Marketing Strategy Exam Review
Course Introduction
Marketing Strategy examines the fundamental concepts and frameworks used to develop and implement effective marketing plans. The course focuses on analyzing customer needs, competitive dynamics, and organizational capabilities to craft strategies that create value for both customers and firms. Topics include market segmentation, positioning, targeting, the development and management of marketing mix elements, and the assessment of marketing opportunities and threats. Through case studies and practical applications, students learn to design and evaluate marketing strategies that drive business success in dynamic and competitive environments.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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15 Chapters
3080 Verified Questions
3080 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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114 Verified Questions
114 Flashcards
Source URL: https://quizplus.com/quiz/28625
Sample Questions
Q1) Noise is:
A)anything which carries a message from a sender to a receiver.
B)changing a message to match the specific needs of a target audience.
C)a verbal or nonverbal cue delivered by the sender.
D)anything that distorts or disrupts a message.
Answer: D
Q2) Describe brand parity.
Answer: Brand parity is the situation in which consumers believe all products are basically equal in terms of the benefits they deliver.
Q3) Promotions offered by manufacturers that serve as enticements to push the product through the channel are:
A)consumer promotions.
B)rebate programs.
C)direct marketing programs.
D)trade promotions.
Answer: D
Q4) What are the IMC components?
Answer: The components are: IMC foundation, advertising, digital and alternative, selling, and integration.
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Chapter 2: Corporate Image and Brand Management
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) An advertising campaign created by Hormel that was designed to show customers the rich variety of brands sold by the company sought to:
A)allow the company to charge more.
B)create brand parity across company brands.
C)create perceptions of corporate uniqueness.
D)transfer perceptions of strong brands to other company products.
Answer: D
Q2) What are the four types of brand names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
Q3) The placement of QR codes for consumers to access with mobile devices represents a new trend in packaging and labeling.
A)True
B)False
Answer: True
Q4) Trust represents a customer's belief in the efficacy and reliability of a brand.
A)True
B)False
Answer: True
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Chapter 3: Buyer Behaviors
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) An impulse buy probably means that the consumer acted on which component of an attitude?
A)Affective
B)Cognitive
C)Conative
D)Value
Answer: C
Q2) Which is the mental position a person takes about a topic, person, or event?
A)Value
B)Attitude
C)Level of involvement
D)Cognition
Answer: B
Q3) The multiattribute model of purchase evaluation is best suited to low involvement purchase decisions.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Imc Planning Process
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213 Verified Questions
213 Flashcards
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Sample Questions
Q1) The NAICS coding system allows marketing teams to examine specific industries within the consumer market.
A)True
B)False
Q2) Consumer-oriented research looks at the best market segment for a particular benefit of a good or service, such as financial planning by a bank.
A)True
B)False
Q3) The primary reason many companies use the percentage of sales method to prepare communications budgets is its simplicity.
A)True
B)False
Q4) Managers who do not recognize the benefits of marketing may be most inclined to use which method of communications budgeting?
A)Percentage of sales
B)Meet the competition
C)What we can afford
D)Payout planning
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Chapter 5: Advertising Management
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237 Verified Questions
237 Flashcards
Source URL: https://quizplus.com/quiz/28635
Sample Questions
Q1) A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.
A)True
B)False
Q2) In a creative brief, the message theme is the benefit or promise the advertiser will use to reach consumers or businesses.
A)True
B)False
Q3) When the majority of a company's advertising budget is spent on media buys, rather than producing the advertisement, the marketing team should be inclined to complete the work in-house.
A)True
B)False
Q4) List the elements of a creative brief.
Q5) In a creative brief, the support takes the form of facts that substantiate the message theme.
A)True B)False
Q6) What roles do advertising account executives play in developing campaigns?
Page 7
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Chapter 6: Advertising Design
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280 Verified Questions
280 Flashcards
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Sample Questions
Q1) Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.
A)sex
B)emotional
C)fear
D)scarcity
Q2) When determining the level of sex appeal to use in an advertisement, it is important to consider society's view and level of acceptance at the time the ad is to run.
A)True
B)False
Q3) Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.
A)True
B)False
Q4) What four types of sources or spokespersons can advertisers utilize?
Q5) Name the ways to present claims in authoritative executions.
Q6) Describe the sequence that occurs when a humorous ad is successful.
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Chapter 7: Traditional Media Channels
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226 Verified Questions
226 Flashcards
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Sample Questions
Q1) The part of the media plan that states measures of goal achievements and the rationale for choices is the:
A)marketing analysis.
B)advertising analysis.
C)media strategy.
D)justification and summary.
Q2) Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.
A)True
B)False
Q3) If an advertisement appears on a television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP)would be:
A)4)1.
B)12.3.
C)36.9.
D)there is not enough information to calculate the GRP.
Q4) Describe a spot ad. What skill may determine the price paid for such an ad?
Q5) Describe the roles of the media planner and the media buyer.
Q6) Define a media strategy.
9
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Chapter 8: Digital Marketing
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) Marketers should develop different digital marketing strategies for each type of screen.
A)True
B)False
Q2) Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:
A)audience targeting.
B)geo-aware advertising.
C)geo-fencing.
D)geo-targeting by DMA.
Q3) Making sure all channels work together when a company sells through additional channels beyond the web is:
A)brand engagement.
B)customer engagement.
C)channel integration.
D)cyber consistency.
Q4) Describe the various types of digital marketing strategies available to brands.
