Advertising & IMC Principles and Practice, 11e Sandra Moriarty Test Bank, Questions and Answers - All Chapters

Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication

1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




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AACSB: Written and oral communication




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2) The goal of marketing is achieved by matching a product's availability to the ________.




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A) competition's availability
B) previous year's level of sales
C) company's production capabilities
D) consumers' need, desire, or demand for the product
E) legal limits of availability
Answer: D IE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
H
Difficulty: Moderate
AC

3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as ________.
A) brand position
B) point of differentiation
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C) brand communication
D) added value
EA




E) integrated marketing
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
R




AACSB: Written and oral communication
D




4) The four tools of product, price, place, and promotion are collectively referred to as the
________.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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,5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

6) To marketing communication partners, the company or firm behind a brand is referred to as
the ________.




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A) intermediary




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B) vendor
C) client




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D) supplier
E) distributor
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
IE
7) Which of the following are considered "key players" in the marketing industry?
H
A) marketers
B) suppliers or vendors
AC

C) distributors or retailers
D) agencies
E) all of the above
Answer: E
M



Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
EA




8) Which key player in marketing refers to the organization, company, or manufacturer
producing the product and offering it for sale?
A) marketer
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B) supplier or vendor
C) distributor or retailer
D




D) agency
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




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,9) The materials and ingredients used in producing the product are obtained from other
companies that are referred to as the producer's ________.
A) marketers
B) suppliers
C) distributors
D) agencies
E) retailers
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

10) The complex network of vendors that produce components and ingredients which are then




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sold to the manufacturer is known as the ________.
A) network chain




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B) channel of distribution
C) supply chain




VE
D) ingredient chain
E) distribution chain
Answer: C

IE
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
H
11) The ________ refers to the various companies that are involved in moving a product from its
manufacturer into the hands of its end buyers.
AC

A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
M



E) promotion network
Answer: B
EA




Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

12) What term is used to mean either a place where an exchange occurs or a particular type of
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buyer?
A) market
D




B) position
C) channel
D) demographic
E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




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, 13) The percentage of the total sales in a product category that a particular brand has is called the
brand's ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

14) Which of the following is NOT considered a main type of market?




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A) consumer
B) business-to-business




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C) channel
D) institutional




VE
E) media
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
IE
15) ________ markets consist of people who buy products and services for personal or
H
household use.
A) Consumer
AC

B) Business-to-business
C) Channel
D) Institutional
E) Media
M



Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
EA




Difficulty: Easy

16) ________ markets consist of companies that buy products or services to use in their own
businesses or in making other products.
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A) Consumer
B) Business-to-business
D




C) Distribution
D) Institutional
E) Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




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