Deck 2: Integrated Brand Communication

Question 1

________ markets consist of companies that buy products or services to use in their own businesses or in making other products.

A)Consumer
B)Business-to-business
C)Distribution
D)Institutional
E)Indirect

Answer 1

B

Question 2

Most advertising dollars are spent in ________ markets.

A)consumer
B)business-to-business
C)distribution
D)channel
E)institutional

Answer 2

A

Question 3

The marketing mix is also known as the ________.

A)four Cs
B)four Ms
C)competitive advantage
D)marketing channel
E)four Ps

Answer 3

E

Question 4

What term is used to mean a place or a particular type of buyer?

A)market
B)position
C)channel
D)target
E)segment

Question 5

Resellers in a channel market are also known as ________.

A)suppliers
B)vendors
C)intermediaries
D)shareholders
E)competitors

Question 6

The complex network of suppliers that produce components and ingredients that are then sold to the manufacturer is known as the ________.

A)network chain
B)channel of distribution
C)supply chain
D)ingredient chain
E)distribution chain

Question 7

Which key player in marketing is the organization, company, or manufacturer producing the product and offering it for sale?

A)marketer
B)supplier or vendor
C)distributor or retailer
D)agency
E)brand manager

Question 8

The goal of marketing is to match a product's availability to ________.

A)the competition's availability
B)the previous year's level of sales
C)the company's production capabilities
D)the consumers' need, desire, or demand for the product
E)the legal limits of availability

Question 9

The four tools of product, price, place (distribution), and promotion are collectively referred to as the ________.

A)product mix
B)promotion mix
C)marketing mix
D)integration elements
E)exchange elements

Question 10

The act of trading a desired product or service to receive something of value in return is called a(n)________.

A)distribution
B)position
C)exchange
D)market
E)demand

Question 11

Which of the following is NOT considered a main type of market?

A)consumer
B)business-to-business
C)channel
D)institutional
E)media

Question 12

________ markets consist of people who buy products and services for personal or household use.

A)Consumer
B)Business-to-business
C)Channel
D)Institutional
E)Media

Question 13

________ markets include a wide variety of profit and nonprofit organizations, such as hospitals, government agencies, and schools that provide goods and services for the benefit of society.

A)Consumer
B)Business-to-business
C)Channel
D)Institutional
E)Distribution

Question 14

The classification to which a product is assigned is known as the ________.

A)product category
B)product position
C)market mix
D)product class
E)product mix

Question 15

________ markets are made up of members of a company's distribution chain.

A)Consumer
B)Business-to-business
C)Channel
D)Institutional
E)Media

Question 16

Which of the following refers to the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted?

A)advertising
B)promotion
C)marketing
D)management
E)production

Question 17

The percentage of the total sales in a product category that a particular brand has is called the brand's ________.

A)position
B)market segment
C)distribution
D)share of market
E)exchange

Question 18

Which of the following are considered "key players" in the marketing industry?

A)marketers
B)suppliers or vendors
C)distributors or retailers
D)agencies
E)all of the above

Question 19

The materials and ingredients used in producing the product are obtained from other companies that are referred to as a producer's ________.

A)marketers
B)suppliers or vendors
C)distributors or retailers
D)agencies
E)exchangers

Question 20

The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

A)network chain
B)distribution chain
C)supply chain
D)ingredient chain
E)promotion network

Question 21

What is the second step in the marketing process?

A)Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets.
B)Set objectives for the marketing effort.
C)Research the consumer market and the competitive marketplace and develop a situation analysis.
D)Differentiate and position the product relative to the competition.
E)Develop the marketing mix strategy.

Question 22

Using ________, a marketer sets a high price for a product to make the product seem worthy or valuable.

A)prestige pricing
B)value pricing
C)distribution pricing
D)promotional pricing
E)customary pricing

Question 23

Which of the following is LEAST likely to be a factor on which the price of a product is based?

A)what the market will bear
B)the amount of support provided by resellers
C)economic well-being of the consumer
D)the consumer's ability to gauge the value
E)the relative value of the product

Question 24

Which strategy directs marketing efforts at the consumer?

A)push
B)exchange
C)pull
D)coverage
E)cooperative

Question 25

Which marketing element includes personal selling, advertising, public relations, sales promotion, direct marketing, events and sponsorships, point-of-purchase, and the communication aspects of packaging?

A)price
B)distribution
C)product
D)place
E)promotion

Question 26

Which of the following does NOT add value to a product?

