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In a(n) _____, the company works continuously with customers (and other stakeholders) to discover ways to deliver better value.


A) partnership
B) proactive relationship
C) accountable relationship
D) reactive relationship
E) basic transactional relationship

F) A) and E)
G) B) and E)

Correct Answer

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A

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 _____.


A) sales gimmicks
B) premiums
C) noise
D) bonus goods
E) collateral materials

F) A) and E)
G) B) and E)

Correct Answer

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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) _____.


A) composer
B) benefactor
C) persona
D) author
E) source

F) All of the above
G) A) and D)

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The drawback to personal selling is _____.


A) its low frequency and reach
B) its high cost
C) its inability to convey information
D) its inability to consummate sale
E) its inability to give demonstrations

F) B) and D)
G) A) and B)

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How is IMC both a concept and a process?

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IMC is both a concept and a process. The concept of integration is wholeness. Achieving this wholeness in communications creates synergy -the principal benefit of IMC-because each element of the communications mix reinforces the others for greater effect. IMC is also a process in which communication becomes the driving, integrating force in the marketing mix and throughout the organization. When a company commits to IMC, it is doing more than adopting a catchy slogan that appears in every message. It is adopting a core principle that affects the service, product, and pricing decisions at the company.

Describe the traditional human communication process.

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The process begins when one party, calle...

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How is advertising a kind of nonpersonal, or mass communication?

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Advertising is directed to groups of peo...

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The _____, who are addressed by the ad's spokesperson, are not real.


A) sponsorial consumers
B) actual consumers
C) gatekeepers
D) implied consumers
E) personas

F) A) and E)
G) B) and E)

Correct Answer

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Define marketing.

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Marketing is the activity, set...

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What is the difference between global advertising and international advertising?

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Global advertising uses messag...

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A company's first market should always be its _____.


A) new customers
B) sponsorial consumers
C) ideal consumers
D) implied consumers
E) current customers

F) D) and E)
G) C) and D)

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What is relationship marketing?

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Relationship marketing is crea...

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What are the four types of company/brand-related messages that Tom Duncan describes?

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Tom Duncan describes four types of compa...

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Integrated communications pertains to ensuring all elements of the marketing mix converge on a single idea.

A) True
B) False

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_____ tends to appear in specialized trade publications or professional journals, in direct-mail pieces sent to businesses, or in trade shows.


A) Public service advertising
B) Business advertising
C) Consumer advertising
D) Retail advertising
E) Covert advertising

F) A) and E)
G) A) and C)

Correct Answer

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B

When an American fast-food chain entered the Chinese market in the 1990s, childhood obesity was threatening to become a major problem in the urban areas. As part of its responsibility for managing its relationships with its customers, the fast-food chain teamed with the Chinese education system and developed a program on nutrition for elementary school students featuring its mascot, Willy the clown. This helped in creating awareness and credibility for the firm at a relatively low cost and is an example of _____.


A) direct selling
B) public relations
C) noncommercial advertising
D) direct-response advertising
E) personal selling

F) B) and C)
G) B) and E)

Correct Answer

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According to the interactive model of communication, marketers dominate the exchange of messages.

A) True
B) False

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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.

A) True
B) False

Correct Answer

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_____ messages often have the least impact because they are seen as self-serving.


A) Product
B) Planned
C) Inferred
D) Service
E) Unplanned

F) All of the above
G) A) and C)

Correct Answer

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What are the three priorities for an organization's integration process suggested by Duncan?

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To maximize the synergy benefits of IMC,...

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Showing 1 - 20 of 105

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