Marketing Communications Exam
Questions
Course Introduction
Marketing Communications explores the various methods and channels organizations use to communicate with target audiences, build brand awareness, and influence consumer behavior. This course delves into the strategic integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling. Students will learn how to develop cohesive marketing communication plans, craft effective messages tailored to specific audiences, and evaluate the success of different campaigns. Emphasis is placed on both traditional and emerging media landscapes, ethical considerations, and the importance of aligning communication strategies with overall marketing objectives.
Recommended Textbook
Marketing Real People Real Choices 4th Canadian Edition by Michael R. Solomon
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12 Chapters
1799 Verified Questions
1799 Flashcards
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Page 2
Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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150 Verified Questions
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Sample Questions
Q1) ________ maintains that marketers must satisfy customers' needs in ways that also benefit society and are profitable to the firm.
A)Value propositioning
B)Customer relationship management (CRM)
C)The social marketing concept
D)A sales orientation
E)Value chain management
Answer: C
Q2) Explain why and how a company would adopt a consumer orientation.
Answer: A company might adopt a consumer orientation to better identify and satisfy the needs and wants of customers.In the competitive marketplace of today, a company has to go beyond the selling and production orientations and consider the customer's desires.Following a consumer orientation, marketers would conduct research to understand the needs of different customers, tailor products to the needs of these various groups, and design marketing messages to speak to the needs of those customers.
Q3) The marketing mix is the marketer's strategic toolbox.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Strategic Market Planning: Take the Big Picture
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Sample Questions
Q1) The second step in strategic planning is to ________.
A)formalize a mission statement
B)establish the business portfolio
C)set SBU and department-level objectives
D)set organizational objectives
E)assess the organization's internal and external environments
Answer: E
Q2) Marketing Plan does not include -
A)SWOT analysis
B)Production analysis
C)Consumer analysis
D)Situational analysis
E)Financial analysis
Answer: B
Q3) SWOT stands for strengths, willingness, opportunities, and threats.
A)True
B)False
Answer: False
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Chapter 3: Marketing Research: Gather, Analyze, and Use Information
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) A marketing decision support system (MDSS) is a(n)________.
A)basic system used by companies that do not have the resources to develop a marketing information system (MIS)
B)popular syndicated research report purchased by most major media companies
C)sophisticated information system that allows marketing managers to use statistical and modeling software tools
D)type of custom research report often called for in the marketing research process
E)data warehouse used to support a marketing information system (MIS)
Answer: C
Q2) The marketing intelligence system uses corporate espionage to gather information about competitors.
A)True
B)False
Answer: False
Q3) What is the purpose of data mining?
Answer: Researchers rely on data mining to help them use information in extremely large databases to identify unique patterns of behavior among different customer groups.
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Page 5
Chapter 4: Consumer Behaviour: How and Why We Buy ?
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Sample Questions
Q1) An attitude is ________.
A)an internal state that drives us to satisfy needs
B)the process by which people select, organize, and interpret information from the outside world
C)a change in behavior caused by information or experience
D)a lasting evaluation of a person, object, or issue
E)the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment
Q2) According to your text, a metrosexual is ________.
A)a member of the mass-class with greater purchasing power and more access to high quality goods
B)a man who does not adhere to his culture's evolving gender roles
C)a straight, urban man who is interested in fashion, home design, gourmet cooking, and personal care
D)an "average Joe" who is conscious of many everyday lifestyle decisions but isn't overly concerned with fitting into cultural trends
E)a straight, suburban man who adheres to his culture's traditional gender roles
Q3) What is the difference between green marketing and greenwashing?
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Chapter 5: Business-To-Business Markets: How and
Why
Organizations Buy?
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Sample Questions
Q1) Explain the buyer centre role of the influencer.
Q2) Computer maker Dell and Marriott hotels are both examples of which type of business-to-business customer?
A)resellers
B)resuppliers
C)organizations
D)producers
E)distributors
Q3) Many companies maintain ________, which are internal corporate computer networks that use Internet technology to link company departments, employees, and databases.
A)Web sites
B)search engines
C)extranets
D)intranets
E)private exchanges
Q4) Business markets tend to be more geographically concentrated than consumer markets.
A)True
B)False
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Chapter 6: Sharpen the Focus: Target Marketing Strategies
and Customer Relationship
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Sample Questions
Q1) Explain how a firm benefits from customers purchasing many times from the firm versus just one time.
Q2) A(n)________ would probably include customer demographics, location, lifestyle information, and a description of how frequently the customer buys the product.
