MKT Chapter 1 – Flashcards
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Marketing account executives are facing increasing pressures related to: A) accountability B) affordability C) accessibility D) applicability
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A) Accountability
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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: A) marketing myopia B) standardization C) adaptation D) accountability
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D) Accountability
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An account executive's duties include: A) preparing a database B) development of an overall strategic communication plan C) preparing the actual advertisements D) product development and applications
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B) development of an overall strategic communication plan
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The individual who is responsible for a specific brand or line of products is the: A) agency account executive B) brand manager C) media buyer D) media planner
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B) brand manager
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Of the following, the individual that works for the company that produces the product is a(n): A) agency account executive B) brand manager C) media buyer D) media planner
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B) brand manager
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The individual in charge of Tide, Bold, and Cheer laundry detergents at Procter & Gamble would be the: A) agency account executive B) brand manager C) media buyer D) media planner
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B) brand manager
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The individuals who develop the actual advertisements for promotional campaigns are called: A) account executives B) brand managers C) creatives D) receivers
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C) Creatives
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A creative's main responsibility is to: A) represent the customer's voice with an advertising agency B) evaluate the marketing plan C) develop advertisements and campaigns D) receive marketing messages from various sources
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C) develop advertisements and campaigns
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39) 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): A) account manager B) brand manager C) creative D) media manager
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C) creative
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In terms of a communications model, the sender is: A) the company seeking to sell a product B) a television set C) the consumer viewing an ad on the Internet D) a consumer ignoring an ad in a newspaper
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A) the company seeking to sell a product
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When Sean shops for an automobile, which are the senders in the communication process? A) Honda and Toyota B) NBC and CSPAN C) The New York Times and the Chicago Sun Times D) The Internet and the Web
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A) Honda and Toyota
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In terms of the communication process, a creative preparing an ad is most likely going to be involved in: A) encoding B) transmission C) decoding D) noise or clutter
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A) Encoding
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In terms of communication, encoding is: A) a sales pitch recited by a salesperson B) the database manager finding a statistical oddity C) a chat room on the Internet D) a purchase decision by a consumer
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A) a sales pitch recited by a salesperson
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In the communication process, the items that carry the message from the sender to the receiver are: A) encoding processes B) decoding processes C) transmission devices D) feedback devices
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C) Transmission devices
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A consumer sees a billboard while driving. The billboard is a: A) creative B) decoding device C) transmission device D) form of feedback
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C) transmission device
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When a message is being heard or seen by a consumer, what is taking place? A) encoding B) transmission C) decoding D) feedback
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C) decoding
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A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place? A) encoding B) transmission C) decoding D) feedback
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C) decoding
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The person reading a magazine advertisement plays which role in the communications model? A) sender B) decoder C) receiver D) object
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C) receiver
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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: A) senders B) decoders C) receivers D) subjects
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C) receivers
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Noise is: A) anything which carries a message from a sender to a receiver B) changing a message to match the specific needs of a target audience C) a verbal or nonverbal cue delivered by the sender D) anything that distorts or disrupts a message
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D) anything that distorts or disrupts a message
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Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate, which is an example of: A) feedback disruption B) noise C) encoding design D) a contact point
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B) noise
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The key to using social media successfully is: A) making it compatible with the off-line marketing program B) identifying the heavy users of the product C) finding the right Facebook fans D) using both Facebook and Twitter in an integrated manner
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A) making it compatible with the off-line marketing program
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While browsing the Internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of: A) advertising effectiveness B) perceptual distortion C) clutter D) brand parity
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C) clutter
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All of the following are examples of communication noise except: A) driving while listening to the radio B) scanning the newspaper for articles to read C) scrolling past Internet ads without looking at them D) examining an advertisement in a magazine
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D) examining an advertisement in a magazine
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Which is an example of feedback in a marketing channel? A) new product development B) a customer complaint C) a decision to begin international operations D) removing a product from the market
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B) a customer complaint
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Julie is explaining an integrated marketing communications program to Michael. In this situation: A) Julie is a sender and Michael is an encoder B) Julie is a receiver and Michael is using a transmission device C) Julie is a sender and Michael is a receiver D) Julie is a transmission device and Michael is a decoder
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C) Julie is a sender and Michael is a receiver
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The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is: A) the marketing plan B) the marketing mix C) integrated marketing communications D) marketing strategy
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C) integrated marketing communications
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58) Integrated marketing communications affects all of the following except: A) business-to-business market B) marketing channel C) internally directed communications D) competitors' advertising
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D) competitors' advertising
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In the marketing mix, where does integrated marketing communications belong? A) pricing decisions B) product design C) promotion D) distribution
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C) promotion
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The marketing mix consists of the product, the price, distribution and: A) emotions B) promotions C) delivery systems D) services
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B) promotions
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Traditionally, promotions included the following, except: A) advertising B) product design C) personal selling D) sales promotions
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B) product design
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The foundation of an IMC program consists of a careful review of the following, except: A) economic conditions B) company's image C) the markets in which buyers are located D) the buyers to be served
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A) economic conditions
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The two types of buyer behaviors the marketing team must understand are business-to-business behaviors and: A) local community activities B) governmental purchase C) consumer buyer behaviors D) competitive actions
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C) consumer buyer behaviors
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Promotions that help the manufacturer push the product through the channel are: A) consumer promotions B) rebate programs C) direct marketing programs D) trade promotions
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D) trade promotions
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Promotions that are directly oriented to end users and include coupons, contests, premiums, refunds, rebates, free samples, and price-off offers are: A) consumer promotions B) rebate programs C) direct marketing programs D) trade promotions
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A) consumer promotions
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Current trends affecting marketing communications include the following, except: A) explosion in the use of alternative media B) emphasis on pull marketing strategies C) accountability and measurable outcomes D) changes in tasks performed by key players
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B) emphasis on pull marketing strategies
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The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to: A) alternative communication venues and methods B) pull marketing strategies C) integrated marketing communication firms D) their own marketing departments instead of advertising agencies
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A) alternative communication venues and methods
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Alternative interactive marketing techniques are designed to: A) push products through the marketing channel B) replace traditional advertising, such as television, radio and magazines C) bring marketing to the forefront D) create experiences with a brand and not just simply purchases
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D) create experiences with a brand and not just simply purchases
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In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true? A) Account executives now control the channel of communication with advertising agencies. B) The role of the account planner has become more important. C) Advertising agencies have become the leader in developing integrated marketing communications. D) A new partnership among account executives, brand managers, account planners, and creatives has emerged.
