Exam 3 - MKTG

1) ________ refers to the means by which firms attempt to inform, persuade, and remind consumers — directly or indirectly — about the products and brands they sell.

A) Human resource development

B) Marketing communications

C) Financial management

D) Operations management

E) Planning

• A

• B

• C

• D

• E

2) Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

A) advertising

B) personal selling

C) sales promotion

D) direct marketing

E) public relations

• A

• B

• C

• D

• E

3) Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.

A) a sales promotion

B) interactive marketing

C) word-of-mouth marketing

D) personal selling

E) events and experiences

• A

• B

• C

• D

• E

4) Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

A) advertising

B) direct marketing

C) public relations

D) personal selling

E) sales promotion

• A

• B

• C

• D

• E

5) Which of the following is an example of a trade promotion?

A) free samples

B) discount coupons

C) display allowances

D) contests for sales reps

E) premiums

• A

• B

• C

• D

• E

6) Which of the following is an example of a business and sales force promotion?

A) advertising allowance

B) free samples

C) contests for sales reps

D) display allowance

E) discount coupons

• A

• B

• C

• D

• E

7) ________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

A) Publicity campaigns

B) Trade promotions

C) Advertisements

D) Public relations

E) Events and experiences

• A

• B

• C

• D

• E

8) Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

A) direct marketing

B) public relations and publicity

C) personal selling

D) advertising

E) sales promotion

• A

• B

• C

• D

• E

9) Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

A) advertising

B) personal selling

C) direct marketing

D) public relations

E) sales promotion

• A

• B

• C

• D

• E

10) ________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

A) Personal selling

B) Direct marketing

C) Sales promotion

D) Interactive marketing

E) Public relations

• A

• B

• C

• D

• E