EssentialshofhMarketingh17thhEditionhbyhPerreaulthCH01h
Versionh1h
h
h
h
h
h
h
h
h
h
h
1h
ANSWERShAREhLOCATEDhINhTHEhSECONDhPARThOFhTHIShDOCUMENTh
TRUE/FALSEh-hWriteh'T'hifhthehstatementhishtruehandh'F'hifhthehstatementhishfalse.h
1)h
Traditionally,hdirecthsellinghviahindependenthcontractorshhashbeenhthehprimaryhmediumhforh
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Omnichannelhretailinghinvolveshusinghahcombinationhofhphysicalhorhofflinehchannelshash
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researchhbeforehahpurchasehandhservicehafterhahsale.
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Publicityhishalwayshunderhthehcontrolhofhanhorganization,hsohthehorganizationhcanhmakeh
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Companieshorhbrandshthatharehnewhtohthehmarkethorhthosehforhwhomhperceptionshareh
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DOWNLOADhTHEhTesthBankhforhEssentialshofhMarketingh17thhEdition
hhhhhhhhhhhhhhhhhhhhhhhhhhhPerreault
mynursytest.store
EssentialshofhMarketingh17thhEditionhbyhPerreaulthCH01h
Versionh1h
h
h
h
h
h
h
h
h
h
h
2h
MULTIPLEhCHOICEh-hChoosehthehonehalternativehthathbesthcompleteshthehstatementhorh
answershthehquestion.h
6)h
FullhofhFunhIndustrieshhashbeenhreviewinghtheirhadvertisinghspendinghonhtraditionalhmediah
suchhashtelevision,hradio,handhprint.hThehnoticedhthaththeirhcompetitorshacrosshthehcountryha
reh
spendinghlesshonhtraditionalhadvertisinghandhmorehonh________,hwhichhincludeshonlinehsearch,h
displayhandhvideohads,handhadvertisinghonhsocialhmedia.
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A)hhhonlinehadvertisingh
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B)hhhone-stophadvertisingh
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AccordinghtohthehAmericanhMarketinghAssociation,hthehorganizationhthathrepresentsh
marketinghprofessionalshinhthehUnitedhStateshandhCanada,hmarketinghishplanninghandhexecut
,ingh
thehconception,hpricing,hpromotion,handhdistributionhofhideas,hgoods,handhserviceshtohcreateh
________hthathsatisfyhindividualhandhorganizationalhobjectives.
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B)hhhplansh
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KBhindustrieshishlearninghmorehabouththeirhcustomers’hperceptionhofhvalue.hAnh
independenthsurveyhshowedhthathcustomershweighhallhofhthehbenefitshofhahproducthagainsthal
lhtheh
costshofhacquiringhandhconsuminghit.hBenefitsharehcategorizedhashfunctional,h________,hand/orh
psychological.
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A)hhhempiricalhh
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B)hhhexperientialh
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C)hhhemotionalh
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D)hhhempathetich
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E)hhhempathich
h
DOWNLOADhTHEhTesthBankhforhEssentialshofhMarketingh17thhEdition
hhhhhhhhhhhhhhhhhhhhhhhhhhhPerreault
mynursytest.store
EssentialshofhMarketingh17thhEditionhbyhPerreaulthCH01h
Versionh1h
h
h
h
h
h
h
h
h
h
h
3h
h
9)h
GSIhIndustrieshhashalwayshworkedhwithhProductivehAdvertising,hahtraditionalhadvertisingh
agency.hNowhGSI’shnewhmarketinghVPhwantshtohaddhinhotherhtypeshofhpromotionalhspecialist
shandh
hashaskedhProductivehtohstarthusinghahvarietyhofhpromotionalhtoolshratherhthanhrelyinghprim
, arilyhonh
mediahadvertising.hThehnewhVPhishembracinghthehconcepthof
h
h
h
A)hhhinternationalhmarketinghcommunications.h
h
h
B)hhhinterdepartmentalhmarketinghcommunications.h
h
C)hhhinformationalhmarketinghcommunications.h
h
D)hhhintegratedhmarketinghcommunications.h
h
E)hhhintradepartmentalhmarketinghcommunications.h
h
h
10)h
MoneyhBackedhEnterpriseshrecognizeshthehimportancehofhidentifyingheveryhopportunityhtoh
deliverhonhthehbrandhpromise,hstrengthenhcustomerhrelationships,handhcustomerhdeepenhloy
alty.h
Theyharehusinghanhintegratedhmarketinghcommunicationshapproachhtoha(n)h________hmessagin
gh
functionhsohthatheverythinghahcompanyhsayshandhdoeshcommunicateshahcommonhthemehandh
positioning.
