Advertising and Promotion Exam Solutions
Course Introduction
Advertising and Promotion explores the fundamental principles, strategies, and tools used in creating effective advertising and promotional campaigns. The course examines the role of advertising within the broader context of integrated marketing communications, covering topics such as target audience analysis, creative message development, media planning, budgeting, and campaign evaluation. Students will learn about traditional media, digital platforms, and emerging technologies, and how these channels can be leveraged to build brand awareness and influence consumer behavior. Real-world case studies, group projects, and practical assignments will equip students with hands-on skills essential for planning and executing successful advertising and promotional activities.
Recommended Textbook
Essentials of Marketing Management 1st Edition by Greg Marshall
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1694 Verified Questions
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Page 2
Chapter 1: Marketing in Todays Global Business Milieu
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) _____________ is NOT part of the marketing mix.
A) Product
B) Distribution
C) Promotion
D) Price
E) Manufacturing
Answer: E
Q2) Henry Ford is well known to business students for creating the assembly line that enabled mass production of the Model T.This is an example of _____________.
A) Production orientation
B) Selling orientation
C) Marketing orientation
D) Buzz marketing orientation
E) Business orientation
Answer: A
Q3) A firm with a selling orientation assumes that "if you build it,they will come".
A)True
B)False
Answer: False
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Page 3
Chapter 2: Elements of Marketing Strategy and Planning
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Sample Questions
Q1) The best place in a SWOT analysis to identify problems with hurricanes,earthquakes,major snowfalls,and other natural phenomena is
A) External opportunities
B) External threats
C) Internal opportunities
D) Internal strengths
E) Internal weaknesses
Answer: B
Q2) Linda imports fine art paintings and photographs that she sells to hotels.When the dollar is weak against foreign currencies,she struggles to cover her costs.Business has increased 400% in the last five years.With additional resources,she believes she can expand into profitable hospitals and nursing home markets.According to the BCG matrix,Linda's business is a representation of dog strategy.
A)True
B)False
Answer: False
Q3) What are the three generic business strategies?
Answer: Growth,retrenchment,stability.
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Page 4
Chapter 3: Perspectives on Crm and Marketing Metrics
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Sample Questions
Q1) Describe the analysis and refinement phase of the CRM process cycle.
Answer: Finally,the analysis and refinement phase of the CRM process is where organizational learning occurs based on customer response to the implemented strategies and programs.Think of it as market research in the form of a continuous dialogue with customers,facilitated by effective use of CRM tools.With such and capability related to customer research,continuous adjustments made to the firm's overall customer initiatives should result in more efficient investment of resources and increasing ROCI.
Q2) USAA customers and employees have face-to-face interaction that leads to high levels of satisfaction.
A)True
B)False
Answer: False
Q3) CRM reports should consist of ___________.
A) Only data the firm will actually use
B) As much information as possible so the company can try to detect trends
C) Data categories that are the same every report period
D) Competitive analysis
E) All of the above
Answer: A
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Chapter 4: Managing Marketing Information
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Sample Questions
Q1) Hoover's and similar Web sites are good sources of _________ information.
A) Environmental
B) Political
C) Internal
D) Competitor
E) Customer
Q2) The marketing manager for Ned's Bar and Grill notices that his typical customer is a 21-year-old male college student.He is using __________ to define his market.
A) Stereotyping
B) Estimation
C) Visual cues
D) Demographics
E) Instincts
Q3) The most effective use of market information systems is to identify what problems are currently occurring.
A)True
B)False
Q4) Define the approaches to sampling.When should each be used?
Q5) How can political/legal trends influence marketing decisions? Give an example.
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Chapter 5: Understanding Customers:
Business-To-Consumer Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) José is _______.He exhibits behavior that is considered careful,precise,and organized.
A) An extrovert
B) Agreeable
C) Conscientious
D) Trustworthy
E) Finicky
Q2) What are the different types of learning? Explain whether conditioning or cognitive learning is more active and why.Please provide examples.
Q3) ABC company wants to create an association between two stimuli: Marketing information and a response.ABC Company is using ______.
A) Cognitive learning
B) Brand management
C) Cognitive association
D) Operant conditioning
E) Classical conditioning
Q4) Explain post-purchase dissonance.How do consumers reduce dissonance? How can companies help reduce dissonance?
Q5) What are cultural values? Provide examples of different cultural values.
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Chapter 6: Understanding Customers:
Business-To-Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Sellers are well aware that industrial buyers of products __________________.
A) Need only the highest quality products
B) Need products certified by an international organization
C) Need a range of products with different qualities and price levels
D) Need only the lowest priced products
E) None of the above
Q2) Sam Celeski is a salesman with an industrial supply house.He discovers that Ingersoll Rand is going to make a large purchase of equipment and has created a buying center to get the purchase done.Sam's first job is to _______________.
A) Discover the budget for the purchase
B) Develop criteria for the purchase
C) Discover the most important influencer
D) Discover who is part of the buying center
E) Develop a presentation for the buying center
Q3) Product choice in the B2B market depends upon _______.
A) Price, product, and distribution criteria
B) Financial, subjective, and objective criteria
C) Objective, subliminal, and price criteria
D) Financial, value, and service criteria
E) None of the above
Page 8
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Chapter 7: Segmentation,target Marketing,positioning
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131 Flashcards
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Sample Questions
Q1) Serenity was born in 1970.Her parents met at the famous Woodstock festival.She is a member of the ________.
A) Baby boomer generation
B) GI generation
C) Silent generation
D) Gen X
E) Millennial generation
Q2) How can Spuds and Suds,a Dallas,Texas sports bar,determine if there is a market segment of sufficient size to justify its purchase of the National Hockey League Center Ice package?
