Marketing Communications
Pre-Test Questions
Course Introduction
Marketing Communications explores the strategies and tools organizations use to communicate with their target audiences and build strong brand relationships. The course covers key concepts such as integrated marketing communications (IMC), advertising, public relations, sales promotion, direct marketing, digital and social media, and personal selling. Students will learn how to develop effective marketing communication campaigns, analyze target markets, craft compelling messages, select appropriate channels, and measure the effectiveness of communication efforts. Emphasis is placed on blending various communication techniques to achieve coherent and persuasive brand messaging in today's dynamic media landscape.
Recommended Textbook
Marketing 9th Canadian Edition by Frederick Crane
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Page 2
Chapter 1: Marketing: Customer Value, satisfaction, relationships, and Experiences
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Sample Questions
Q1) The primary function of the Pillsbury Company was to mill quality flour during the ______________ era.
A)production
B)sales
C)marketing concept
D)societal marketing concept
Answer: A
Q2) Which of the following is the best example of an organizational buyer?
A)a mother buying milk for her young son
B)a computer programmer buying the latest game for his Playstation
C)a store owner buying hand-painted slate signs to sell in her store
D)a botanist buying a rose bush for his home garden
Answer: C
Q3) A single parent would like to hire a nanny,but s/he cannot afford one.Marketing does not occur in this situation because:
A)two or more parties have unsatisfied needs.
B)there is no desire on the part of either party to satisfy the other.
C)one of the involved parties does not have the ability to satisfy the other.
D)there is no way to communicate.
Answer: C
Page 3
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Chapter 2: Developing Successful Marketing Strategies
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Sample Questions
Q1) Mars Incorporated targets health-conscious females by advertising its 3 MUSKETEERS Bar which has "45 percent less fat than average of the leading chocolate brands." It uses clever television ads to promote this product benefit and is achieving good sales results using this strategy.Mars is ____________ in the implementation phase of the strategic marketing process.
A)obtaining resources
B)designing the marketing organization
C)developing schedules
D)executing the marketing program
Answer: D
Q2) Yorkdale Mall hopes to increase traffic in the shopping center by offering free lunches to children in mall restaurants on Tuesdays.This promotion is directed to families who currently do not shop at the mall.This is an example of the implementation of a _____ strategy.
A)market penetration
B)market development
C)product development
D)diversification
Answer: B
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Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Walmart decides to run two different ads in Toronto,Ontario.One,in a predominant Chinese market,is written in Chinese; the other,in a large Italian area,is written in Italian.Walmart is engaging in what type of marketing?
A)discriminatory marketing
B)micromarketing marketing
C)social marketing
D)ethnic marketing
Answer: D
Q2) Before UPS and FedEx became prominent,Canada Post operated in what type of competition environment?
A)Pure competition
B)Monopoly
C)Oligopoly
D)Monopolistic competition
Answer: B
Q3) How do you think the Anti-Spam Legislation (Bill C-28)will affect consumers' confidence to continue using social networking sites as prevalently as they are now?
Answer: Answers will vary
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Chapter 4: Ethics and Social Responsibility in Marketing
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Sample Questions
Q1) With new changes to privacy concerns,many websites (such as reuters.com)now provide a notice that Cookies are used to track visitors clicks and browsing habits.This notification was driven by consumer's:
A)right to choose.
B)right to be informed.
C)right to be treated courteously.
D)right to safety.
Q2) The first step in any social audit is to:
A)set the budgets for marketing programs.
B)identify social responsibility causes consistent with the company's mission.
C)recognize a firm's social expectations and the rationale for engaging in social responsibility endeavours.
D)determine the types of resources needed to achieve social responsibility objectives.
Q3) Define sustainable development.Provide two examples of it.
Q4) Describe the three major forms or concepts of social responsibility.
Q5) Define green marketing.Provide two examples of it.
Q6) Define economic espionage and discuss its implications for businesses and consumers.
