Marketing Communications Exam Review
Course Introduction
Marketing Communications explores the various strategies and tools used by organizations to communicate with their target audiences and effectively promote products, services, or brands. The course covers key concepts such as the marketing mix, integrated marketing communications (IMC), advertising, public relations, sales promotion, direct marketing, and digital communications. Students will learn how to design and implement cohesive campaigns that utilize traditional and emerging media channels, with a focus on understanding consumer behavior, message development, brand positioning, and the evaluation of communication effectiveness in achieving marketing objectives.
Recommended Textbook
Marketing Real People Real Choices 3rd Edition by Michael Solomon
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14 Chapters
1765 Verified Questions
1765 Flashcards
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Page 2
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) Companies that do all they can to satisfy customer needs and wants have adopted a segmentation orientation.
A)True
B)False
Answer: False
Q2) Jillian and Frank are moving tomorrow,and they decide to rent a truck and move themselves.
A)want
B)need
C)industrial product
D)heterogeneous product
E)benefit
Answer: B
Q3) Discuss how today's consumers interact with marketers.Illustrate using examples. Answer: Consumers generate value instead of just buying it,e.g.creating their own ads or other types of consumer-generated content and posting them on YouTube,buying and selling merchandise on eBay,sharing ideas on blogs etc.Consumers actively engage with marketers and other consumers through social networking.
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Chapter 2: Strategic Market Planning: Taking the Big Picture
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) Serengeti makes lightweight sunglasses with 100% UV protection for people who love the outdoors.
A)weakness
B)strength
C)opportunity
D)threat
E)corporate culture
Answer: C
Q2) According to the BCG growth-share matrix,________ are strategic business units with products having small shares of slow-growth markets.
A)exclamation points
B)cash cows
C)dogs
D)question marks
E)stars
Answer: C
Q3) All companies are risk adverse.
A)True
B)False
Answer: False
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Chapter 3: Thriving in the Marketing Environment: The
World Is Flat
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) In the international automobile industry,General Motors/Holden has alliances with Fiat Auto SpA,Fiat Heavy Industries,Isuzu Motors,and Suzuki Motor Corp.Why do you think these companies may have been eager to form strategic alliances or joint ventures?
Answer: Strategic alliances with one or more domestic partners allow companies to manage their level of commitment to foreign markets.Joint ventures are entities owned by two or more firms,created to allow the partners to pool their resources for common goals.Strategic alliances and joint ventures allow companies easy access to new markets,especially because these partnerships often bring with them preferential treatment in the partner's home country.
Q2) When a currency cannot be exchanged outside a country's borders,it is considered
A)non-transferable
B)negative foreign exchange
C)of no commercial value
D)not convertible
E)not exchangeable
Answer: D
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Chapter 4: Marketing Research: Gathering,analysing and Using Information
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) The 3M Company wanted to find out how it should market its Buf-Puf Sponge facial scrub pads.The company recruited a teen advisory board by running ads in selected teen magazines.3M periodically consult these consumer panel members about their use of personal care products and their concerns about appearance.What type of descriptive research design is 3M implementing and why?
Q2) Some companies build data warehouses to store and process collected data. A)True
B)False
Q3) The first step in the marketing research process is to ________.
A)give research personnel the authority to perform the process
B)set the mission statements for the research
C)determine how data will be collected
D)select samples
E)clearly understand what type of information the research needs to provide
Q4) A company wants to know how many times consumers purchase a particular product.They collect information one Saturday and one Sunday from three main shopping areas.The company is using what type of descriptive research design?
Q5) What role does the marketing decision support system (MDSS)play?
Q6) Explain how marketers can use cookies.
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Chapter 5: Consumer Behaviour: How and Why We Buy
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) A person's attitude has three components: ________,________ and ________.
A)psychological; physiological; situational
B)cognitive; operant; situation
C)affect; cognition; behaviour
D)strategic; tactical; operational
E)situation; emotion; environment
Q2) ________ is/are when people buy from the same company over and over because they believe that the company makes superior products.
A)Core competencies
B)Brand synergy
C)Buying plans
D)Brand loyalty
E)Brand trialling
Q3) When Donna was invited to go skiing,she realised she needed a much warmer coat than her current coat.
A)Product evaluation
B)Situational analysis
C)Problem recognition
D)Problem screening
E)Information search
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Chapter 6: Business-To-Business Markets: How and Why
Organisations Buy
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60 Verified Questions
60 Flashcards
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Sample Questions
Q1) Hotels fulfil the role of producer when they buy linens,furniture and food for the accommodation and meals of their guests.
A)True
B)False
Q2) The fluctuating demand for business products is due to ________.
A)the desire to reduce fixed costs
B)the product's life expectancies
C)the 80/20 rule
D)an absence of demand synergy
E)All of the above
Q3) Why is the demand in business-to-business markets mostly inelastic?
Q4) ________ occurs when two or more goods are necessary to create a product.
A)Joint demand
B)Fluctuating demand
C)Inelastic demand
D)Government demand
E)Consumer demand
Q5) Business markets have a broad customer base and a large number of buyers.
A)True
B)False
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Chapter 7: Sharpening the Focus: Target Marketing
Strategies and Customer Relationship Management
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160 Verified Questions
160 Flashcards
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Sample Questions
Q1) A large amusement park sells tickets at its main gate for guests who are visiting the park for just that one day.The park also sells tickets that can be reused several times,however only on weekdays.What market segmentation is being implemented by the amusement park in selling the two different types of tickets?
Q2) Age,gender and income are all examples of ________.
A)positioning strategies
B)homogenous populations
C)sampling heuristics
D)synergistic samples
E)segmentation variables
Q3) Perceptual maps are used in developing positioning strategies.
A)True
B)False
Q4) Which of the following statements is not true about metrosexuals?
