Principles of Marketing Exam Review
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies involved in delivering value to customers and managing profitable customer relationships. The course covers topics such as market segmentation, targeting, positioning, the marketing mix (product, price, place, and promotion), consumer behavior, and the role of marketing in organizations and society. Emphasis is placed on the practical application of marketing theory through real-world examples, case studies, and ethical considerations, preparing students to make informed marketing decisions in a dynamic business environment.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The situation analysis stage of the promotional planning process is intended to:
A)specify the media to be used in the promotions strategy
B)designate the pricing strategy and tactics that a firm should use
C)accurately assess the relevant strengths,weaknesses,problems,and opportunities that confront a firm in developing marketing and promotional plans
D)decide length and type of channels of distribution
E)do all of the above
Answer: C
Q2) Which of the following statements accurately describe how mass communication differs from personal communication?
A)To reach a large audience,interpersonal communication is faster.
B)Interpersonal communication messages are more easily adapted to the receiver.
C)Mass communication has a greater ability to attract attention.
D)Cost per individual reached tends to be higher with mass communication.
E)Feedback tends to be more accurate with mass communication.
Answer: B
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3
Chapter 2: The Role of Imc in the Marketing Process
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Sample Questions
Q1) The meaning a consumer attributes to a product or brand and what he or she experiences in purchasing it is known as:
A)functional utility
B)product quality
C)brand extension
D)product symbolism
E)product utility
Answer: D
Q2) Division of the market based on age,sex,family size,income,and other measurable characteristics is known as:
A)demographic segmentation
B)psychographic segmentation
C)quantified aggregation
D)lifestyle aggregation
E)undifferentiated marketing
Answer: A
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Role of Ad Agencies and Other Marketing Communication Organizations
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Sample Questions
Q1) A(n) ______ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits media commissions against this monthly rate.
A)fixed fee
B)negotiated commission
C)cost-plus agreement
D)incentive-based compensation
E)fee-commission combination
Answer: E
Q2) Which of the following statements about creative boutiques is true?
A)Creative boutiques are more successful today than ever before.
B)The demand for IMC services has had little influence on how creative boutiques do business.
C)Creative boutiques use an aggregated business model instead of niche marketing.
D)Creative boutiques today are having trouble because clients often want a range of services
E)Consolidation has led to the demise of creative boutiques.
Answer: D
5
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) In its ads,Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan.Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee.This is an example of a marketer using:
A)the affect referral decision rule
B)intermittent stimulation
C)cognitive input/output
D)psychosocial consequences
E)non-qualitative evaluative criteria
Q2) During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?
A)problem recognition
B)information search
C)postpurchase evaluation
D)alternative evaluation
E)purchase decision
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6
Chapter 5: The Communication Process
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Sample Questions
Q1) Graduate schools that offer MBAs are typically rated annually by business publications.Oftentimes when an MBA program rates high on a list,the information is publicized.If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution,then the _____ model would be correct.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)5-Ws
Q2) Of the categories of cognitive responses discussed in the text,which is most likely to predict a viewer's attitude toward the ad?
A)product/message thoughts
B)source-oriented thoughts
C)ad execution-related thoughts
D)brand attitudes
E)purchase intention thoughts
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Chapter 6: Source,message,and Channel Factors
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Sample Questions
Q1) According to the sleeper effect phenomenon,:
A)the impact of persuasive messages diminishes over time
B)people retain advertising messages when they see them right before going to bed and rehearse them in their sleep
C)the impact of persuasive messages from low-credibility sources can increase over time since the message content becomes disassociated from the source
D)the impact of persuasive messages from low-credibility sources decreases over time since people forget the content of the message
E)people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message
Q2) The Potato Board ran ads recognizing the perception held by many people that potatoes are fattening but then presenting information countering this belief.This is an example of:
A)conclusion drawing
B)a fear appeal
C)a refutational appeal
D)a humorous appeal
E)an affective conclusion
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8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) The _____ method of budgeting is being employed when expenditures are allocated according information about industry averages for advertising.The budget is set to maintain a level consistent with industry spending.
A)arbitrary allocation
B)percentage of sales
C)objective and task
D)return on investment
E)competitive parity
Q2) Which of the following statements about communications objectives is true?
A)It is easy to translate sales goals into communications objectives.
B)It can be difficult to determine the relationship between communications objectives and sales performance.
C)Communications objectives cannot serve as operational guidelines to the planning,execution,and evaluation of the promotional program.
D)Marketing managers do not recognize the value of setting communications objectives.
E)There are precise formulas to use when translating sales goals into specific communications objectives.
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Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) An advertising campaign may last for only a short time period:
A)because of changing consumer trends
B)due to an ineffective campaign theme
C)because competitors develop similar products and remove the product's competitive advantage
D)because market conditions change,and a new campaign is needed
E)due to of any of the above reasons
Q2) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.
