Question 1

Amazon.com,a successful online retailer,manages an extensive customer database that is used to determine which products are suggested to each customer.Some data are best collected from the customer;other data are best collected from the businesses where purchases are made.Which of the following customer data are best collected from the customer?

Accepted Answer

A)  brand
B)  price
C)  media use
D)  model
E)  quantityF) A) and E)
G) None of the above

Question 2

List the key elements of the promotional mix.Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 3

Which promotional element is particularly important to business buyers?

Accepted Answer

A)  public relations
B)  publicity
C)  sales promotion
D)  rebates
E)  personal sellingF) C) and D)
G) A) and C)

Question 4

In the feedback loop of the communication process,feedback refers to

Accepted Answer

A)  the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B)  the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process.
C)  a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D)  any unsolicited response from consumers or potential consumers regarding a company's message.
E)  extraneous factors that can work against effective communication by distorting a message or the feedback received.F) B) and C)
G) C) and E)

Question 5

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

Accepted Answer

A)  advertising.
B)  personal selling.
C)  public relations.
D)  sales promotion.
E)  direct marketing.F) B) and D)
G) C) and D)

Question 6

All of the following are examples of direct marketing tools except which?

Accepted Answer

A)  direct mail
B)  telephone solicitations
C)  rebates
D)  catalogs
E)  direct-response ads on TVF) B) and D)
G) A) and D)

Question 7

Allegra is an antihistamine.To create brand awareness,Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman halfheartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

A)  the retailing mix.
B)  integrated marketing communications.
C)  the branding mix.
D)  coordinated channels of communication.
E)  marketing by objectives.F) B) and D)
G) A) and B)

Question 8

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as

Accepted Answer

A)  decoders.
B)  the target market.
C)  receivers.
D)  sources.
E)  encoders.F) B) and C)
G) A) and E)

Question 9

Amanda received a postcard from a local wellness spa.The card invited her to attend an invitation-only open house and receive a 20 percent discount on her first service scheduled that day.She went to the spa later in the week to consider getting a facial.With respect to Amanda,the postcard from the spa was a form of direct marketing used to

Accepted Answer

A)  generate direct orders.
B)  generate leads.
C)  create awareness.
D)  generate traffic.
E)  create a new image.F) A) and D)
G) A) and E)

Question 10

The local radio station broadcast a story about a dry cleaner who requested coat donations.The company offered to clean the coats and deliver them to people in need.The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure,it benefited from

Accepted Answer

A)  advertising.
B)  direct marketing.
C)  personal selling.
D)  publicity.
E)  sales promotion.F) C) and D)
G) B) and D)

Question 11

Figure 17-1
 
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled C is referred to as

Accepted Answer

A)  the message.
B)  the receiver.
C)  the fields of experience.
D)  encoding.
E)  feedback.F) C) and D)
G) B) and E)

Question 12

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Accepted Answer

Three specific characteristics that shou...

Question 13

In the hierarchy of effects,evaluation refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name.
B)  the consumer's appraisal of the product or brand on important attributes.
C)  an increase in the consumer's desire to learn about some of the features of the product or brand.
D)  a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand.
E)  the consumer's first actual purchase and use of the product or brand.F) B) and D)
G) A) and E)

Question 14

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  accelerated development
E)  early growthF) A) and E)
G) D) and E)

Question 15

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need ________ years" to successfully implement an IMC program.

Accepted Answer

A)  two
B)  three
C)  four
D)  five
E)  10F) None of the above
G) C) and E)

Question 16

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Accepted Answer

A)  global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system.
B)  global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content.
C)  global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another.
D)  consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues.
E)  potential customers must give permission to include their name on a list for direct marketing solicitations.F) B) and C)
G) A) and E)

Question 17

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Accepted Answer

Personal selling is the two-way flow of ...

Question 18

Figure 17-1
 
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The positions labeled H and I are referred to as

Accepted Answer

A)  encoding and decoding.
B)  the message and noise.
C)  the fields of experience and noise.
D)  feedback and response.
E)  the message and feedback.F) B) and D)
G) A) and B)

Question 19

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Accepted Answer

A)  sales promotion.
B)  personal selling.
C)  direct selling.
D)  advertising.
E)  public relations.F) A) and B)
G) A) and E)

Question 20

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A)  Fees are paid for space or time in the medium.
B)  Fees are paid to salespeople as either salaries or commissions.
C)  Fees are paid to creative arts contributors,but there is no direct payment to media.
D)  There is a wide range of fees paid depending upon the promotion selected.
E)  The primary costs are associated with data transmission for telephone or the Internet.F) B) and E)
G) C) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

In the hierarchy of effects,evaluation refers to

Correct Answer
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Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The positions labeled H and I are referred to as

Correct Answer
verified

Which promotional element is particularly important to business buyers?

Correct Answer
verified

What is the nature of the "paid" aspect of advertising?

Correct Answer
verified

All of the following are examples of direct marketing tools except which?

Correct Answer
verified

Correct Answer
verified

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

Correct Answer
verified

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need ________ years" to successfully implement an IMC program.

Correct Answer
verified

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Correct Answer
verified
Three specific characteristics that shou...
View Answer

Correct Answer
verified

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled C is referred to as

Correct Answer
verified

Correct Answer
verified

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Correct Answer
verified

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as

Correct Answer
verified

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Correct Answer
verified
Personal selling is the two-way flow of ...
View Answer

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Correct Answer
verified

List the key elements of the promotional mix.Why are they used?

Correct Answer
verified
The promotional mix is the combination o...
View Answer

In the feedback loop of the communication process,feedback refers to

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

In the hierarchy of effects,evaluation refers to

Correct AnswerverifiedShow Answer

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The positions labeled H and I are referred to as

Correct AnswerverifiedShow Answer

Which promotional element is particularly important to business buyers?

Correct AnswerverifiedShow Answer

What is the nature of the "paid" aspect of advertising?

Correct AnswerverifiedShow Answer

All of the following are examples of direct marketing tools except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled B represents

Correct AnswerverifiedShow Answer

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need ________ years" to successfully implement an IMC program.

Correct AnswerverifiedShow Answer

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Correct AnswerverifiedThree specific characteristics that shou...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled C is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Correct AnswerverifiedShow Answer

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Correct AnswerverifiedPersonal selling is the two-way flow of ...View AnswerShow Answer

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Correct AnswerverifiedShow Answer

List the key elements of the promotional mix.Why are they used?

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

In the feedback loop of the communication process,feedback refers to

Correct AnswerverifiedShow Answer

Correct Answer
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Three specific characteristics that shou...
View Answer

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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Personal selling is the two-way flow of ...
View Answer

Correct Answer
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Correct Answer
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The promotional mix is the combination o...
View Answer

Correct Answer
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