Advertising & IMC: Principles and Practice 11th Edition - Test Bank by Sandra Moriarty, Nancy Mitchell, & Joyce G. Wolburg

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

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

2) The goal of marketing is achieved by matching a product's availability to the ________.
A) competition's availability
B) previous year's level of sales
A
C) company's production capabilities
D) consumers' need, desire, or demand for the product
E) legal limits of availability
_A
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
PP
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
C) brand communication
RO
D) added value
E) integrated marketing
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
VE
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
D) integration elements
E) exchange elements
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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
ST
E) four Ps
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
U
6) To marketing communication partners, the company or firm behind a brand is referred to as
the ________.
A) intermediary
VI
B) vendor
C) client
D) supplier
E) distributor
A
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
_A

7) Which of the following are considered "key players" in the marketing industry?
A) marketers
B) suppliers or vendors
PP
C) distributors or retailers
D) agencies
E) all of the above
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
RO
Difficulty: Easy

8) Which key player in marketing refers to the organization, company, or manufacturer
producing the product and offering it for sale?
A) marketer
B) supplier or vendor
VE
C) distributor or retailer
D) agency
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
D
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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
ST
D) agencies
E) retailers
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
U

10) The complex network of vendors that produce components and ingredients which are then
sold to the manufacturer is known as the ________.
VI
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
A
E) distribution chain
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
_A
Difficulty: Easy

11) The ________ refers to the various companies that are involved in moving a product from its
manufacturer into the hands of its end buyers.
PP
A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
E) promotion network
RO
Answer: B
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
buyer?
VE
A) market
B) position
C) channel
D) demographic
E) partner
Answer: A
D
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
ST
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
U

14) Which of the following is NOT considered a main type of market?
A) consumer
VI
B) business-to-business
C) channel
D) institutional
E) media
A
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
_A

15) ________ markets consist of people who buy products and services for personal or
household use.
A) Consumer
PP
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: A
RO
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

16) ________ markets consist of companies that buy products or services to use in their own
businesses or in making other products.
A) Consumer
VE
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
D
Difficulty: Easy
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