Жарнама тесттер жаттау керек


In a(n) _____, a salesperson sells products and encourages customers to call if they encounter any problems.
accountable relationship 
proactive relationship
reactive relationship
basic transactional relationship
partnership
_____ tends to appear in specialized trade publications or professional journals, in direct-mail pieces sent to businesses, or in trade shows.
Public service advertising 
Business advertising
Consumer advertising
Retail advertising
Covert advertising
A restaurant owner, who, in a magazine, came across an ad for an international trade show for people in the hospitality business, decided to request for further information on the show together with a registration form. In the context of advertising, this is a form of _____.
noise 
word-of-mouth communication
social media marketing
feedback
relationship marketing
_____ is creating, maintaining, and enhancing long-term bonds with customers and other stakeholders that result in exchanges of information and other things of mutual value
Transactional marketing
Relationship marketing
Mass customization
Branding
Social marketing
The _____ are the gatekeepers who decide if the ad will run or not.
authors 
actual consumers
implied consumers
personas
sponsorial consumers
In 2002, a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world In other words, the company decided to use _____.
national advertising 
international advertising
global advertising
regional advertising
local advertising
At the reception of a hotel, Tom came across a brochure on the hotel's multi-cuisine restaurant. Which of the following has the hotel used to disseminate information about one of its services?
Personal selling 
Public relations
Trade fair
Collateral materials
Sales promotion
When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____.
Integrated marketing communications 
Sales promotion
Word-of-mouth advertising
Personal selling
Viral marketing
Which of the following is the most likely to be the potential target market for a clothes manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in its matches?
Sports enthusiasts, who enjoy Olympic wrestling 
Pre-teen males who wish to emulate their favorite wrestlers
Authors and researchers, who have published extensively on wrestling
Parents who are wrestling enthusiasts and want their children to pursue the sport seriously
Retired wrestlers
_____ advertising is aimed at people who buy the product for their own or someone else’s use
Business 
Trade
Consumer
Professional
Farm
A company’s first market should always be its _____.
new customers 
sponsorial consumers
ideal consumers
implied consumers
current customers
Which of the following is the principal benefit of IMC?
High profit 
Accountability
Synergy
Customer retention
Partnership
A direct-mail ad exemplifies _____.
covert advertising 
public service advertising
awareness advertising
non-commercial advertising
action advertising
In a(n) _____, the salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments.
secondary relationship 
proactive relationship
basic transactional relationship
accountable relationship
reactive relationship
When a company sells a product but does not follow up in any way is a(n) _____ relationship.
primary 
basic transactional
reactive
accountable
proactive
In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most likely use _____. This enables the marketer to answer the prospect's questions on the spot.
personal selling 
social media marketing
cold calling
professional advertising
public service advertising
Fresh Zone is a supermarket based in New York that has branches in two other states, Ohio and Illinois. It uses _____, in which ads are placed in the local media or territorial editions of the national media
international advertising
local advertising
regional advertising
national advertising
global advertising
_____ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media
Advertising 
Word-of-mouth publicity
Sales promotion
Direct marketing
Public relations
A(n) _____ is one in which the salesperson or company contacts customers from time to time with suggestions about improved product use or helpful new products.
reactive relationship 
accountable relationship
partnership
basic transactional relationship
proactive relationship
The drawback to personal selling is _____.
its low frequency and reach 
its high cost
its inability to convey information
its inability to consummate sale
its inability to give demonstrations
_____ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Advertising 
Market research
Profit planning
Distribution
Marketing
A TV ad for a soft drink falls under the category of _____ advertising.
business 
professional
farm
corporate
consumer
The hundreds of other commercial and noncommercial messages a sponsor’s advertising message must compete with every day is known as _____.
noise 
clout
jargon
feedback
cue
Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.
trade advertising 
professional advertising
consumer advertising
noncommercial advertising
farm advertising
Ensuring the various marketing mix elements such as advertising direct-response, sales promotions, and the like, work together is referred to as _____.
viral marketing 
one voice
advertising
partnership
coordinated marketing communications
To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:
it is easy to lure satisfied customers away from competitors. 
