Marketing Communications Test Preparation
Course Introduction
Marketing Communications explores the strategies, tools, and techniques organizations use to communicate with their target audiences and build strong brands. This course examines the integrated marketing communications (IMC) framework, including advertising, public relations, sales promotions, direct marketing, digital and social media, personal selling, and sponsorships. Students will analyze how these elements are coordinated to deliver clear, consistent, and compelling messages that influence consumer behavior and achieve marketing objectives. Topics include message design, media planning, budgeting, communication effectiveness, and the ethical and legal considerations involved in marketing communications.
Recommended Textbook
MKTG6 6th Edition by Charles W. Lamb
Available Study Resources on Quizplus
22 Chapters
3901 Verified Questions
3901 Flashcards
Source URL: https://quizplus.com/study-set/1083
Page 2
Chapter 1: An Overview of Marketing
Available Study Resources on Quizplus for this Chatper
180 Verified Questions
180 Flashcards
Source URL: https://quizplus.com/quiz/21383
Sample Questions
Q1) All of the following are marketing management philosophies EXCEPT:
A)sales orientation
B)societal marketing orientation
C)market orientation
D)profitability orientation
E)production orientation
Answer: D
Q2) If a company uses a sales orientation,consumer complaints would most likely result in:
A)a modification of the sales presentation.
B)product reinvention.
C)continuous market research.
D)philanthropy.
E)attempts to cut production costs.
Answer: A
Q3) Only a firm's salespeople need to be customer oriented.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Strategic Planning for Competitive Advantage
Available Study Resources on Quizplus for this Chatper
216 Verified Questions
216 Flashcards
Source URL: https://quizplus.com/quiz/21384
Sample Questions
Q1) _____ is the process of gauging the extent to which marketing objectives have been achieved during the specified time period.
A)Implementation
B)Control
C)Heuristic measurement
D)Evaluation
E)Mechanistic compliance
Answer: D
Q2) In 2011,Diamond Foods,Inc.purchased Pringles from Procter & Gamble.The decision to purchase Pringles represented a(n)_____ to Diamond Foods.
A)opportunity
B)strength
C)weakness
D)threat
E)burden
Answer: A
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Ethics and Social Responsibility
Available Study Resources on Quizplus for this Chatper
95 Verified Questions
95 Flashcards
Source URL: https://quizplus.com/quiz/21385
Sample Questions
Q1) Refer to Florida Hospitals.In order to make an ethical decision on how to handle uninsured illegal immigrants,the Florida hospital administrators must consider all of the following EXCEPT:
A)social consensus
B)number of people affected by the decision
C)probability of harmful outcome to the hospital and to the individuals
D)magnitude of morality
E)length of time between the decision and the onset of consequences
Answer: D
Q2) Research has found three ethics-related actions by managers have the greatest impact on employee ethics.What are they?
Answer: The actions are setting a good example,keeping promises and commitments,and supporting others in adhering to ethics standards.
Q3) Antivirus software is a membership service.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: The Marketing Environment
Available Study Resources on Quizplus for this Chatper
163 Verified Questions
163 Flashcards
Source URL: https://quizplus.com/quiz/21386
Sample Questions
Q1) Marketing managers cannot control _____,but they can sometimes influence it.
A)where advertising is placed
B)the external environment
C)the sales force
D)the distribution strategy
E)product pricing
Q2) The two types of research are:
A)basic and applied.
B)primary and secondary.
C)profit and not-for-profit.
D)domestic and global.
E)basic and advanced.
Q3) Merissa Champlain designs and sells clothes for young working women.Her marketing managers recently told her that she'll be in financial trouble unless she starts designing clothes suited to Gen Yers.Why is this?
A)Gen Yers are picky.
B)Gen Yers are more multicultural.
C)Baby boomers provide all of the disposable income for Gen Y members.
D)Demographically,Gen Yers are an extremely large group of consumers.
