lOMoARcPSD|9938059
Chapter 01 An Introduction to introduction to integrated
Marketin Communication
Marketing Research ()ةروصنملا ةعماج
Scan to open on Studocu
Studocu is not sponsored or endorsed by any college or university
Downloaded by Malek Al Nakouzi ()
, lOMoARcPSD|9938059
Chapter 01 An Introduction to Integrated Marketing
Communication
1. The challenge for Las Vegas as a tourist destination was:
A. mass media boycotts
B. very low-tech media to reach its target market
C. it was losing its exclusivity.
D. an undifferentiated marketing strategy
E. none of the above
2. Research indicated that people love to come to Las Vegas to cut loose, and have fun. In response, a campaign
was developed with the theme:
A. "Come one, Come All"
B. "Do it Here"
C. "Vegas Never closes"
D. "Get Going While the Going is Good"
E. "What Happens in Las Vegas, Stays in Las Vegas"
3. Why are marketers decreasing their usage of advertising in mass media to reach their target market and
increasing their use of integrated marketing communications?
A. The mass market has become fragmented.
B. The explosion of new technologies has given consumers greater control over the communication process.
C. The use of the Internet and electronic commerce is growing.
D. New global markets are emerging.
E. All of the above explain the increasing reliance on integrated marketing communications.
4. According to the text, why are marketers decreasing their usage of advertising in mass media to reach their
target market and increasing their use of integrated marketing communications?
A. The number of new products being introduced annually is growing.
B. Advertising agencies find it easier to develop effective integrated marketing communications than to use
mass media advertising.
C. The product life cycle is becoming shorter.
D. The use of the Internet and electronic commerce is growing.
E. All of the above explain the increasing reliance on integrated marketing communications.
Downloaded by Malek Al Nakouzi ()
, lOMoARcPSD|9938059
5. The tremendous growth in advertising and promotion throughout the world is due to:
A. a redefining of the term marketing
B. the growth of the U.S. and global economies
C. the lack of print and broadcast media in many nations
D. the tremendous growth in the number of advertising agencies worldwide
E. an international tendency to abandon growth strategy and promote existing products in the growth and
maturity stages of their product life cycles
6. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas,
goods and services to create exchanges that satisfy individual and organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
E. Exchange communications
7. Which of the following is the BEST example of a marketing exchange?
A. The waitress gave Sunil a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. A. C. and Maggie gave their son a CD player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
E. None of the above is an example of a marketing exchange.
8. Which of the following is an example of a marketing exchange?
A. Jennifer purchased a chocolate milkshake at a local drive-in restaurant.
B. Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750.
C. Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his daughter.
D. Kendrick's Cleaning Service bought airtime on KRAX.
E. All of the above are examples of a marketing exchange.
9. Which of the following statements about marketing is true?
A. A marketing transaction does not have to involve the exchange of money.
B. Marketing is used by nonprofit organizations.
C. Marketing is used by colleges and universities to solicit donations in exchange for psychological satisfaction.
D. Effective marketing requires that managers recognize the interdependence of sales and promotion and how
they can be combined to develop a marketing program.
E. All of the above statements about marketing are true.
Downloaded by Malek Al Nakouzi ()
, lOMoARcPSD|9938059
10. Which of the following statements about marketing is true?
A. Most marketers are seeking a one-time exchange or transaction with their customers.
B. The focus of production-driven companies is on developing and sustaining relationships with their
customers.
C. It is often more cost effective to use marketing to retain customers than to acquire new ones.
D. Marketing does not play an important role in developing and sustaining relationships with customers.
E. By definition, a marketing transaction involves the exchange of money.
11. _____ is the process of creating, maintaining and enhancing long-term relationships with individual
customers as well as other stakeholders for mutual benefit.
A. Integrated marketing
B. Integrated marketing communications
C. Marketing planning
D. Exchange
E. Relationship marketing
12. The increased usage of relationship marketing is due to the fact:
A. customers have become less demanding
B. customers want products and services that are mass-produced rather than tailored to their specific needs and
wants
C. retaining customers is generally more cost effective than acquiring new ones
D. it is very costly to prevent customer defections
E. most international customers already use relationship marketing
13. ________ is the customer's perception of all the benefits of a product or service.
