Question 1

Describe the evolution of Procter & Gamble's Ivory soap.How does it illustrate the concept of branding?

Accepted Answer

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Question 2

Advertising,sales promotion,personal selling,public relations,and direct marketing are all promotional tools ________.
A) that should be integrated under the concept of integrated marketing communications
B) used in business-to-business markets but not consumer markets
C) used for push strategies but not pull strategies
D) used for pull strategies but not push strategies
E) used in consumer markets but not business-to-business markets

Accepted Answer

These five promotional tools are best used under the concept of integrated marketing communications, which involves coordinating and blending various forms of promotion to communicate a consistent and compelling message about a brand or product to target audiences. This approach helps to enhance the effectiveness and efficiency of marketing efforts, as well as create a more holistic and impactful customer experience.

Question 3

Describe the roles of the four key players in marketing.

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Question 4

A.Y.McDonald,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) indirect marketing
E) advertising

Accepted Answer

A.Y. McDonald uses regional salespeople for personal selling, which involves direct communication with potential customers and building relationships to make sales.

Question 5

An IMC program is more complex than a traditional advertising plan.

Accepted Answer

An IMC program typically includes multiple communication channels such as advertising, public relations, sales promotion, direct marketing, and personal selling. It also involves coordinating and integrating these channels to ensure a consistent message and brand identity across all touchpoints. This complexity requires more strategic planning and management compared to a traditional advertising plan, which typically focuses solely on advertising tactics.

Question 6

To maximize the toothpaste market in China,Crest needs to convince more of the Chinese population to brush their teeth three times a day.Crest is most likely to use a standardized approach for its marketing in China.

Accepted Answer

Crest cannot use a standardized approach for marketing in China as the culture, preferences, and habits of the Chinese population differ from those in other countries. Crest needs to take into account the local market, culture, and consumer behavior to tailor its marketing strategy to increase toothbrushing frequency among the Chinese population.

Question 7

Integrated marketing communications require a company's mass-market advertisements,website,email,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) a consistent message, look, and feel

Accepted Answer

Integrated marketing communications emphasizes on the need for consistent, seamless branding and messaging across multiple channels. So, all forms of communication from a company, whether it is advertising or website, must have a consistent and unified message, look, and feel, to achieve the desired result. A consistent message helps in creating a strong brand identity and enhances the company's communication effectiveness.

Question 8

Amco,Inc.manufactures small electronic components that become integral parts of the electronic systems in automobiles.Amco does not sell directly to auto manufacturers,but rather through brokers that are involved in selling the components to the auto manufacturers.Additionally,another company is employed to deliver the goods.All of these organizations are part of the ________ in getting electronic component parts to the automobile manufacturers.
A) distribution network
B) supply chain
C) marketing network
D) brand management
E) parity chain

Accepted Answer

The term "supply chain" refers to the entire network of companies and individuals involved in getting a product or service from the manufacturer or provider to the end consumer. In this scenario, Amco relies on brokers and a delivery company to facilitate the delivery of their components to auto manufacturers. Therefore, the best choice is B, "supply chain."

Question 9

Retailers and wholesalers who have created their own brands-such as Walmart's Sam's Choice beverages and food products-are participating in co-branding.

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Question 10

Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year.The company's corporate brand value is estimated to be more than $107 billion.Which type of key marketing player does P&G represent?
A) marketer
B) supplier or vendor
C) distributor
D) agency
E) media

Accepted Answer

P&G represents a marketer, as they are a company that is producing and selling products and investing heavily in advertising to promote their brands.

Question 11

Explain the concept of integrated marketing communications.

Accepted Answer

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Question 12

Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker.Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) branding

Accepted Answer

This strategy illustrates the place element of the marketing mix, as it involves choosing which channels of distribution to use to get the product to the customer. Puma is utilizing both trendy retailers and mainstream stores to reach different segments of its target market.

Question 13

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy

Accepted Answer

The ad in Motor Trend magazine is an example of a pull strategy, as it is aimed at convincing consumers to request their body shops to use Glasis paint. This is done to create a demand for the product among consumers, who will then "pull" the product through the distribution channels, such as body shops, thereby creating sales for the company.

Question 14

Businesses are more likely to use advertising in specialized media than in mass media to reach customers in business-to-business markets.

Accepted Answer

Businesses in B2B markets often have niche target audiences and specialized media channels (such as industry publications, conferences, and trade shows) offer a more cost-effective and targeted way to reach them compared to mass media channels like TV or newspapers.

Question 15

During the 2003 World Cup,which was held in Japan and South Korea,Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world.Puma also discretely announced the sponsorship in its company-branded chopsticks,sake cups,and napkins.At the same time,Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot,holding weekend sushi-making events at the home furnishings store.Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) branding

Accepted Answer

This strategy illustrates the promotion element of the marketing mix. Puma used various promotional tactics to announce their sponsorship and create buzz around their brand, including partnering with a well-known sushi chef and hosting events at a design store. The use of company-branded chopsticks, sake cups, and napkins also falls under the promotion category.

Question 16

Harpo Enterprises maintains OWN (the Oprah Winfrey Network),a website,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain ________ in design and tone.
A) variety
B) feedback
C) consistency
D) creativity
E) convenience

Accepted Answer

Harpo Enterprises practices integrated marketing communications, which means they aim to create a consistent brand image and message across all their different channels. Therefore, it makes sense that all the different brand contacts maintain consistency in design and tone.

Question 17

How are the product,price,and place elements of the marketing mix involved in contributing communication effects in the marketing mix?

Accepted Answer

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Question 18

A car manufacturer buys tires from a tire manufacturer.These manufacturers are part of the institutional market.

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Question 19

Name and describe the four main types of markets,and discuss characteristics of advertising targeted toward each market.

Accepted Answer

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Question 20

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using ________.
A) personal selling
B) direct marketing
C) a push strategy
D) a pull strategy
E) public relations

Accepted Answer

A push strategy is used when a manufacturer targets intermediaries, such as dentists in this case, to encourage them to promote or recommend their products to the end consumers. By offering toothpaste samples for dentists to buy at cost and give to patients, the manufacturer is pushing the product through the distribution channel to the final consumer.

Quiz 2: Brand Communication

Describe the evolution of Procter & Gamble's Ivory soap.How does it illustrate the concept of branding?

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

Describe the roles of the four key players in marketing.

A.Y.McDonald,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.

An IMC program is more complex than a traditional advertising plan.

To maximize the toothpaste market in China,Crest needs to convince more of the Chinese population to brush their teeth three times a day.Crest is most likely to use a standardized approach for its marketing in China.

Integrated marketing communications require a company's mass-market advertisements,website,email,and personal selling communications to all have ________.

Retailers and wholesalers who have created their own brands-such as Walmart's Sam's Choice beverages and food products-are participating in co-branding.

Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year.The company's corporate brand value is estimated to be more than $107 billion.Which type of key marketing player does P&G represent?

Explain the concept of integrated marketing communications.

Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker.Which marketing mix element does this strategy illustrate?

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

Businesses are more likely to use advertising in specialized media than in mass media to reach customers in business-to-business markets.

Harpo Enterprises maintains OWN (the Oprah Winfrey Network) ,a website,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain ________ in design and tone.

How are the product,price,and place elements of the marketing mix involved in contributing communication effects in the marketing mix?

A car manufacturer buys tires from a tire manufacturer.These manufacturers are part of the institutional market.

Name and describe the four main types of markets,and discuss characteristics of advertising targeted toward each market.