A)animatic
B)rough layout
C)storyboard
D)creative map
E)copy platform
Q3) The perpetual debate over the most effective role for advertising is between:
A)rationalists and poets
B)environmentalists and pragmatics
C)liberals and conservatives
D)functionalists and operationalists
E)supporters of centralization and supporters of decentralization
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) Which of the following questions should be used as a criterion when evaluating creative output?
A)Does the creative approach create a segmentation base?
B)Is the creative approach consistent with that used by the competition?
C)Is the creative approach appropriate for the target audience?
D)Does the creative approach support a market aggregation strategy?
E)All of the above questions should be used as criteria when evaluating creative output.
Q2) Once the basic script for a television commercial has been conceived,the writer and the art director get together to produce a _____,a series of drawings used to present the visual plan or layout of the commercial.
A)transparency board
B)storyboard
C)visual layout
D)layout synopsis
E)thumbnail sketch
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Chapter 10: Media Planning and Strategy
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Sample Questions
Q1) Some advertisers conclude that if "engagement" can be achieved it could lead to:
A)greater government scrutiny
B)increased advertising revenues
C)smaller amounts of media spending
D)fears of increased censorship
E)greater readers per copy
Q2) The biggest change in media advertising is increased use of:
A)branded entertainment
B)Internet advertising
C)satellite radio
D)product placements
E)cable television
Q3) _____ refers to the relationship between the price paid for advertising space or time and the size of the audience delivered.
A)Net contribution margin
B)Net cost
C)Absolute cost
D)Relative cost
E)Cost per media (CPM)
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Page 12
Chapter 11: Evaluation of Broadcast Media
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Sample Questions
Q1) The major reason for the decline in the viewing audiences of the three major networks is:
A)the widespread use of videocassette recorders
B)the growth of cable television
C)poor programming
D)the exponential growth of clutter
E)changes in cultural values,which are reducing television viewing time
Q2) _____ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _____ refers to channel changing via remote control mechanisms.
A)Zipping;zapping
B)Zapping;zooming
C)Zipping;time shifting
D)Time shifting;zipping
E)Zooming;zipping
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Chapter 12: Evaluation of Print Media
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Sample Questions
Q1) Selectivity,reproduction quality,creative flexibility,and prestige are all potential advantages of which advertising medium?
A)place-based media
B)magazines
C)local radio
D)billboards
E)local newspapers
Q2) According to Standard Rate and Data Service,magazines can be classified as _____ publications.
A)consumer,farm,and business
B)regional,national,and international
C)agrarian,industrial,and specialized
D)general,specialized,and niche
E)affective,behavioral,and cognitive
Q3) Which of the following is a disadvantage inherent in advertising in magazines?
A)lack of geographic selectivity
B)lack of demographic selectivity
C)poor reproduction quality
D)long lead times
E)low publication prestige
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Chapter 13: Support Media
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Sample Questions
Q1) Which of the following is an example of a disadvantage associated with product placement?
A)high absolute cost
B)negative public reaction
C)limited appeal
D)lack of control
E)all of the above
Q2) Which of the following is an example of a disadvantage associated with promotional products marketing?
A)intrusive nature of the advertising
B)potential saturation of the marketplace
C)its inability to supplement other media
D)its inflexibility
E)all of the above
Q3) Which of the following is a disadvantage associated with transit advertising?
A)copy and creative limitations
B)waste coverage
C)ineffective reach
D)unreceptive mood of target audience
E)all of the above
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Chapter 14: Direct Marketing
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Sample Questions
Q1) The use of _____ allows individuals to gather information and purchase products and services via their home computer.
A)electronic teleshopping
B)telemedia
C)audiotex
D)infomercials
E)telemarketing
Q2) Direct marketing in the broadcast industry involves both direct-response advertising and:
A)supplementary promotions
B)support advertising
C)a one-step direct marketing approach to sales
D)add-on marketing
E)sweeps marketing
Q3) Using an integrated marketing communications plan,QVC is attempting to:
A)offset a decline in interest in shopping with an increase in text messaging
B)replace their RFM strategy with faster than lightning (FTL)approach
C)repackage itself for younger,hipper customers
D)broadcast only where the advertising time is the least expensive
E)all of the above
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Chapter 15: The Internet and Interactive Media
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Sample Questions
Q1) Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments.To enter sweepstakes,consumers had to visit Buick's site.Buick used which promotional mix element on the Internet?
A)direct marketing
B)personal selling
C)television advertising
D)public relations
E)sales promotions
Q2) The "Catch-22" for social network sites is the more popular they become:
A)the greater the potential for spam
B)the less influence they have on participants
C)the more business-to-business marketers will want to participate
D)the popular they are to advertisers and less popular to members
E)the greater the use of direct selling
Q3) Podcasts are being used by advertisers to reach:
A)older viewers
B)international markets
C)young listeners
D)baby boomers
E)none of the above
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Chapter 16: Sales Promotion
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Sample Questions
Q1) Companies such as Procter & Gamble use _____ to reduce fluctuations in the retail prices of their brands.
