Marketing Communications
Pre-Test Questions
Course Introduction
Marketing Communications explores the strategies and techniques organizations use to promote their products, services, or brands to target audiences. The course covers key concepts such as advertising, public relations, sales promotion, direct marketing, digital media, and integrated marketing communications. Students will examine how to develop compelling messages, select effective communication channels, and measure the impact of communication campaigns. Emphasis is placed on creating cohesive and consistent messages that align with brand objectives and appeal to diverse consumer segments in both traditional and digital marketing environments.
Recommended Textbook
Marketing An Introduction 6th Canadian Edition by Gary Armstrong
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16 Chapters
2482 Verified Questions
2482 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) The product concept says that a company should ________.
A)improve marketing of its best products
B)market only those products with high customer appeal
C)focus on the target market and make products that meet those customers' demands
D)devote its energy to making continuous product improvements
E)make promoting products the top priority
Answer: D
Q2) It is cheaper for a company to acquire new customers than to maintain relationships with current customers.
A)True
B)False
Answer: False
Q3) Define customer equity and explain why it is important to a company.
Answer: Customer equity is the sum of the lifetime values of all a company's current and potential customers. Customer equity is dependent upon customer loyalty from a firm's profitable customers. Because customer equity is a reflection of a company's future, companies must manage it carefully, viewing customers as assets that need to be maximized.
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Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) The process of customer-driven marketing involves ________.
A)product, price, promotion, and adaptation
B)market segmentation, market targeting, differentiation, and positioning
C)marketing analysis, planning, implementation, and feedback
D)analysis, targeting, implementation, and control
E)problem identification, information search, decision, and implementation
Answer: B
Q2) More and more companies involve only centralized upper-level management teams in strategic planning.
A)True
B)False
Answer: False
Q3) How are partner relationship management and the value chain related?
Answer: Marketers must work closely and coordinate activities with partners in other company departments to form an effective value chain, with each department executing value-creating activities to design, produce, market, deliver, and support the company's products.
Q4) Into what BCG quadrant does a high-share, high-growth SBU fall?
Answer: It falls into the "star" category. They need heavy investment to finance their growth.
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Chapter 3: Sustainable Marketing, Social Responsibility and Ethics
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) Is environmental sustainability possible? Explain.
Answer: Environmental sustainability involves the development of strategies that both sustain the environment and produce profits for the firm. In some cases, environmental sustainability may not be totally achievable, but it is something worth striving for. Internal strategies that can be done today include pollution prevention. For the future, companies can develop new clean technology. Today, product stewardship is minimizing the environmental impact throughout the entire product life cycle. In the future, companies can include sustainability in their vision.
Q2) "Pleasing" products have low appeal but may benefit consumers in the long run.
A)True
B)False
Answer: False
Q3) New World Food Supplements continuously seeks real product and marketing improvements. New World is involved in consumer-oriented marketing. A)True
B)False
Answer: False
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Page 5
Chapter 4: Analyzing the Marketing Environment
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) If Statistics Canada's projections are correct, about one in three Canadians will belong to a visible minority by 2031.
A)True
B)False
Q2) The green movement will likely spark the least interest in which of the following?
A)recycling programs
B)environmentally sustainable strategies
C)social responsibility
D)Internet usage
E)biodegradability
Q3) What is the difference between a core belief and a secondary belief?
Q4) Diversity in Canada is increasing, and successful marketers are increasingly diversifying their marketing programs to appeal to different segments of the population.
A)True
B)False
Q5) Why might it be beneficial for marketers to help develop solutions to problems facing the natural environment, such as increased pollution and shortages of raw material?
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Page 6
Chapter 5: Managing Marketing Information to Gain Customer Insights
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165 Flashcards
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Sample Questions
Q1) Your firm faces determined marketing intelligence efforts by competitors. Managers are likely to instruct employees on how to take steps to protect information.
A)True
B)False
Q2) Your assistant wants to use secondary data exclusively for the current marketing research project. Which of the following statements is false regarding secondary data?
