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Marketing: A McGraw-Hill and QUT Custom Publication

Marketing

A McGraw Hill and QUT Custom Publication

From Marketing Communication to IMC

Multiple Choice Quiz


1		In the chapter 1 opening case, why did ValueJet change its name to AirTran?
			A)	To reposition ValueJet and emphasize that the reintroduced airline AirTran was new, improved and safe
			B)	To hide the mishaps of the ValueJet name
			C)	Because the ValueJet Company was purchased by AirTran
			D)	Because Cramer-Krasselt (the agency that handled ValueJet's marketing efforts) believed it was best to make AirTran fliers think that they were safer than flying with ValueJet, when really no changes were made
			E)	None of the above


2		A customer relationship is:
			A)	The personal relationships customers of the same company have with each other
			B)	Is when a sales person and takes a customer out to dinner
			C)	Determined by the amount of money an individual spends on a company's product within a given period of time
			D)	The emotional involvement a customer has while purchasing a product
			E)	A series of interactions between a person and a company over time that result in a relationship that generates long-term sales and profits


3		A cross-functional process is:
			A)	A marketing strategy that combines as many media channels as possible to ensure that a message is delivered to the largest audience possible
			B)	A process that involves close communications between a company and its customers
			C)	The combined effort of a company's major departments to plan and monitor brand relationships to ensure a unified brand or company message
			D)	Another term for a focus group
			E)	None of the above


4		IMC is different from the traditional marketing processes in that it:
			A)	Is an on-going circular process
			B)	Is a linear process
			C)	Focuses only on increasing sales
			D)	Does not seek to establish long-term customer relationships
			E)	Focuses on directing equal marketing efforts to all customers


5		Part of the IMC process model states that all company messages should be, "strategically controlled or influenced." What does this mean?
			A)	All marketing messages have to include the logo or tagline of the company
			B)	The marketing and advertising departments have to follow exact guidelines set by top management, in order to avoid inconsistent messages
			C)	The medium used to convey the brand message reserves the right to make adjustments to the advertising message if it does not agree with what is being said
			D)	A company recognizes that everything it does sends a brand message to the public, and thus tries to have all messages have a consistent meaning.
			E)	The marketing department supervises other departments to ensure that a product has all the features that are described in the advertisements


6		The most basic principle of IMC that helps increase brand value and profits is:
			A)	Increasing product quality
			B)	Building customer relationships
			C)	Selling
			D)	Integration
			E)	Marketing


7		Niche markets:
			A)	Are made of people or organizations that share a common need or interest
			B)	Can only be found in France
			C)	Are classified according to age
			D)	Is another expression for mass market
			E)	Describe a certain type of market as characterized by a Monsieur Niche


8		The marketing concept's main focus is on:
			A)	Company profits
			B)	Employee benefits
			C)	Sales
			D)	Meeting customer wants and needs
			E)	Customer requests


9		IMC focuses on:
			A)	Inside-in thinking
			B)	Inside-out thinking
			C)	Outside-in thinking
			D)	Outside-out thinking
			E)	B and C


10		The four Cs that more of an out-side in perspective than the 4Ps are:
			A)	Customer, Cost, Care, Communication
			B)	Communication, Convenience, Cost, Customer
			C)	Channel, Consumer, Care, Cross-function
			D)	Customer, Control, Convenience, Communication
			E)	Customer, Cost, Convenience, Channel


11		What does BtB stand for?
			A)	Buyer to Buyer
			B)	Business to Billions
			C)	Billions to billions
			D)	Buyer's thoughts on Brands
			E)	Business to Business


12		Which is not a two-way brand contact?
			A)	Personal sales
			B)	Trade shows
			C)	E-commerce
			D)	Mass media advertising
			E)	Direct response marketing


13		Marketing Public Relations is:
			A)	Paid-for messages in the mass media
			B)	Efforts to establish customer relationships with the use of the marketing mix
			C)	Stories with brand mentions in the mass media, that allow for unpaid product publicity
			D)	The same as advertising
			E)	Involve personal selling


14		Which is an example of licensing?
			A)	Nike Air Jordan's
			B)	Colgate Toothpaste
			C)	NBC's Today Show
			D)	A bag from The Gap
			E)	A Hanes T-shirt with a Coca-Cola Logo printed on it


15		Trade shows offer a several different types of brand contact, but the primary one is:
			A)	Personal contact, because visitors are able to meet company representatives in person.
			B)	Mass media contact, because trade shows have a large number of visitors
			C)	Situational contact, because trade show exhibits present certain situations in which products can be used
			D)	Experiential contact, because trade shows encourage customer involvement and experimentation with products
			E)	Service contact, because visitors can ask questions and discuss product problems with sales representatives


16		A corporate mission statement:
			A)	Has to be shorter than 25 words
			B)	Should be created by each employee individually
			C)	Is the same as the company slogan
			D)	Differs amongst departments within a company
			E)	Is a company's reason for existing


17		The IMC concept can best be compared to:
			A)	A self-checkout lane at a Supermarket
			B)	The guy at the corner store your grandmother always shopped at, who knew her name, what she always bought, how her kids were doing and what economic situation her family was in
			C)	A sales clerk at Sears who once helped you find a set of steak knives in a remote corner of the store
			D)	A street vendor you haggled with over a beaded bracelet
			E)	A fast-food restaurant


18		Mass media advertising and mass-marketing were most widely practiced:
			A)	During the 1800s
			B)	The early part of the 1900s
			C)	Roughly between 1950 and 1970
			D)	Roughly between 1980 and 2000
			E)	Only after the new millennium recently began


19		Which is not a trend that drives or calls for integration:
			A)	Decreasing brand loyalty
			B)	Product commoditization
			C)	Message clutter
			D)	Departmentalization
			E)	Target marketing

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