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D) A new partnership among account executives, brand managers, account planners, and creatives has emerged.
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All of the following are trends impacting the use of integrated advertising and marketing communications except: A) advances in information technology B) increases in perceptions of brand equity C) changes in channel power D) increase in global competition
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B) increases in perceptions of brand equity
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All of the following are trends impacting the use of integrated advertising and marketing communications except: A) emphasis on customer engagement B) increases in perception of brand parity C) increase in channel power by manufacturers D) increase in micro-marketing
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C) increase in channel power by manufacturers
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The marketing group for Bank of America has recently started analyzing the features customers use with ATM cards. This is an example of: A) coordinating communication cross-functionally B) applying information technology C) a price and distribution system D) developing interpersonal communications
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B) applying information technology
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Retailers control shelf purchase and have purchasing data, which means they determine: A) what products and brands are placed on stores shelves B) what marketing products manufacturers use C) who has the power in the distribution channel D) what products manufacturers produce
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A) what products and brands are placed on stores shelves
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Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power: A) from producers to wholesalers B) away from manufacturers C) from retailers to wholesalers D) to consumers
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D) to consumers
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Buying online from Amazon.com rather than a record or book store is an example of: A) a power shift to the consumer B) a power shift to the producer C) a decline in the effectiveness of mass media D) a new form of wholesaling
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A) a power shift to the consumer
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The competitive environment is now more: A) local B) global C) concentrated D) benign
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B) global
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In terms of manufacturers and retailers, to build a strong customer base the best approach is: A) a partnership between the retailer and manufacturer B) for the retailer to control the channel power C) for the manufacturer to control the channel power D) to allow consumers to have the most control in the channel
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A) a partnership between the retailer and manufacturer
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Increased usage of micro-marketing means: A) an increased emphasis on mass advertising B) companies focus more dollars with online advertising C) advertising agencies are used less by companies D) marketing programs focus more on individuals and micro-segments
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D) marketing programs focus more on individuals and micro-segments
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Brand parity is the: A) perception that there are no real differences between major brands B) feeling that most advertising is false C) belief that all advertisers say essentially the same thing D) idea that brands are distinct and easy to identify
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A) perception that there are no real differences between major brands
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Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of: A) a poor quality IMC program B) standardization C) marketing integration D) brand parity
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D) brand parity
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When brand parity exists, consumers base purchases on: A) advertising effectiveness B) retail store location C) price, availability, promotions or other criteria D) information found on the Internet
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C) price, availability, promotions or other criteria
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To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it: A) is developing additional products B) has found new customers to buy products C) has new locations D) sells superior products
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D) sells superior products
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A contact point is: A) the place where a marketer reaches the production team B) the place where the product is packaged or sold C) a description of the effects of an advertisement D) a place where consumers interact with a company
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D) a place where consumers interact with a company
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The following are examples of customer contact points, except: A) a commercial website B) a friend who recommends a brand C) a receptionist at a business D) a sales clerk at a retail store
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B) a friend who recommends a brand
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websites, cell phones, and advertisements that present the same message and theme are: A) contact points B) marketing plans C) account executives D) marketing objectives
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A) contact points
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Mass-media television advertising: A) is as effective as ever B) has risen in the past decade C) has not been assessed effectively D) is declining in effectiveness
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D) is declining in effectiveness
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The decline in effectiveness of mass-media advertising has led marketers to shift efforts to: A) using advertising agencies B) creating brand parity C) trade promotions D) micro-marketing
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D) micro-marketing
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The term "alternative marketing" includes the following, except: A) buzz marketing B) social networks and blogs C) guerrilla marketing D) product placement
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B) social networks and blogs
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GIMC stands for: A) Globally Integrated Marketing Communications B) Global and Institutional Marketing Concepts C) Generic and Institutionalized Marketing Creations D) Generating Ideas for Marketing Control
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A) Globally Integrated Marketing Communications
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In terms of marketing communications, standardization is: A) presenting the same message across national boundaries B) a form of adaptation C) new product development D) a new form of the promotions mix
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A) presenting the same message across national boundaries
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Coca-Cola runs the same advertisement in all French-speaking countries. This is an example of global marketing communication: A) diversified IMC theme B) standardization C) customization D) integration
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B) standardization
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An example of standardization is: A) using the "Generation Next" theme in all of Pepsi's global markets B) using women with their faces covered in ads for Islamic countries C) developing a website in several languages D) using local salespeople
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A) using the "Generation Next" theme in all of Pepsi's global markets
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In terms of globally integrated marketing communications, adaptation is: A) not used in international environments B) a form of e-commerce C) advertising in unusual media D) adjusting a message to local conditions
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D) adjusting a message to local conditions
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An example of adaptation in global marketing communications is: A) Ford's One-World Ford Contour car B) not selling the McRib sandwich in Israel because it violates religious practices C) printing ads only in English for European countries D) using direct mail
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B) not selling the McRib sandwich in Israel because it violates religious practices