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Chapter 5: Consumer Behaviour
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Sample Questions
Q1) Following on the 25<sup>th</sup> anniversary of the "Back to the Future" franchise,Nike has developed a new automatic lacing system for a range of high-top basketball shoes.Nike believes this new characteristic - promoted as quick tie - will make the new shoe a superior product.Due to increased costs of materials and production,the price will be about $150.Based on responses of people who have tried the new product,Nike is confident consumers will have a relatively favourable evaluation of the shoe.To have a favourable evaluation,consumers must first:
A)experience problem recognition.
B)consult a public source of information.
C)consult a personal source of information.
D)make a purchase decision.
Q2) An example of a marketer-dominated source of information for an external information search is:
A)salespeople.
B)Consumer Reports magazine.
C)consumer programs on talk radio stations.
D)friends and relatives.
Q3) How does the definition of attitudes highlight its important dimensions?
Q4) What does lifestyle mean,and why is it important to marketers?
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Chapter 6: Organizational Markets and Buyer Behaviour
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Sample Questions
Q1) Which of the following statements about reciprocity is NOT true?
A)Reciprocity exists in certain types of countertrade arrangements in international marketing.
B)Industry Canada frowns on reciprocal buying as it restricts the normal operation of the free market.
C)Reciprocity is occasionally addressed in a company's code of ethics.
D)Industry Canada encourages reciprocity because it enhances free market operation.
Q2) When Rolls Royce is trying to sell their engines to Boeing for use in the new Boeing 787,who is likely the most important person to convince?
A)Purchasing Manager, Engine Components
B)Technical Engineering Manager, Engine Components
C)Head Purchasing Manager, Boeing Inc.
D)Chief Executive Officer, Boeing Inc.
Q3) What are independent e-marketplaces? What are the features of the settings they may exist in?
Q4) What are the three types of organizational buying situations? Give an example of each.
Q5) What are the characteristics of the organizational buying process?
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Chapter 7: Reaching Global Markets
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Sample Questions
Q1) The reverence that Japan shows towards its elderly is an example of the nation's: A)values.
B)beliefs.
C)customs.
D)religion.
Q2) Which of the following statements reflects Michael Porter's theory regarding national competitive advantage?
A)Clusters of strong suppliers can interfere with entry into a global market.
B)A firm that succeeds in global markets often has first succeeded in intense domestic competition.
C)A country's natural resources, education, and infrastructure often pose obstacles that cannot be overcome.
D)The first goal of a global marketer is to actively educate a nation's domestic customers.
Q3) List and briefly describe the four main elements of Porter's diamond of national competitive advantage.
Q4) What is the trade feedback effect?
Q5) Briefly describe the General Agreement on Tariffs and Trade (GATT).
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Chapter 8: Marketing Research: From Information to Action
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Sample Questions
Q1) The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.This is an example of:
A)primary research
B)causal research
C)descriptive research
D)exploratory research
Q2) Because marketers cannot control all the conditions in the field,they sometimes conduct a different kind of experiment known as a:
A)hypothetical experiment
B)laboratory experiment
C)non-scientific experiment
D)casual experiment
Q3) The type of question you are answering right now is an example of a(n)_____ question.
A)Likert scale
B)fixed alternative
C)dichotomous
D)open-ended
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Page 10
Chapter 9: Market Segmentation, Targeting, and Positioning
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Sample Questions
Q1) In developing a marketing strategy for the newly released Nike Air Jordan XVII with a price tag of $200,Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of:
A)selecting target market segments to reach.
B)forming products to be sold into groups.
C)developing a market-product grid and estimating size of markets.
D)taking marketing actions to reach target markets.
Q2) Hot Topic is a California-based retailer that opened six Torrid plus-size-only retail stores that cater to women aged 15-30.Hot Topic expects its six Torrid stores to achieve $56 million in revenues in 2014.This $56 million is a(n):
A)marketing objective.
B)market penetration estimate.
C)market share estimate.
D)sales forecast.
Q3) What are the dimensions by which consumer markets can be segmented?
Q4) Why would an organization produce a single good or service and then attempt to sell it to two or more market segments?
Q5) Define market segmentation.How does it link needs with marketing actions?
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Chapter 10: Developing New Products and Services
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Sample Questions
Q1) Consumer goods are products purchased by the ultimate consumer,whereas _____ are products used in the production of other products for ultimate consumers.