A)advertising
B)convenience
C)useful features
D)branding
E)All of the above add value to a product.

Question 27

Which marketing element includes product design and development, performance, branding, and packaging?

A)distribution
B)branding
C)product
D)place
E)promotion

Question 28

Firms usually reach ________ markets through mass media.

A)consumer
B)business-to-business
C)distribution
D)channel
E)institutional

Question 29

Which of the following suggests that marketing should focus first on identifying the needs and wants of the customer?

A)the exchange concept
B)the marketing concept
C)the product concept
D)the brand concept
E)the production concept

Question 30

Which of the steps in the marketing planning process listed below follows the others?

A)Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets.
B)Set objectives for the marketing effort.
C)Research the consumer market and the competitive marketplace and develop a situation analysis.
D)Differentiate and position the product relative to the competition.
E)Develop the marketing mix strategy.

Question 31

How a brand is different and superior in some way is referred to as ________.

A)brand parity
B)brand equity
C)competitive advantage
D)psychological pricing
E)brand meaning

Question 32

The promotion "P" of marketing is also known as ________.

A)product
B)distribution
C)price
D)marketing communication
E)differentiation

Question 33

Which pricing strategy is used to communicate a dramatic or temporary price reduction?

A)promotional pricing
B)value pricing
C)parity pricing
D)copy pricing
E)customary pricing

Question 34

Which of the following is NOT a way advertising adds value to a product?

A)making the product appear more desirable
B)making the product appear more of a status symbol
C)making the product more convenient for consumers to buy
D)providing news and useful information of interest to consumers
E)All of the above are ways advertising adds value to a product.

Question 35

When a company distributes its products through one or more distributors and resellers, the company is using ________.

A)channel marketing
B)no-channel marketing
C)direct marketing
D)multi-level marketing
E)integrated marketing

Question 36

When a company distributes its products directly to buyers without the use of a reseller, the company is using ________.

A)indirect marketing
B)no-channel marketing
C)direct marketing
D)indirect channel marketing
E)integrated marketing

Question 37

A consumer's ability to gauge the value of a product is referred to as the ________.

A)psychological price
B)price/value proposition
C)exchange rate
D)comparative price
E)value exchange

Question 38

What is the first step in the marketing process?

A)Set objectives for the marketing effort.
B)Research the consumer market and the competitive marketplace and develop a situation analysis.
C)Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets.
D)Differentiate and position the product relative to the competition.
E)Develop the marketing mix strategy.

Question 39

Which element of the marketing mix includes distribution channels, market coverage, and co-op advertising?

A)product
B)promotion
C)price
D)communication
E)place

Question 40

Which pricing strategy uses marketing communication to manipulate the customer's judgment of value?

A)psychological pricing
B)value pricing
C)distribution pricing
D)copy pricing
E)customary pricing

Question 41

A(n)________ is a perception, often imbued with emotion, which results from experiences with and information about a company or a line of products.

A)advertisement
B)brand
C)tagline
D)logo
E)trademark

Question 42

Bold, fun, exciting, and daring are all examples of ________.

A)brand promises
B)brand positions
C)brand personalities
D)brand images
E)brand value

Question 43

A company that uses an established brand name with a related line of products is using a(n)________.

A)co-brand
B)ingredient brand
C)brand extension
D)licensed brand
E)brand parity

Question 44

Which of the following was the top global brand, based on brand value, in 2009?

A)Google
B)Microsoft
C)Coca-Cola
D)McDonald's
E)Walmart

Question 45

Which of the following is the harmonization of an organization's identity and its image?

A)integrated marketing communication
B)standardized marketing
C)channel marketing
D)organizational branding
E)brand transformation

Question 46

Brand ________ programs offer customers rewards for repeat business.

A)value
B)equity
C)extension
D)integration
E)loyalty

Question 47

Parity products are those that have ________.

A)no brand name
B)few competitors
C)few distinguishing features
D)a store's label
E)an international market

Question 48

Which of the following measures the financial value the brand contributes to a company?

A)trademark
B)copyright
C)brand image
D)brand identity
E)brand equity

Question 49

Which of the following were originally sold in black-and-white, no-frills packaging at low prices?

A)generic brands
B)private labels
C)regional brands
D)fast-moving consumer goods
E)licensed brands

Question 50

Computers, automobiles, and toothpaste are all examples of ________.

A)services
B)ideas
C)brands
D)products
E)markets

Question 51

________ is the intangible value of the brand based on the relationships with its stakeholders, as well as intellectual property.