h
h
h
A)hhhorganizedhh
h
B)hhhcentralizedh
h
C)hhhenergizedh
h
D)hhhformalizedh
h
E)hhhright-sizedh
h
h
11)h
ClearhCitehIndustries’hgoalsharehtohbothhgeneratehshort-termhfinancialhreturnshandhbuildh
long-
termhbrandhandhshareholderhvalue.hTheyhhavehchosenhtohusehahstrategichbusinesshprocessh
calledh________htohplan,hdevelop,hexecute,handhevaluatehcoordinated,hmeasurable,hpersuasiveh
brandhcommunicationshprogramshoverhtimehwithhconsumers,hcustomers,hprospects,hemploy
ees,h
associates,handhotherhtargetedhrelevanthexternalhandhinternalhaudiences.
DOWNLOADhTHEhTesthBankhforhEssentialshofhMarketingh17thhEdition
hhhhhhhhhhhhhhhhhhhhhhhhhhhPerreault
mynursytest.store
EssentialshofhMarketingh17thhEditionhbyhPerreaulthCH01h
Versionh1h
h
h
h
h
Versionh1h
h
h
h
h
h
h
h
h
h
h
1h
ANSWERShAREhLOCATEDhINhTHEhSECONDhPARThOFhTHIShDOCUMENTh
TRUE/FALSEh-hWriteh'T'hifhthehstatementhishtruehandh'F'hifhthehstatementhishfalse.h
1)h
Traditionally,hdirecthsellinghviahindependenthcontractorshhashbeenhthehprimaryhmediumhforh
direct-responsehadvertising.
h
⊚h
trueh
h
⊚h
falseh
h
h
2)h
Omnichannelhretailinghinvolveshusinghahcombinationhofhphysicalhorhofflinehchannelshash
wellhashdigitalhorhonlinehchannelshtohinfluencehahcustomer’shshoppinghexperience,hincludingh
researchhbeforehahpurchasehandhservicehafterhahsale.
h
⊚h
trueh
h
⊚h
falseh
h
h
3)h
Publicityhishalwayshunderhthehcontrolhofhanhorganization,hsohthehorganizationhcanhmakeh
surehithishpositive.
h
⊚h
trueh
h
⊚h
falseh
h
h
4)h
Companieshorhbrandshthatharehnewhtohthehmarkethorhthosehforhwhomhperceptionshareh
negativehshouldhfocushonhthehbenefitshorhattributeshofhthehspecifichproducthorhservice,handhn
othonh
theirhimage.
h
⊚h
,trueh
h
⊚h
falseh
h
h
5)h
Analysishofhthehcommunicationhprocesshmayhinvolvehpreliminaryhdiscussionshonhmedia-
mixhoptionshandhtheirhcosthimplications.
h
⊚h
trueh
h
⊚h
falseh
h
h
DOWNLOADhTHEhTesthBankhforhEssentialshofhMarketingh17thhEdition
hhhhhhhhhhhhhhhhhhhhhhhhhhhPerreault
mynursytest.store
EssentialshofhMarketingh17thhEditionhbyhPerreaulthCH01h
Versionh1h
h
h
h
h
h
h
h
h
h
h
2h
MULTIPLEhCHOICEh-hChoosehthehonehalternativehthathbesthcompleteshthehstatementhorh
answershthehquestion.h
6)h
FullhofhFunhIndustrieshhashbeenhreviewinghtheirhadvertisinghspendinghonhtraditionalhmediah
suchhashtelevision,hradio,handhprint.hThehnoticedhthaththeirhcompetitorshacrosshthehcountryha
reh
spendinghlesshonhtraditionalhadvertisinghandhmorehonh________,hwhichhincludeshonlinehsearch,h
displayhandhvideohads,handhadvertisinghonhsocialhmedia.