A)high/low pricing strategies
B)trade allowances
C)everyday low pricing (EDLP)
D)cooperative advertising
E)slotting allowances
Q2) All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT:
A)to obtain distribution and support for new products
B)to maintain trade support for established brands
C)to encourage the trade to display and support established brands
D)to differentiate a brand through image enhancement
E)to build retail inventories
Q3) When calculating the costs of a couponing program,marketers should consider:
A)production costs
B)redemption costs
C)handling costs
D)distribution costs
E)all of the above
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Chapter 17: Public Relations,Publicity,and Corporate Advertising
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Sample Questions
Q1) The illustration in the ad for Accenture showed an elephant walking a narrow log suspended between two cliffs.The headline read,"Who says you can't be big and nimble?" Since the ad made no reference to the specific products offered by Accenture,it is an example of:
A)corporate advertising
B)advocacy advertising
C)advertorials
D)lobbying
E)continuity advertising
Q2) Which of the following would NOT be a criterion used to measure the effectiveness of a public relations campaign?
A)a comparison of the number of positive and negative articles appearing on the subject
B)a counting of the number of positive articles appearing in a medium
C)a counting of the number of negative articles appearing in a medium
D)a counting of the number of persons in the target audience for the messages
E)a determination of the total number of impressions the campaign created
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19
Chapter 18: Personal Selling
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Sample Questions
Q1) The _____ is the salesperson who introduces new products,promotions,and/or programs to potential customers.
A)missionary sales representative
B)creative seller
C)problem solver
D)order getter
E)order taker
Q2) Which of the following characteristics of personal selling can be both advantageous and disadvantageous?
A)the ability to personalize the sales message
B)lack of distraction
C)high cost
D)poor reach
E)indirect feedback potential
Q3) Which of the following is a disadvantage associated with personal selling?
A)low cost/contact
B)sales force/management conflict
C)lack of direct feedback
D)inability to tailor message
E)lack of customer involvement in decision process
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Chapter 19: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) painted on the handles and targeted to young girls.In each toothbrush package,it inserted a free sample of Princess toothpaste.To determine the effectiveness of this new sales promotion,the toothbrush manufacturer should measure:
A)sales of Princess toothpaste before the promotion vs.sales of Princess toothpaste after the promotion
B)the market share of Oral-B's Princess toothbrush before and after the campaign
C)the long-term results of the sales promotion
D)inquiries
E)physiological factors
Q2) Critics of Super Bowl advertising argue:
A)advertisers need to develop an econometric model to estimate its impact
B)the feel,felt,found sales technique will not work for Super Bowl ads
C)Super Bowl ads should only be used for subliminal sensual messages
D)it only works if you have other communication channels behind it
E)the USA Today Ad Meter is the best way to measure the impact of these ads
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Chapter 20: International Advertising and Promotion
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Sample Questions
Q1) Which of the following statements about media strategy and selection for international markets is true?
A)The dominant advertising medium on a worldwide basis is print.
B)Television is not a dominant advertising medium in most developed countries.
C)Radio,billboards,and direct mail are of little value as advertising media in most foreign countries.
D)Media selection is typically globalized for a centrally planned advertising campaign.
E)All of the above statements about media strategy and selection for international markets are true.
Q2) Products such as Swiss watches,German automobiles and French wine can be promoted using global advertising campaigns because they:
A)are all high tech products
B)appeal to market segments with universal tastes and interests
C)come from countries that have strong reputations for making these products
D)can be advertised using totally visual appeals
E)offer all of the above advantages
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22
Chapter 21: Regulation of Advertising and Promotion
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Sample Questions
Q1) According to the FTC's definition of deception,a representation,omission,or practice has materiality if it:
A)has been used in a one-sided advertising message
B)can be decoded to have several different meanings
C)is important to consumer and would likely have an effect on the purchase decision
D)uses any superlatives
E)can be substantiated
Q2) The Magnuson-Moss Act of 1975:
A)defined commercial speech
B)provides for the review and evaluation of all child-directed advertising
C)defined the requirements for advertising substantiation
D)is concerned with the misrepresentation of premiums when used in sales promotions
E)dealt with consumers' rights regarding product warranties
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23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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Sample Questions
Q1) From an economic perspective,advertising might lower the cost of a product by:
A)creating barriers to entry for less efficient firms
B)moving consumers to the consumer socialization stage of the buying process
C)making it possible for firms to realize economies of scale through expansion of sales volume
D)allowing firms to advertise at high levels along with competitors
E)doing none of the above.
Q2) Food industry leaders do not think they should take the blame for obesity among today's children,arguing for:
A)physical activity
B)dietary balance and moderation
C)more persona responsibility
D)nutritional education
E)all of the above
Q3) Critics of advertising contend:
A)the amount of advertising directed at consumers is excessive
B)advertising exploits consumers
C)advertising has a negative impact on the economic system
D)advertising makes consumers want products they don't really need
E)all of the above are true
Page 24
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