Question 1

While awareness is important in developing brand equity, it is not essential as long as the product has a high level of quality.

Accepted Answer

Awareness is important in developing brand equity and is normally the first step in building brand equity.

Question 2

Reducing purchase risk is important in getting consumers to purchase a new product and gaining new customers for a current product.

Accepted Answer

Reducing purchase risk is important in getting consumers to purchase a new product and gaining new customers for a current product, because an unknown brand or product is perceived to be of a higher risk than one that has been purchased in the past.

Question 3

Push/pull marketing strategies relate to how retailers market their merchandise.

Accepted Answer

Push/pull marketing strategies relate to how manufacturers deal with channel members and consumers in terms of the distribution process.

Question 4

Using a push marketing strategy, a manufacturer builds product demand at the consumer level with the belief that consumers will go to the retailers and demand the product be stocked.

Accepted Answer

Using a pull marketing strategy, a manufacturer builds product demand at the consumer level with the belief that consumers will go to the retailers and demand the product be stocked, thus pulling the product through the channel.

Question 5

When a product moves into the growth stage of the product life cycle, the advertising emphasis shifts to building brand preference and differentiating the brand from the competition rather than building industry demand.

Accepted Answer

When a product moves into the growth stage of the product life cycle, the advertising emphasis shifts to building brand preference and differentiating the brand from the competition rather than building industry demand because new competitors are entering the market.

Question 6

During the growth stage of the product life cycle, a manufacturer would shift marketing dollars from trade promotions to consumer promotions in an effort to build preference for their brand.

Accepted Answer

During the maturity stage of the product life cycle, a manufacturer uses both trade promotions and consumer promotions in an effort to build preference for their brand at the consumer level and push brand preference in the distribution channel.

Question 7

The GIMC approach is easier to use if a company has adopted the adaptation approach to international expansion, but it can also be used with the standardization approach.

Accepted Answer

The GIMC approach is easier to use if a company has relied on standardization because the same approach is used in every country and market.

Question 8

The process of making goods and services available to customers in the distribution channel that are best for customers and using the types of communication programs that are the best for customers is known as

Accepted Answer

Multi-channel marketing involves using multiple distribution channels and communication programs to reach and serve customers in the most effective way possible.

Question 9

For marketing communication to be fully integrated within a company, all of the following conditions must be met except

Accepted Answer

An integrated marketing communication approach focuses on ensuring consistency across all marketing channels and messages, not just advertising. Advertising is only one part of the broader communication strategy.

Question 10

Any form of paid communication directed to an organization's customers and/or stakeholders is

Accepted Answer

The answer of Any form of paid communication directed to...

Question 11

The primary advantage of advertising is

Accepted Answer

The primary advantage of advertising is the ability to reach a large number of people simultaneously with a single message.

Question 12

Communication aimed at the general public and stakeholders of an organization is called

Accepted Answer

Public relations is the practice of managing and disseminating information from an organization to the public and stakeholders.

Question 13

Any event that has a direct or indirect impact on the public or stakeholders is normally handled by a company's

Accepted Answer

The public relations department is responsible for managing communication between a company and its stakeholders, especially in events that impact the public or stakeholders.

Question 14

To stimulate sales immediately, companies will normally use

Accepted Answer

To stimulate sales immediately, companies will normally use both sales and trade promotions since sales promotions are directed to consumers and trade promotions are directed toward channel members.

Question 15

Incentives used to encourage end-users to purchase a product are

Accepted Answer

Incentives used to encourage end-users to purchase a product are sales promotions.

Question 16

Incentives directed towards channel members to encourage them to purchase, stock, or push a product through the channel are

Accepted Answer

Trade promotions are incentives directed towards channel members to encourage them to purchase, stock, or push a product through the channel.

Question 17

Coupons, premiums, sweepstakes, and contests are examples of

Accepted Answer

These are all tactics used to directly encourage consumer purchases, making them examples of sales or consumer promotions.

Question 18

The redemption rate for coupons is approximately

Accepted Answer

Approximately 3.1 billion coupons were redeemed, for a 1.07 redemption rate.

Question 19

Manufacturers, on the average, spend approximately _____ percent of their total sales on trade promotions.

Accepted Answer

Manufacturers, on the average, spend approximately 14 percent of their total sales on trade promotions, to push products through the distribution channel.

Question 20

The direct communication approach between the buyer and the seller with the express purpose of selling a product is

Accepted Answer

Personal selling involves direct communication between a buyer and a seller with the intent to make a sale.

Quiz 13: Integrated Marketing Communications