90 percent of a manufacturer’s profit comes from trial or sporadic purchasers.
offensive marketing typically costs less than defensive marketing.
no amount of advertising can win back a customer lost from shoddy products or poor service.
reducing customer defections by 25-85 percent can improve profit potential by about 5 percent.
Companies aim _____ at resellers to obtain greater distribution of their products.
in-store advertising 
professional advertising
public service advertising
trade advertising
consumer advertising
Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?
Covert advertising 
Public relations advertising
Direct-response advertising
Non-product advertising
Professional advertising
The type of advertising published in psychiatry journals aimed at practicing psychiatrists is referred to as _____.
trade advertising 
professional advertising
consumer advertising
noncommercial advertising
retail advertising
_____ is used around the world by governments and nonprofit organizations to seek donations, volunteer support, or changes in consumer behavior.
Trade advertising 
Product advertising
Nonproduct advertising
Noncommercial advertising
Professional advertising
Which of the following refer to traditional promotional messages?
Planned messages 
Product messages
Inferred messages
Service messages
Unplanned messages
The _____, who are addressed by the ad’s spokesperson, are not real.
sponsorial consumers 
actual consumers
gatekeepers
implied consumers
personas
Of all the business functions, _____ is the only one whose primary role is to bring in revenue
marketing 
research and development
human relations management
information management
accounting
A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n) _____.
composer 
benefactor
persona
author
source
According to the integration triangle, which of the following are "confirm" messages?
Planned messages 
Inferred messages
Product messages
Unplanned messages
Service messages
Companies that commit to relationship marketing are generally trying to:
win back customers lost from shoddy products or poor service
make up for the cost of acquiring new customers.
develop a full view of the customer by compiling and analyzing customer data.
lure customers through offensive marketing.
adopt a marketer-centric perspective in creating brand messages.
Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.
national 
peripheral
local
regional
global
In _____, a third-person persona tells a story about others to an imagined audienc
autobiographical messages
feedback messages
drama messages
narrative messages
personal messages
The primary benefit of focusing on relationships is:
increased retention and optimized lifetime customer value
improved basic transactional relationship.
enhanced offensive marketing.
diminished consumer defense.
controlled reactive relationships.
A firm’s advertising is always aimed at a particular segment of the population referred to as the _____.
implied consumers 
target audience
sponsorial consumers
niche market
concentrated market
Some products are publicized using _____, in which an ad claims the product is equal in quality to higher priced brands.
image advertising 
price advertising
sale advertising
trade advertising
professional advertising
Which of the following is true about a company's stakeholders?
An employee cannot be a stockholder. 
There is often significant overlap in stakeholder roles.
Stakeholders uniformly require reactive relationships.
The number of stakeholders is unimportant in marketing.
Product messages have negligible influence on a stakeholder’s relationship decision.
According to Nowak and Phelps, which of the following tactics does the IMC approach focus on?
Decreasing reliance on targeted messages
Reaching larger segments
Lower use of consumer data
Less emphasis on advertising via the mass media
Extensive use of electronic and mass media
A horse stable operator comes across an ad for a worming medicine in the local newspaper. He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning. In the context of the advertising, this is a form of _____.
gatekeeping 
noise
feedback
cue
relationship marketing
According to the integration triangle, which of the following are "do" messages?
Planned messages
Event sponsorships
Publicity releases
Unplanned messages
Service messages
According to the integration triangle, which of the following are "say" messages ?
Service messages 
Inferred messages
Planned messages
Product messages
Unplanned messages
A firm’s marketing activities are always aimed at a particular segment of the population called the _____.
niche market 
objective market
target market
implied market
concentrated market
The company that is advertising a product or idea is known as the _____.
author 
sponsor
persona
actor
player
A car dealer's advertisement inviting people for a test drive is an example of the use of _____.
collateral material 
public relations
personal selling
sales promotion
awareness advertising.