E)Gen Yers are easily swayed by traditional promotion media.
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Developing a Global Vision
Available Study Resources on Quizplus for this Chatper
189 Verified Questions
189 Flashcards
Source URL: https://quizplus.com/quiz/21387
Sample Questions
Q1) Assume that you are the marketing manager for a leading U.S.manufacturer of earthmoving equipment.Your company would like to become heavily involved in global marketing (especially in India)but has some capital limitations.Your job is to evaluate whether it should use contract manufacturing or direct foreign investment.Compare and contrast these two options and make a recommendation.
Q2) All of the following statements about the use of the Internet in global marketing are true EXCEPT:
A)Opening an e-commerce site on the Internet immediately puts a company in the international marketplace.
B)The new Internet economy is being restrained by the old brick-and-mortar rules,regulations,and habits.
C)Software has been developed to ease currency conversions by allowing customers to pay for products in the currency of their choice.
D)FedEx is a global shipper that helps solve international e-commerce distribution.
E)Language barriers are limiting the potential of the Internet in international marketing.
Q3) Why is developing a global vision important for firms in the United States?
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Consumer Decision Making
Available Study Resources on Quizplus for this Chatper
220 Verified Questions
220 Flashcards
Source URL: https://quizplus.com/quiz/21388
Sample Questions
Q1) American Airline tickets are a commodity.If other agents can sell its tickets,then they have __________ that American Airlines does not have.
A)status quo pricing
B)competition
C)a distribution
D)supply and demand
E)unit market share
Q2) _____ is the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behavior.
A)Economic value
B)Involvement
C)Opportunity cost
D)Temporal cost
E)Perceived level of personal risk
Q3) An ad showing a thirsty athlete drinking a cold bottle of Gatorade is an example of an appeal to self-actualization needs.
A)True
B)False
Q4) For marketers,reference groups have three important implications.Describe them.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Business Marketing
Available Study Resources on Quizplus for this Chatper
227 Verified Questions
227 Flashcards
Source URL: https://quizplus.com/quiz/21389
Sample Questions
Q1) Hazelwood Farms provides local restaurants with organic fruits and vegetables that have been grown without the use of pesticides or chemical fertilizers.Hazelfield Farms is a supplier of:
A)accessory parts.
B)supplies.
C)raw materials.
D)unprocessed extractive products.
E)processed materials.
Q2) Another name for business supplies like pens,paper,and file folders is:
A)processing goods.
B)components.
C)OEM parts.
D)MRO items.
E)accessories.
Q3) While consumer and business markets differ in many ways,the volatility of demand for products is about the same for each type of market.
A)True
B)False
Q4) What is reciprocity? Is it illegal or unethical?
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Segmenting and Targeting Markets
Available Study Resources on Quizplus for this Chatper
217 Verified Questions
217 Flashcards
Source URL: https://quizplus.com/quiz/21390
Sample Questions
Q1) Refer to Wrestling Merchandise.The group identified as strong wrestling fans can be described as a(n):
A)market position
B)market segment
C)positioning
D)organizational buyer
E)microsegment
Q2) After selecting a market for study and choosing bases for segmenting that market,the marketer must select the segmentation _____,which identify the specific segmentation variables to use
A)descriptors
B)matrices
C)narratives
D)variations
E)networks
Q3) The 80/20 principle implies that the majority of all demand is due to a minority of the customers.
A)True
B)False
Q4) List,in correct order,the steps in segmenting a market.
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Decision Support Systems and Marketing Research
Available Study Resources on Quizplus for this Chatper
189 Verified Questions
189 Flashcards
Source URL: https://quizplus.com/quiz/21391
Sample Questions
Q1) Which of the following market research design would seem the most likely technology/methodology that Marriott used to gather data?
A)personal mobile phone interview
B)mobile intercept
C)mobile executive interview
D)computer-assisted self-interview
E)none of the above
Q2) Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed _____ marketing research.
