MKTG 4500 Exam Prep Quizzes and Verified
Answers
True or false: An unchanging marketing communication program is critical to the success
of every company.
False
Advertising spending has largely shifted from traditional media to digital formats due to
_____.
the decline of print versions of magazines and newspapers
Drag and drop the definition (in the right column) to the benefit type (in the left column).
1. functional
2. experiential
3. psychological
1. the way a product performs
2. what it feels like to use a product
3. how it makes a person feel to own a product
A firm with a cohesive marketing strategy stands a low chance of success if its product is
_____. (Check all that apply.)
priced improperly
poor in quality
,True or false: As marketers embraced the concept of integrated marketing
communications, they began asking their ad agencies to rely primarily on media
advertising.
False
Identify an internal audience that is an important part of the integrated marketing
communications process.
Employees
_________ is a form of marketing that is evolving due to the increasing fragmentation of
the mass audience that was assembled by network television and augmented by other mass
media.
Micromarketing
_______ encompasses the entire array of consumers' awareness, knowledge, and image of a
brand as well as the company behind it.
Brand Identity
The coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services is known as ______.
Promotion
The nonpersonal nature of advertising refers to the fact that ______.
immediate feedback is generally not possible
, Identify the factors that are changing the way companies develop their marketing
programs. (Check all that apply.)
Fragmentation of mass markets
Economic uncertainties
Changing lifestyles
The ________________ consists of the four Ps—product, price, place, and promotion
marketing mix
The coordination of various promotional elements and other marketing activities that
communicate with a firm's customers is known as _____.
integrated marketing communications
A true statement about Don Schultz's definition of integrated marketing communications is
that it _____.
views IMC as an ongoing strategic business process
Any paid form of nonpersonal communication about an organization, product, service, or
idea by an identified sponsor is known as ______.
advertising
Starboard Airlines has launched an ad campaign in the print and electronic media
announcing a higher frequency of its flights from the popular airports at competitive
prices. The airline is making use of ______ advertising to promote itself.
national
Answers
True or false: An unchanging marketing communication program is critical to the success
of every company.
False
Advertising spending has largely shifted from traditional media to digital formats due to
_____.
the decline of print versions of magazines and newspapers
Drag and drop the definition (in the right column) to the benefit type (in the left column).
1. functional
2. experiential
3. psychological
1. the way a product performs
2. what it feels like to use a product
3. how it makes a person feel to own a product
A firm with a cohesive marketing strategy stands a low chance of success if its product is
_____. (Check all that apply.)
priced improperly
poor in quality
,True or false: As marketers embraced the concept of integrated marketing
communications, they began asking their ad agencies to rely primarily on media
advertising.
False
Identify an internal audience that is an important part of the integrated marketing
communications process.
Employees
_________ is a form of marketing that is evolving due to the increasing fragmentation of
the mass audience that was assembled by network television and augmented by other mass
media.
Micromarketing
_______ encompasses the entire array of consumers' awareness, knowledge, and image of a
brand as well as the company behind it.
Brand Identity
The coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services is known as ______.
Promotion
The nonpersonal nature of advertising refers to the fact that ______.
immediate feedback is generally not possible
, Identify the factors that are changing the way companies develop their marketing
programs. (Check all that apply.)
Fragmentation of mass markets
Economic uncertainties
Changing lifestyles
The ________________ consists of the four Ps—product, price, place, and promotion
marketing mix
The coordination of various promotional elements and other marketing activities that
communicate with a firm's customers is known as _____.
integrated marketing communications
A true statement about Don Schultz's definition of integrated marketing communications is
that it _____.
views IMC as an ongoing strategic business process
Any paid form of nonpersonal communication about an organization, product, service, or
idea by an identified sponsor is known as ______.
advertising
Starboard Airlines has launched an ad campaign in the print and electronic media
announcing a higher frequency of its flights from the popular airports at competitive
prices. The airline is making use of ______ advertising to promote itself.
national