h
h
h
A)hhhonlinehadvertisingh
h
B)hhhone-stophadvertisingh
h
C)hhhdigitalhadvertisingh
h
D)hhhsocialhmediahadvertisingh
h
E)hhhvideohadvertisingh
h
h
7)h
AccordinghtohthehAmericanhMarketinghAssociation,hthehorganizationhthathrepresentsh
marketinghprofessionalshinhthehUnitedhStateshandhCanada,hmarketinghishplanninghandhexecut
,ingh
thehconception,hpricing,hpromotion,handhdistributionhofhideas,hgoods,handhserviceshtohcreateh
________hthathsatisfyhindividualhandhorganizationalhobjectives.
h
h
h
A)hhhopportunitiesh
h
h
B)hhhplansh
h
C)hhhadvertisementsh
h
D)hhhexchangesh
h
E)hhhcontributionsh
h
h
8)h
KBhindustrieshishlearninghmorehabouththeirhcustomers’hperceptionhofhvalue.hAnh
independenthsurveyhshowedhthathcustomershweighhallhofhthehbenefitshofhahproducthagainsthal
lhtheh
costshofhacquiringhandhconsuminghit.hBenefitsharehcategorizedhashfunctional,h________,hand/orh
psychological.
h
h
h
A)hhhempiricalhh
h
B)hhhexperientialh
h
C)hhhemotionalh
h
D)hhhempathetich
h
E)hhhempathich
h
DOWNLOADhTHEhTesthBankhforhEssentialshofhMarketingh17thhEdition
hhhhhhhhhhhhhhhhhhhhhhhhhhhPerreault
mynursytest.store
EssentialshofhMarketingh17thhEditionhbyhPerreaulthCH01h
Versionh1h
h
h
h
h
h
h
h
h
h
h
3h
h
9)h
GSIhIndustrieshhashalwayshworkedhwithhProductivehAdvertising,hahtraditionalhadvertisingh
agency.hNowhGSI’shnewhmarketinghVPhwantshtohaddhinhotherhtypeshofhpromotionalhspecialist
shandh
hashaskedhProductivehtohstarthusinghahvarietyhofhpromotionalhtoolshratherhthanhrelyinghprim
, arilyhonh
mediahadvertising.hThehnewhVPhishembracinghthehconcepthof
h
h
h
A)hhhinternationalhmarketinghcommunications.h
h
h
B)hhhinterdepartmentalhmarketinghcommunications.h
h
C)hhhinformationalhmarketinghcommunications.h
h
D)hhhintegratedhmarketinghcommunications.h
h
E)hhhintradepartmentalhmarketinghcommunications.h
h
h
10)h
MoneyhBackedhEnterpriseshrecognizeshthehimportancehofhidentifyingheveryhopportunityhtoh
deliverhonhthehbrandhpromise,hstrengthenhcustomerhrelationships,handhcustomerhdeepenhloy
alty.h
Theyharehusinghanhintegratedhmarketinghcommunicationshapproachhtoha(n)h________hmessagin
gh
functionhsohthatheverythinghahcompanyhsayshandhdoeshcommunicateshahcommonhthemehandh
positioning.
h
h
h
A)hhhorganizedhh
h
B)hhhcentralizedh
h
C)hhhenergizedh
h
D)hhhformalizedh
h
E)hhhright-sizedh
h
h
11)h
ClearhCitehIndustries’hgoalsharehtohbothhgeneratehshort-termhfinancialhreturnshandhbuildh
long-
termhbrandhandhshareholderhvalue.hTheyhhavehchosenhtohusehahstrategichbusinesshprocessh
calledh________htohplan,hdevelop,hexecute,handhevaluatehcoordinated,hmeasurable,hpersuasiveh
brandhcommunicationshprogramshoverhtimehwithhconsumers,hcustomers,hprospects,hemploy
ees,h
associates,handhotherhtargetedhrelevanthexternalhandhinternalhaudiences.
DOWNLOADhTHEhTesthBankhforhEssentialshofhMarketingh17thhEdition
hhhhhhhhhhhhhhhhhhhhhhhhhhhPerreault
mynursytest.store
EssentialshofhMarketingh17thhEditionhbyhPerreaulthCH01h
Versionh1h
h
h
h
h