A)Physical appearance is important to them.
B)They are homosexual.
C)They are in touch with their feminine side.
D)They are educated urban dwellers.
E)They are heterosexual.
Q5) Why might a financial services firm implement a CRM strategy?
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Chapter 8: Creating and Managing Products
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) ________ is/are manufactured goods or sub-assemblies of finished items that organisations need to complete their own products.
A)Component parts
B)MRO products
C)Raw materials
D)Processed materials
E)Accessory equipment
Q2) Discuss why marketers should view products as bundles of attributes and why they need to consider the three distinct product layers when developing marketing strategies.Illustrate using an example.
Q3) In ________,branded materials become component parts of other branded products.
A)compound branding
B)brand franchising
C)ingredient branding
D)aggregated branding
E)umbrella branding
Q4) What are two reasons an organisation would adopt business-to-business products?
Q5) What are maintenance,repair,and operating (MRO)products? Give an example of each.
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Chapter 9: Services and Other Intangibles: Marketing a
Product That Isnt There
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) What are intangibility and perishability? How would a package delivery service deal with the intangibility characteristic of services?
Q2) ________,________ and physical facilities are added to the traditional marketing mix variables in an extended marketing mix for services.
A)Processes; price
B)People; place
C)Price; location
D)Promotion; people
E)People; processes
Q3) Customer dissatisfaction may occur due to ________.
A)unrealistic expectations
B)expectations influenced by stories people hear from friends
C)exaggerated customer expectations
D)B and C
E)A,B,and C
Q4) A ski field opens its mountain ski trails during the summer months for the recreational enjoyment of mountain bike riders.In doing this,how is the ski field implementing the marketing concept of capacity management? Explain your answer.
11
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Chapter 10: Pricing the Product
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) With ________,the selling price is based on an estimate of the volume or quantity a firm can sell in different markets at different prices.
A)price-floor planning
B)capacity management
C)demand-based pricing
D)penetration pricing
E)resale maintenance
Q2) Skimming pricing is typically used when the company introducing the new product anticipates other competitors will enter the market quickly.
A)True
B)False
Q3) With ________,a company deliberately sets a low price with the express idea of driving its competition out of business.
A)predatory pricing
B)psychological pricing
C)a price hierarchy
D)dynamic pricing
E)price lining
Q4) If a company wants to increase market share,it must reduce its price.Discuss
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Chapter 11: One-To-Many: Advertising,consumer Sales
Promotion and Public Relations
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144 Verified Questions
144 Flashcards
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Sample Questions
Q1) To make their messages more believable or attractive to consumers,marketers sometimes choose a celebrity or professional athlete as the source.
A)True
B)False
Q2) In the communication model,the ________ is an organisation or individual that sends a message.
A)receiver
B)source
C)feedback
D)message
E)medium
Q3) During the introduction stage of the product life cycle,________.
A)pull strategies are never used
B)publicity is not effective
C)personal selling is the primary promotional tool in the consumer market
D)advertising is used to build awareness
E)All of the above
Q4) Calvin Klein will often buy a block of advertising pages in a magazine.How is this company striving to eliminate any noise pertaining to their advertisement?
Page 13
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79 Verified Questions
79 Flashcards
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Sample Questions
Q1) For which of the following would you expect telemarketing efforts to be the most successful and the most profitable?
A)Asking people for charitable donations
B)Selling double-pane windows to homeowners
C)Selling plastic bottles to a bottling company
D)Selling magazine subscriptions to consumers
E)Selling vacation packages to people who earn $50,000 or more annually
Q2) Prospecting is the part of the selling process that includes identifying and developing a list of potential or prospective customers.
A)True
B)False
Q3) Which of the following statements about catalogues is true?
A)Catalogues usually provide product descriptions and photos.
B)Catalogues appeal to time-poor consumers.
C)Catalogues can be used to supplement in-store efforts.
D)Catalogues allow marketers to reach consumers in areas too small to support a store.
E)All of the above
Q4) Explain what occurs in the first two steps of the creative selling process.
Page 14
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Chapter 13: Many-To-Many: Online Marketing
Communication and New Media
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56 Verified Questions
56 Flashcards
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Sample Questions
Q1) Which of the following statements about social media is not true?
A)Consumers use social media to share only positive experiences with brands.
B)Social media democratises messages because consumers can shape brand meanings.
C)Social media's limitations include clutter,privacy issues and complex or confusing messages.
D)Marketers can use their brand ambassadors to spread positive messages on social media.
E)Social media provides opportunities for interactions with consumers via text and hyperlinking.
Q2) A beer company's website offers surfers a range of games,music downloads and free e-cards.They want to determine how long surfers are spending on their site so need to calculate ________.
A)eyeballs
B)reach
C)stickiness
D)frequency
E)duration
Q3) Discuss the advantages online marketing has compared to traditional media when it comes to measuring performance.
Page 15
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Chapter 14: Delivering Value Through Supply Chains and Logistics
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113 Verified Questions
113 Flashcards
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Sample Questions
Q1) ________ transforms the materials into final product form,such as by machining,packaging,and assembly.
A)Inbound raw materials
B)Production
C)Outbound finished products
D)Marketing
E)Customer service
Q2) An appliance,television,stereo,or computer dealer may serve as an authorised repair centre,provide maintenance contracts,and sell essential suppliers to customers.What types of channel functions is this dealer performing?
Q3) A bookstore that sells coffee,pastries,and doughnuts as well as books is using a strategy of ________.
A)merchandise dependency
B)retail inter-diversity
C)merchandise diversification
D)scrambled merchandising
E)retail overutilisation
Q4) How might the internet affect the operations of a local DVD rental outlet?
Q5) Discuss what is meant by the term 'direct channel' and provide an example.
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