A)geocode
B)NAICS classification
C)segment profile
D)internal market audit
E)customer guide
Q3) Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.
A)efficiency; effectiveness
B)scale; positioning
C)investment; cost
D)cost; investment
E)positioning; scale
Q4) French Canadians account for 22 percent of Canadians.
A)True
B)False
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Chapter 7: Create the Product
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Sample Questions
Q1) Services are characterized by four key characteristics.Name and describe these four characteristics.
Q2) Consumers would perceive a ceiling fan as having greater trialability than a new kind of snack food.
A)True
B)False
Q3) Product adoption is the process by which a consumer or business customer begins to buy and use a new good, service, or idea.
A)True
B)False
Q4) A tourist walks past a restaurant and looks in the window of the business.She sees many tables of people eating meals.The nice design etched on the large window matches the business sign over the front door.Upon walking into the restaurant, the tourist enjoys the smell of food.The rugs are clean and in good condition, and the service staff is dressed in crisp white attire.The tourist decides to eat a meal at this restaurant.What type of service quality attributes has the tourist used to make her decision?
Q5) Explain why the price and perhaps the quality of an emergency product may not be an issue at the time of purchase.
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Chapter 8: Manage the Product
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Sample Questions
Q1) Which of the following is NOT true of the Universal Product Code (UPC)?
A)It is printed on the side or bottom of all non-perishable items sold in grocery stores and other mass-merchandising outlets.
B)It supplies information about the type of item.
C)It identifies the manufacturer of the product.
D)It is read by an electronic scanner.
E)Retailers use information from UPC bars to track sales and control inventory.
Q2) Long-term profitability will not be affected if the brand managers offer an excess of coupons or cents-off packages to customers.
A)True
B)False
Q3) A(n)________ is a name, term, symbol, or other unique element of a product that identifies one firm's products and sets it apart from the competition.
A)patent
B)brand
C)license
D)position
E)value proposition
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Chapter 9: Price the Product
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Sample
Questions
Q1) The average price Xerox charged when it introduced the first stand-alone fax machine was $12,700.This premium price was a way for Xerox to recoup some of the research and development costs that went into production.Xerox used ________.
A)a skimming price
B)a trial price
C)penetration pricing
D)prestige pricing
E)target costing
Q2) When setting prices, a leading manufacturer of nutritional supplements decided to institute a pricing strategy that would support a five percent increase in sales over the next three years.What type of pricing objective has the company set?
A)profit
B)sales
C)competitive effect
D)cost-plus
E)value
Q3) Value pricing is the opposite of cost-based pricing.
A)True
B)False
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Page 11
Chapter 10: One to Many to Many to Many: Traditional and New Media
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Sample Questions
Q1) Which of the following is NOT a form of one-to-one marketing?
A)social networking
B)direct marketing
C)database marketing
D)trade sales promotion activities
E)personal selling
Q2) WOM stands for ________.
A)with original marketing
B)weak owners' market
C)word of mouth
D)word of marketing
E)without original marketing
Q3) Which of the following is NOT an element of the promotion mix?
A)public relations
B)personal selling
C)sales promotion
D)product
E)direct marketing
Q4) Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.
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Chapter 11: Advertising, Public Relations, Promotions, Direct
Marketing and Personal Selling
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Sample Questions
Q1) Slice of life, lifestyle, and celebrity are all appeal styles used in public relations.
A)True
B)False
Q2) The most common way for public relations specialists to communicate is through the use of ________.
A)sponsorship
B)lobbying
C)press releases
D)special events
E)speech writing
Q3) Trade promotions are deals that reduce the cost of the product to the retailer or help defray advertising expenses.
A)True
B)False
Q4) What are Point of Purchase (POP) displays?
Q5) Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?
Page 13
Q6) What is the difference between catalogs and direct mail?
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Chapter 12: Deliver the Value Through Supply Chain
Management, Channels of Distribution, and Logistics
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Q1) Location planners use a site evaluation to determine how to design store layouts.
A)True
B)False
Q2) Manufacturers' ________, also called manufacturers' representatives, represent a buyer or seller on an ongoing basis.
A)brokers
B)franchisers
C)agents
D)retailers
E)intermediaries
Q3) A store's "feel," whether cluttered, cheerful, plush, or somber, is referred to as the store's franchise.
A)True
B)False
Q4) The producer and the final consumer are part of every type of channel of distribution.
A)True
B)False
Page 14
Q5) How do merchant wholesalers and agents/brokers differ?
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