MK 410 - MIDTERM EXAM STUDY
QUESTIONS WITH 100% VERIFIED
ANSWERS
\.Brand Parity - ANSWERS-The perception that all brands are essentially the same
\.Susan researched the Interent 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.
(T or F) - ANSWERS-F
\.Retailers often maintain channel power by controlling shelf space and purchase
data. (T or F) - ANSWERS-T
\.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. (T or F) - ANSWERS-T
\.Traditionally, the marketing mix consisted of advertising, sales promotions, and
personal selling. (T or F) - ANSWERS-T
,\.Trade promotions include contests, incentives, vendor support programs, and
other fees and discounts that help the manufacture push the product through the
channel. (T or F) - ANSWERS-T
\.Typically, advertising messages are decoded in the same way by large numbers of
consumers because of the standard nature of the decoding process. (T or F) -
ANSWERS-F
\.The GIMC approach is easier to apply when a company relies on the adaption
strategy for its global expansion. (T or F) - ANSWERS-F
\.Communication is defined as transmitting, receiving, and processing
information. (T or F) - ANSWERS-T
\.The people who develop advertisements and promotional campaigns are called
creatives. (T or F) - ANSWERS-T
\.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: - ANSWERS-Accountability
\.The following are examples of customer contact points, except:
a. a sales clerk at a retail store
b. a commercial website
c. a receptionist at a business
d. a friend who recommends a brand - ANSWERS-D
, \.All of the following are trends impacting the use of integrated advertising and
marketing communications except:
a. increase in channel power by manufacturers
b. emphasis on customer engagement
c. increase in perception of brand parity
d. increase in micro-marketing - ANSWERS-A
\.Mass-media television advertising is declining in effectiveness. (T or F) -
ANSWERS-T
\.An example of adaption in global marketing communications is:
a. Ford's One-Worlds Ford Contour car
b. Printing ads only in English for European countries
c. Using direct mail
d. Not selling the McRib sandwich in Israel because it violates religious practices. -
ANSWERS-D
\.The decline in effectiveness of mass-media advertising has led marketers to shift
efforts to: - ANSWERS-Micro-marketing
\.While browsing the Internet, a consumer encounters a new pop-up ad every
time a new page is opened. This is an example of: - ANSWERS-Clutter
QUESTIONS WITH 100% VERIFIED
ANSWERS
\.Brand Parity - ANSWERS-The perception that all brands are essentially the same
\.Susan researched the Interent 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.
(T or F) - ANSWERS-F
\.Retailers often maintain channel power by controlling shelf space and purchase
data. (T or F) - ANSWERS-T
\.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. (T or F) - ANSWERS-T
\.Traditionally, the marketing mix consisted of advertising, sales promotions, and
personal selling. (T or F) - ANSWERS-T
,\.Trade promotions include contests, incentives, vendor support programs, and
other fees and discounts that help the manufacture push the product through the
channel. (T or F) - ANSWERS-T
\.Typically, advertising messages are decoded in the same way by large numbers of
consumers because of the standard nature of the decoding process. (T or F) -
ANSWERS-F
\.The GIMC approach is easier to apply when a company relies on the adaption
strategy for its global expansion. (T or F) - ANSWERS-F
\.Communication is defined as transmitting, receiving, and processing
information. (T or F) - ANSWERS-T
\.The people who develop advertisements and promotional campaigns are called
creatives. (T or F) - ANSWERS-T
\.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: - ANSWERS-Accountability
\.The following are examples of customer contact points, except:
a. a sales clerk at a retail store
b. a commercial website
c. a receptionist at a business
d. a friend who recommends a brand - ANSWERS-D
, \.All of the following are trends impacting the use of integrated advertising and
marketing communications except:
a. increase in channel power by manufacturers
b. emphasis on customer engagement
c. increase in perception of brand parity
d. increase in micro-marketing - ANSWERS-A
\.Mass-media television advertising is declining in effectiveness. (T or F) -
ANSWERS-T
\.An example of adaption in global marketing communications is:
a. Ford's One-Worlds Ford Contour car
b. Printing ads only in English for European countries
c. Using direct mail
d. Not selling the McRib sandwich in Israel because it violates religious practices. -
ANSWERS-D
\.The decline in effectiveness of mass-media advertising has led marketers to shift
efforts to: - ANSWERS-Micro-marketing
\.While browsing the Internet, a consumer encounters a new pop-up ad every
time a new page is opened. This is an example of: - ANSWERS-Clutter
