Question 1

With Google's Adsense online marketing,the company:
A)avoided mass media boycotts
B)facilitated the opportunity for low-tech media to reach non-target markets
C)refined the concept of targeted advertising
D)allowed advertisers to use an undifferentiated marketing strategy
E)none of the above See opening vignette.

Accepted Answer

Google's AdSense online marketing involves targeted advertising, where ads are customized to individual users based on their browsing behavior or other data. This allows for more efficient advertising and higher conversion rates compared to undifferentiated or mass advertising strategies. Additionally, AdSense has not been implemented to avoid mass media boycotts, nor does it specifically facilitate low-tech media reaching non-target markets.

Question 2

________ is the customer's perception of all the benefits of a product or service.
A)Mass marketing
B)Information
C)Mass customization
D)Value
E)Batch processing

Accepted Answer

Value is the customer's perception of all the benefits of a product or service. It includes not only the functional benefits but also emotional and psychological benefits. It is a key factor in determining customer satisfaction and willingness to pay.

Question 3

Which of the following is the BEST example of a marketing exchange?
A)The waitress gave Sunil a menu, and he placed his food order.
B)Griffin helped Mandy replace the air filter in her lawn mower.
C)A.C.and Maggie gave their son a CD player for his birthday.
D)In return for painting her fence, Mrs.Maloney gave Larry a box of homemade fudge.
E)None of the above is an example of a marketing exchange.

Accepted Answer

A marketing exchange involves a transaction where something of value is traded between parties. In option D, Mrs. Maloney and Larry exchange services and goods, which is a classic example of a marketing exchange.

Question 4

_____ is the process of creating,maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.
A)Integrated marketing
B)Integrated marketing communications
C)Marketing planning
D)Exchange
E)Relationship marketing

Accepted Answer

Relationship marketing is the process of creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit. It focuses on developing strong connections with customers, understanding their needs and preferences, and providing personalized experiences to build trust and loyalty. It involves ongoing communication, interaction, and dialogue between the customers and the organization, with the aim of creating a strong bond that goes beyond just a transactional relationship.

Question 5

Google's ability to track purchases made directly through Internet advertising fulfills marketers' dream of:
A)integrating online advertising into the manufacturing strategy
B)efficient supply-chain communication
C)replacing internal analysis with external analysis
D)mastering the marketing mix
E)paying for the advertising that works See opening vignette.

Accepted Answer

Google's tracking of purchases through internet advertising allows marketers to pay only for ads that lead to actual sales, ensuring that their advertising budget is spent effectively on successful campaigns.

Question 6

Rives de France,a canal boat rental company,developed a tracking system recording customers' preferences and behaviors in order to better meet the needs of individual customers and increase customer retention.Rives de France developed a:
A)customer relationship management system.
B)an information marketing system
C)mass customization operation
D)advertising efficiency system
E)batch processing program

Accepted Answer

The tracking system developed by Rives de France that records customer preferences and behaviors suggests the implementation of a customer relationship management system. This system allows businesses to track customer interactions and identify opportunities to improve customer satisfaction, increase retention, and analyze customer data to provide personalized experiences.

Question 7

Prior to the movement to integrated marketing communications,the promotional function in most companies was dominated by:
A)mass media advertising
B)sales promotion
C)public relations
D)publicity
E)direct marketing

Accepted Answer

Prior to the movement to integrated marketing communications, the promotional function in most companies was dominated by mass media advertising. This was the traditional approach to marketing communication, where companies would heavily rely on TV, radio, and print ads to promote their products/services. Other forms of promotion were relatively less common, including sales promotion, public relations, publicity, and direct marketing.

Question 8

Which of the following is an example of a marketing exchange?
A)Jennifer purchased a chocolate milkshake at a local drive-in restaurant.
B)Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750.
C)Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his daughter.
D)Kendrick's Cleaning Service bought airtime on KRAX.
E)All of the above are examples of a marketing exchange.

Accepted Answer

All the options involve a transaction where goods, services, or value are exchanged between parties, which constitutes a marketing exchange.

