Complete the Final Examination (50 questions in True/False, Multiple Choice, and Multiple Select format). � � Multiple Choice and Multiple Select Questions 1 � The foundation of an IMC plan includes which of the following elements? (Check all that apply) 2 � A system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings is called ________. 3 � Which of the following are elements of the communication process? (Check all that apply) 4 � The people who control the flow of information to members of a buying center in an organization are known as: 5 Xerox offers a color printer that sells for $1,200, which they want to market to businesses. As the marketing manager for Xerox printers, you want to select an advertising medium that has a long exposure time and that can attract and retain a prospective customer’s attention, and you have a budget of $20 million. Which advertising medium would you select that best meets your criteria? 6 A joint venture of two or more brands into a new product or service is called: 7 The most common form of “noise”� in marketing communications is: 8 All of the following are public relations functions EXCEPT: 9 Effective ________ refers to the number of times a target audience must be exposed to an advertising message in a specified period of time in order to achieve a particular objective, while effective ________ is the percentage of an audience that must be exposed to a particular advertising message during a certain period in order to achieve a specific objective. 10 � Which of the following are ways to segment consumer markets? (Check all that apply) 11 � Which of the following are ways to segment business markets? (Check all that apply) 12 � The steps in writing a marketing plan include all of the following EXCEPT: 13 � Creating a customer-focused value proposition so that the company’s offering and image occupies a distinctive place in the minds of a target market is the marketing activity called ________. 14 � Change in the macro environment is a primary basis for market opportunities. Which of the following are forces in the macro environment? (Check all that apply) 15 � When a company sells the same product in different countries but maintains the same basic message in each country, this is called ________. 16 � The goal of branding is: 17 � The three main components of advertising are: 18 � Which of the following statements about having a direct sales force is true? (Check all that apply) 19 � Which of the following are effective ways to establish a communications budget? (Check all that apply) a. � Spend as much as the competition does 20 � Creating a perception in the consumer’s mind regarding the nature of a company and its products relative to the competition is called ________. 21 � All of the following are components of a corporate image EXCEPT: 22 � A situation in which consumers believe that many brands offer the same set of attributes, which results in consumers purchasing from a group of accepted brands rather than one specific brand, is called ________. 23 � A formal agreement between the retailer and the manufacturer to undertake a cooperative promotional effort is called a ________. 24 � Strongly held beliefs about various topics or concepts which lead to the judgments that guide personal behavior are called 25 � The buyer’s behavior is influenced by four major factors: cultural, social, personal, and psychological. The customer’s motivation, learning, perception, beliefs, and attitudes would fall into the ________ category. 26 � Steps that a marketer can take to build brand equity and recognition include all of the following EXCEPT: 27 � All of the following could be a marketing communication objective EXCEPT: 28 � A set of businesses or a group of individual consumers with distinct characteristics that are similar in nature is called a ________. 29 � All of the following are ways to evaluate the effectiveness of advertisements EXCEPT: 30 � Rewards given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents, are called ________. 31 � All of the following are recent trends in the consumer buying environment that have affected consumers’ purchasing patterns EXCEPT: 32 � All of the following are recent trends in the business-to-business buying environment that have affected companies’ purchasing patterns EXCEPT: 32 � All of the following are recent trends in the business-to-business buying environment that have affected companies’ purchasing patterns EXCEPT True or False Questions 33 � “Communication”� can be defined as transmitting, receiving, and processing information. 34 � The acronym “GIMC”� stands for Generally Integrated Marketing Channels. 35 � An IMC campaign is possible only for large businesses that have the large budgets necessary to implement the strategies, and is not possible for small or start-up businesses. 36 � Approximately 10% of all promotional dollars are spent on elements other than advertising. 37 � The 80/20 rule states that 80% of a company’s profits come from 20% of its customers, which is why it is important for marketers to maximize customer lifetime value. 38 � Organizations should attempt to match their product or service attributes closely to the consumers’ attitudes, rather than trying to change the consumers’ attitudes. 39 � A company’s image in the U.S. is not important when expanding internationally because customers in other countries have not yet been exposed to the company. 40 � The term “prospecting”� when applied to personal selling means to establish and maintain relationships with key customers. 41 � Although B2B marketers are increasingly using other advertising media, trade journals and business magazines still remain an effective method of reaching specific target markets. 42 � Internet service providers, commerce sites like eBay and Amazon, and search engines like Google are all examples of brick-and-click companies. 43 � Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier to accomplish than changing a well-established image. 44 � Two steps in the process of personal selling are determining which products the company should sell and overcoming the objections of prospective buyers. 45 � Advertising via direct mail provides opportunities for marketers to measure the lifetime value of a customer and answer customers’ product-related questions. 46 � When firms sell virtually the same goods or services to both consumers (B2C) and businesses (B2B), they are practicing what is called co-branding. 47 � Negotiation is the preferred strategy in personal selling whenever a “zone of disagreement”� exists. 48 � When appraising promotional opportunities in global markets, marketing managers should examine the same criteria that they use to analyze promotional opportunities in domestic market segments. 49 � The idea of “mass market”� advertising may be outdated due to the many types of new media people utilize today. 50 � When using e-marketing, it is preferable to make it difficult for consumers to unsubscribe so that you can continue to have opportunities to build a relationship with those consumers.
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