Marketing Communications
Midterm Exam
Course Introduction
Marketing Communications explores the strategies and processes organizations use to effectively communicate with their target audiences. The course examines the role of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling as key components of an integrated marketing communications (IMC) approach. Students will learn how to develop cohesive campaigns that deliver consistent messages across multiple channels, analyze audience insights, measure campaign effectiveness, and adapt communication tactics to evolving market trends. Emphasis is placed on ethical considerations, branding, and the impact of cultural and technological influences on marketing communication strategies.
Recommended Textbook
Foundations of Marketing 8th Edition by William
M. Pride
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17 Chapters
3771 Verified Questions
3771 Flashcards
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Page 2
Chapter 1: Customer-Driven Strategic Marketing
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187 Verified Questions
187 Flashcards
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Sample Questions
Q1) Which of the following is essentially an uncontrollable factor in developing a marketing mix?
A)Product adaptations
B)Pricing strategies
C)Government regulations
D)Advertising campaigns
E)Retail locations
Answer: C
Q2) For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar?
A)One-half
B)One-fifth
C)One-fourth
D)One-third
E)One-sixth
Answer: A
Q3) A target market is always defined by demographics.
A)True
B)False
Answer: False
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Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) Pepsi executives realized that more consumers are concerned with health. It has since expanded into the bottled water and bottled juice markets. This is an example of a firm identifying and capitalizing on a
A)market opportunity
B)core competency
C)competitive advantage
D)strength
E)marketing strategy
Answer: A
Q2) A ____ is created when a company matches its core competency to opportunities it has discovered in the marketplace.
A)market opportunity
B)market requirement
C)competitive advantage
D)strategic window
E)competitive opportunity
Answer: C
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Page 4
Chapter 3: The Marketing Environment, Social Responsibility, and Ethics
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220 Verified Questions
220 Flashcards
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Sample Questions
Q1) Technology is the application of knowledge and tools to solve problems and perform tasks more efficiently.
A)True
B)False
Answer: True
Q2) Which of the following agencies regulates marketing activities the most?
A)Environmental Protection Agency
B)Food and Drug Administration
C)Federal Trade Commission
D)Better Business Bureau
E)National Advertising Review Board
Answer: C
Q3) Why must marketers be aware of new developments in technology?
Answer: Technology is the application of knowledge and tools to solve problems and perform tasks more efficiently.arketers must be aware of new developments in technology because it helps them to operate more efficiently and to provide an exciting array of products for consumers.
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Page 5
Chapter 4: Marketing Research and Information Systems
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) The main focus of a marketing information system is on
A)the coordination of external information sources.
B)classifying data into the proper information categories.
C)data storage and retrieval.
D)the accurate maintenance of inventory levels.
E)gathering information on competitive activity.
Q2) If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through
A)focus groups.
B)mail surveys.
C)personal interviews.
D)observation.
E)mall intercepts.
Q3) Marketing analytics can help marketers identify how to develop better-targeted marketing campaigns.
A)True
B)False
Q4) Why would a personal interview be favored over a mail or telephone survey?
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Chapter 5: Target Market Segmentation and Evaluation
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211 Verified Questions
211 Flashcards
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Sample Questions
Q1) A marketer that targets customers based on marital status and the presence and age of children is using
A)behavioristic segmentation.
B)lifestyle variables.
C)psychographic variables.
D)family life cycle.
E)phase of life segmentation.
Q2) After a firm has identified an appropriate targeting strategy, the next step in the target market selection process is
A)determining the demographic variables of the target market.
B)developing market segment profiles.
C)determining which segmentation variables to use.
D)selecting specific target markets.
E)evaluating relevant market segments.
Q3) The types of surveys used to forecast sales are customer, executive, and competitor surveys.
A)True
B)False
Q4) How do business markets differ from consumer markets?
Q5) What are the major steps of the target market selection process?
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Chapter 6: Consumer Buying Behavior
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229 Verified Questions
229 Flashcards
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Sample Questions
Q1) When shopping for detergent, Zachary looks at Tide, Fresh Start, Persil, and All and chooses the one that is on sale. These four brands make up his ____ set.
