MKT101 14

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

• A) direct marketing

• B) integrated marketing

• C) the promotion mix

• D) competitive marketing

• E) target marketing

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

• A) direct marketing

• B) sales promotion

• C) personal selling

• D) public relations

• E) publicity

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

• A) sales promotion

• B) advertising

• C) direct marketing

• D) personal selling

• E) public relations

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

• A) sales promotion

• B) personal selling

• C) direct marketing

• D) public relations

• E) advertising

Which of the following is NOT a major category in a company's promotion mix?

• A) sales promotion

• B) strategic positioning

• C) direct marketing

• D) public relations

• E) advertising

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?

• A) sales promotion

• B) direct marketing

• C) publicity

• D) public relations

• E) advertising

Which major promotion category makes use of displays, discounts, coupons, and demonstrations?

• A) sales promotion

• B) direct marketing

• C) publicity

• D) public relations

• E) advertising

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?

• A) product

• B) competitor

• C) price

• D) place

• E) promotion

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

• A) marketing communications

• B) direct marketing

• C) the Internet and other technologies

• D) mass market media

• E) informative advertising

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

• A) Mass markets have fragmented, and marketers are shifting away from mass marketing.

• B) Improvements in communication technologies are changing how companies and customers communicate with each other.

• C) Companies routinely invest millions of dollars in the mass media.

• D) Mass media no longer capture the majority of promotional budgets.

• E) Today's consumers are better informed about products and services.