Question 1

The best method for budgeting in order to reach strategic objectives is the all-you-can-afford method.

Accepted Answer

The all-you-can-afford method is not the best method for budgeting to reach strategic objectives. This method involves allocating funds to various areas until there is no money left. It does not take into account the specific needs and goals of the organization. Instead, a better method would be zero-based budgeting, which requires all expenditures to be justified and evaluated based on their contribution to the organization's objectives.

Question 2

One distinction that sets the objective-and-task method apart is that strategy precedes budgeting.

Accepted Answer

The objective-and-task method involves setting marketing objectives and developing strategies before determining the budget needed to achieve those objectives. This is different from other budgeting methods where the budget is set first and then strategies are developed based on the available budget.

Question 3

The hierarchy-of-effects model focuses upon building a synergistic combination of communication equipment and assets.

Accepted Answer

The hierarchy-of-effects model focuses upon building a step-by-step process of how advertising works to attract and retain customers. It emphasizes that a consumer passes through a series of stages before buying a product, starting with creating awareness, developing an interest, forming attitudes, and then taking action. It does not specifically focus on communication equipment and assets.

Question 4

In business markets,brands tend to be built upon clever advertising and a single campaign more than experience and long-run consistency.

Accepted Answer

In business markets, brands are usually built upon long-term consistency, quality, and customer experience rather than relying solely on clever advertising and a single campaign. This is because B2B customers value reliability and trustworthiness over flashy marketing tactics.

Question 5

Integrated marketing communication aims to meet the 'information needs of the buyer',result in the desired position and secure the appropriate action at the right time with laser-like precision.

Accepted Answer

Integrated marketing communication (IMC) is a strategic approach that aims to coordinate and align all communication channels and messages to convey a clear, consistent, and compelling message to the target audience. The goal of IMC is to create a seamless, integrated experience for customers across all touchpoints or interactions with the brand. By providing the right information at the right time, in the right format and tone, IMC seeks to create trust, relevance, and engagement with the audience, leading to a desirable position in the customer's mind and an appropriate action, such as a purchase, a recommendation, or a loyalty. Therefore, IMC has a laser-like precision in targeting and satisfying the information needs of the buyer, which is ultimately the key to success in any marketing effort.

Question 6

Personal selling allows messages to be "tailored" to each individual buyer,but at a higher relative cost to advertising.

Accepted Answer

Personal selling involves direct communication between the salesperson and the potential customer, allowing for a personalized and customized message that is specific to the buyer's needs and preferences. However, this method is more expensive compared to advertising, which reaches a larger audience at a lower cost per impression.

Question 7

Business customers do not like or use,any form of telemarketing.

Accepted Answer

Business customers can be receptive to telemarketing if it is relevant, personalized, and offers value, making it an effective tool for B2B marketing in certain contexts.

Question 8

IMC is strategic,two-way communication targeted to specific customers and their needs,all coordinated through a variety of media.

Accepted Answer

IMC (Integrated Marketing Communication) is indeed strategic and involves a two-way communication approach that is tailored to meet the specific needs of customers. It involves the coordinated use of different media channels, such as advertising, public relations, personal selling, direct marketing, and digital marketing, to deliver a consistent and unified message to the target audience.

Question 9

In the business area,unlike the final consumer market,sugging is considered to be appropriate and ethical.

Accepted Answer

Sugging (selling under the guise of research) is generally considered unethical in all markets, including the business area. Sugging involves misleading customers by pretending to conduct market research while actually trying to sell products or services. It violates consumer trust and creates a negative impression of the brand. Therefore, businesses should avoid using sugging as a marketing tactic.

Question 10

A key goal for a communication strategy is the position one desires to achieve.

Accepted Answer

The position one desires to achieve is a key goal for a communication strategy. It helps to guide the content and messaging of the communication and ensure that it is aligned with the desired outcome.

Question 11

The only action goal of interest to the marketer is that of sales results.

Accepted Answer

Marketers are interested in a variety of action goals beyond sales results, such as brand awareness, customer engagement, loyalty, and satisfaction, which can all contribute to long-term business success.

Question 12

In the business marketing area,advertising is often used to "sell" the firm's personal sales force before a salesman actually calls on the potential buyer.

Accepted Answer

Advertising can be used as a tool to create awareness and generate interest in the company's product or service, which can help to "pre-sell" the sales force and make it easier for them to close deals.

Question 13

Compared to other areas,the goals of integrated communications are much easier to measure accurately.

Accepted Answer

While it is true that integrated communications can help achieve specific goals, the measurement of the effectiveness of these goals can be challenging. This is because integrated communications involve multiple channels and methods of communication, making it difficult to isolate the impact of each component in achieving the overall objective. Additionally, some goals may be intangible, such as building brand equity or enhancing reputation, which can be difficult to measure using traditional metrics. Therefore, the goals of integrated communications are not necessarily easier to measure accurately compared to other areas.

Question 14

In developing communications for different markets,the marketer must try to avoid confusion/credibility loss that may be created by "mixed messages".

Accepted Answer

It is true that marketers need to avoid mixed messages in order to maintain consistency and credibility in their communication with different markets. This can help to avoid confusion and ensure that consumers have a clear understanding of the brand and its values.

Question 15

In a customer acquisition situation,a natural communication link is already established.

Accepted Answer

In a customer acquisition situation, a natural communication link is not already established; it typically needs to be built through marketing, outreach, and engagement efforts.

Question 16

CRM systems provide routine reports on orders,sales,returns,inquiries and website visits.

Accepted Answer

CRM systems are designed to capture and store customer and prospect data, track interactions and activities, and provide reports on various aspects of customer behavior and engagement. This includes routine reports on orders, sales, returns, inquiries, and website visits, among other metrics.

Question 17

Tactical goals specify the desired outcomes for specific communication efforts.

Accepted Answer

Tactical goals are specific outcomes that are expected from a particular communication effort. These goals may include things like increasing brand awareness, generating leads, or improving customer satisfaction. By setting clear tactical goals, organizations can ensure that their communication efforts are focused and effective.

Question 18

PR is a specialized communications tool that is best reserved for crisis situations which threaten the firm's profits and/or reputation.

Accepted Answer

PR is not just reserved for crisis situations and is also used for promoting the brand, establishing relationships with stakeholders, and building a positive public image for the organization. It is a useful tool for both proactive and reactive communication strategies.

Question 19

The goal-setting process for communications planning includes determining the audience and deciding what the marketer wants the audience to get out of the communication.

Accepted Answer

This is correct. The goal-setting process for communications planning typically involves defining the target audience and outlining the desired outcome or response from that audience.

Question 20

Billing and shipping are part of communication with customers,but it is unlikely that these elements of communication will be part of a marketing communications budget.

Accepted Answer

Billing and shipping are operational expenses and are not typically included in a marketing communications budget.

Quiz 10: Creating Customer Dialogue