A)alternate
B)purchase
C)consideration
D)problem
E)imposed
Q2) An attitude is
A)an internal trait that makes a person unique.
B)a set of actions that a person in a particular position is supposed to perform.
C)a competence in performing activities.
D)a person's behavior caused by information and experience.
E)one's evaluation, feelings, and behavioral tendencies toward an object or idea.
Q3) Information inputs that reach perceptual awareness are received in an organized form.
A)True
B)False
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Chapter 7: Business Markets and Buying Behavior
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) You are manager of a clothing manufacturing firm that has operations in different countries. Your Indonesian manufacturing facility is dedicated solely to producing elementary school uniforms for the U.S. market. Most of your product output is sold to a larger school uniform company in the U.S. called School Uniforms, Inc. School Uniforms, Inc. has major contracts with school districts like the Los Angeles Unified School District. In this scenario, the Los Angeles Unified School District is part of which of the following business markets?
A)Reseller market
B)Government market
C)Institutional market
D)Distributor market
E)Wholesaler market
Q2) On-time delivery is crucial to a business customer, since a late delivery may hold up a production line or cause the firm to lose sales.
A)True
B)False
Q3) The term business markets refers only to producer markets.
A)True
B)False
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Page 9
Chapter 8: Reaching Global Markets
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) Brand name, product characteristics, packaging, and labeling are some of the ______________ marketing mix variables to standardize for international markets.
A)most difficult
B)most urgent
C)easiest
D)most expensive
E)most culturally sensitive
Q2) The forces that affect foreign markets may differ dramatically from those affecting domestic markets. This makes a careful ____ a critical part of a successful international marketing strategy.
A)political analysis
B)regulatory analysis
C)social audit
D)environmental analysis
E)marketing analysis
Q3) What marketing and ethical problems can bribes create in international marketing transactions?
Q4) Describe the sociocultural forces that affect international marketing strategy.
Q5) In what ways can a nation restrict the flow of imported goods?
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Chapter 9: Digital Marketing and Social Networking
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.
A)True
B)False
Q2) Costco has developed a website that allows employees to create a profile and connect with coworkers for the purpose of getting acquainted and building a work-related network. This is an example of a A)virtual reality.
B)podcast.
C)recruiting tool.
D)social network.
E)employment opportunity.
Q3) Explain how digital marketing can help increase the efficiency of a company's distribution process.
Q4) Marketers can use digital media to promote their companies, but marketers should not use this medium to address problems.
A)True
B)False
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Chapter 10: Product, Branding, and Packaging Concepts
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358 Verified Questions
358 Flashcards
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Sample Questions
Q1) Packaging is sometimes altered to make it easier to handle in the distribution system.
A)True
B)False
Q2) Trevor is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Trevor's purchase of a new tire in this situation is considered to be
A)a shopping good.
B)a convenience good.
C)an unsought good.
D)a specialty good.
E)an industrial good.
Q3) Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.
A)True
B)False
Q4) Advertising used in the decline stage may prolong the life of the product.
A)True
B)False
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Chapter 11: Developing and Managing Goods and Services
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265 Verified Questions
265 Flashcards
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Sample Questions
Q1) Client-based relationships are most likely to be developed by A)funeral directors.
B)electricians.
C)installers.
D)doctors.
E)bricklayers.
Q2) The decisions and activities intended to create and maintain a certain concept of the firm's product, relative to competitive brands, in customers' minds is
A)perceptual mapping.
B)repositioning.
C)product deletion.
D)product development.
E)product positioning.
Q3) Concept testing gives reliable feedback, but at a relatively high cost.
A)True
B)False
Q4) Quality modifications never seek to reduce product quality.
A)True
B)False
Q5) What is concept testing, and why is it important?
Page 13
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Chapter 12: Pricing Concepts and Management
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259 Verified Questions
259 Flashcards
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Sample Questions
Q1) Bentley is shopping for a new coat at Stein Mart and finds a North Face down jacket that he really likes. He knows that the North Face brand is considered to be high quality and that it's usually very expensive. He's pleasantly surprised to see the price-the "suggested retail price" is $199 and Stein Mart's price is $99. Bentley decides to purchase the coat even though it's a little more expensive than he originally thought he'd spend on the jacket. What type of pricing strategy is Stein Mart using to price the North Face jacket and other merchandise?