A. Mass marketing
B. Information
C. Mass customization
D. Value
E. Batch processing
14. To decrease marketing costs and to improve response rates Williams-Sonoma catalog retailer, decided it
needed to better match their catalog brands to recipients. Based on the retailer's understanding of a customer's
special interests one person might receive a catalog about cookware while his neighbor receives a catalog
focused on household goods with a July 4ththeme. This strategy to be more attuned to its customers' needs and
at the same time improving its own financial picture is an example of how a company can use:
A. mass marketing
B. an information marketing system
C. a product penetration strategy
D. relationship marketing
E. batch processing
Downloaded by Malek Al Nakouzi ()
Chapter 01 An Introduction to introduction to integrated
Marketin Communication
Marketing Research ()ةروصنملا ةعماج
Scan to open on Studocu
Studocu is not sponsored or endorsed by any college or university
Downloaded by Malek Al Nakouzi ()
, lOMoARcPSD|9938059
Chapter 01 An Introduction to Integrated Marketing
Communication
1. The challenge for Las Vegas as a tourist destination was:
A. mass media boycotts
B. very low-tech media to reach its target market
C. it was losing its exclusivity.
D. an undifferentiated marketing strategy
E. none of the above
2. Research indicated that people love to come to Las Vegas to cut loose, and have fun. In response, a campaign
was developed with the theme:
A. "Come one, Come All"
B. "Do it Here"
C. "Vegas Never closes"
D. "Get Going While the Going is Good"
E. "What Happens in Las Vegas, Stays in Las Vegas"
3. Why are marketers decreasing their usage of advertising in mass media to reach their target market and
increasing their use of integrated marketing communications?
A. The mass market has become fragmented.
B. The explosion of new technologies has given consumers greater control over the communication process.
C. The use of the Internet and electronic commerce is growing.
D. New global markets are emerging.
E. All of the above explain the increasing reliance on integrated marketing communications.
4. According to the text, why are marketers decreasing their usage of advertising in mass media to reach their
target market and increasing their use of integrated marketing communications?
A. The number of new products being introduced annually is growing.
B. Advertising agencies find it easier to develop effective integrated marketing communications than to use
mass media advertising.
C. The product life cycle is becoming shorter.
D. The use of the Internet and electronic commerce is growing.
E. All of the above explain the increasing reliance on integrated marketing communications.
Downloaded by Malek Al Nakouzi ()
, lOMoARcPSD|9938059
5. The tremendous growth in advertising and promotion throughout the world is due to:
A. a redefining of the term marketing
B. the growth of the U.S. and global economies
C. the lack of print and broadcast media in many nations
D. the tremendous growth in the number of advertising agencies worldwide
E. an international tendency to abandon growth strategy and promote existing products in the growth and
maturity stages of their product life cycles
6. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas,
goods and services to create exchanges that satisfy individual and organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
E. Exchange communications
7. Which of the following is the BEST example of a marketing exchange?
A. The waitress gave Sunil a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. A. C. and Maggie gave their son a CD player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
E. None of the above is an example of a marketing exchange.
8. Which of the following is an example of a marketing exchange?
A. Jennifer purchased a chocolate milkshake at a local drive-in restaurant.
B. Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750.
C. Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his daughter.
D. Kendrick's Cleaning Service bought airtime on KRAX.
E. All of the above are examples of a marketing exchange.
9. Which of the following statements about marketing is true?
A. A marketing transaction does not have to involve the exchange of money.
B. Marketing is used by nonprofit organizations.
C. Marketing is used by colleges and universities to solicit donations in exchange for psychological satisfaction.
D. Effective marketing requires that managers recognize the interdependence of sales and promotion and how
they can be combined to develop a marketing program.
E. All of the above statements about marketing are true.
Downloaded by Malek Al Nakouzi ()
, lOMoARcPSD|9938059
10. Which of the following statements about marketing is true?
A. Most marketers are seeking a one-time exchange or transaction with their customers.
B. The focus of production-driven companies is on developing and sustaining relationships with their
customers.
C. It is often more cost effective to use marketing to retain customers than to acquire new ones.
D. Marketing does not play an important role in developing and sustaining relationships with customers.
E. By definition, a marketing transaction involves the exchange of money.
11. _____ is the process of creating, maintaining and enhancing long-term relationships with individual
customers as well as other stakeholders for mutual benefit.
A. Integrated marketing
B. Integrated marketing communications
C. Marketing planning
D. Exchange
E. Relationship marketing
12. The increased usage of relationship marketing is due to the fact:
A. customers have become less demanding
B. customers want products and services that are mass-produced rather than tailored to their specific needs and
wants
C. retaining customers is generally more cost effective than acquiring new ones
D. it is very costly to prevent customer defections
E. most international customers already use relationship marketing
13. ________ is the customer's perception of all the benefits of a product or service.
A. Mass marketing
B. Information
C. Mass customization
D. Value
E. Batch processing
14. To decrease marketing costs and to improve response rates Williams-Sonoma catalog retailer, decided it
needed to better match their catalog brands to recipients. Based on the retailer's understanding of a customer's
special interests one person might receive a catalog about cookware while his neighbor receives a catalog
focused on household goods with a July 4ththeme. This strategy to be more attuned to its customers' needs and
at the same time improving its own financial picture is an example of how a company can use:
A. mass marketing
B. an information marketing system
C. a product penetration strategy
D. relationship marketing
E. batch processing
Downloaded by Malek Al Nakouzi ()
