Principles of Marketing Test Bank
Course Introduction
Principles of Marketing introduces students to the foundational concepts and strategies involved in the marketing of goods and services. The course explores key topics such as market segmentation, consumer behavior, product development, pricing strategies, promotion, and distribution channels. Through real-world examples and case studies, students will learn how organizations identify customer needs, create value, and build lasting relationships in a dynamic and competitive marketplace. Emphasis is placed on ethical marketing practices and adapting to global and technological trends.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
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22 Chapters
2396 Verified Questions
2396 Flashcards
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Chapter 1: An Introduction to Integrated Marketing Communications
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Because of the perceived objectivity of the source,which element of the promotional mix is usually regarded as most credible?
A)advertising
B)publicity
C)packaging
D)sales promotion
E)direct marketing
Answer: B
Q2) Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):
A) alternative approach for each media method
B) support system for production differentiation
C) total marketing communications strategy
D) reduced emphasis on information advertising and increased emphasis on persuasive marketing
E) all of the above
Answer: C
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Page 3
Chapter 2: The Role of Imc in the Marketing Process
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) The marketing mix variable that deals with what a consumer must give up to purchase a product or service is:
A)product
B)price
C)promotion
D)distribution
E)production
Answer: B
Q2) Volvo's strategy of emphasizing the safety of its cars in their advertising reflects a positioning strategy based on:
A)benefit segmentation
B)demographic segmentation
C)psychographic segmentation
D)positioning by price/quality
E)positioning by product class
Answer: A
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Page 4
Chapter
Role of Ad Agencies and Other Marketing Communication Organizations
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) A _____ advertising organizational system has the advantages of concentrated managerial attention,rapid response to problems,and increased flexibility.
A)centralized
B)decentralized
C)democratic
D)collateral system
E)functionally-incorporated
Answer: B
Q2) Organizations that specialize in the creation of interactive media such as CD-ROMs,kiosks,and web sites are known as:
A)sales promotion agencies
B)public relations firms
C)creative boutiques
D)interactive agencies
E)direct-response agencies
Answer: D
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Chapter 4: Perspectives on Consumer Behavior
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114 Verified Questions
114 Flashcards
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Sample Questions
Q1) For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?
A)the purchase of laundry detergent
B)the purchase of a new pair of running shoes by a consumer who runs regularly
C)the purchase of a new set of skis by an avid skier
D)the selection of a restaurant for lunch with friends
E)the first time purchase of a personal computer by someone with no prior knowledge of PCs
Q2) _____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives.
A)Problem recognition
B)Internal information search
C)External information search
D)Alternative evaluation
E)Post purchase evaluation
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6
Chapter 5: The Communication Process
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132 Flashcards
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Sample Questions
Q1) Marketers of _____ often must communicate with passive,uninterested consumers who may focus more on non-message elements such as music,slogans,and jingles than on message content.
A)employment services
B)ketchup,mustard,margarine,and soy sauce
C)personal computers
D)x-ray machines,road building equipment,and walk-in refrigeration units
E)business-to-business services such as advertising agencies
Q2) Which of the following would be an example of a channel in the communication process?
A)the number of customers that redeemed a cents-off coupon
B)a billboard beside an interstate highway
C)the creative people who designed the new Wendy's ad
D)an ad's spokesperson
E)all of the above
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Chapter 6: Source,message,and Channel Factors
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) The protection motivation model suggests that ads using fear appeals should provide the target audience with information about:
A)the severity of the threat
B)the probability of the threat occurring
C)the effectiveness of a coping response
D)the ease with which a coping response can be implemented
E)all of the above
Q2) Which of the following statements about the use of ad campaigns based on humorous commercials is true?
A)Humorous commercials never become boring.
B)Wearout from humorous commercials can be avoided by using multiple message executions in a campaign.
C)Research evidence proves humor does not wear out as fast as other types of advertising appeals.
D)All well-designed commercial are immune to commercial wearout.
E)All of the above statements about the use of ad campaigns based on humorous commercials are true.
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Which of the following statements regarding the relationship between advertising and promotion,and sales performance is true?
A)In mature markets where other marketing mix variables are stable,it is impossible to determine the relationship between advertising and/or sales promotion and sales.
B)The repositioning of brands is often done with a goal of improving sales or market share.
C)When sales expectations are not being met,experienced managers are not very likely to consider changes in their advertising and sales promotion programs.
D)Marketing and brand managers are often under pressure to show sales results and thus may take long-term perspective in evaluating advertising and promotion programs.
E)All of the above statements regarding the relationship between advertising and promotion and sales performance are true.
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Chapter 8: Creative Strategy: Planning and Development
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) _____ is a process that involves conducting research and gathering all information about a client's good or service,brand,and members of the target audience.
