Marketing Communications
Question Bank
Course Introduction
Marketing Communications explores the strategic role of communication in the marketing process, emphasizing how organizations develop and deliver messages to target audiences across various platforms. The course covers key concepts such as integrated marketing communications (IMC), branding, advertising, public relations, direct marketing, digital media, and promotional strategies. Students will learn to create cohesive marketing campaigns, assess media effectiveness, and understand consumer behavior to foster brand awareness and engagement. Through case studies and practical projects, learners gain the skills needed to design impactful communications that drive organizational success in a dynamic, interconnected marketplace.
Recommended Textbook M Marketing 3rd Edition by Dhruv Grewal
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18 Chapters
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2647 Flashcards
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) The evolution of marketing progressed along the following continuum:
A) sales,marketing,value-based marketing,production
B) marketing,value-based marketing,production,sales
C) value-based marketing,production,sales,marketing
D) production,sales,marketing,value-based marketing
E) sales,value-based marketing,marketing,production
Answer: D
Q2) Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts.Retailers function as:
A) market intermediaries.
B) monopolists.
C) regulators of consumer demand.
D) wholesale specialists.
E) intermediate promoters.
Answer: A
Q3) Garage sales and online classified ads are examples of C2C marketing.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) When Ramona,the keynote speaker at a major business leaders' conference,arrived in the middle of the night at the Ritz-Carlton,she was exhausted and her suit was wrinkled from her ten-hour plane trip.The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation.She has been a loyal Ritz-Carlton customer ever since.In this example,Ritz-Carlton demonstrated the macro strategy of:
A) customer excellence
B) operational excellence
C) product excellence
D) promotional excellence
E) global excellence
Answer: A
Q2) When catalog companies send sale catalogs to their current customers,which type of growth strategy are they pursuing?
Answer: Market penetration,because the companies are trying to sell additional products (marked down)to current customers.
Q3) What is the goal of product,operational,locational,and customer excellence?
Answer: Creating and developing customer value.
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Compared to the average company,firms with strong ethical climates tend to:
A) employ more business development consultants.
B) offer more goods and services.
C) be more socially responsible.
D) invest more in sales training software.
E) all of these.
Answer: C
Q2) Charges that firms are using "sweatshop" labor to produce their products are likely to occur during the __________ phase of the strategic marketing planning process.
A) planning
B) implementation
C) control
D) evolution
E) marketing mix
Answer: B
Q3) How does corporate social responsibility relate to ethics?
Answer: The student can explore a number of dimensions.Some will develop the issues summarized in Exhibit 3.3.Others may explore personal feelings about ethics,companies,and responsibilities.
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Page 5
Chapter 4: Analyzing the Marketing Environment
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Sample Questions
Q1) Gender roles:
A) are a constant cultural norm.
B) require firms to produce gender neutral advertising for 100 percent of their products.
C) have been blurred in the past several years.
D) are important,and gender boundaries should never be crossed.
E) are unimportant to marketers.
Q2) When evaluating competitors,marketers need to assess competitors':
A) strengths.
B) weaknesses.
C) likely reaction to marketer's activities.
D) all of these.
E) none of these.
Q3) Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core.What social trend does this product respond to?
A) Green marketing
B) Time-poor society
C) Cultural diversity
D) Technological advances
E) Regulatory issues
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Page 6
Chapter 5: Consumer Behavior
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Sample Questions
Q1) Maslow's Hierarchy of Needs is an interesting concept for psychology,but it has little relevance for marketing.
A)True
B)False
Q2) Mary will not consider purchasing an "American" car brand based on negative comments made by her parents,therefore she has developed a negative attitude toward "American" brand cars.
A)True
B)False
Q3) By producing motorcycles that do more than get riders to their destinations and back,Harley-Davidson is addressing consumers'__________ needs.
A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological
Q4) Whenever major golf professionals use a new piece of golf equipment,sales of that equipment jump rapidly.What type of social influence do PGA and LPGA professionals represent for average golfers?
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Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) Markham Publishing is known for its consultative buying center culture.Recognizing this corporate culture,someone attempting to sell to Markham Publishing should:
A) treat all members of the buying center as equally important.
B) address the concerns of all members of the buying center with particular attention to those of the decision maker.
C) focus on providing information to and making the sales approach to the one decision maker.
D) attempt to facilitate the collective agreement of all members of the buying center.