A)historical
B)descriptive
C)predictive
D)normative
E)objective
Q3) What is marketing research? Name and briefly describe the three functional roles of marketing research.
Page 11
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Product Concepts
Available Study Resources on Quizplus for this Chatper
195 Verified Questions
195 Flashcards
Source URL: https://quizplus.com/quiz/21392
Sample Questions
Q1) A style modification is a(n):
A)change in the product's durability or dependability
B)safety improvement
C)aesthetic product change
D)way to add convenience
E)improvement in product versatility and effectiveness
Q2) Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of co-branding?
A)Ingredient
B)Complementary
C)Family
D)Captive
E)Product use
Q3) Due to the time required to scan them,universal product codes (UPCs)are typically placed on merchandise that would be classified as shopping products.
A)True
B)False
Q4) What purposes does branding serve?
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Developing and Managing Products
Available Study Resources on Quizplus for this Chatper
173 Verified Questions
173 Flashcards
Source URL: https://quizplus.com/quiz/21393
Sample Questions
Q1) The two techniques considered most useful for generating new-product ideas are customer-generation and competitive imitation.
A)True
B)False
Q2) There are five categories of adopters participating in the diffusion process.Name and briefly describe each of these five categories in the correct order from first adopter to last adopter.
Q3) New products are important to a company for all the following reasons EXCEPT:
A)increased revenues
B)immediate profits
C)sustained growth
D)replacement of obsolete items
E)increased profits
Q4) Guitar Hero is the diffusion of an innovative product,Karaoke Revolution.
A)True
B)False
Q5) Very few firms follow a formal new-product development process.
A)True
B)False
Q6) Discuss alternatives to traditional test marketing.
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Services and Nonprofit Organization Marketing
Available Study Resources on Quizplus for this Chatper
182 Verified Questions
182 Flashcards
Source URL: https://quizplus.com/quiz/21394
Sample Questions
Q1) Services are considered inseparable because most services cannot be felt or touched in the same way most goods can be sensed.
A)True
B)False
Q2) U.S.service firms such as financial institutions and construction,engineering,and insurance companies will have a difficult time expanding to global markets because competing foreign firms possess many competitive advantages.
A)True
B)False
Q3) Canyons ski resort is so positive that guests will enjoy their visit that they offer a money-back guarantee for special lift tickets purchased at the resort Web site.Canyons' "You'll-Love-It-Or-It's-Free-Guarantee" provides consumers which of the following service quality aspects?
A)Tangibility
B)Responsiveness
C)Sympathy
D)Responsibility
E)Reliability
Q4) Name and briefly define the three categories of pricing objectives for services.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Marketing Channels
Available Study Resources on Quizplus for this Chatper
157 Verified Questions
157 Flashcards
Source URL: https://quizplus.com/quiz/21395
Sample Questions
Q1) One thing that sets service distribution apart from traditional manufacturing distribution is that in a service environment:
A)production and consumption are simultaneous.
B)production setbacks can be remedied by using safety stock.
C)faster modes of transportation can offset service production problems.
D)service distribution benefits are more tangible.
E)service distribution has a narrower focus.
Q2) Refer to Redbox.Video stores that distribute DVDs usually also sell popcorn,candy,soft drinks,and entertainment publications.Basically,they overcome discrepancies of quantity and assortment by combining products into collections or assortment that consumers want available in one place.Which channel function does this describe?
A)Logistical functions
B)Transactional functions
C)Facilitating functions
D)Purchasing functions
E)Secondary functions
Q3) The Internet has led to the emergence of three new forms of industrial distribution.Briefly describe and give an example of each.
To view all questions and flashcards with answers, click on the resource link above.
Page 15
Chapter 14: Supply Chain Management
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/21396
Sample Questions
Q1) The goal of inventory control is to:
A)minimize inventory levels while maintaining an adequate supply of goods to meet customer demands.
B)maximize inventory levels to prevent any possibility of stockouts.
