,Chapter 01 - Integrated Marketing Communications
Chapter 01
Integrated Marketing Communications
Multiple Choice Questions
1. _____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, good, and services to create exchanges that satisfy individual and
organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
2. Which of the following is the BEST example of a marketing exchange?
A. John gave Sahil a menu, and he placed his food order.
B. Jessie helped Alison move a heavy piece of furniture.
C. Vlad and Ingrid gave their son a trip for his graduation.
D. Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
1-1
,Chapter 01 - Integrated Marketing Communications
3. Product, price, place and promotion are collectively known as ________
A. the marketing mix.
B. marketing communications tools.
C. methods of selling goods and services.
D. marketing jargon.
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
4. Campo Outdoor Products has developed a new backpack. It will expand to three times its
initial size, be water resistant, and lightweight. These are what kind of marketing decisions?
A. service level
B. product features
C. package design
D. price allowance
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
5. Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste
just like the ones shoppers might consume back home in India. Which of the following is
NOT a product benefit delivered by Navinder's snack items?
A. functional benefit
B. emotional benefit
C. performance/convenience benefit
D. Low pricing benefit
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
1-2
, Chapter 01 - Integrated Marketing Communications
6. Product protection, storage, communication, and image are all functional benefits of:
A. product attributes
B. packaging
C. brand identity
D. brand marketing
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
7. Which is the best example of the use of packaging as a communication vehicle?
A. New cellphone SIM cards are enveloped in large plastic packages.
B. Costco offers multi-packs of contact lens solution at affordable prices.
C. Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.
D. At Golftown one can purchase used golf balls in bags of 20 or 50.
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Hard
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
8. Each of the following is true about brand equity EXCEPT:
A. It is a tangible asset which can provide competitive advantage.
B. It is a measure of consumer attachment to a brand.
C. It builds on the favourable image and impressions of differentiation of a brand.
D. It is a challenge for marketers to consistently measure brand equity.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
1-3
Chapter 01
Integrated Marketing Communications
Multiple Choice Questions
1. _____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, good, and services to create exchanges that satisfy individual and
organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
2. Which of the following is the BEST example of a marketing exchange?
A. John gave Sahil a menu, and he placed his food order.
B. Jessie helped Alison move a heavy piece of furniture.
C. Vlad and Ingrid gave their son a trip for his graduation.
D. Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
1-1
,Chapter 01 - Integrated Marketing Communications
3. Product, price, place and promotion are collectively known as ________
A. the marketing mix.
B. marketing communications tools.
C. methods of selling goods and services.
D. marketing jargon.
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
4. Campo Outdoor Products has developed a new backpack. It will expand to three times its
initial size, be water resistant, and lightweight. These are what kind of marketing decisions?
A. service level
B. product features
C. package design
D. price allowance
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
5. Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste
just like the ones shoppers might consume back home in India. Which of the following is
NOT a product benefit delivered by Navinder's snack items?
A. functional benefit
B. emotional benefit
C. performance/convenience benefit
D. Low pricing benefit
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
1-2
, Chapter 01 - Integrated Marketing Communications
6. Product protection, storage, communication, and image are all functional benefits of:
A. product attributes
B. packaging
C. brand identity
D. brand marketing
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
7. Which is the best example of the use of packaging as a communication vehicle?
A. New cellphone SIM cards are enveloped in large plastic packages.
B. Costco offers multi-packs of contact lens solution at affordable prices.
C. Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.
D. At Golftown one can purchase used golf balls in bags of 20 or 50.
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Hard
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
8. Each of the following is true about brand equity EXCEPT:
A. It is a tangible asset which can provide competitive advantage.
B. It is a measure of consumer attachment to a brand.
C. It builds on the favourable image and impressions of differentiation of a brand.
D. It is a challenge for marketers to consistently measure brand equity.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
1-3
