Marketing Communications
Textbook Exam Questions
Course Introduction
Marketing Communications explores the strategic role of communication in promoting products, services, and brands in a dynamic market environment. The course examines the tools and techniques used in integrated marketing communications (IMC), including advertising, public relations, sales promotions, direct marketing, digital media, and social media. Students will analyze how messages are crafted, delivered, and received, considering target audience segmentation, positioning, and the impact of cultural and ethical considerations. By studying real-world examples and case studies, students will develop the skills necessary to create effective communication campaigns that build brand equity and drive customer engagement.
Recommended Textbook
Marketing 4th Canadian Edition by Dhruv Grewal
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Chapter 1: Overview of Marketing
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Q1) A major sporting goods company distributes its products via retailers.It offers attractive subsidies on its products to encourage retailers to sell higher volumes.Among the four Ps of marketing, this exemplifies the use of:
A)people
B)price
C)place
D)product
E)promotion
Answer: E
Q2) Spatialtech, an aerospace company, is a major service provider for space research organizations.This is an example of:
A)C2C marketing.
B)C2B marketing.
C)B2B marketing.
D)B2C marketing.
E)D2R marketing.
Answer: C
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) In the context of a SWOT analysis, which of the following is considered a company's weakness?
A)Changes in consumer behaviour
B)Lack of financial resources
C)Unfavourable political changes
D)Natural disasters that affect the company
E)Entry of new players into the industry
Answer: B
Q2) Which of the following observations, if made by the external agency, will indicate the company's weakness?
A)The company incurs high transportation costs as its manufacturing facility is at a remote place.
B)The wholesale food industry has seen an influx of new players in recent times.
C)An economic downturn has increased people's liking for organic products.
D)A food poisoning disaster that occurred recently has lowered people's preference for packaged foods.
E)The government has imposed a new tax on packaged food industry.
Answer: A
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) Who is liable for seeking to influence the price at which a product is sold?
A)Teal Electronics
B)The retail stores
C)The consumers
D)The DVD player manufacturer
E)Ochre Corp., Teal's primary retail client
Answer: A
Q2) The pricing that is intended to drive competitors out of the market or keep competitors from entering the market by fixing very low prices is called:
A)bid rigging.
B)bait-and-switch.
C)predatory pricing.
D)referral selling.
E)pyramid selling.
Answer: C
Q3) Parties that work with the focal firm are its corporate partners.
A)True
B)False
Answer: True
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Chapter 4: Consumer Behaviour
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Sample Questions
Q1) When Isla tries to remember the brands her brother used when he played the game, she is indulging in:
A)an internal locus of control.
B)an external locus of control.
C)an internal search for information.
D)an impulsive purchase.
E)an external search for information.
Q2) Joss wants to buy a T-shirt.He prefers branded T-shirts to nonbranded ones.Though the Calvin Klein T-shirt is very expensive, Joss decides to purchase it as he believes he is buying a higher quality item.This is an example of:
A)a compensatory decision rule.
B)postpurchase dissonance.
C)a determinant attribute.
D)decision heuristics.
E)a noncompensatory decision rule.
Q3) Selective comprehension occurs when consumers interpret a marketing message in a way that is different from what the marketer intends.
A)True
B)False
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Chapter 5: Business-To-Business Marketing
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Sample Questions
Q1) In the context of a buying centre, the role played by Wright in the buying process is similar to that of a(n):
A)decider.
B)influencer.
C)user.
D)gatekeeper.
E)buyer.
Q2) Reassure Inc.is an insurance firm that focuses on health insurance.Customers must submit all personal details related to their health when taking out an insurance policy.The firm marks all these details as confidential and only a few people within the firm have access to them.In a buying centre context, this role played by the insurance firm in restricting access to client information is similar to the role of a(n):
A)decider.
B)gatekeeper.
C)influencer.
D)initiator.
E)user.
Q3) What is a buying centre?
Q4) What are differences between a new buy, a straight rebuy, and a modified rebuy?
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Chapter 6: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) Explain why geodemographic segmentation can be particularly useful for retailers.
Q2) Discuss the use of value as a positioning method with examples.
Q3) Jimmy's Own Inc.introduces different kinds of snacks for the Asian and European market.In the context of segmentation bases, this is an example of:
A)geographic segmentation.
B)benefit segmentation.
C)demographic segmentation.
D)loyalty segmentation.
E)psychographic segmentation.
Q4) A chainsaw company markets its products only in areas with forests.In this case, the segmentation approach used by the company is:
A)geographic segmentation.