E) focus attention on the gatekeeper in the buying center's team.
Q2) In most large organizations,several people are responsible for making a purchase decision.This group is called the:
A) derived demand cohort.
B) reselling team.
C) decider group.
D) buying center.
E) expediters.
Q3) Would you rather be engaged in B2B or B2C marketing? Support your choice.
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Chapter 7: Global Marketing
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Sample Questions
Q1) Tariffs protect domestic producers by:
A) making imported products more expensive.
B) increasing brand recognition.
C) reducing the cost of production.
D) offering subsidies to exports.
E) avoiding boycotts.
Q2) Global businesses often find it particularly difficult to understand the __________ of a country's culture.
A) symbols
B) underlying values
C) ceremonies
D) dress
E) visible artifacts
Q3) The 1999 World Trade Organization Ministerial Conference in Seattle ended abruptly following anti-globalization protests that were sometimes violent.What are the major criticisms of globalization?
Q4) When entering into a joint venture,the burden of ownership,control and profits is not shared.
A)True
B)False
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.
Q2) A company that sells only multigrain,low calorie bread should use an undifferentiated targeting strategy.
A)True
B)False
Q3) Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.
A) geographic B) self-concept
C) psychographic D) benefit
E) behavioral
Q4) Create an example of geodemographic segmentation.
Q5) The STP process is made up of strategy,targeting,and promotion. A)True B)False
Q6) How have airline companies implemented loyalty segmentation?
Page 10
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Chapter 9: Marketing Research
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Sample Questions
Q1) When presenting the results of marketing research to a client,it is acceptable to omit some research data that contradicts the client's expectations in order to improve the chances of being hired again.
A)True
B)False
Q2) What kinds of internal information might be of value to a marketing researcher?
Q3) Benefit-cost analysis in market research weighs:
A) the benefits of answering questions against the cost of the research.
B) the benefit of exploratory research against the cost of conclusive research.
C) the benefit of primary data research against the cost of secondary data research.
D) the benefit of a data warehouse against the cost of syndicated data.
E) the benefit of internal secondary data against the cost of external secondary data.
Q4) What is the major advantage of primary data collection,compared to the use of secondary data?
Q5) If your manager asked you to review invoice data for the last six months to look for any trends or changes,what kind of market research activity would you be engaged in?
Q6) Why are more and more market researchers using Web surveys?
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Page 11
Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Another name for a manufacturer's brand is a __________ brand.
A) systematic
B) extended
C) national
D) premium
E) private label
Q2) Brand dilution occurs when:
A) customers don't see the "fit" between products sharing the same brand name.
B) there are too many products and product categories.
C) new brands cannibalize existing brands.
D) customer perceptions about the core brand are adversely affected.
E) All of these.
Q3) In a competitive market,perceived value is determined by consumers mostly:
A) by quantitative analysis of brand personalities.
B) in relationship to the value of competitors' offerings.
C) by weighing primary versus secondary benefits.
D) through investment in product tracking systems.
E) through brand association and brand licensing.
Q4) What is brand extension? Provide an example of brand extension you have encountered.
12
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Chapter 11: Developing New Products
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Sample Questions
Q1) Describe your actions (or someone you know)in a situation where you were an innovator in the diffusion of innovation curve.
Q2) Which of the following is NOT one of the five groups in the diffusion of innovation curve?
A) innovators.
B) non-adopters.
C) late majority.
D) early majority.
E) early adopters.
Q3) Kristina created a virtual prototype of her new line of swimwear on a website to show to consumers.Kristina will ask consumers what they think of the clothing,but the most important question is:
A) what retailers she should use to sell the swimwear.
B) whether or not they would purchase the swimwear if it becomes available.
C) what wholesale price should be charged.
D) what promotional plan will work best.
E) in which season she should introduce the product.
Q4) Describe a product that is in the early majority stage of the new product diffusion curve.
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Chapter 12: Services: The Intangible Product
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Sample Questions
Q1) Empowerment becomes more important when the service is:
A) institutionalized.
B) repetitive.
C) individualized.
D) routine.
E) standardized.
Q2) Technology can help facilitate service delivery through:
A) access to a wide variety of services.
B) greater control over service delivery by customers.
C) increased efficiency.
D) greater ability to obtain information.
E) all of these.
Q3) Because customers have different needs and expectations,the key to distributive fairness in service recovery is to:
A) listen to the customer.