Q3) Perceptual map is a visual tool used for ________.
A) Gap analysis
B) Positioning
C) Concept testing
D) Price elasticity testing
E) None of the above
Q4) Hybrid cars attract different customer segments.Identify two segments and explain what message you would send to each.
Q5) Define target marketing.Which segments should the firm select?
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Chapter 8: The Product Experience: Product Strategy and Building the Brand
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119 Flashcards
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Sample Questions
Q1) If someone opened a bottle of Coke and there was no "fizz" then it would be an example of a lack of reliability.
A)True
B)False
Q2) Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions.Dell engaged in a ______ extension.
A) Natural
B) Line
C) Random
D) Category
E) Basic
Q3) An analysis of the product life cycle provides information only about the historical trends in the category and not about the future market conditions.
A)True
B)False
Q4) What is an essential benefit? List five products and their essential benefits.
Q5) List and explain the package objectives as they relate to branding and list and explain what makes for effective packaging.
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Chapter 9: The Product Experience: New-Product
Development and Service
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) How does Frito-Lay defend itself when competitors introduce new products?
Q2) What is the rate at which a product is accepted called?
Q3) Customers view new products much differently than companies.Customers only care if the product is ______.
A) New to their retail store
B) New to them
C) Offered through a new outlet
D) Offered on-line
E) None of the above
Q4) Product followers are price-sensitive and risk averse.They purchase older generation or discontinued models with lower prices and fewer features.This group of adopters is called the _____________.
A) Laggards
B) Unsure
C) Tried and true
D) Late majority
E) Cheap and cheerful
Q5) Which categories do 2/3s of all adopters fall into?
Q7) What is the difference between alpha and beta testing? Page 11
Q6) What are the five states of the innovation diffusion process?
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Chapter 10: Managing Pricing Decisions
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120 Flashcards
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Sample Questions
Q1) ________________is the percentage of total category sales accounted for by a firm.
A) Market share
B) Value Ratio
C) Cost
D) Value pricing
E) Product adoption
Q2) ______________________ is the amount of price increase that can be taken without affecting customer demand.
A) Just noticeable difference
B) Average-cost price
C) Target return price
D) Predatory price
E) Captive price
Q3) A variable pricing strategy makes planning and forecasting infinitely easier than the alternative approach,one-price.
A)True
B)False
Q4) Which two price calculations rely heavily on accurate forecasts of products sold?
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Chapter 11: Managing Marketing Channels and the Supply Chain
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119 Flashcards
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Sample Questions
Q1) In an administered VMS,who is the lead player,and what does it do?
Q2) Manufacturers' costs would skyrocket if they held the responsibility for interfacing with and delivering products to every one of their end users.
A)True
B)False
Q3) _____________ take title to the product.
A) Auction houses
B) Merchant intermediaries
C) Agent intermediaries
D) Clearing houses
E) Stock exchanges
Q4) Intensive distribution is typically associated with _______________.
A) High technology goods
B) Very expensive goods
C) Convenience goods
D) Scarce goods
E) Shopping goods
Q5) What is the goal of a just in time (JIT)inventory control system?
Q7) What are the differences between a direct and an indirect channel? Page 14
Q6) What are the goals of partner relationship management strategies (PRM)?
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Page 15
Chapter 12: Points of Customer Interface: Bricks and Clicks
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Sample Questions
Q1) Kids' Corner sells clothing designed for children.All of the tops can be matched with any of the bottoms,so parents no longer have to worry about what their child is wearing.Kids Corner has just defined the product assortment for next year,and now it needs to move to the next step in developing a product mix assortment.What does Kids' Corner need to do?
Q2) The primary advantage of ____________________ is the ability to show and demonstrate the product.
A) Catalog retailing
B) Television home shopping
C) Vending machine retailing
D) Electronic commerce
E) Retail positioning
Q3) Connie is a new salesgirl at an upscale shoe store in the mall.Her manager,Jacqueline has been telling her that the company focuses on the in-store experience,and has been explaining to Connie her role in the in-store experience.Jacqueline says there are three experiences of which Connie needs to be aware.What are those three experiences?
Q4) What are companies doing to enable them to have customer service available by phone 24 hours a day?
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Chapter 13: Integrated Marketing Communications: Promotional Strategy, advertisig
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) _______________________ are the two major types of advertising.
A) Inform and persuade
B) Product and price
C) Institutional and product
D) Humor and fantasy
E) Moral and product
Q2) Public relations and advertising are among the most commonly outsourced functions in marketing because of the specialization required to be successful in each.
A)True
B)False
Q3) _____________________ is NOT one of the common approaches to advertising execution.
A) Humor
B) Musical
C) Horror
D) Animation
E) Fantasy
Q4) List and describe the three major channel focused sales promotion approaches targeted toward channel members.
Page 17
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Chapter 14: Integrated Marketing Communications:
Personal Selling, direct Market
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120 Flashcards
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Sample Questions
Q1) Which of the following is NOT one of the critical mistakes salespersons make in closing a sale?
A) Negative attitude
B) Failure to conduct an effective pre-approach
C) Too much talking
D) Avoiding a "one-size fits all" approach
E) Not enough listening
Q2) Missionary salespeople often take orders from customers directly.
A)True
B)False
Q3) ______________ is a distinct advantage of personal selling over the other marketing communication methods.
A) Ability to tailor the message
B) Delayed feedback
C) Adds more noise to the communication process
D) Cost of delivering the message
E) Customers have a hard time saying 'no'
Q4) What are the 4 direct marketing communication channels?
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Q5) What are the three post sales activities that must be monitored by the sales person?