Q5) The most common form of location-based advertising is geo-fencing.
A)True
B)False
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Chapter 9: Social Media
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.
A)True
B)False
Q2) By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.
A)True
B)False
Q3) The many forms of social media marketing mean that viral marketing is more effective today than in the past.
A)True
B)False
Q4) Facebook is which type of site?
A)Social bookmarking
B)Niche social networking
C)Social communication
D)General social networking
Q5) Discuss the social media marketing strategies being used by brands.
Q6) Identify the major categories of social networks and describe each.
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Chapter 10: Alternative Marketing
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202 Verified Questions
202 Flashcards
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Sample
Questions
Q1) Forms of alternative media programs include each of the following except:
A)buzz marketing.
B)digital marketing.
C)product placement.
D)guerilla marketing.
Q2) Buzz marketing works because consumers:
A)receive information that is not paid for by the company.
B)receive information when it is not expected.
C)can choose if they want to listen or not to the recommendation.
D)trust the opinions of other people and people like to give their opinions.
Q3) To be effective, point-of-purchase displays need to:
A)clearly communicate the product's attributes.
B)offer a reduced price.
C)match the store's advertising theme.
D)utilize digital or LED displays.
Q4) Which marketing tactic below is often used by brand ambassadors?
A)Selling directly to consumers
B)Hosting a house party for family members and friends
C)Writing a letter to the editor of the local newspaper
D)Attending conferences and seminars about the products they enjoy
Page 12
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) Successful database marketing emphasizes two things: identifying customers and producing sales.
A)True
B)False
Q2) Describe geocoding, customer clusters, and location-data tracking.
Q3) The primary benefit of database marketing is:
A)the enhancement of customer loyalty.
B)higher sales.
C)greater profits.
D)greater brand parity.
Q4) With location-data tracking, the term "hashed" refers to the process of:
A)making the data anonymous so that specific individuals cannot be identified.
B)locating individuals within a specific distance of a specified location.
C)purging names from a list of individuals who live within a specified area that do not meet a target profile.
D)identifying individuals within a specified location that meet a firm's target audience for a mobile campaign.
Q5) Identify the steps in the selling process.
Q6) Describe a permission marketing program.
Q7) Describe a frequency program. Page 13
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Page 14
Chapter 12: Sales Promotions
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208 Verified Questions
208 Flashcards
Source URL: https://quizplus.com/quiz/28628
Sample Questions
Q1) Britney likes to use coupons and tends to purchase the brand of food that has the best coupon offer. Britney is which type of consumer?
A)Promotion prone
B)Brand loyal
C)Price sensitive
D)Shopper prone
Q2) Cooperative merchandising agreements are popular with manufacturers because the retailer performs a marketing function in order to receive an allowance or incentive.
A)True
B)False
Q3) A price-off program:
A)is effective for individuals that have a high degree of brand loyalty to a competing brand.
B)has little impact on sales.
C)usually boosts sales, but it can hurt profits.
D)decreases price sensitivity over time.
Q4) What are the disadvantages of trade allowances?
Q5) What are the objectives of bonus backs?
Q6) Name the various forms of sampling.
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Chapter 13: Public Relations and Sponsorship Programs
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211 Verified Questions
211 Flashcards
Source URL: https://quizplus.com/quiz/28629
Sample Questions
Q1) Impression management is the process of making an apology for a mistake.
A)True
B)False
Q2) Who are the major external stakeholders for a public relations department to consider?
Q3) Saying, "We didn't cause this negative event to happen, it was some other company" is an example of using the impression management technique of:
A)an expression of innocence.
B)an excuse.
C)moral ambiguity.
D)a justification.
Q4) In choosing a sponsorship, it is important for a marketing team to:
A)choose local groups or individuals to sponsor.
B)match the audience profile with the company's target market.
C)develop a method of assessment prior to engaging in the sponsorship program.
D)choose an individual or group that is well known to maximize the sponsorship impact.
Q5) What is event marketing and what is it closely related to?
Q6) What is green marketing and what approaches can a firm use in green marketing?
Q7) What steps are involved in an apology strategy?
Page 16
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Chapter 14: Regulations and Ethical Concerns
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197 Verified Questions
197 Flashcards
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Sample Questions
Q1) When a firm intentionally designs advertisements or marketing campaigns to capitalize on a major sporting event it is which form of marketing?
A)Stealth
B)Direct ambush
C)Incidental ambush
D)Indirect ambush
Q2) Before issuing trade regulation rulings, the FTC normally holds a public hearing and accepts both oral and written arguments.
A)True
B)False
Q3) Describe ethics and morals.
Q4) If a company sets up a booth near a major sporting event, such as the Olympics, but is not an official sponsor of the event, it is called saturation ambush marketing.
A)True
B)False
Q5) Name the entities or organizations that can register complaints that will trigger a Federal Trade Commission (FTC)investigation.
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Chapter 15: Evaluating an Integrated Marketing Program
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169 Verified Questions
169 Flashcards
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Sample Questions
Q1) Quantitative copytesting questions do not measure:
A)ability of the ad to break through.
B)why a particular ad is not liked.
C)how enjoyable the ad is.
D)what the ad communicates.
Q2) Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.
A)True
B)False
Q3) While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.
A)True
B)False
Q4) When copytesting television ads, researchers often use:
A)a portfolio test.
B)a theater test.
C)a reaction test.
D)cognitive neuroscience.
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