Question 9

To decrease marketing costs and to improve response rates Williams-Sonoma catalog retailer,decided it needed to better match their catalog brands to recipients.Based on the retailer's understanding of a customer's special interests one person might receive a catalog about cookware while his neighbor receives a catalog focused on household goods with a July 4ththeme.This strategy to be more attuned to its customers' needs and at the same time improving its own financial picture is an example of how a company can use:
A)mass marketing
B)an information marketing system
C)a product penetration strategy
D)relationship marketing
E)batch processing

Accepted Answer

This strategy is an example of relationship marketing, where the company focuses on building long-term relationships with its customers by understanding and catering to their individual needs and preferences. By doing so, Williams-Sonoma can improve response rates while reducing marketing costs by sending targeted catalogs to interested customers, leading to increased customer satisfaction and loyalty.

Question 10

The tremendous growth in advertising and promotion throughout the world is due to:
A)a redefining of the term marketing
B)the growth of the U.S.and global economies
C)the lack of print and broadcast media in many nations
D)the tremendous growth in the number of advertising agencies worldwide
E)an international tendency to abandon growth strategy and promote existing products in the growth and maturity stages of their product life cycles

Accepted Answer

The growth in advertising and promotion can be attributed to the growth of the U.S. and global economies. As economies grow, companies have more resources to invest in advertising and promotion to gain market share and increase sales.

Question 11

_____ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods and services to create exchanges that satisfy individual and organizational objectives.
A)Integrated marketing communications
B)Marketing
C)Advertising
D)Sales promotion
E)Exchange communications

Accepted Answer

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Integrated marketing communications (A) refers to coordinating promotional efforts across various channels, such as advertising, public relations, and sales promotion. Advertising (C) refers specifically to using paid media to promote a product or service. Sales promotion (D) refers to short-term promotions that incentivize customers to buy a product or service. Exchange communications (E) is not a commonly used marketing term.

Question 12

,which are used to facilitate exchange in a marketplace.
A)promotional mix
B)marketing mix
C)advertising mix
D)IMC mix
E)internal exchange environment

Accepted Answer

The marketing mix refers to the set of tools that a company uses to promote its products and services in the marketplace. These tools include product, price, promotion, and place (distribution). They are used to facilitate exchange in a marketplace, ultimately leading to the creation of customer value and satisfaction. The other answer choices (promotional mix, advertising mix, IMC mix, and internal exchange environment) are related to specific elements or sub-components of the overall marketing mix, but do not encompass the entire set of tools.

Question 13

Which of the following conditions must be met to effectively utilize integrated marketing communications?
A)Individuals working in marketing need to thoroughly understand the creative process of advertising.
B)Advertising agencies need to acquire firms specializing in other areas of marketing communications.
C)Individuals working in marketing,advertising,and other promotional areas need to better understand how to use a variety of marketing communications tools.
D)All promotional mix elements need to be brought under the control of the ad agency
E)All of the above conditions must be met for an effective utilization of integrated marketing communications.

Accepted Answer

The answer of Which of the following conditions must be...

Question 14

Which of the following statements about marketing is true?
A)A marketing transaction does not have to involve the exchange of money.
B)Marketing is used by nonprofit organizations.
C)Marketing is used by colleges and universities to solicit donations in exchange for psychological satisfaction.
D)Effective marketing requires that managers recognize the interdependence of sales and promotion and how they can be combined to develop a marketing program.
E)All of the above statements about marketing are true.

Accepted Answer

All of the statements about marketing are true. Marketing is not limited to transactions involving money and is used by nonprofit organizations for various purposes. Colleges and universities employ marketing to solicit donations and provide psychological satisfaction to donors. Effective marketing requires managers to understand the interdependence of sales and promotion and how they can be combined to create a comprehensive marketing strategy.

Question 15

Which of the following statements about marketing is true?
A)Most marketers are seeking a one-time exchange or transaction with their customers.
B)The focus of production-driven companies is on developing and sustaining relationships with their customers.
C)It is often more cost effective to use marketing to retain customers than to acquire new ones.
D)Marketing does not play an important role in developing and sustaining relationships with customers.
E)By definition,a marketing transaction involves the exchange of money.

Accepted Answer

It is often more cost-effective to use marketing to retain customers than to acquire new ones. This is because acquiring new customers usually involves higher costs such as advertising, promotions, and sales efforts, while retaining existing customers involves maintaining and improving customer satisfaction through excellent customer service, loyalty programs, and personalized communication. Therefore, marketing plays a crucial role in retaining customers and building long-term relationships with them.

