Integrated Marketing Communications
Mock Exam
Course Introduction
Integrated Marketing Communications examines the strategic process of coordinating various promotional tools and channels such as advertising, public relations, sales promotion, direct marketing, and digital media to deliver a unified and consistent message to target audiences. The course explores the development, implementation, and evaluation of communication strategies that effectively engage consumers, build brand equity, and drive organizational goals. Students will gain practical insights into planning campaigns, messaging consistency, media selection, budgeting, and the impact of technology on marketing communications in a rapidly evolving landscape.
Recommended Textbook
Marketing Strategy 6th Edition by O.C Ferrell
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10 Chapters
297 Verified Questions
297 Flashcards
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Page 2
Chapter 1: Marketing in Today's Economy
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25 Verified Questions
25 Flashcards
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Sample Questions
Q1) Discuss the different views or interpretations of marketing as a function of business. including the AMA's 2007 change in the definition of marketing. Why do you think the AMA changed the definition?
Answer: Many people, especially those not employed in marketing, see marketing as a function of business. As a business function, the goal of marketing is to connect the organization to its customers. Other individuals, particularly those working in marketing jobs, tend to see marketing as a process of managing the flow of products from the point of conception to the point of consumption. A final way to think about marketing relates to meeting human and social needs. This broad view links marketing with our standard of living, not only in terms of enhanced consumption and prosperity but also in terms of society's well-being. The AMA changed the definition of marketing to better reflect the realities of competing in today's marketplace. The new definition stresses two critical success factors in marketing today: value and customer relationships. Whereas the former definition of marketing had a decidedly transactional focus, the new definition emphasizes long-term relationships that provide value for both customers and the firm.
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Chapter 2: Strategic Marketing Planning
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25 Flashcards
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Sample Questions
Q1) While all marketing plans face a number of obstacles in development and implementation. __________ is by far the most commonly occurring obstacle across most firms.
A) failure to see the whole picture
B) inadequate information
C) resistance to change
D) lack of time for planning
E) inadequate communication
Answer: E
Q2) Whether at the corporate. business-unit. or functional level. the planning process always begins with an in-depth:
A) a statement of goals and objectives.
B) a situation analysis.
C) strategy for achieving growth.
D) statement of the organization's competitive advantages.
E) assessment of the organization's resources.
Answer: B
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Page 4
Chapter 3: Collecting and Analyzing Marketing Information
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25 Flashcards
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Sample Questions
Q1) Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason. discuss ways that the firm can overcome the resistance of noncustomers.
Answer: There are many potential reasons why customers might not purchase a firm's products. The reasons given in the text are:
Noncustomers have a basic need that the firm's product does not fulfill.
Noncustomers perceive that they have better or lower-priced alternatives such as competing substitute products.
Competing products actually have better features or benefits than the firm's product. The firm's product does not match noncustomers' budgets or lifestyles.
Noncustomers have high switching costs.
Noncustomers do not know that the firm's product exists. Noncustomers have misconceptions about the firm's product (weak or poor image).
Poor distribution makes the firm's product difficult to find.
Student responses will vary greatly as to the reasons for nonpurchase, as well as how the firm might overcome the resistance of noncustomers.
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Chapter 4: Developing Competitive Advantage and Strategic Focus
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Sample Questions
Q1) To successfully utilize SWOT analysis as a catalyst for strategic planning. the marketing manager must focus on several important issues. Which of the following IS NOT one of these issues?
A) The manager must look beyond the firm's current product offerings.
B) The manager must find ways to connect the firm's strengths to its opportunities.
C) The manager must strive to convert weaknesses into strengths.
D) The manager must attempt to minimize the firm's limitations.
E) The manager must find ways to transform key threats into strengths.
Q2) In terms of SWOT analysis. when does a strength become a capability of the firm?
A) when the strength can be tied to satisfying a customer need
B) when the strength cannot be copied by competitors
C) when the strength stands alone without any corresponding weaknesses
D) when the strength can be connected to a second strength
E) when the strength can be supported by sufficient resources
Q3) Identify and explain the directives for the productive use of SWOT analysis. Which directive do you think is the most important? Why?
Q4) Identify and explain the major characteristics of marketing goals.
Q5) Identify and explain the major characteristics of marketing objectives.
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Chapter 5: Customers Segmentation and Target Marketing
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25 Flashcards
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Sample Questions
Q1) Which of the following \(\bold{\text{IS NOT}}\) an example of mass customization?
A) A college creates a custom degree program to match your unique needs.
