Question 1

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.
A) Feedback
B) Promotion
C) Advertising
D) Publicity
E) Communication

Accepted Answer

This describes communication.

Question 2

All promotion,especially advertising,is reduced as a product enters the decline stage.However,personal selling and sales promotion efforts might be maintained,especially at the retail level.

Accepted Answer

As a product enters the decline stage, advertising is generally reduced. However, companies may still focus on personal selling and sales promotion efforts, particularly at the retail level, in order to clear out remaining inventory and maximize profits.

Question 3

Interpersonal communication is:
A) nonpaid information such as publicity.
B) paid communication placed in personal media.
C) long-distance communication between a business and its target market.
D) direct face-to-face communication between two or more people.
E) noise-free communication.

Accepted Answer

Interpersonal communication is direct,face-to-face communication between two people.

Question 4

Rosarita is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.Rosarita is developing a:
A) promotional strategy.
B) set of promotion goals.
C) marketing mix.
D) communication mix.
E) selling plan.

Accepted Answer

Promotional strategy is a plan for the optimal use of the elements of promotion: advertising,public relations,personal selling,and sales promotion.

Question 5

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Accepted Answer

Consumers see all the different forms of communication from a company as a whole, regardless of how the company categorizes them internally. They do not distinguish between advertising, public relations, social media, etc. Therefore, to the consumer, it is already integrated.

Question 6

A _____ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors.
A) comparative differentiation
B) competitive advantage
C) marketing mix
D) special benefit
E) promotional plan

Accepted Answer

This is the definition of competitive advantage.

Question 7

In 2008,the NBC television network used advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new show My Own Worst Enemy.The television network's _____ described its plan on how to use these tools most effectively.
A) mass communication mix
B) promotional strategy
C) selling plan
D) marketing mix
E) strategic goals

Accepted Answer

Promotional strategy is a plan for the optimal use of the elements of the promotion mix.

Question 8

Vegetarians sometimes have trouble making sure they get enough protein in their diets.Protons are a new,poppable snack made with super-crunchy tofu.They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy,Backyard Bar-B-Q,Tomato Herb Garden,Cinnamon Toast,and Lemon Meringue Pie.Protons' features,including that they are organic,vegan,and cholesterol free,give the new product its:
A) differential parity.
B) synergistic goal.
C) competitive advantage.
D) comparative benefit.
E) tactical objective for implementing strategy.

Accepted Answer

A competitive advantage is one or more unique aspects of an organization that cause target customers to patronize that brand rather than others.

Question 9

_____ is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.
A) Distributive communication
B) Perceptual communication
C) Statistically provable advertising
D) Promotion
E) Publicity

Accepted Answer

This is the definition of promotion.

Question 10

In terms of the AIDA process,public relations has its greatest impact in gaining attention and interest for a company,good,or service.

Accepted Answer

Public relations efforts typically focus on creating awareness and interest in a company, product, or service through various communication channels such as news releases, media coverage, events and sponsorships. This aligns with the first two stages of the AIDA process - Attention and Interest.

Question 11

Marketers typically use either a push or a pull strategy exclusively.

Accepted Answer

Companies rarely use one or the other exclusively.The strategy that best supports their promotional objectives (usually in combination)is what is selected.

Question 12

The National Pork Board wants to create more consumer demand for pork products.The board has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.
A) promotional strategy
B) tactic for communication
C) mass aggregation strategy
D) communication objective
E) informative strategy

Accepted Answer

Promotional strategy is a plan for the optimal use of the elements of the promotional mix.

Question 13

The AIDA concept can be used to explain how all promotions influence purchase decisions.

Accepted Answer

The order of stages in the model,as well as whether consumers go through all its steps,has been much debated.

Question 14

The main function of a promotional strategy is to:
A) convince the target customers that a firm's products offer competitive advantages over those of its competition.
B) find a niche in the marketplace for the firm and its products.
C) provide the firm with research information about the success of its marketing effort.
D) create efficient distribution channels.
E) guarantee control over the length of the stages of the product life cycle.

Accepted Answer

The function of a promotional strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition.

Question 15

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sun porch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Accepted Answer

Allyson Brown believes that personal selling should be the focus of the promotional mix for her firm's new product because it is complex and carries high financial risks for consumers.

Question 16

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.
A) marketing mix
B) comparative differentiation
C) competitive advantage
D) researchable objective
E) promotional theme

Accepted Answer

A competitive advantage is the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition.It may be based on a scientific discovery,but the company didn't create it by saying it.

Question 17

While talking to Mr.and Mrs.Knighton,the appliance salesperson described one of the refrigerators as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:
A) create subservient selling.
B) create differential disadvantages.
C) are part of how he communicated to the Knightons.
D) are a type of marketing mix feedback.
E) will not affect interpersonal communications.

Accepted Answer

Communication is the process by which we exchange or share meanings through a common set of symbols.

Question 18

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:
A) publicity objective.
B) marketing differentiator.
C) competitive advantage.
D) one-to-one marketing advantage.
E) sales promotional theme.

Accepted Answer

A competitive advantage is the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition.It is not the result of publicity; it is design and production based.Since this is advertising,the sales promotion theme may or may not agree; there is no indication of integrated marketing communications.

Question 19

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

Accepted Answer

With the increasing number of media options available, companies have realized the need for a seamless and integrated communication approach to provide a consistent message across all platforms. Integrated marketing communications help companies to unify their marketing efforts and create a cohesive brand image across all channels.

Question 20

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a push strategy.

Accepted Answer

Lansky is using a push strategy by promoting and encouraging intermediaries to carry and sell its sharpeners through aggressive personal selling and sales promotions.

Quiz 29: Marketing Communications

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

All promotion,especially advertising,is reduced as a product enters the decline stage.However,personal selling and sales promotion efforts might be maintained,especially at the retail level.

Interpersonal communication is:

Rosarita is responsible for developing a plan for the optimal use of advertising,personal selling,sales promotion,and public relations.Rosarita is developing a:

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

A _____ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors.

In 2008,the NBC television network used advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new show My Own Worst Enemy.The television network's _____ described its plan on how to use these tools most effectively.

_____ is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.

In terms of the AIDA process,public relations has its greatest impact in gaining attention and interest for a company,good,or service.

Marketers typically use either a push or a pull strategy exclusively.

The National Pork Board wants to create more consumer demand for pork products.The board has developed a(n) _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

The AIDA concept can be used to explain how all promotions influence purchase decisions.

The main function of a promotional strategy is to:

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sun porch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

While talking to Mr.and Mrs.Knighton,the appliance salesperson described one of the refrigerators as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt.Advertising for American Magic Lures emphasizes how its lures,unlike others,are all handcrafted.This is its:

One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media choices.

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a push strategy.