An ad promoting a company’s mission or philosophy is called _____.
awareness advertising 
product advertising
nonproduct advertising
noncommercial advertising
action advertising
A brochure about a ceiling fan, a pamphlet of recipes from the producers of cranberry juice products, and instructions that come with telephone systems are examples of _____.
sales gimmicks 
premiums
noise
bonus goods
collateral materials
_____ messages often have the least impact because they are seen as self-serving.
Product 
Planned
Inferred
Service
Unplanned
In a(n) _____, the company works continuously with customers (and other stakeholders) to discover ways to deliver better value
partnership 
proactive relationship
accountable relationship
reactive relationship
basic transactional relationship
Marketing account executives are facing increasing pressures related to:
accountability
affordability
accessibility
applicability
An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:
marketing myopia
standardization
adaptation
accountability
An account executive's duties include:
preparing a database
development of an overall strategic communication plan
preparing the actual advertisements
product development and applications
The individual who is responsible for a specific brand or line of products is the:
agency account executive
brand manager
media buyer
media planner
Of the following, the individual that works for the company that produces the product is a(n):
agency account executive
brand manager
media buyer
media planner
The individual in charge of Tide, Bold, and Cheer laundry detergents at Procter & Gamble would be the:
agency account executive
brand manager
media buyer
media planner
The individuals who develop the actual advertisements for promotional campaigns are called:
account executives
brand managers
creativesreceivers
A creative's main responsibility is to:
represent the customer's voice with an advertising agency
evaluate the marketing plan
develop advertisements and campaigns
receive marketing messages from various sources
Marlene just developed a new slogan to use in a company's advertising. Her main job is to think up these ideas and put them into the company's advertising plan. Marlene is a(n):
account manager
brand manager
creative
media manager
In terms of a communications model, the sender is:
the company seeking to sell a product
a television set
the consumer viewing an ad on the Internet
a consumer ignoring an ad in a newspaper
When Sean shops for an automobile, which are the senders in the communication process?
Honda and Toyota
NBC and CSPAN
The New York Times and the Chicago Sun Times
The Internet and the Web
In terms of the communication process, a creative preparing an ad is most likely going to be involved in:
encoding
transmission
decoding
noise or clutter
In terms of communication, encoding is:
a sales pitch recited by a salesperson
the database manager finding a statistical oddity
a chat room on the Internet
a purchase decision by a consumer
In the communication process, the items that carry the message from the sender to the receiver are:
encoding processes
decoding processes
transmission devices
feedback devices
A consumer sees a billboard while driving. The billboard is a:
creative
decoding device
transmission device
form of feedback
When a message is being heard or seen by a consumer, what is taking place?
encoding
transmission
decoding
feedback
A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?
encoding
transmission
decoding
feedback
The person reading a magazine advertisement plays which role in the communications model?
sender
decoder
receiver
object
Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are:
senders
decoders
receivers
subjects
Noise is:
anything which carries a message from a sender to a receiver
changing a message to match the specific needs of a target audience
a verbal or nonverbal cue delivered by the sender
anything that distorts or disrupts a message
Advertising reaches us through a channel of communication referred to as a medium.
True
False
The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop.
True
False
The ultimate goal of the marketing process is to build customer relationships.
True
False
B2B advertising rarely uses consumer mass media and is typically invisible to consumers.
True
False
A car wash is an example of a good.
True
False
In advertising, the sponsor's ad competing with hundreds of other commercial and noncommercial messages is referred to as noise.
True
False
Feedback employs a sender-message-receiver pattern, except that it is directed from the receiver back to the source.
True
False
Designing a successful advertising campaign requires a broad understanding of the whole marketing process.
True
False
Word-of-mouth qualifies as an advertising medium.
True
False
When Mariel uses a 50-cents-off coupon to purchase spaghetti sauce, she is providing feedback.
True
False
Every business organization typically performs a number of diverse activities that are usually classified as operations, finance/administration, and marketing.
True
False
A firm's marketing activities are always aimed at a particular segment of the population called the target market.
True
False
Companies that do not compete on price typically use image advertising to create a particular perception of the company or personality for the brand.
True
False
The billboard advertising a car dealership is an example of a medium.
True
False
Companies use media advertising, also known as collateral materials, to communicate information about themselves and their brands.
True
False
A real or an imaginary character, within the text of the ad, who lends some voice or tone to the ad is referred to as persona.
True
False
Sponsorial consumers are the gatekeepers who decide whether the ad will run or not.
True
False
The three source dimensions are the sponsor, the narrative, and the author.
True
False
The three receiver dimensions are implied, sponsorial, and actual consumers.
True
False
The three specialized types of business advertising are trade, professional, and retail.
