,DOWNLOAD THE Test Bank for Essentials of Marketing 17th Edition Perre
m m m m m m m m m m
ault
Essentials of Marketing 17th Edition by Perreault CH01
m m m m m m m
ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
m m m m m m m m m
TRUE/FALSE m-mWritem'T'mif mthemstatementmismtruemandm'F'mif mthemstatementmismfalse.
1) Traditionally,mdirect msellingmviamindependent mcontractorsmhasmbeenmthemprimarymmediummf
ormdirect-responsemadvertising.
⊚ true
⊚ false
2) Omnichannelmretailingminvolvesmusingmamcombinationmof mphysicalmormofflinemchannelsm
asmwellmasmdigitalmormonlinemchannelsmtominfluencemam customer’s mshoppingm experience,mincludi
ngmresearchmbeforemampurchasemand mservicemaftermamsale.
⊚ true
⊚ false
3) Publicitymismalwaysmundermthemcontrolmof manmorganization,msomthemorganizationmcanmma
kemsuremit mismpositive.
⊚ true
⊚ false
4) Companiesmormbrandsmthat maremnew mtomthemmarket mormthosemformwhommperceptionsmaremn
egativemshould mfocusmonmthembenefitsmormattributesmof mthemspecificmproduct mormservice,mand mnot m
onmtheirmimage.
⊚ true
⊚ false
5) Analysismof mthemcommunicationmprocessmmayminvolvempreliminarymdiscussionsmonmmedi
a-mmixmoptionsmand mtheirmcost mimplications.
⊚ true
⊚ false
Versionm1 1
mynursytest.store
,DOWNLOAD THE Test Bank for Essentials of Marketing 17th Edition Perre
m m m m m m m m m m
ault
Essentials of Marketing 17th Edition by Perreault CH01
m m m m m m m
MULTIPLEmCHOICEm-
mChoosemthemonemalternativemthatmbestmcompletesmthemstatementmormanswersmthemquestion.
6) Fullmof mFunmIndustriesmhasmbeenmreviewingmtheirmadvertisingmspendingmonmtraditionalmmed
iamsuchmasmtelevision,mradio,mand mprint.mThemnoticed mthat mtheirmcompetitorsmacrossmthemcountrymar
emspendingmlessmonmtraditionalmadvertisingmand mmoremonm
,mwhichmincludesmonlinemsearch,mdisplaymand mvideomads,mand madvertisingmonmsocialmmedia.
A) onlinemadvertising
B) one-stopmadvertising
C) digitalmadvertising
D) socialmmediamadvertising
E) videomadvertising
7) AccordingmtomthemAmericanmMarketingmAssociation,mthemorganizationmthat mrepresentsm
marketingmprofessionalsminmthemUnited mStatesmand mCanada,mmarketingmismplanningmand mexecuti
ngmthemconception,mpricing,mpromotion,mand mdistributionmof mideas,mgoods,mand mservicesmtomcrea
te
that msatisfymindividualmand morganizationalmobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KBmindustriesmismlearningmmoremabout mtheirmcustomers’mperceptionmof mvalue.mAnmindepe
ndent msurveymshowed mthat mcustomersmweighmallmof mthembenefitsmof mamproduct magainst mallmthemcos
tsmof macquiringmand mconsumingmit.mBenefitsmaremcategorized masmfunctional,m
,mand/ormpsychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Versionm1 2
mynursytest.store
, DOWNLOAD THE Test Bank for Essentials of Marketing 17th Edition Perre
m m m m m m m m m m
ault
Essentials of Marketing 17th Edition by Perreault CH01
m m m m m m m
9) GSI mIndustriesmhasmalwaysmworked mwithmProductivemAdvertising,mamtraditionalmadvertisin
gmagency.mNow mGSI’smnew mmarketingmVPmwantsmtomadd minmothermtypesmof mpromotionalmspecialist
smand mhasmasked mProductivemtomstart musingmamvarietymof mpromotionalmtoolsmrathermthanmrelyingmpri
marilymonmmediamadvertising.mThemnew mVPmismembracingmthemconcept mof
A) internationalmmarketingmcommunications.
B) interdepartmentalmmarketingmcommunications.
C) informationalmmarketingmcommunications.
D) integrated mmarketingmcommunications.
E) intradepartmentalmmarketingmcommunications.
10) MoneymBacked mEnterprisesmrecognizesmthemimportancemof midentifyingmeverymopportunitym
tomdelivermonmthembrand mpromise,mstrengthenmcustomermrelationships,mand mcustomermdeepenmloyal
ty.mTheymaremusingmanmintegrated mmarketingmcommunicationsmapproachmtoma(n)m
messagingmfunctionmsomthat meverythingmamcompanymsaysmand mdoesmcommunicatesmamcom
monmthememand mpositioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) ClearmCitemIndustries’mgoalsmaremtombothmgeneratemshort-
termmfinancialmreturnsmand mbuild mlong-
termmbrand mand mshareholdermvalue.mTheymhavemchosenmtomusemamstrategicmbusiness mprocessmcal
led m
tomplan,mdevelop,mexecute,mand mevaluatemcoordinated,mmeasurable,mpersuasivembrand mc
ommunicationsmprogramsmovermtimemwithmconsumers,mcustomers,mprospects,memployees,massoc
iates,mand mothermtargeted mrelevant mexternalmand minternalmaudiences.