C)determine order timing and order quantity.
D)estimate proper usage rates.
E)integrate JIT to reduce risks of obsolescence,theft,and damage.
Q2) Refer to Fishy Business.In the future,a device will allow each member of the supply chain for fresh fish to verify accountability for providing the species of fish the customer ordered.Which element of supply chain integration is this when each individual firm or business unit is accountable for meeting its own goals regarding providing the fish it says it is providing?
A)Benchmark integration
B)Measurement integration
C)Planning integration
D)Management integration
E)Leagile integration
Q3) Describe contract logistics.How does contract logistics affect the efficient deployment of supply chain management?
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 15: Retailing
Available Study Resources on Quizplus for this Chatper
172 Verified Questions
172 Flashcards
Source URL: https://quizplus.com/quiz/21397
Sample Questions
Q1) A specialty store is not only a type of store but also is a method of retail operations.Describe the specialty store strategy.Then name two examples of specialty stores.
Q2) Pop-up shops are:
A)Web sites that pop up while you are visiting a site
B)m-commerce
C)convenience retailing
D)e-business
E)temporary retail establishments
Q3) Maggie Moo's has decided that consumers will drive out of their way for the store's yummy ice cream offerings.The owner needs to keep his overhead costs (such as rent)low and wants to avoid locating near competitors.For a location,Maggie Moo's should open in a:
A)factory outlet.
B)strip center.
C)freestanding store.
D)shopping center.
E)regional mall.
Q4) Discuss the two recent developments in retailing.
Q5) Define franchising and discuss its two basic forms.Give an example of each form.
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
195 Verified Questions
195 Flashcards
Source URL: https://quizplus.com/quiz/21398
Sample Questions
Q1) _____ is any form of sponsor-identified,impersonal paid mass communication.
A)Advertising
B)Publicity
C)Promotion
D)Public relations
E)Nonpaid communication
Q2) Marketers use public relations to:
A)earn public understanding and acceptance
B)communicate with the community in which they operate
C)educate the public about company goals
D)introduce new products
E)do all of these things
Q3) A $1-off coupon for Carnation Instant Breakfast powder is a form of:
A)public relations.
B)sales promotion.
C)personal selling.
D)Advertising.
E)Publicity.
Q4) Several factors inherent to the product itself influence the promotional mix.Name and briefly describe three of these factors.
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Advertising and Public Relations
Available Study Resources on Quizplus for this Chatper
193 Verified Questions
193 Flashcards
Source URL: https://quizplus.com/quiz/21399
Sample Questions
Q1) Which of the following products is most likely to have a seasonal media schedule?
A)Aromatherapy candles
B)Masking tape
C)Airplane tickets
D)Charcoal
E)Soft drinks
Q2) Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a Web site for support and help.These ads are examples of _____ advertising.
A)product
B)institutional
C)pioneering
D)environmental
E)comparative
Q3) The goal of competitive advertising is to influence demand for a specific brand.
A)True
B)False
Q4) Name and briefly define three forms of product advertising.
Q5) Name and briefly define the two major types of advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Sales Promotion and Personal Selling
Available Study Resources on Quizplus for this Chatper
172 Verified Questions
172 Flashcards
Source URL: https://quizplus.com/quiz/21400
Sample Questions
Q1) When cosmetics company Estée Lauder gives customers a bag of small-sized cosmetics with the purchase of a full-priced item,this is an example of a premium offer.
A)True
B)False
Q2) Oakley Grove and Abraham Enterprises both market oranges and grapefruits.Oakley Grove has been in business for almost 40 years,while Abraham Enterprises has only been selling citrus fruit for about 18 months.Abraham Enterprises would like to take business away from Oakley Grove,and Oakley Grove wants to retain all of its customers.Explain which sales promotions each should emphasize in its marketing mix.
Q3) Creating a(n)_____ during a sales approach helps salespeople optimize their time and resources.
