MKT101 CHAP 14

1) 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
• C) the promotion mix
• B) integrated marketing
• D) competitive marketing
• E) target marketing

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

• A) direct marketing
• C) personal selling
• B) sales promotion
• D) public relations
• E) publicity

3) 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

• a

• b

• c

• d

• e

4) 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

• a

• b

• c

• d

• e

5) 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

• a

• b

• c

• d

• e

6) 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

• a

• d

• e

• b

• c

7) 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

• a

• b

• c

• d

• e

8) 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

• a

• b

• c

• d

• e

9) 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

• a

• b

• c

• d

• e

10) 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.

• a

• b

• c

• d

• e