A)It may not exist.
B)It may not be relevant.
C)It may not be impartial.
D)It is generally more expensive to obtain than primary data.
E)It may not be current.
Q3) Data age quickly, so keeping the database current requires dedicated resources.
A)True
B)False
Q4) Why might Jason have purposefully avoided data collected via online research?
Q5) A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview. How might the marketer know for certain whether peas or green beans should be included with the turkey entrée?
7
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Chapter 6: Understanding Consumer and Business Buyer
Behaviour
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) The benefits of e-procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery.
A)True
B)False
Q2) ________ is(are)the most basic cause(s)of a person's wants and behaviour.
A)Culture
B)Brand personality
C)Cognitive dissonance
D)Social factors
E)Selective perception
Q3) According to Statistics Canada, by the year 2017 roughly ________ of the population will be a member of a visible minority.
A)10%
B)20%
C)30%
D)40%
E)50%
Q4) Explain how the decision process in the business market and consumer market differ.
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Chapter 7: Segmentation, Targeting, and Positioning
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.
A)True
B)False
Q2) What is one way in which a marketer can attract non-loyal consumers?
Q3) What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."
A)positioning statement
B)service differentiation
C)concentrated segmentation
D)competitive advantage
E)responsible target marketing
Q4) List variables that are applicable to segmenting business markets.
Q5) Research about and planning for loyalty status as a segmentation approach is generally not useful or practical for most firms.
A)True
B)False
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Chapter 8: Developing and Managing Products and Services
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192 Verified Questions
192 Flashcards
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Sample Questions
Q1) What are the stages, in correct order, of the product life cycle?
A)Introduction, Maturity, Growth, and Decline
B)Introduction, Growth, Decline, and Maturity
C)Introduction, Growth, Maturity, and Decline
D)Growth, Introduction, Maturity, and Decline
E)Decline, Introduction, Growth, and Maturity
Q2) Give three examples of specialty products.
Q3) Why might ad expenditures be high for products in the introductory stage of the PLC?
Q4) Explain Herb's augmented product in this scenario.
Q5) In which stage of the PLC will promotional expenditures be especially high in an attempt to create consumer awareness?
A)product development
B)introduction
C)growth
D)maturity
E)adoption
Q6) A very high number of new products fail each year.
A)True
B)False Page 10
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Chapter 9: Brand Strategy and Management
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136 Flashcards
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Sample Questions
Q1) Brands are more than logos and names. They also have personality, status and value. Explain what is meant by each of these three elements.
Q2) In 2013, pop band One Direction allowed photos and band-related images to be placed on various footwear and apparel created by the Leomil Group in exchange for a royalty. This is an example of ________.
A)licensing
B)ingredient branding
C)brand extension
D)megabranding
E)a brand touchpoint
Q3) Virgin entering the theme park market by creating Virgin Rollercoaster World is an example of a ________.
A)line extension
B)brand extension
C)cobranding
D)licensing
E)product life cycle
Q4) Brand communications is an important part of the ongoing management of a brand. What does this entail?
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Measuring ________ can be difficult. A company might conduct surveys or experiments to test this in the different products they offer.
A)target returns
B)fixed costs
C)perceived value
D)break-even pricing
E)variable costs
Q2) ________ is the amount of money charged for a product or service.
A)Experience curve
B)Demand curve
C)Price
D)Wage
E)Salary
Q3) A break-even chart shows the total cost and total revenue expected at various sales volume levels.
A)True
B)False
Q4) Why is price considered to be one of the most flexible elements of the marketing mix?
Q5) How might product line pricing be initiated at Quills?
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Chapter 11: Marketing Channels
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125 Flashcards
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Sample Questions
Q1) In a logistics system, minimizing distribution costs most likely involves ________.
A)flexible assortments
B)large shipping lots
C)rapid delivery
D)large inventories
E)liberal return policies
Q2) ________ are the largest group of wholesalers. The group can be divided into the two broad types of full-service and limited-service.