B)benefit segmentation.
C)demographic segmentation.
D)behavioural segmentation.
E)psychographic segmentation.
Q5) Explain the concept of positioning.
Q6) Explain how the psychographic system VALS classifies customers.
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Chapter 7: Marketing Research
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Sample Questions
Q1) Ethnography is often used to determine how consumers might use a product.
A)True
B)False
Q2) Michelle has hired a market research company to gather a small group of soft-drink consumers and obtain feedback on three new advertising slogans her firm is thinking of using.Which of the following will the market research firm create in order to provide the information requested by Michelle?
A)Industry surveys
B)International surveys
C)Focus groups
D)Observation centres
E)In-depth analyses
Q3) A segment or subset of the population that adequately represents the entire population of interest is known as a(n):
A)hypothesis.
B)observation.
C)element.
D)case.
E)sample.
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Chapter 8: Developing New Products
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Sample Questions
Q1) After the new product of BG-Mobile Corporation is released in the market, the category of buyers who will play a crucial role in the initial marketing of this product are the:
A)early adopters.
B)innovators.
C)early majority.
D)late majority.
E)lead users.
Q2) Why are new-to-the-world products called "disruptive"?
Q3) What advantages do pioneers have in a market?
Q4) An automobile firm is positioning its product to serve only a specific group of brand loyalists.This shows that the particular product is in the:
A)maturation stage of its life cycle.
B)growth stage of its life cycle.
C)decline stage of its life cycle.
D)introduction stage of its life cycle.
E)levelling stage of its life cycle.
Q5) What is diffusion of innovation?
Q6) Explain how the use of the adoption cycle benefit firms? Provide one example.
Page 10
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Chapter 9: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) An assortment of items that a customer sees as reasonable substitutes for one another is called a(n):
A)shopping product.
B)unsought product.
C)product category.
D)specialty product.
E)convenience product.
Q2) Benkerano Inc.is a retailer that owns and manages a brand called Saturn's Choice.This brand includes grocery products, financial services, and even cellphone services.Benkerano's Saturn's Choice is an example of a:
A)manufacturer brand.
B)generic brand.
C)private-label brand.
D)home brand.
E)public brand.
Q3) One of the disadvantages for a licensor in brand licensing is the dilution of the brand equity through overexposure of the brand.
A)True
B)False
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Chapter 10: Services: The Intangible Product
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Sample Questions
Q1) The delivery gap differs from the communication gap in that the communication gap refers to the difference between:
A)the firm's perceptions of customers' expectations and the service standards it sets.
B)the actual service provided to customers and the service that the firm's promotion program promises.
C)the customers' expectations and the service standards set by the firm.
D)the firm's service standards and the actual service it provides to customers.
E)customers' expectations and the firm's perception of those expectations.
Q2) A new hotel in the city styles its rooms in a contemporary manner and provides modern amenities such as wireless Internet and a 3-D gaming arena that caters to the younger population.Which of the following service dimensions do these facilities represent?
A)Empathy
B)Responsiveness
C)Reliability
D)Assurance
E)Tangibles
Q3) What is the knowledge gap? How can it be reduced? Provide one example.
Q4) Write a brief note describing the Gaps model.
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Chapter 11: Pricing Concepts and Strategies: Establishing Value
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Sample Questions
Q1) A company advertises that winter pullovers and jackets will be sold at half price if they are ordered before September 30.This is an example of a(n):
A)seasonal discount.
B)advertising allowance.
C)odd pricing.
D)listing allowance.
E)rebates.
Q2) The fall in the price of coffee in the market led to a fall in the demand for tea.In this context, coffee and tea are examples of:
A)substitute products.
B)complementary products.
C)luxury products.
D)convenience products.
E)standard products.
Q3) Differentiate between complementary products and substitute products.Provide examples to support your answer.
B.
Q4) Explain the limitations associated with a break-even analysis.
Q5) Explain the drawbacks associated with the market penetration strategy.
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Chapter 12: Distribution Channels
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Sample Questions
Q1) An advanced shipping notice is an electronic purchase order that retailers send to suppliers.
A)True
B)False
Q2) Which of the following is an advantage of just-in-time systems?
A)Improved brand value
B)Increased market share
C)Restricted distribution intensity
D)Intensified distribution
E)Decreased inventory investment
Q3) The process of recording the receipt of merchandise as it arrives at a distribution centre or store is referred to as:
A)receiving.
B)checking.
C)dispatching.
D)shipping.
E)merchandising.
Q4) A dispatcher is a person who procures raw materials for a manufacturer.