Versionm1 3
mynursytest.store
m m m m m m m m m m
ault
Essentials of Marketing 17th Edition by Perreault CH01
m m m m m m m
ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
m m m m m m m m m
TRUE/FALSE m-mWritem'T'mif mthemstatementmismtruemandm'F'mif mthemstatementmismfalse.
1) Traditionally,mdirect msellingmviamindependent mcontractorsmhasmbeenmthemprimarymmediummf
ormdirect-responsemadvertising.
⊚ true
⊚ false
2) Omnichannelmretailingminvolvesmusingmamcombinationmof mphysicalmormofflinemchannelsm
asmwellmasmdigitalmormonlinemchannelsmtominfluencemam customer’s mshoppingm experience,mincludi
ngmresearchmbeforemampurchasemand mservicemaftermamsale.
⊚ true
⊚ false
3) Publicitymismalwaysmundermthemcontrolmof manmorganization,msomthemorganizationmcanmma
kemsuremit mismpositive.
⊚ true
⊚ false
4) Companiesmormbrandsmthat maremnew mtomthemmarket mormthosemformwhommperceptionsmaremn
egativemshould mfocusmonmthembenefitsmormattributesmof mthemspecificmproduct mormservice,mand mnot m
onmtheirmimage.
⊚ true
⊚ false
5) Analysismof mthemcommunicationmprocessmmayminvolvempreliminarymdiscussionsmonmmedi
a-mmixmoptionsmand mtheirmcost mimplications.
⊚ true
⊚ false
Versionm1 1
mynursytest.store
,DOWNLOAD THE Test Bank for Essentials of Marketing 17th Edition Perre
m m m m m m m m m m
ault
Essentials of Marketing 17th Edition by Perreault CH01
m m m m m m m
MULTIPLEmCHOICEm-
mChoosemthemonemalternativemthatmbestmcompletesmthemstatementmormanswersmthemquestion.
6) Fullmof mFunmIndustriesmhasmbeenmreviewingmtheirmadvertisingmspendingmonmtraditionalmmed
iamsuchmasmtelevision,mradio,mand mprint.mThemnoticed mthat mtheirmcompetitorsmacrossmthemcountrymar
emspendingmlessmonmtraditionalmadvertisingmand mmoremonm
,mwhichmincludesmonlinemsearch,mdisplaymand mvideomads,mand madvertisingmonmsocialmmedia.
A) onlinemadvertising
B) one-stopmadvertising
C) digitalmadvertising
D) socialmmediamadvertising
E) videomadvertising
7) AccordingmtomthemAmericanmMarketingmAssociation,mthemorganizationmthat mrepresentsm
marketingmprofessionalsminmthemUnited mStatesmand mCanada,mmarketingmismplanningmand mexecuti
ngmthemconception,mpricing,mpromotion,mand mdistributionmof mideas,mgoods,mand mservicesmtomcrea
te
that msatisfymindividualmand morganizationalmobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KBmindustriesmismlearningmmoremabout mtheirmcustomers’mperceptionmof mvalue.mAnmindepe
ndent msurveymshowed mthat mcustomersmweighmallmof mthembenefitsmof mamproduct magainst mallmthemcos
tsmof macquiringmand mconsumingmit.mBenefitsmaremcategorized masmfunctional,m
,mand/ormpsychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Versionm1 2
mynursytest.store
, DOWNLOAD THE Test Bank for Essentials of Marketing 17th Edition Perre
m m m m m m m m m m
ault
Essentials of Marketing 17th Edition by Perreault CH01
m m m m m m m
9) GSI mIndustriesmhasmalwaysmworked mwithmProductivemAdvertising,mamtraditionalmadvertisin
gmagency.mNow mGSI’smnew mmarketingmVPmwantsmtomadd minmothermtypesmof mpromotionalmspecialist
smand mhasmasked mProductivemtomstart musingmamvarietymof mpromotionalmtoolsmrathermthanmrelyingmpri
marilymonmmediamadvertising.mThemnew mVPmismembracingmthemconcept mof
A) internationalmmarketingmcommunications.
B) interdepartmentalmmarketingmcommunications.
C) informationalmmarketingmcommunications.
D) integrated mmarketingmcommunications.
E) intradepartmentalmmarketingmcommunications.
10) MoneymBacked mEnterprisesmrecognizesmthemimportancemof midentifyingmeverymopportunitym
tomdelivermonmthembrand mpromise,mstrengthenmcustomermrelationships,mand mcustomermdeepenmloyal
ty.mTheymaremusingmanmintegrated mmarketingmcommunicationsmapproachmtoma(n)m
messagingmfunctionmsomthat meverythingmamcompanymsaysmand mdoesmcommunicatesmamcom
monmthememand mpositioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) ClearmCitemIndustries’mgoalsmaremtombothmgeneratemshort-
termmfinancialmreturnsmand mbuild mlong-
termmbrand mand mshareholdermvalue.mTheymhavemchosenmtomusemamstrategicmbusiness mprocessmcal
led m
tomplan,mdevelop,mexecute,mand mevaluatemcoordinated,mmeasurable,mpersuasivembrand mc
ommunicationsmprogramsmovermtimemwithmconsumers,mcustomers,mprospects,memployees,massoc
iates,mand mothermtargeted mrelevant mexternalmand minternalmaudiences.
Versionm1 3
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