A)Brand position
B)Brand parity
C)Brand image
D)Brand identity
E)Brand equity

Question 52

Which of the following is NOT a desirable quality for a brand name?

A)It should suggest something about the product's benefits and qualities.
B)It should be easy to pronounce, recognize, and remember.
C)The brand should be a long word to get attention.
D)The name should translate easily into foreign languages.
E)It should be distinctive.

Question 53

A ________ is a legal sign that indicates ownership.

A)trademark
B)logo
C)brand
D)brand license
E)brand position

Question 54

________ refers to how consumers see a brand relative to the other brands in the product category.

A)Segmenting
B)Targeting
C)Differentiating
D)Positioning
E)Trademarking

Question 55

Brand value comes in two forms: the value to the ________ and the value to the ________.

A)consumer; competitor
B)consumer; corporation
C)competitor; channel
D)corporation; competitor
E)shareholder; stakeholder

Question 56

Store brands are also referred to as ________.

A)generic brands
B)private labels
C)regional brands
D)fast-moving consumer goods
E)licensed brands

Question 57

Which marketing communication tool uses face-to-face contact between the marketer and a prospective customer?

A)advertising
B)sales promotion
C)public relations
D)personal sales
E)customary marketing

Question 58

Which of the following refers specifically to creating the tangible and intangible elements of a brand?

A)advertising
B)branding
C)exchanging
D)marketing
E)integrating

Question 59

A ________ strategy directs marketing efforts at resellers, and success depends on the ability of these intermediaries to market the product, which they often do with advertising.

A)push
B)pull
C)coverage
D)direct
E)exchange

Question 60

________ refers to promoting and advertising the use of a brand name for a component used in manufacturing a product.

A)Co-branding
B)Ingredient branding
C)Inside branding
D)Brand licensing
E)Integrated branding

Question 61

Which of the following is a strategy that uses two brand names owned by two separate companies to create a partnership offering?

A)co-branding
B)equity branding
C)brand licensing
D)integrated branding
E)parity branding

Question 62

The goal in marketing is to sell as many products as possible.

Question 63

The materials and ingredients used in producing the product are obtained from other companies who are referred to as distributors.

Question 64

Institutional markets are made up of nonprofit organizations only.

Question 65

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.

A)promotional tools that should be integrated under the concept of integrated marketing communications
B)promotional tools used in business-to-business markets but not consumer markets
C)promotional tools used for push strategies but not pull strategies
D)promotional tools used for pull strategies but not push strategies
E)promotional tools used in consumer markets but not business-to-business markets

Question 66

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.

A)equal portions of the advertising budget
B)the same return on investment
C)separate marketing objectives
D)the same target audience
E)the same message, look, and feel

Question 67

The key players in the marketing industry include the marketer, suppliers or vendors, distributors and retailers, and agencies.

Question 68

A ________ brand is one marketed in a single country.

A)house
B)local
C)regional
D)store
E)private

Question 69

More companies are adopting the concept of ________, which is the practice of unifying all marketing communication messages and tools as well as the messages from the marketing mix decisions so that they send a consistent message supporting the brand's strategy.

A)integrated marketing communications
B)integrated personal selling
C)integrated competitive methods
D)nonpersonal communication channels
E)buzz marketing

Question 70

Using ________, a partner company rents another company's brand name and transfers some of that brand equity to another product.

A)co-branding
B)equity branding
C)brand licensing
D)integrated branding
E)parity branding

Question 71

A company that takes a ________ approach to international marketing tries to make accommodations in its marketing mix for cultural differences.

A)parity
B)domestic
C)global
D)standardized
E)localized

Question 72

Integrated marketing communications produces better communications ________.

A)consistency
B)sales
C)simplicity
D)variety
E)independence

Question 73

Marketing is the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted.

Question 74

The channel of distribution refers to the complex network of suppliers who produce components and ingredients that are then sold to the manufacturer.

Question 75

When marketing strategists speak of markets, they generally refer to a particular type of buyer.

Question 76

Which of the following is NOT a principle of IMC?

A)Everything communicates.
B)A brand is a unified vision and a complex system.
C)Brand relationships drive brand value.
D)You can't be integrated externally if you are not integrated internally.
E)Every element of the marketing mix should provide equal return on investment.

Question 77

A(n)________ brand is available in a number of different countries in various parts of the world.

A)parity
B)local
C)regional
D)extension
E)international

Question 78

The supply chain refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

Question 79

Institutional markets consist of people who buy products and services for personal use.

Question 80

Only manufacturers advertise.