging. E. All of the above explain the increasing reliance on integrated marketing communications.
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Chapter 01 - An Introduction to Integrated Marketing Communications
4. (p. 6) According to the text, why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications? A. The number of new products being introduced annually is growing. B. Advertising agencies find it easier to develop effective integrated marketing communications than to use mass media advertising. C. The product life cycle is becoming shorter. D. The use of the Internet and electronic commerce is growing. E. All of the above explain the increasing reliance on integrated marketing communications.
5. (p. 8) The tremendous growth in advertising and promotion throughout the world is due to: A. a redefining of the term marketing B. the growth of the U.S. and global economies C. the lack of print and broadcast media in many nations D. the tremendous growth in the number of advertising agencies worldwide E. an international tendency to abandon growth strategy and promote existing products in the growth and maturity stages of their product life cycles
6. (p. 8) _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. A. Integrated marketing communications B. Marketing C. Advertising D. Sales promotion E. Exchange communications
7. (p. 8) Which of the following is the BEST example of a marketing exchange? A. The waitress gave Sunil a menu, and he placed his food order. B. Griffin helped Mandy replace the air filter in her lawn mower. C. A. C. and Maggie gave their son a CD player for his birthday. D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge. E. None of the above is an example of a marketing exchange.
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Chapter 01 - An Introduction to Integrated Marketing Communications
8. (p. 8) Which of the following is an example of a marketing exchange? A. Jennifer purchased a chocolate milkshake at a local drive-in restaurant. B. Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750. C. Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his daughter. D. Kendrick's Cleaning Service bought airtime on KRAX. E. All of the above are examples of a marketing exchange.
9. (p. 8) Which of the following statements about marketing is true? A. A marketing transaction does not have to involve the exchange of money. B. Marketing is used by nonprofit organizations. C. Marketing is used by colleges and universities to solicit donations in exchange for psychological satisfaction. D. Effective marketing requires that managers recognize the interdependence of sales and promotion and how they can be combined to develop a marketing program. E. All of the above statements about marketing are true.
10. (p. 8) Which of the following statements about marketing is true? A. Most marketers are seeking a one-time exchange or transaction with their customers. B. The focus of production-driven companies is on developing and sustaining relationships with their customers. C. It is often more cost effective to use marketing to retain customers than to acquire new ones. D. Marketing does not play an important role in developing and sustaining relationships with customers. E. By definition, a marketing transaction involves the exchange of money.
11. (p. 9) _____ is the process of creating, maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit. A. Integrated marketing B. Integrated marketing communications C. Marketing planning D. Exchange E. Relationship marketing
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Chapter 01 - An Introduction to Integrated Marketing Communications
12. (p. 9) The increased usage of relationship marketing is due to the fact: A. customers have become less demanding B. customers want products and services that are mass-produced rather than tailored to their specific needs and wants C. retaining customers is generally more cost effective than acquiring new ones D. it is very costly to prevent customer defections E. most international customers already use relationship marketing
13. (p. 9) ________ is the customer's perception of all the benefits of a product or service. A. Mass marketing B. Information C. Mass customization D. Value E. Batch processing
14. (p. 9) To decrease marketing costs and to improve response rates Williams-Sonoma catalog retailer, decided it needed to better match their catalog brands to recipients. Based on the retailer's understanding of a customer's special interests one person might receive a catalog about cookware while his neighbor receives a catalog focused on household goods with a July 4ththeme. This strategy to be more attuned to its customers' needs and at the same time improving its own financial picture is an example of how a company can use: A. mass marketing B. an information marketing system C. a product penetration strategy D. relationship marketing E. batch processing
15. (p. 9) Rives de France, a canal boat rental company, developed a tracking system recording customers' preferences and behaviors in order to better meet the needs of individual customers and increase customer retention. Rives de France developed a: A. customer relationship management system. B. an information marketing system C. mass customization operation D. advertising efficiency system E. batch processing program
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Chapter 01 - An Introduction to Integrated Marketing Communications
16. (p. 9) Advances in technology and flexible manufacturing systems have allowed a boot manufacturer in Texas to take several measurements of a customer's feet and make boots that precisely fit those feet. No one but the person for whom the boots were made can wear them comfortably. This Texas boot maker uses: A. mass marketing B. an information marketing system C. mass customization D. a product development strategy E. batch processing
17. (p. 10) The _____ is the controllable elements of product, promotion, price, and place (distribution), which are used to facilitate exchange in a marketplace. A. promotional mix B. marketing mix C. advertising mix D. IMC mix E. internal exchange environment
18. (p. 10) Prior to the movement to integrated marketing communications, the promotional function in most companies was dominated by: A. mass media advertising B. sales promotion C. public relations D. publicity E. direct marketing
19. (p. 10) As advertisers embraced the process of integrated marketing communications,: A. auxiliary promotional services became an important element in effective marketing communications B. many companies began looking beyond their traditional advertising agencies and using other types of promotional specialists to develop and implement their promotional programs C. many ad agencies acquired public relations, sales promotion, and direct marketing companies to expand their capabilities and offer clients one-stop shopping for all their promotional needs D. companies began using a variety of promotional tools rather than relying primarily upon mass media advertising E. all of the above occurred
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