B) contact a supervisor quickly.
C) estimate the damage.
D) provide a fair solution.
E) resolve the problem quickly.
Q4) What are the potential gaps in the Gaps Model? What is it designed to do?
Page 14
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Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) When Sony released their PlayStation 3 game machines,they charged a high price,attracting the most avid game players.This was a market penetration pricing strategy.
A)True
B)False
Q2) Internet comparison shopping sites like Shopping.com and Pricegrabber.com allow consumers to compare prices of substitute products much more easily than is possible without the Internet.These sites have:
A) reduced the price elasticity demand for individual products.
B) increased the cross-price elasticity for substitute products.
C) increased the income effect on price elasticity of demand.
D) reduced the cross-price elasticity of demand for complementary goods.
E) decreased the price elasticity of demand for groups of similar products.
Q3) What does an everyday low prices strategy say to consumers?
Q4) Economic trends that affect pricing decisions include increases in disposable income and status consciousness,a trend for customers to shop cheap,global economic conditions,and local economic conditions.
A)True
B)False
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Chapter 14: Supply Chain and Channel Management
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Sample Questions
Q1) CPFR refers to cost,profit,frequency,and return in an inventory management system.
A)True
B)False
Q2) For a supply chain to operate efficiently,the participating members must cooperate.
A)True
B)False
Q3) As a very small manufacturer of nutritional products for race horses,Horse Health Products Company maintained information using bookkeeping and inventory management software and communicated with customers through e-mail and facsimiles.As its business expanded,Horse Health Products' owner began to consider creating an electronic data interchange.What could an EDI system do for his company?
Q4) In retailing,a just-in-time delivery system is called a __________ system.
A) cross-docking
B) quick response
C) UPC
D) CPFR
E) lead time
Q5) JIT systems require a strong commitment by each party.What does this include?
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Chapter 15: Retailing and Multichannel Marketing
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Sample Questions
Q1) Multichannel retailers are able to simply charge the same prices across all channels.
A)True
B)False
Q2) Some customers do not use debit or credit cards,sometimes because they are in a demographic cohort that prefers to use cash and sometimes because they have poor credit histories.This does not mean they cannot afford your product.If you were trying to market a product to these customers,which channel would be the focus of your attention: store or Internet?
Q3) Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts?
A) Jewelry store.
B) Convenience store.
C) Liquor store.
D) Second-hand clothing store.
E) Bakery.
Q4) What could drive the sales growth of drugstores,and what competitive pressures could limit growth in sales and profits?
Q5) Describe an extreme value retailer.Where are they often found?
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Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) How is advertising different from publicity?
Q2) If you have ever watched a television commercial and at the end of the message wondered what were they promoting,you may have had trouble __________ the IMC message.
A) decoding
B) pre-testing
C) precoding
D) encoding
E) tracking
Q3) What is the major advantage of direct marketing over advertising?
Q4) __________ means converting the sender's ideas into a message,which could be verbal,visual or both.
A) Decoding
B) Stealth marketing
C) Precoding
D) Encoding
E) Tracking
Q5) List the steps in the AIDA model and explain why each step is important to marketers.
Q6) How can noise disrupt the IMC process?
Page 18
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Chapter 17: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.
A)True
B)False
Q2) Michael wanted to develop a sales promotion to draw customers into the store and increase sales for the month,but he was also aware of the downside of sales promotions,specifically that:
A) his suppliers might not be able to meet the demand.
B) consumers might simply stock up on the products and sales in future months would correspondingly decline.
C) competitors might match the promotion resulting in a price war.
D) if used too often,consumers will expect the promotions and not buy until one is available.
E) all of these.
Q3) Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.
A)True
B)False
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Chapter 18: Personal Selling and Sales Management
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Sample Questions
Q1) Gwen recognizes that one of her roles as a company sales rep is to be the firm's frontline emissary.As such,she strives to build strong relationships with customers and:
A) capture every possible sale by any means necessary.
B) pressure the supply chain to perform.
C) take a long-term perspective.
D) disparage competitors' offerings.
E) shift organizational control from production to marketing.
Q2) The attitudes that Ryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether or not they renew each year.He needs to convey __________,delivering the right services the right way.
A) reliability
B) responsiveness
C) assurance
D) empathy
E) tangibles
Q3) Merl,an architect,made his presentation to the potential customer and handled objections.What does Merl need to do next,and why is this stage so stressful?
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