True
False
The only element in the marketing strategy that does not influence the type of advertising to be used is the element of place.
True
False
Advertising is a type of marketing communications tool.
True
False
IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.
True 
False
No amount of advertising can win back a customer lost from shoddy products or poor service
True 
False
Defensive marketing typically costs less than offensive marketing because it isn’t easy to lure satisfied customers away from competitors.
True 
False
In a basic transactional relationship, a company sells its product and encourages customers to call if they encounter any problems.
True 
False
In an accountable relationship, a salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments.
True 
False
High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.
True 
False
IMC is both a concept and a process.
True 
False
Synergy is the principal benefit of IMC
True 
False
Integrated communications pertains to ensuring all elements of the marketing mix converge on a single ide
True 
False
Planned messages often have the least impact because they are seen as self-serving.
True 
False
Messages from the product, price, or distribution elements are typically referred to as inferred messages.
True 
False
Planned messages are "do" messages because they represent what a company does.
True 
False
One of the basic differences between advertising and public relations is that many PR activities aren’t openly sponsore
True 
False
According to the interactive model of communication, marketers dominate the exchange of messages.
True 
False
The sponsor does not usually produce the message
True 
False
The implied consumers are people in the real world who make up the ad’s target audience and who critically evaluate the arguments made by the a
True 
False
Of all the business functions, marketing is the only one whose primary role is to bring in revenue
True 
False
Most of the advertising we see in the mass media falls under the broad category of business advertising.
True 
False
Companies aim trade advertising at resellers to obtain greater distribution of their products.
True 
False
B2B advertising rarely uses consumer mass media and is typically invisible to consumers.
True 
False
If two brands are equal in quality, the one with the highest price is the best value
True 
False
Image advertising, which creates a perception of a company or a personality for a brand, is rarely explicit about price
True 
False
In global advertising, messages are rarely consistent in ads placed around the worl
True 
False
The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop.
True 
False
Media advertising is the only promotional tool that companies use to communicate information about themselves and their brands.
True 
False
Communication is defined as transmitting, receiving, and processing information.
True
False
When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model.
True
False
The process of creating television commercials, print ads, and retail coupons are examples of encoding.
True
False
Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process.
True
False
When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place
True
False
Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process.
True
False
Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process.
True
False
The large number of marketing messages consumers are exposed to daily is an example of noise and is also called clutter.
True
False
An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.
True
False
In addition to the traditional elements of advertising, sales promotions, and personal selling—promotions now also includes activities such as database marketing, direct marketing, sponsorship marketing, Internet marketing, guerrilla marketing, and alternative marketing.
True
False
Traditionally, the marketing mix consisted of advertising, sales promotions, and personal selling.
True
False
The push for accountability is being driven by chief executive officers, brand managers, creatives, and account managers.
True
False
A brand manager is the individual who oversees a line of products on behalf of an advertising agency.
True
False
The people who develop advertisements and promotional campaigns are called creatives.
True
False
Brand managers, creatives, and account executives all have new tasks associated with creating strategies to send an integrated message in today's marketing environment.
True
False
Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.
True
False
The account planner works for the client and provides to the agency an understanding of the customer's viewpoint and is involved in the development of advertising campaigns.
True
False
A force that impacts the field of marketing communication is the emergence of alternative medi
True
False
Retailers often maintain channel power by controlling shelf space and purchase dat
True
False
The advancement of the World Wide Web and information technology has caused some channel power shift to consumers.
True
False
Susan researched the Internet for information about the best brands of stereos. She has also visited Best Buy. This is an example of a shift in power to the retailer.
True
False
One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world, which increases competitive forces.
True
False
Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are of equal quality.
True
False
In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands are pretty much the same This is an example of brand parity.
True
False
A contact point is any point where consumers interact with a company or acquire information about a company.
True
False
Television is becoming a more effective mass media outlet for advertising because so many more people own TV sets and have access to cable as well as satellite
True
False
Trade promotions include contests, incentives, vendor support programs, and other fees and discounts that help the manufacture push the product through the channel.
True
False
Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture
True
False
Standardization would be an effective GIMC tactic in the Middle East because of the variety of religions and cultures.
True
False
The GIMC approach is easier to apply when a company relies on the adaptation strategy for its global expansion.
True
False

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