Question 16

The increased usage of relationship marketing is due to the fact:
A)customers have become less demanding
B)customers want products and services that are mass-produced rather than tailored to their specific needs and wants
C)retaining customers is generally more cost effective than acquiring new ones
D)it is very costly to prevent customer defections
E)most international customers already use relationship marketing

Accepted Answer

Retaining customers is generally more cost-effective than acquiring new ones, so companies have turned to relationship marketing as a way to keep their customers satisfied and loyal. This can involve tailoring products and services to the specific needs and wants of customers, which increases customer satisfaction and encourages them to continue doing business with the company. It also helps to reduce the cost of acquiring new customers, which can be very expensive.

Question 17

According to the text,why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?
A)The number of new products being introduced annually is growing.
B)Advertising agencies find it easier to develop effective integrated marketing communications than to use mass media advertising.
C)The product life cycle is becoming shorter.
D)The use of the Internet and electronic commerce is growing.
E)All of the above explain the increasing reliance on integrated marketing communications.

Accepted Answer

The answer of According to the text,why are marketers decreasing...

Question 18

Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?
A)The mass market has become fragmented.
B)The explosion of new technologies has given consumers greater control over the communication process.
C)The use of the Internet and electronic commerce is growing.
D)New global markets are emerging.
E)All of the above explain the increasing reliance on integrated marketing communications.

Accepted Answer

All of the reasons provided (mass market fragmentation, consumer control over communication, growth of internet and e-commerce, and emergence of new global markets) have contributed to the increasing reliance on integrated marketing communications as opposed to mass media advertising. Integrated marketing communications allows for a more targeted and personalized approach, which is necessary in today's diverse and rapidly changing marketplace.

Question 19

Advances in technology and flexible manufacturing systems have allowed a boot manufacturer in Texas to take several measurements of a customer's feet and make boots that precisely fit those feet.No one but the person for whom the boots were made can wear them comfortably.This Texas boot maker uses:
A)mass marketing
B)an information marketing system
C)mass customization
D)a product development strategy
E)batch processing

Accepted Answer

The boot manufacturer is able to take specific measurements of a customer's feet and create boots that fit those measurements precisely. This is an example of mass customization, which is the ability to produce customized products on a mass scale using advanced technology and flexible manufacturing systems. Therefore, the best choice for this scenario is mass customization.

Question 20

As advertisers embraced the process of integrated marketing communications,:
A)auxiliary promotional services became an important element in effective marketing communications
B)many companies began looking beyond their traditional advertising agencies and using other types of promotional specialists to develop and implement their promotional programs
C)many ad agencies acquired public relations,sales promotion,and direct marketing companies to expand their capabilities and offer clients one-stop shopping for all their promotional needs
D)companies began using a variety of promotional tools rather than relying primarily upon mass media advertising
E)all of the above occurred

Accepted Answer

All of the options listed occurred as advertisers embraced the process of integrated marketing communications. Auxiliary promotional services became important, companies began looking beyond traditional agencies, agencies acquired other companies to expand their capabilities, and companies started using a variety of promotional tools rather than relying solely on mass media advertising. This was all done in order to effectively communicate with customers and create a cohesive brand message across all promotional channels.

Quiz 1: An Introduction to Integrated Marketing Communications

With Google's Adsense online marketing,the company:

________ is the customer's perception of all the benefits of a product or service.

Which of the following is the BEST example of a marketing exchange?

_____ is the process of creating,maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit.

Google's ability to track purchases made directly through Internet advertising fulfills marketers' dream of:

Rives de France,a canal boat rental company,developed a tracking system recording customers' preferences and behaviors in order to better meet the needs of individual customers and increase customer retention.Rives de France developed a:

Prior to the movement to integrated marketing communications,the promotional function in most companies was dominated by:

Which of the following is an example of a marketing exchange?

The tremendous growth in advertising and promotion throughout the world is due to:

_____ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods and services to create exchanges that satisfy individual and organizational objectives.

,which are used to facilitate exchange in a marketplace.

Which of the following conditions must be met to effectively utilize integrated marketing communications?

Which of the following statements about marketing is true?

Which of the following statements about marketing is true?

The increased usage of relationship marketing is due to the fact:

According to the text,why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?

Why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?

Advances in technology and flexible manufacturing systems have allowed a boot manufacturer in Texas to take several measurements of a customer's feet and make boots that precisely fit those feet.No one but the person for whom the boots were made can wear them comfortably.This Texas boot maker uses:

As advertisers embraced the process of integrated marketing communications,: