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Question 1
Free
Multiple Choice

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

Choose correct answer/s
A

the product mix

B

product line filling

C

the promotion mix

D

the price mix

E

horizontal diversification

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Question 2
Free
Multiple Choice

Which of the following is one of the five major promotion tools?

Choose correct answer/s
A

market penetration

B

strategic positioning

C

product line filling

D

market diversification

E

direct and digital marketing

Check answer
Question 3
Free
Multiple Choice

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

Choose correct answer/s
A

sales promotion

B

advertising

C

direct and digital marketing

D

personal selling

E

public relations

Check answer
Question 4
Free
Multiple Choice

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________ .

Choose correct answer/s
A

direct and digital marketing

B

sales promotion

C

personal selling

D

public relations

E

publicity

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Question 5
Free
Multiple Choice

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

Choose correct answer/s
A

sales promotion

B

personal selling

C

direct and digital marketing

D

public relations

E

advertising

Check answer
Question 6
Multiple Choice

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

Choose correct answer/s
A
sales promotion
B
direct and digital marketing
C
horizontal diversification
D
public relations
E
advertising
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Question 7
Multiple Choice

________ includes sales presentations, trade shows, and incentive programs.

Choose correct answer/s
A
Direct and digital marketing
B
Sales promotion
C
Personal selling
D
Public relations
E
Advertising
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Question 8
Multiple Choice

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________ .

Choose correct answer/s
A
sales promotion
B
personal selling
C
public relations
D
direct and digital marketing
E
advertising
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Question 9
Multiple Choice

Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?

Choose correct answer/s
A
sales promotion
B
direct and digital marketing
C
horizontal diversification
D
public relations
E
advertising
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Question 10
Multiple Choice

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

Choose correct answer/s
A
sales promotion
B
direct and digital marketing
C
advertising
D
public relations
E
horizontal diversification
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Question 11
Multiple Choice

In addition to the specific promotion tools, marketing communication requires ________ for greatest impact.

Choose correct answer/s
A
the engineering and manufacturing departments work together
B
the sales force lead the communication process
C
the advertising be developed with the manufacturers' representatives
D
the pubic relations staff work closely with the sales force
E
the promotion, product, price, and place be coordinated
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Question 12
True/False

Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Choose correct answer/s
True
False
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Question 13
True/False

Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Choose correct answer/s
True
False
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Question 14
True/False

Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Choose correct answer/s
True
False
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Question 15
True/False

Direct and digital marketing includes catalogs, e-mail, direct mail, social media, and mobile marketing.

Choose correct answer/s
True
False
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Question 16
Essay

A company's marketing communications mix-also called its promotion mix-blends five different components. List and define these components.

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Question 17
Multiple Choice

Changes to the marketing communications model include that consumers are changing and are better informed, that marketing strategies are changing and are moving from mass marketing, and that ________ .

Choose correct answer/s
A
manufacturing processes are becoming more efficient
B
distribution of products worldwide is more feasible and cost-effective
C
segmenting and targeting of consumers are more detailed than ever before
D
digital technologies are changing the ways companies and customers communicate
E
retailing is more competitive with more sources of products available for consumers
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Question 18
Multiple Choice

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

Choose correct answer/s
A
push strategies
B
direct and digital marketing
C
the Internet
D
personal selling
E
public relations
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Question 19
Multiple Choice

Which of the following statements is true regarding today's marketing communications?

Choose correct answer/s
A
More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing.
B
More customers have started relying on marketer-supplied information rather than finding out information on their own.
C
Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance.
D
Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers.
E
Today's consumers are better informed about products and services.
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Question 20
Multiple Choice

Shifting away from mass marketing, marketers are developing ________ which are designed to build relationships with customers in more narrowly defined micromarkets.

Choose correct answer/s
A
focused marketing programs
B
horizontal diversification programs
C
backward integration strategies
D
new pull strategies
E
new push strategies
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