A)Incubation
B)Germination
C)Account planning
D)Creative research
E)Account seeding
Q2) Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face.This statement represents the gum's:
A)unique selling proposition
B)brand image
C)inherent drama
D)competitive weakness
E)brand equity
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Chapter 9: Creative Strategy: Implementation and Evaluation
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) 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
Q2) _____ is the words in the leading position of a print advertisement that are likely to be read first.
A)A headline
B)Body copy
C)Subheads
D)Layout
E)Primary copy
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Chapter 10: Media Planning and Strategy
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) The advertiser needs to know _____ to determine how many readers an advertiser gets for every dollar spent in print media.
A)the pass-along readership
B)cost per point
C)frequency estimates
D)gross ratings points
E)average frequency
Q2) For which of the following products is an advertiser most likely to use continuity scheduling?
A)swimming pool chemicals
B)flea collars
C)cake mixes
D)wood burning stoves
E)tickets to professional basketball games
Q3) except that it:
A)uses information about the product category
B)is more specific
C)is concerned with companies and not with products
D)is tied to an economic index
E)is less reliable
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Chapter 11: Evaluation of Broadcast Media
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146 Verified Questions
146 Flashcards
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Sample Questions
Q1) Assuming there are 97 million households in the United States with televisions and an average of 2 persons per household,a program with a rating of 20 would be seen by how many viewers?
A)19.4 million viewers
B)20 million households
C)38.8 million households
D)39 million viewers
E)cannot be determined by information given
Q2) Which of the following has contributed to the problem of advertising clutter on television?
A)the increased use of 30-second and 15-second commercials
B)the use of zipping and zapping techniques by some advertisers
C)the mandate of the National Association of Broadcasters to increase the amount of time available for commercials
D)decisions by the major networks to decrease the number of minutes they make available for commercials
E)all of the above
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Chapter 12: Evaluation of Print Media
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true?
A)The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same.
B)Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments.
C)Magazines generate most of their total revenue from advertising.
D)Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising.
E)Both newspapers and magazines are generally considered low-involvement media.
Q2) Modern Maturity,YM,and Seventeen are all magazines that offer advertisers _____ selectivity.
A)demographic
B)geographic
C)lifestyle
D)affective
E)behavioral
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Page 14
Chapter 13: Support Media
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83 Flashcards
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Sample Questions
Q1) Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas.Both of these are examples of:
A)support media
B)out-of-home advertising
C)indirect communications
D)advertising accessories
E)category ads
Q2) Which of the following is an advantage of outdoor advertising?
A)ability to communicate complex messages
B)low cost
C)elimination of waste coverage
D)geographic flexibility
E)ability to provide extremely accurate measures of the medium's reach
Q3) Which of the following is an advantage of promotional products marketing?
A)a high level of frequency
B)a high degree of audience selectivity
C)as a tool for reminder advertising
D)a high degree of flexibility
E)all of the above
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Chapter 14: Direct Marketing
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66 Verified Questions
66 Flashcards
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Sample Questions
Q1) The announcer on the television commercial said,"Get your credit card and call now to order the Monster Ballads of Rock & Roll CD." This is an example the _____ direct marketing approach.
A)two-step
B)indirect
C)direct
D)one-step
E)three-step
Q2) QVC Home Shopping Network believes it can increase sales if:
A)they offer discounts to new customers who bring in other customers
B)they can get viewers to stay tuned ten seconds longer
C)they alternate between a television and an Internet-based format
D)they expand transit advertising in rural markets
E)they create a one-step telemarketing approach
Q3) Databases are used:
A)to improve the selection of market segments
B)to assist in the stimulation of repeat purchases
C)to create transactional sales
D)as the foundation from which direct marketing programs evolve
E)in all of the above ways
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Chapter 15: The Internet and Interactive Media
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76 Verified Questions
76 Flashcards
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Sample Questions
Q1) Which of the following has been cited as a disadvantage associated with using the Internet?
A)inability to use message tailoring
B)lack of sales potential
C)costs
D)poor reach
E)all of the above
Q2) Naomi has a small consulting business.She wants to use her website to provide background about her company's qualifications and answer frequently asked questions.Naomi will design her website with the primary objective of:
A)brand image
B)allowing customer sampling
C)providing information
D)handling objections
E)all of the above
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17
Chapter 16: Sales Promotion
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) Which of the following statements describes how brand equity is affected by the increased role of sales promotion?
A)Critics argue sales promotions generally result in higher brand equity.
B)Sales promotions do not contribute to the erosion of brand equity.
C)Proponents of brand equity argue increased spending on sales promotion is coming at the expense of media advertising,and this is leading to declines in brand equity.
D)There is strong agreement that any type of sales promotion activity detracts from brand equity.
E)All of the above statements describe how brand equity is affected by the increased role of sales promotion.