B) A customer orders a custom teddy bear from Build-A-BearWorkshop.com.
C) Dell offers fully customized computers based on your needed configuration.
D) A bank employee logs into the e-procurement system to browse a fully customized catalog of office supplies.
E) You order a customized vase of flowers from 1-800-Flowers.com.
Q2) The basic assumption of __________ is that all customers in the market have similar needs and wants that can be reasonably satisfied with a single marketing program.
A) holistic marketing
B) mass marketing
C) market concentration
D) focused marketing
E) single segment marketing
Q3) Identify and discuss the various traditional market segmentation strategies. Include in your answer a discussion of the relative advantages and disadvantages of each strategy.
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Chapter 6: The Marketing Program
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Sample Questions
Q1) In terms of the AIDA model. mass communication elements such as advertising and public relations tend to be very effective at:
A) stimulating awareness of and interest in a product.
B) explaining highly complex and technical products.
C) stimulating immediate purchase of a product.
D) marketing high priced products.
E) closing the sale.
Q2) __________ refers to the strategic combination of the four basic marketing mix elements.
A) The marketing plan
B) The marketing program
C) Strategic control
D) The strategic mix
E) Implementation
Q3) In many (if not most) circumstances. cutting prices to increase sales volume is not a good idea. Explain why this is so. What are some alternatives that are preferable to cutting prices?
Q4) Discuss the four types of consumer products and explain how marketing strategy changes across these product types. Be sure to use examples.
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Chapter 7: Branding and Positioning
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Sample Questions
Q1) If you purchase a notebook computer from Dell. you will note several brand insignias on the outside. such as Dell. Intel. and Microsoft Windows. What type of branding strategy does this example represent?
A) co-branding
B) brand licensing
C) co-marketing
D) brand affinity
E) brand collaboration
Q2) Explain the key differences between product differentiation and product positioning. Other than branding. what are other factors on which product differentiation can be based?
Q3) The text argues that a brand is only truly effective when it succinctly captures the total offering in a way that answers a question in the customer's mind. Explain what this means with respect to branding strategy. Also. how is answering a question for customers related to the potential brand attributes outlined in the text?
Q4) Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?
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Page 9
Chapter 8: Ethics and Social Responsibility in Marketing Strategy
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Sample Questions
Q1) Which of the following \(\bold{\text{IS NOT}}\) a challenge associated with being ethical and socially responsible?
A) Business decisions involve complex and detailed discussions in which correctness may not be so apparent.
B) Individuals who have limited business experience often find themselves required to make sudden decisions concerning marketing's gray areas.
C) A person's experiences and decisions at home, in school, and in the community may be quite different from the experiences and the decisions he or she has to make at work.
D) When personal values are inconsistent with the configuration of values held by the work group, ethical misconduct may increase.
E) Most employees perceive that the values of honesty, respect, and trust are infrequently applied in the workplace.
Q2) Why have ethics and social responsibility become so important in recent years? Why is it important that marketing ethics be incorporated into the firm's strategic plan?
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Chapter 9: Marketing Implementation and Control
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Sample Questions
Q1) Because they are cost effective and beneficial to ensuring consistency and standardization within the marketing program. centralized marketing structures are best suited for which of the following strategies?
A) customer intimacy
B) operational excellence
C) product leadership
D) service efficiency
E) niche marketing
Q2) __________ is/are considered to be the "glue" of successful implementation that binds the entire organization together as a single. functioning unit.
A) Organizational structure
B) Marketing strategy
C) Systems and processes
D) Leadership
E) Shared goals and values
Q3) Identify and explain the three different types of formal controls used by managers. In your discussion. explain how each type of control affects marketing implementation.
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11
Chapter 10: Developing and Maintaining Long-Term Customer Relationships
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25 Flashcards
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Sample Questions
Q1) In which of the following situations would a customer become more tolerable of weak or poor product performance?
A) When the customer is in a hurry.
B) When the customer's personal needs are high.
C) When the purchase situation is highly involving.
D) When the customer has fewer product alternatives.
E) When the purchase is for a special occasion.
Q2) Discuss the strategies that can be used to enhance and maintain customer relationships. Identify the key advantages and disadvantages of each strategy. as well as examples of the marketing tactics that my be used.
Q3) __________ refers to the degree of superiority of a firm's goods or services. It is a relative term because it can only be judged in comparison to competing products or when compared to an internal standard of excellence.
A) Value
B) Durability
C) Quality
D) Satisfaction
E) Sustainability
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