IMC 104 exam 1 (questions & answers) graded A+ 2025-2026-5.docx, Exams
of Advanced Education
Definition of Marketing - ANSWERActivity, set of institutions, and processes
for creating, communicating, delivering and exchanging offerings that have
value for customers, clients, partners, and society at large.
Value of Marketing - ANSWERCustomer's perception of all the benefits of a
product or service weighed against all the costs of acquiring and consuming
it.
Marketing Mix - ANSWERCombining the CONTROLLABLE elements into a
marketing program to facilitate the potential for exchange with consumers in
the marketplace.
What are the 4 P's? - ANSWER1. Product - What to sell.
2. Price - How much.
3. Place - Where to sell.
4. Promotion - How to communicate.
, Definition of IMC - ANSWERA strategic business process used to plan,
develop, execute and evaluate coordinated, measurable, persuasive brand
communications programs over time with customers, prospects, employees.
Roles of IMC - ANSWER1. Strategically integrates various communications
functions rather than having the operate autonomously.
2. Avoids duplication and takes advantage of synergy among promotional
tools.
3. Adapts to changing environment, particularly with respect to customers,
technology, and media consumption behavior.
4. Develops and sustains a powerful brand (BRANDING).
IMC Promotional Mix - ANSWERTools that help accomplish an organizations
communication objective.
Tools for Marketing Mix - ANSWERProduct, price, place, and promotion.
Tools for Promotional Mix - ANSWERAdvertising, PR/Publicity, Internet
marketing, sales promotion, direct marketing, personal selling.
Definition of Touch Point - ANSWEREvery opportunity a customer has to see
or hear about a company and/or its brands or have an encounter or
experience with it.
Paid media - ANSWERPays to leverage the channel. Ex - traditional advertising
media (TV, radio, print, etc.).
of Advanced Education
Definition of Marketing - ANSWERActivity, set of institutions, and processes
for creating, communicating, delivering and exchanging offerings that have
value for customers, clients, partners, and society at large.
Value of Marketing - ANSWERCustomer's perception of all the benefits of a
product or service weighed against all the costs of acquiring and consuming
it.
Marketing Mix - ANSWERCombining the CONTROLLABLE elements into a
marketing program to facilitate the potential for exchange with consumers in
the marketplace.
What are the 4 P's? - ANSWER1. Product - What to sell.
2. Price - How much.
3. Place - Where to sell.
4. Promotion - How to communicate.
, Definition of IMC - ANSWERA strategic business process used to plan,
develop, execute and evaluate coordinated, measurable, persuasive brand
communications programs over time with customers, prospects, employees.
Roles of IMC - ANSWER1. Strategically integrates various communications
functions rather than having the operate autonomously.
2. Avoids duplication and takes advantage of synergy among promotional
tools.
3. Adapts to changing environment, particularly with respect to customers,
technology, and media consumption behavior.
4. Develops and sustains a powerful brand (BRANDING).
IMC Promotional Mix - ANSWERTools that help accomplish an organizations
communication objective.
Tools for Marketing Mix - ANSWERProduct, price, place, and promotion.
Tools for Promotional Mix - ANSWERAdvertising, PR/Publicity, Internet
marketing, sales promotion, direct marketing, personal selling.
Definition of Touch Point - ANSWEREvery opportunity a customer has to see
or hear about a company and/or its brands or have an encounter or
experience with it.
Paid media - ANSWERPays to leverage the channel. Ex - traditional advertising
media (TV, radio, print, etc.).