A)convenience goods
B)shopping goods
C)business goods
D)specialty goods
Q2) The Build-A-Bear Workshop sells custom made teddy bears designed to be given as gifts for almost every occasion imaginable.The Beary Romantic Curly Teddy is one bear designed for people to give to each other on Valentine's Day.The code that the Build-A-Bear Workshop uses to distinguish this teddy bear from the others in its inventory and to order new stock when its numbers are depleted is a(n):
A)distinct stock size.
B)universal product code.
C)order quantity code.
D)stock-keeping unit.
Q3) What are the four types of consumer goods? How do they differ?
Q4) What categories of products are classified as business support goods? Give an example of each.
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Page 12
Chapter 11: Managing Products and Brands
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Sample Questions
Q1) The popular "Got Milk" advertising campaign was sponsored by the National Milk Board to encourage more people to drink milk.This ad campaign stimulated _____ demand.
A)selective
B)primary
C)derived
D)generic
Q2) A label is described by each of the following EXCEPT:
A)is an integral part of the package.
B)typically identifies the product or brand.
C)is typically an expensive part of the marketing strategy for a product.
D)provides very little benefit to the consumer.
Q3) Airlines have added more seats,thus reducing leg room,and eliminated extras,such as snack service and food portions.This is an example of:
A)increasing use
B)creating new use situations
C)trading up
D)trading down
Q4) What is the difference between a brand name and a trade name? Give an example of each.
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Chapter 12: Managing Services
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Sample Questions
Q1) After receiving your air ticket,you realize it is an aisle seat; you dislike aisle seats because the drink cart always hits your elbow! You head to the check-in counter where two flight attendants are conversing among themselves,seemingly ignoring you.You wait for one minute before clearing your throat,and asking if there are any window seats available.The flight attendants were not very _____________ to you standing there.
A)reliable
B)responsive
C)courteous
D)empathetic
Q2) Just-in-time (JIT)inventory focuses on efficient and effective supply to customers.This is very similar to the concept of:
A)off-peak pricing.
B)idle production capacity.
C)gap analysis.
D)capacity management.
Q3) Describe an effective off-peak tourism campaign used to maximize capacity and revenue for an all-inclusive resort in the Caribbean.
Q4) What is SERVQUAL? How and why is it used?
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Page 14
Chapter 13: Pricing Products and Services
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Sample Questions
Q1) List four key factors used to estimate demand.
Q2) 'No-name' products likely use:
A)demand backward pricing
B)below-market pricing
C)loss-leader pricing
D)prestige pricing
Q3) When the New York Times switched to an online-paid access model for reading articles on their website,they initially felt that customers would pay $45.00 a month for unlimited access.From here,they worked backwards to ensure they were going to be profitable after paying all of the necessary IT,reporters,and administrative costs.The New York Times engaged in:
A)Penetration pricing
B)Target pricing
C)Cost-plus and percentage-of-cost pricing
D)Cost-plus and fixed fee pricing
Q4) What are the conditions favouring the use of penetration pricing?
Q5) What are the two general methods for quoting prices related to transportation costs? Explain how each is used.
Q6) What is a loss-leader and why is it used by retailers?
Q7) Explain why price elasticity is important to marketing managers.
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Chapter 14: Managing Marketing Channels and Supply Chains
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Sample Questions
Q1) Why is customer service said to be highly situational?
Q2) Manufacturer's agents:
A)furnish the racks or shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers.
B)take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for merchandise.
C)own the merchandise they sell but do not physically handle, stock, or deliver it.
D)work for several producers and carry non-competitive, complementary merchandise in an exclusive territory.
Q3) The marketing dashboard above (TB Figure 1)shows that the standard established for out-of-stocks is
A)3 percent.
B)4 percent.
C)6 percent.
D)8 percent.
Q4) Define and describe a similarity and difference between multichannel distribution and a strategic channel alliance.
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Chapter 15: Retailing
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Sample Questions
Q1) In response to the changes in Canada,many direct sellers are implementing a _____ strategy,expanding into other countries with their current product lines.
A)market development
B)market penetration
C)harvesting
D)product development
Q2) As the use of telemarketing grows,which topic of discussion among consumers,federal and provincial governments and businesses has become the most concerning?
