Question 1

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy,while business-to-business companies are more likely to emphasize a ________ promotion strategy.&#10;A) pull; push&#10;B) push; pull&#10;C) pulse; continuity&#10;D) continuity; pulse

Accepted Answer

Business-to-consumer companies are more likely to use a pull strategy, where they focus on attracting customers and building demand for their products, while business-to-business companies often use a push strategy, where they focus on promoting their products to intermediaries such as wholesalers and retailers. The pull strategy is more consumer-driven, while the push strategy is more focused on generating sales through intermediaries.

Question 2

Task-based budgeting requires management to articulate the relationship between dollars spent and strategic marketing objectives.

Accepted Answer

Task-based budgeting involves linking strategic marketing objectives with specific tasks and allocating resources accordingly. This means that management must clearly articulate how dollars spent on specific tasks will help achieve those objectives.

Question 3

Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following?&#10;A) The use of multiple marketing delivery methods is advantageous.&#10;B) Long-term relationships with customers are best nurtured through sales promotion.&#10;C) Long-term relationships with customers are best nurtured through public relations.&#10;D) Short-term relationships with customers are more profitable than long-term relationships with customers.

Accepted Answer

Integrated marketing communications (IMC) involves the use of multiple delivery methods such as advertising, sales promotion, public relations, direct marketing, and personal selling to communicate a consistent message to target customers. Therefore, management of a company that follows the IMC principle would most likely believe that the use of multiple marketing delivery methods is advantageous.

B) Long-term relationships with customers are best nurtured through sales promotion: This statement is incorrect because sales promotion is a short-term tactic aimed at boosting sales, and it may not necessarily lead to long-term customer relationships.

C) Long-term relationships with customers are best nurtured through public relations: Although maintaining good public relations can help establish a positive brand image and customer trust, it is not the only strategy for building long-term customer relationships. Other methods such as delivering superior customer service, offering quality products, and engaging customers through social media can also help build long-term relationships.

D) Short-term relationships with customers are more profitable than long-term relationships with customers: This statement is also incorrect because long-term customer relationships can lead to repeat business, increased customer loyalty, positive word-of-mouth recommendations, and reduced marketing costs, all of which can result in higher profits for the company.

Question 4

In a buying center,the ________ serves as an expert about an aspect of the purchase.&#10;A) gatekeeper&#10;B) influencer&#10;C) buyer&#10;D) user

Accepted Answer

An influencer in a buying center can be anyone who affects the purchase decision, including those who serve as experts about an aspect of the purchase.

Question 5

Which of the following is NOT a method used for setting a communications budget?&#10;A) task-based method&#10;B) integrated method&#10;C) percentage-of-sales method&#10;D) competitive-parity method

Accepted Answer

The three methods mentioned, task-based, percentage-of-sales and competitive-parity methods, are all commonly used for setting a communications budget. The integrated method is not a recognized method for setting a communications budget.

Question 6

A firm that wants to ________ would most likely use a public relations campaign.&#10;A) develop brand awareness&#10;B) establish credibility&#10;C) reach mass markets&#10;D) show vivid images

Accepted Answer

The answer of A firm that wants to ________ would...

Question 7

Which of the following has the greatest reach?&#10;A) trade promotions&#10;B) viral marketing&#10;C) personal selling&#10;D) direct marketing

Accepted Answer

Direct marketing has the greatest reach because it involves sending targeted messages directly to a large audience through various channels such as email, mail, and telemarketing. This enables companies to reach a wider audience as compared to personal selling or trade promotions which have a smaller target audience. Viral marketing also has a potential to reach a large audience, but it relies on customers sharing and spreading the message, which is not always guaranteed.

Question 8

What are the differences between a push strategy and a pull strategy? How might a firm use both strategies? Illustrate your answer with a specific example of a firm that uses both strategies.

Accepted Answer

The answer of What are the differences between a push...

Question 9

A marketer would most likely use an FCB Grid to ________.&#10;A) identify market segments with unmet needs&#10;B) determine the ROI of a marketing campaign&#10;C) understand consumer motivation&#10;D) evaluate the firm's SBUs

Accepted Answer

An FCB Grid is a framework used to understand consumer motivation and how it relates to different types of products. It is a tool to help develop effective advertising messages by understanding whether a product is primarily functional or emotional and whether it is a high or low involvement purchase. Therefore, a marketer would most likely use an FCB Grid to understand consumer motivation.

Question 10

Which term refers to a marketer's ability to catalogue the members of a target market segment?&#10;A) diverting&#10;B) specificity&#10;C) customization&#10;D) addressability

Accepted Answer

Addressability refers to a marketer's ability to identify and target specific individuals or groups within a larger market segment. It involves the use of data and technology to personalize and tailor marketing messages to the preferences and characteristics of each individual customer or prospect.

Question 11

Point-of-purchase promotions are best at creating consumer awareness of a product.

Accepted Answer

The answer of Point-of-purchase promotions are best at creating consumer...

Question 12

Which of the following is the LEAST controllable element of the communications mix?&#10;A) buzz marketing&#10;B) personal selling&#10;C) direct marketing&#10;D) point-of-purchase sales

Accepted Answer

The answer of Which of the following is the LEAST...

Question 13

In order to be the most effective,an integrated marketing communications campaign should most likely ________.&#10;A) appeal to a niche market&#10;B) divide the media budget equally&#10;C) convey a strong and consistent message&#10;D) implement multiple strategic objectives

Accepted Answer

The answer of In order to be the most effective,an...

Question 14

Personal selling is the most frequently used communication tool in B2B markets.

Accepted Answer

The answer of Personal selling is the most frequently used...

Deck 34: Note : Promotion and People - Integrated Marketing Communications