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Marketing 301: Practice Exam 4

The basic goal of integrated marketing communications is to…
Communicate the value proposition to the target market
As a business grows, the advertising, promotion, and personal selling efforts may not be coordinated or cohesive as the firms respond to targets of opportunity. The sooner the firm uses ______, the sooner the firm will have clarity, consistency, and the maximum impact for its communications
Integrated Marketing Communications (IMC)
In the IMC communication process, the ____ develops the marketing communication message
If you have ever watched a television commercial and at the end of the message wondered what were they promoting, you may have had trouble ____ the IMC message
In the AIDA model…
Awareness leads to interest, which hopefully leads to desire and then action
____ refers to a potential customer’s ability to recall that the brand name is a particular type of retailer, product, or service
brand awareness
The highest level of awareness is when customers mention a specific brand name when asked about a product or service. Marketers call this ____
Top-of-mind awareness
If marketing communications are effective, they will…
result in purchases by consumers receiving the communications
One of the difficulties in measuring the effectiveness of IMC efforts is the ____, where consumers do not act immediately after receiving a marketing communication.
lagged effect
Josh stays connected to his world by his cell phone. He only reads newspapers or magazines occasionally. If you were a marketer with just the right product for Josh, you’d probably try ____
The ____ stage of the advertising campaign planning process can be described by the question, “Who are we trying to talk to?”
identifying target audience (step 1)
All advertising objectives are designed to achieve certain objectives…
to inform, persuade, or remind customers
An advertising plan is crucial to an ad campaign because it…
will later be used to measure the success or failure of the campaign
The classic “We’re GE, we bring good things to life” ad campaign was a(n) ___ campaign
institutional advertising
Because PSAs are a special class of advertising, FCC rules require…
broadcasters to devote a specific amount of free time to them
The ____ communicated by advertising needs to be unique to the brand, meaningful to the customer, sustainable over time, and supportive of repletion.
Unique selling proposition
_____ help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues explaining key benefits of the firm’s products and services.
informational appeals
______ advertising has the advantages of being flexible, highly targeted, and personalization
Direct mail/ direct marketing
_____ advertising has the advantages of being linked to detailed content, flexible and highly interactive
A ____ advertising schedule uses heavy advertising during some periods followed by periods of no advertising
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ___ advertising schedule
____ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, typically used as part of other advertising or personal selling programs
sales promotions
Premiums can do all the following EXCEPT:
a)change the perception from a bargain to prestige product, such as premium ice cream
b)reward consumer behavior such as buying, sampling, or testing
c)build goodwill with customers
d)support the brand image and message if they are consistent
e)be distributed in a number of ways
a) change the perception from a bargain to prestige product such as premium ice cream
____ is when two or more firms join forces to reach a target audience in a short-term effort
Personal selling can take place in all of the following situations EXCEPT:
a)through the newspaper
c)over the internet
d)by telephone
e)vide teleconferencing
a) through the newspaper
One of the advantages of personal selling over other types of marketing communications is
salespeople can customize their message for a specific buyer
As marketing manager for a start-business software company, Katrina is deciding whether to hire a company sales force. The bottom line influence Katrina’s decision will be…
is a sales force worth more than it costs
Brandon is in the process of qualifying leads he received from his home office. Brandon will assess…
whether it is worthwhile to pursue these potential customers
____ involves the planning, direction and control of personal selling activities, including recruitment, selection, training, motivation, compensation and evaluation of members of the sales force.
Sales management
Which of the following is NOT considered as one of the significant financial rewards for sales representatives
Days off of work
Social media…
offers more then one way to meet consumers than traditional marketing media
Using consumers to develop and market products is called…
Which of the following is an example of owned media?
The Facebook page created by Thrifty Market to let customers know about daily specials
All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:
a)promoting products and services
b)listening and learning
c)building relationships and awareness
d)creating static messages to reach mass audiences
e)reach out to unhappy customers and engaging them directly
d)creating static messages to reach mass audiences
Sunlight Bakery wants to determine the conversion rate of its Facebook friends. To accomplish this, the bakery should use
social media measurement
Conversationalists are social media users who…
post status updates on social networking sites and microblogging services such as Twitter
_____ is a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups
Customer relationship management is accomplished by all of the following EXCEPT:
a)offering the lowest prices of all major competitors
b)organizing the company around customer segments
c)establishing and tracking customer interactions with the company
d)fostering customer satisfying behaviors
e)linking all processes of the company from its customers through its suppliers
a)offering the lowest prices of all major competitors
A company that has a(n) _____ customizes its product and service offerings based on date generated through interactions between the customer and the company.
Customer-centric focus
____ is the process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization
Knowledge management
Which of the following is an example of a channel through which customer data are traditionally gathered?
E) all of the above: Store visits, conversations with salespeople, interactions via the web, phone conversations
____ involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships
Campaign management
Which of the following is a common CRM marketing database application?
E) all of the above: Campaign Management, Designing targeted marketing communications, improving customer service, cross selling other products or service
A print ad for Kraft Capri Sun drink packs says “take a sip of antioxidant protection” What kind of an advertising appeal is this ad using?
Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of advertising appeal is this?
vanity and egotism
Realemon juice relies on the slogan, “Fresh Lemon Taste Made Easy” What kind of an advertising appeal is this ad using?
An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1, as well as no annual fee. What kind of advertising appeal is this ad using?
Many advertisements use celebrities that are linked by many people in hopes that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal?
Tools for public relations managers include all of the following EXCEPT:
a)press relations
b)production publicity
d)sales promotions
e)corporate communications
d) sales promotion
____ is used by public relations specialists to handle the effects of unfavorable publicity
Crisis management
Some companies want to get its products into as many outlets as possible, understanding that the more exposure it gets, the more of its products it will sell. If this is consistent with the company’s overall strategy, it will choose ____
intensive distribution
Full-line discount, category specialist, and specialty stores are all ______ types of retailers
Price sensitive
In Paco Underhills’s theory of the “American Shopper’ which of the following is NOT included:
a)science is the explanation
b)butt brush theory of the female shopper
c)people walk the way they drive
d)amount of time in a store
e)Dad’s in the Grocery Stores
a)science is the explanation
Ample parking, activities or events and hours of operation are advantages of being located in a shopping center or mall [T/F]
Which of the following is not a factor that should be considered in locating a retail store?
Promotional capabilities
Many retailers and some manufacturers are exploring a multichannel strategy in which they sell in more than one channel, for example, the Internet, store and catalog. [T/F]

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