A)True
B)False
Page 14
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Chapter 13: Retailing and Omni-Channel Marketing
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Sample Questions
Q1) A prominent pizza chain opens its outlets in the best locations in the country to gain an advantage over its competitors and new brands entering the market.Which of the following elements of the marketing mix is being used by the firm to create its retail strategy?
A)Place
B)Product
C)Promotion
D)Price
E)Process
Q2) Peach Inc., a retailer of food products, promotes olive oil packaged with its own brand name.Customers find the olive oil sold at Peach cost-effective and of good quality and continue to make repeat purchases since it cannot be found at other retailers.Which of the following elements of the marketing mix is being used by the retailer in this scenario?
A)Process
B)People
C)Product
D)Price
E)Place
Q3) Compare and contrast the retail mix of Starbucks and Tim Hortons.
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Chapter 14: Integrated Marketing Communications
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Sample Questions
Q1) Which of the following refers to channels that are focused and generally used to reach narrower segments, often with unique demographic characteristics or interests?
A)Media buy
B)Media planning
C)Mass media
D)Niche media
E)Media mix
Q2) A company that manufactures computers wants to project its products' advantages.It uses broadcasting media to reach customers.It pays a fee to a broadcasting channel to feature its product.The aim of the company is to persuade customers to buy its computers.Which of the following is being exemplified in this scenario?
A)Event sponsorship
B)Weblog
C)Advertising
D)Cause-related marketing
E)Personal selling
Q3) Explain the different types of advertising schedules used by companies for the advertisement of their products.
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Chapter 15: Advertising, Sales Promotions, and Personal Selling
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Sample Questions
Q1) Distinguish between informative advertising and persuasive advertising.Provide one example for each.
Q2) Which of the following protects messages with no promotional or selling intent?
A)Health Canada Food and Drug Act
B)Charter of Rights and Freedoms
C)Veteran's Bill of Rights
D)Canadian Radio-television and Telecommunications Commission
E)Competition Act
Q3) Explain the lagged effect.
Q4) Two local newspapers join to introduce a national arts magazine called "Across Veniopolis." Experts from both the firms contribute to the magazine, and the firms bear the costs equally.The sales promotion tool used is an example of:
A)product placing.
B)a sales contest.
C)cross-promoting.
D)a loyalty program.
E)co-operative advertising.
Q5) Bring out the difference between aided recall and top-of-mind awareness.Provide examples to support your answer.
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Chapter 16: Social and Mobile Marketing
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Q1) Which of the following is more challenging in social media as compared to traditional integrated marketing communications?
A)Determining ROI
B)Exciting customers
C)Sentiment analysis
D)Estimating customer expectations
E)Engaging customers
Q2) Of the various types of blogs, marketers have the lowest level of control over:
A)professional blogs.
B)microblogs.
C)corporate blogs.
D)organizational blogs.
E)personal blogs.
Q3) Give examples for the most appropriate social media tools that can be employed to implement the four Es in the 4E framework for social media marketing.
Q4) Extended network is a metric that helps assess social media effectiveness.
A)True
B)False
Q5) Discuss the role of LinkedIn as a marketing platform.
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Chapter 17: Global Marketing
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Sample Questions
Q1) An embargo is a form of trade sanction that prohibits trading with a certain country or trading in specific goods by other signatory countries.
A)True
B)False
Q2) Why should marketers assess the viability of a different country's market and what four factors do they use to assess the viability of markets?
Q3) Which of the following is a form of trade sanction?
A)Strategic alliance
B)Contract manufacturing
C)Dumping
D)Segmentation
E)Embargo
Q4) Canada is a member of:
A)the European Union.
B)the North American Free Trade Agreement.
C)the Central America Free Trade Agreement.
D)the Association of Southeast Asian Nations.
E)Mercosur.
Q5) What are the three potential global product strategies?
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Chapter 18: Ethics and Socially Responsible Marketing
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Sample Questions
Q1) What short-run versus long-run ethical dilemma do employees in a firm often face? How do they avoid it?
Q2) Denny is evaluating whether his company's actions have a negative impact on any of its stakeholder groups.This evaluation of the ethical implications occurs during the phase of:
A)planning.
B)control.
C)implementation.
D)design.
E)initiation.
Q3) In the context of strategic planning process, charges that firms use sweatshop labour to produce their products arise due to lapses during the phase of:
A)planning
B)implementation
C)control
D)initiation
E)design
Q4) During the implementation phase, in what way might sourcing decisions be a problem area for firms?
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