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WorksheetsPrinciples of Marketing_Quiz 4
Total questions: 26
Worksheet time: 13mins
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) Advertising
D) Public Relations
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 relation
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 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) publicity
C) public relations
D) advertising
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) public relations
B) direct marketing
C) the Internet and other technologies
D) mass market media
E) informative advertising
Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?
A) cable television channels
B) e-mail
C) podcasts
D) network television
E) online social networks
All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?
A) TV ad spending is rising at a slower rate than online ad spending.
B) TV and other mass media still capture the lion share of promotional budgets.
C) Many viewers are using video on demand and TiVo-like systems.
D) Younger consumers are using different media.
E) TV audience size is on the decline
More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
A) Integrated marketing communications
B) Integrated personal selling
C) Integrated competitive methods
D) Non-personal communication channels
E) Buzz marketing
________ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.
A) Downstream from
B) Upstream from
C) Separated from
D) Congruous to
E) Parallel with
Distribution channel decisions often involve ________ with other firms, particularly those that involve contracts or relationships with channel partners
A) short-term commitments
B) long-term commitments
C) major problems
D) financial losses
E) disagreements
Producers benefit from using intermediaries because they ________
A) offer greater efficiency in making goods available to target markets
B) bring a fresh point of view to strategy development
C) eliminate risk
D) are generally backlogged with orders
E) refuse to store products for longer than a few days
Which of the following is NOT a key function that intermediaries play in helping to fulfill a completed transaction?
A) physical distribution
B) promotion
C) financing
D) risk taking
E) storing goods
In marketing terms, we say that the number of intermediary levels indicates the ________ of a channel.
A) depth
B) complexity
C) involvement
D) length
E) width
To a producer of goods, a greater number of channel levels means ________ and greater channel complexity
A) less distance between producer and end consumer
B) less control
C) more potential ideas
D) higher taxes
E) fewer channel partners
A channel consisting of one or more independent producers, wholesalers, or retailers that seek to maximize their own profits even at the expense of profits for the channel as a whole is a(n) _______
A) vertical marketing system
B) conventional distribution channel
C) independent channel allocation
D) corporate VMS
E) administered vertical marketing system
A corporate VMS has the advantage of controlling the entire distribution chain under ________.
A) a profit-maximizing strategic plan
B) single ownership
C) mass distribution
D) a few intermediaries
E) little control
Leadership in which type of marketing system is assumed not through common ownership or contractual ties but through the size and power of one or a few dominant channel members?
A) horizontal marketing system
B) administered VMS
C) corporate VMS
D) multichannel distribution system
E) conventional marketing channel
In a ________, two or more companies at one level join together to develop a new marketing opportunity.
A) franchise
B) horizontal marketing system
C) corporate VMS
D) multichannel distribution system
E) conventional distribution channel
All of the following are important decisions during the process of developing an advertising program EXCEPT ________.
A) setting advertising objectives
B) setting the advertising budget
C) developing advertising strategy
D) selecting a target market
E) evaluating advertising campaigns
An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.
A) convince
B) compete
C) remind
D) explain
E) encourage
What is one of the primary goals of reminder advertising?
A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image
When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.
A) persuasive
B) informative
C) comparative
D) patronage
E) institutional
A product in the maturity stage will often require ________ advertising
A) informative
B) comparative
C) persuasive
D) reminder
E) cooperative
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