A)Brokers
B)Manufacturer sellers
C)Agents
D)Merchant wholesalers
E)Specialty wholesalers
Q3) Why are more and more companies turning to third-party logistics providers (3PLs)?
Q4) What is the role of marketing intermediaries?
Q5) What is a contractual vertical marketing system? Give an example of a type of business that works as a contractual VMS.
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Page 14
Chapter 12: Retailing and Wholesaling
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107 Flashcards
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Sample
Questions
Q1) How are retailers classified based on the amount of service they provide to customers? Provide examples of each service level to illustrate your response.
Q2) Which of the following conditions increases the chances of a retailer opting to be categorized as a self-service retailer?
A)when consumers need warranty information about shopping goods
B)when customers are willing to conduct their own locate-compare-select process
C)when the store offers luxury products at highly affordable prices
D)when customers are looking for a narrow product line with a deep assortment
E)when the store has been converted into a designer shop from a department store
Q3) Venns is a chain of department stores that has become more focused in recent years and now stocks only exclusive labels of designer home accessories. Venns has transformed itself into a chain of pop-up stores.
A)True
B)False
Q4) Category killers are superstores that carry a deep assortment of a particular product line.
A)True
B)False
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Page 15
Chapter 13: Communicating Customer Value: Advertising and Public Relations
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169 Flashcards
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Sample Questions
Q1) When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.
A)reach
B)media engagement
C)media impact
D)exposure costs
E)frequency
Q2) Companies are using less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
A)marketing; media
B)media; sales
C)narrowcasting; broadcasting
D)mass media; targeted media
E)advertising; word-of-mouth
Q3) Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.
A)True
B)False
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Chapter 14: Personal Selling and Sales Promotion
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169 Flashcards
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Sample Questions
Q1) Ken Klein is a Superior Frozen Foods salesman responsible for customers in the southwest region of Texas. Superior Frozen Foods uses a territorial sales force structure.
A)True
B)False
Q2) ________ consists of short-term incentives to encourage the purchase or sale of a product or service. This offers reasons to buy it now.
A)A patronage reward
B)A segmented promotion
C)Advertising
D)Sales promotion
E)Publicity
Q3) A(n)________ has the advertiser's name on it and is given as a gift to consumers.
A)premium
B)POP promotion
C)advertising specialty
D)price pack
E)sample
Q4) Explain the follow-up step of the selling process.
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Chapter 15: Direct, Online, Social Media, and Mobile Marketing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) A search advertiser only pays if ________.
A)consumers click through to its website
B)the advertiser gains more customers
C)the advertiser gains more revenue
D)their display ads go to different groups
E)the advertiser can build better customer relationships
Q2) Explain the major benefits of direct marketing for both customers and sellers.
Q3) Which of the following is definitely one of the benefits for the seller in direct marketing?
A)transportation options
B)price and program flexibility
C)mass reach and frequency
D)increasing cost-per-contact
E)economics of order processing
Q4) Permission-based email advertising allows marketers to send tailored messages to targeted customers who actually want to receive them.
A)True
B)False
Q5) What is mobile marketing?
Q6) How is The Treble Clef benefiting from its website? Page 18
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Page 19
Chapter 16: The Global Marketplace
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Sample Questions
Q1) Differentiate between industrializing economies and industrial economies. Give a few examples of each.
Q2) Through which of the following routes do firms generally get into international marketing?
A)buying shares of an international company
B)shipping products to foreign customers
C)organizing an international division
D)establishing a joint venture
E)acquiring a foreign firm
Q3) Income distribution generally remains constant across different types of economies. A)True B)False
Q4) Straight product extension refers to marketing a product as is and finding customers for it.
A)True B)False
Q5) Give an account of the functions of the World Trade Organization (WTO)and the formation of WTO from GATT.
Q6) What is the best mode of entry into foreign markets for I Design?
Page 20
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