Q2) As a sales promotion,_____ has the advantage of offering a price incentive to the consumer,which may or may not be utilized,depending upon how the consumer acts after the purchase.
A)a sweepstakes or contest
B)a premium
C)diverting
D)a rebate
E)forward buying
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Chapter 17: Public Relations,Publicity,and Corporate Advertising
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83 Verified Questions
83 Flashcards
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Sample Questions
Q1) Which of the following is NOT an example of a corporate advertising objective?
A)to help to ease consumer uncertainty for a newly deregulated company
B)to reach targeted goals for specific branded products
C)to establish identity for a parent firm
D)to smooth labor relations
E)to boost employee morale
Q2) Which of the following best reflects an example of corporate advertising?
A)Revlon's use of the actress that plays Buffy,the vampire slayer,as a spokesperson
B)Toyota promoting its concern for the environment
C)Titleist golf equipment signing of golfer Tiger Woods as a spokesperson
D)M&M conducting a contest to determine the new color for M&M candies
E)Haven Funeral Home giving out free calendars to all of its regular customers
Q3) A good reason for conducting research to determine public attitudes is because:
A)it is a way to determine whether to use status quo pricing
B)it allows the company to appear to care about its publics
C)it is similar to and more effective than a SWOT analysis
D)it serves as an early warning system for identifying potential problems
E)it can reveal any untapped target markets through demographic evaluations
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Chapter 18: Personal Selling
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73 Flashcards
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Sample Questions
Q1) _____ is an organization's effort to develop a long-term,cost-effective link with individual customers for mutual benefits.
A)Relationship marketing
B)Benefitizing
C)A transactional relationship
D)A transformational exchange
E)A joint venture
Q2) The use of personal selling offers the opportunity to assess the sales situation and to adapt the sales message accordingly.This is called:
A)missionary sales
B)an indirect response system
C)dyadic planning
D)creative selling
E)a direct feedback network
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Page 20
Chapter 19: Measuring the Effectiveness of the Promotional Program
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90 Verified Questions
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Sample Questions
Q1) An advertiser who is measuring the effectiveness of media strategies needs to examine:
A)media class
B)media vehicle
C)media scheduling
D)the vehicle option source effect
E)all of the above
Q2) In a field test,the firm:
A)makes a final assessment of an ad before committing any money to media
B)sacrifices control in order to assess the ad's real world impact
C)evaluates the ability of the ad to communicate key issues correctly
D)obtains quick and inexpensive feedback about the ad's impact
E)does none of the above
Q3) Which of the following is probably the hardest component of the advertising program to test?
A)source factors
B)message variables
C)media strategies
D)budgeting decisions
E)message timing
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Chapter 20: International Advertising and Promotion
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Which of the following would be the best example of a product that would probably appeal to a global market segment?
A)Scotch whiskey
B)Swiss chocolates
C)ear rings and necklaces made from Colombian emeralds
D)CD players
E)all of the above
Q2) The primary reason many companies do not conduct advertising research in international markets is due to:
A)the language differences
B)high costs
C)efficiencies of scale
D)the fear of losing a competitive advantage
E)the lack of local advertising agencies
Q3) Unlike advertising,which can be done on a global basis,sales promotion:
A)should never include sales contests in global markets
B)offers better opportunities for salespeople than advertising
C)must be adapted to local markets
D)should avoid be adjusted for the level of economic development in a country
E)should challenge the existing trade structure
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Chapter 21: Regulation of Advertising and Promotion
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119 Flashcards
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Sample Questions
Q1) Various states have become more involved in the regulation of national advertising during the 1980's through the efforts of the:
A)Federal Trade Commission
B)Food and Drug Administration
C)National Association of Attorneys General
D)NAD/NARB
E)American Bar Association
Q2) Restrictions on the advertising of hard liquor continue to loosen as DISCUS has made inroads into putting liquor advertising more on par with advertising for:
A)pharmaceuticals
B)tobacco
C)beer and wine.
D)sex
E)children's toys
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Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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88 Verified Questions
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Sample Questions
Q1) Dove's "Real Beauty" campaign used a tagline stating:
A)"Talk to your daughter before the beauty industry does"
B)"Beauty is in the eye of the beholder"
C)"First there was beauty,then the beast"
D)"Real beauty is the real thing"
E)"Age before beauty"
Q2) Acquiring the skills needed to function in the marketplace is the text's definition of the _____ process.
A)consumer socialization
B)consumer education
C)caveat emptor
D)Protestant ethic
E)needs-focus
Q3) Young children may be especially vulnerable to advertising because:
A)they lack the experience and knowledge required to understand and evaluate persuasive messages
B)they cannot distinguish between reality and fantasy
C)they often have trouble differentiating between commercials and programs
D)they do not always perceive the selling intent of commercials
E)of all of the above reasons
Page 24
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