A)sales proposal
B)customer profile
C)sales presentation
D)forecast of needs
E)AIDA assessment
Q4) What is automated e-mail follow-up marketing? How does it work?
Q5) List the advantages personal selling offers over other forms of promotion.
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Pricing Concepts
Available Study Resources on Quizplus for this Chatper
191 Verified Questions
191 Flashcards
Source URL: https://quizplus.com/quiz/21401
Sample Questions
Q1) Peggy's Twist Shack sells soft-serve ice cream.Peggy graphed the demand per week for vanilla ice cream cones.The graph indicates a demand schedule that slopes downward and to the right.This graph indicates that the quantity of vanilla ice cream cones demanded increases as:
A)cost increases.
B)supply decreases.
C)price increases.
D)price decreases.
E)supply increases.
Q2) For convenience,pricing objectives can be divided into three categories.They are:
A)refundable,competitive,and attainable
B)perceived,actual,and unique-situational
C)differentiated,niche,and undifferentiated
D)profit oriented,sales oriented,and status quo
E)monopolistic,fixed,and variable
Q3) As a product moves through its life cycle,the demand for the product and the competitive conditions tend to change.For each stage in the product life cycle,discuss pricing strategies appropriate for that stage.
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Setting the Right Price
Available Study Resources on Quizplus for this Chatper
189 Verified Questions
189 Flashcards
Source URL: https://quizplus.com/quiz/21402
Sample Questions
Q1) A penetration pricing strategy tends to be most effective:
A)when demand is relatively inelastic.
B)under unitary conditions.
C)in price-sensitive markets.
D)when the company can only perform small production runs.
E)if unit costs are high.
Q2) One example of price bundling occurs when Nintendo sells the Wii Fit balance board with the Wii game system at a lower price than the total price of each if bought separately.
A)True
B)False
Q3) When using _____,price is not set on the product until the item is either finished or delivered.
A)price shading
B)escalator pricing
C)delayed-quotation pricing
D)bid pricing
E)two-part pricing
Q4) What activities occur once the marketing manager has established pricing goals? Why are these activities important?
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Customer Relationship Management Crm
Available Study Resources on Quizplus for this Chatper
151 Verified Questions
151 Flashcards
Source URL: https://quizplus.com/quiz/21403
Sample Questions
Q1) Response lists are especially important in database creation because past behavior is a strong predictor of future behavior.
A)True
B)False
Q2) Which of the following is a common CRM marketing database application?
A)Campaign management
B)Designing targeted marketing communications
C)Improving customer service
D)Cross-selling other products or services
E)All of these
Q3) Explain the importance of interactions in a customer relationship management (CRM)system.Most colleges and universities have some form of CRM system.Describe an interaction that occurs at your institution.
Q4) Web-based interactions are an increasingly popular touch point for customers to communicate with companies on their own terms.
A)True
B)False
Q5) Distinguish between a compiled list and a response list.Which is most valuable to marketers?
To view all questions and flashcards with answers, click on the resource link above. Page 23
Chapter 22: Social Media and Marketing
Available Study Resources on Quizplus for this Chatper
113 Verified Questions
113 Flashcards
Source URL: https://quizplus.com/quiz/21404
Sample Questions
Q1) Blogs with strict post length limits are called:
A)password-protected blogs.
B)beta blogs.
C)Miniblogs.
D)private blogs.
E)Microblogs.
Q2) "Conversationalists" are social media users who:
A)post comments,ratings,and reviews of products and services on blogs and forums.
B)read blogs,listen to podcasts,and watch videos.
C)visit many social media sites every day.
D)post status updates on social networking sites and microblogging services such as Twitter.
E)use RSS feeds to collect information and vote for Web sites online.
Q3) The most popular microblog is:
A)Twitter.
B)YouTube.
C)Facebook.
D)Tumblr.
E)Poink.
To view all questions and flashcards with answers, click on the resource link above.
Page 24