A)Comparison discounting
B)Price leaders
C)Special-event pricing
D)Odd-number pricing
Q2) When Cadillac buys headlights from Delco (both of which are divisions of General Motors), ____ pricing occurs.
A)base-point
B)zone
C)transfer
D)uniform geographic
E)matrix
Q3) Explain differential pricing and then describe the four major types.
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Page 14
Chapter 13: Marketing Channels and Supply-Chain Management
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283 Verified Questions
283 Flashcards
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Sample Questions
Q1) In an administered vertical marketing system (VMS), interorganizational relationships are
A)achieved by informal coordination.
B)formalized through contracts.
C)combined under the ownership of a single organization.
D)guided by legal agreements.
E)achieved by clearly defining the obligations and rights of all channel members.
Q2) When shopping for products, business customers often prefer to deal with _____, while consumers typically buy from _____.
A)manufacturers or channel intermediaries; retailers
B)channel captains; stores
C)online retailers; brick-and-mortar retailers
D)retailers; online retailers
E)large retailers; small retailers
Q3) Warehousing involves designing and operating facilities to store and move goods.
A)True
B)False
Q4) Identify the various transportation modes and describe in detail two modes of transportation.
Page 15
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Chapter 14: Retailing, Direct Marketing, and Wholesaling
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261 Verified Questions
261 Flashcards
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Sample Questions
Q1) The management at Kohler Inc., a manufacturer of sinks, tubs, and other plumbing products, thinks that there will soon be a major growth in home remodeling due to rising interest rates. The management decides to use ____ in several key cities to provide support services for its sales force in those areas, carry inventory, and offer credit and other services to its retail plumbing customers.
A)sales agents
B)commission merchants
C)broker offices
D)sales branches
E)facilitating agencies
Q2) Wholesalers perform marketing functions only for the retailers below them in the channel of distribution.
A)True
B)False
Q3) Catalog marketing is one of the more flexible types of direct marketing.
A)True
B)False
Q4) What wholesaling activities do selling agents and brokers perform?
Q5) In what ways do retailers add value to products?
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Chapter 15: Integrated Marketing Communications
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239 Verified Questions
239 Flashcards
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Sample Questions
Q1) Promotional efforts may aim to increase awareness of all the following except A)brands.
B)product features.
C)product costs.
D)image-related issues (such as ethical or socially responsive behavior).
E)operational characteristics (such as store hours, locations, and credit availability).
Q2) Refer to Scenario 15.1. Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing, while the TV commercials described above would be an example of ____ marketing.
A)pull; push
B)personal selling; push
C)pull; sales promotion
D)push; pull
E)personal selling; sales promotion
Q3) Certain types of promotion facilitate price competition.
A)True
B)False
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Chapter 16: Advertising and Public Relations
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205 Verified Questions
205 Flashcards
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Sample
Questions
Q1) Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)
A)target audience goal.
B)advertising platform.
C)percent-of-sales approach.
D)advertising objective.
E)media plan goal.
Q2) Comparative advertisements mention the actual names of competing brands.
A)True
B)False
Q3) Almost all advertising campaigns are aimed at producing immediate sales.
A)True
B)False
Q4) To assume that sales create advertising is incorrect.
A)True
B)False
Q5) What are the important issues to consider when developing advertising objectives?
Q6) What is public relations and for what purposes is it used?
Page 18
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Chapter 17: Personal Selling and Sales Promotion
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221 Verified Questions
221 Flashcards
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Sample Questions
Q1) As Kashi tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Kashi decides to use ____, which are the most widely used form of consumer sales promotion.
A)free samples
B)rebates
C)point-of-purchase displays
D)coupons
E)cents-off offers
Q2) Bianca works as a salesperson and spends most of her time focusing on existing accounts, calling people to follow up on previous sales to see if they are interested in making an additional purchase. Bianca's job function is best described as
A)missionary sales.
B)current-customer sales.
C)order taking.
D)new-business sales.
E)trade sales.
Q3) Describe consumer sales promotion and trade sales promotion, and then explain how they differ.
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