A)consumer privacy
B)price differences
C)on-time delivery
D)the choice of language to use
Q3) Which of the following is NOT true regarding extreme value retailers?
A)they are exemplified by Dollar General, Fred's, and Family Dollar stores.
B)they attract customers who want value.
C)they average about 16,000 square feet in size.
D)they appeal to customers who like a neighbourhood store environment.
Q4) What is the retail positioning matrix? Give an example.
Q5) What is the value of retailing for consumers and the economy?
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Chapter 16: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) The Canadian Tourism Commission (CTC)created several "Canada,Keep Exploring" advertisements.In terms of the communication process,the _____ for the information in the "Canada,Keep Exploring" advertisements is CTC,its producer.
A)communication channel
B)message
C)decoder
D)source
Q2) In Figure 16-4,line "A" shows that __________,an element of the promotion mix,is highest in importance in the purchase stage of the buying decision.
A)advertising
B)public relations
C)personal selling
D)sales promotion
Q3) Channel "A" in Figure 16-5 represents which type of promotional channel strategy?
A)Direct
B)Indirect
C)Push
D)Pull
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Chapter 17: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) A political ad that incorporates a fear appeal would most likely be expressed as
A)warnings against the rise of other unpopular ideologies.
B)disenfranchisement from mainstream society.
C)a lack of patriotic responsibility.
D)a lack of self-respect or self-worth.
Q2) One reason for using outdoor advertising is:
A)its high costs.
B)its lack of visibility.
C)its local market focus.
D)very little traffic restrictions.
Q3) The "Got Milk?" ad below is an example of which type of advertising?
A)reminder institutional
B)competitive institutional
C)pioneering institutional
D)product advocacy
Q4) Automobile advertising is likely to follow which strategy?
A)Drip schedule.
B)Blitz schedule.
C)Pulse schedule.
D)Turnover schedule.
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Chapter 18: Personal Selling and Sales Management
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Sample Questions
Q1) When after completing an 18-week sales training program,Joshua was told,"You will be paid 4 percent on net dollar volume up to $10 million.Sales in excess of $10 million command a rate of 6 percent." The company Joshua works for is using a _____ for him after he completes his sales training program.
A)sales response compensation plan
B)combination compensation plan
C)straight sales compensation plan
D)straight commission compensation plan
Q2) Relationship selling is described by all of the following,except:
A)makes customer value creation possible.
B)builds ties to customers based on a salesperson's attention and commitment to customer needs over time.
C)focuses on creating short-term sales.
D)involves mutual respect and trust among buyers and sellers.
Q3) Compare and contrast each of the four account management policies that could be implemented based on account opportunity level and competitive position of the sales organization.
Q4) What are the three major roles of personal selling in a firm's overall marketing effort?
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Page 20
Chapter 19: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) Which of the following roles would not be classified as part of the functional groups at Pillsbury?
A)Senior Marketing Manager
B)Product Manager
C)Director of Sales
D)Desserts
Q2) The information needed in market product focus and goal setting,Step 2 of the planning phase,includes: 1)market potential studies,2)market-product grids with targets,and 3)__________.
A)trends for industry and competitors
B)marketing mix actions
C)detailed plans to execute the marketing program
D)positioning studies
Q3) A firm following a differentiation strategy would be found in __________ in Figure 19-4.
A)quadrant A
B)quadrant B
C)quadrant C
D)quadrant D
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Q4) What are the advantages and disadvantages of the product manager system?
Chapter 20: Using Social Media to Connect With Consumers
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Sample Questions
Q1) A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
A)negotiated cost.
B)cost per thousand.
C)cost per action.
D)cost per click.
Q2) The social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends; and create and join common-interest groups organized by workplace,high school,college,and Pages is
A)Twitter.
B)Vimeo.
C)Facebook.
D)YouTube.
Q3) Based on the social media identified in Figure 20-1,LinkedIn is
A)medium in self-disclosure and low in media richness.
B)high in self-disclosure and medium in media richness.
C)high in self-disclosure and high in media richness.
D)low in self-disclosure and medium in media richness.
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Q4) What is meant by "convergence" of real and digital worlds? Provide one example.