1|P a g e
kz kz kz kz kz
, Chapter 01: An Introduction to Integrated Marketing Communications
kz kz kz kz kz kz kz
1) A consumer products company has been reviewing its advertising spending on traditional media su
kz kz kz kz kz kz kz kz kz kz kz kz kz
ch as television, radio, and print. The company noticed that its competitors across the country are sp
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
ending less on traditional advertising and more on
kz kz kz kz kz kz kz
, which includes online search, display and video ads, and advertising on social media.
kz kz kz kz kz kz kz kz kz kz kz kz kz
A) online advertising kz
B) one-stop advertising kz
C) digital advertising kz
D) social media advertising
kz kz
E) video advertising
kz
2) Prior to the development of integrated marketing communications, which promotional functi
kz kz kz kz kz kz kz kz kz kz
on dominated in most companies?
kz kz kz kz
A) mass-media advertising kz
B) sales promotionkz
C) public relations kz
D) publicity
E) direct marketingkz
3) According to the American Marketing Association, the organization that represents marketing p
kz kz kz kz kz kz kz kz kz kz kz
rofessionals in the United States and Canada, marketing is the process of planning and executing t
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
he conception, pricing, promotion, and distribution of ideas, goods, and services to create
kz kz kz kz kz kz kz kz kz kz kz kz
that satisfy individual and organizational objectives.
kz kz kz kz kz
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|P a g e
kz kz kz kz kz
,4) Ashton industries is learning more about its customers’ perception of value. An independent surv
kz kz kz kz kz kz kz kz kz kz kz kz kz
ey showed that Ashton’s customers weigh all of the benefits of a product against all the costs of ac
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
quiring and consuming it. Benefits are categorized as functional, , and/or psychological.
kz kz kz kz kz kz kz kz kz kz kz
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
kz kz kz kz kz kz
A) The waitress gave Emilio a menu and he placed his food order.
kz kz kz kz kz kz kz kz kz kz kz
B) Ryan helped Joslynn replace the air filter in her furnace.
kz kz kz kz kz kz kz kz kz
C) Nash and Janelle gave their son a skateboard for his birthday.
kz kz kz kz kz kz kz kz kz kz
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
kz kz kz kz kz kz kz kz kz kz kz kz kz kz
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
kz kz kz kz kz kz kz kz kz kz kz kz kz
6) According to the American Marketing Association’s definition of marketing, which statement is true?
kz kz kz kz kz kz kz kz kz kz kz kz
A) Most marketers are seeking a one-time exchange or transaction with their customers.
kz kz kz kz kz kz kz kz kz kz kz
B) The focus of production- kz kz kz
driven companies is on developing and sustaining relationships with their customers.
kz kz kz kz kz kz kz kz kz kz
C) Successful companies recognize that creating and delivering value to their customers is extreme
kz kz kz kz kz kz kz kz kz kz kz kz
ly important.
kz
D) Though marketing plays an important role in developing relationships with customers, it does
kz kz kz kz kz kz kz kz kz kz kz kz kz
not help in maintaining them.
kz kz kz kz
E) By definition, a marketing transaction must involve the exchange of money.
kz kz kz kz kz kz kz kz kz kz
7) Value can best be defined as
kz kz kz kz kz
A) the coordination of all seller-
kz kz kz kz
initiated efforts to set up channels of information and persuasion in order to sell goods and services o
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
r promote an idea.
kz kz kz
3|P a g e
kz kz kz kz kz
, B) the combination of factors like name, logo, design, and packaging that comes to mind wh
kz kz kz kz kz kz kz kz kz kz kz kz kz kz
en consumers think about a brand.
kz kz kz kz kz
C) the desire and ability of two or more parties to exchange something of importance with
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
one another.
kz
D) the customer’s perception of all of the benefits of a product or service weighed against all the
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
costs of acquiring and consuming it.
kz kz kz kz kz
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
8) The four Ps of the marketing mix are product, price, promotion, and
kz kz kz kz kz kz kz kz kz kz kz
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
kz kz kz kz kz kz kz
A) points-of-parity.
B) promotional mix. kz
C) marketing mix. kz
D) supply chain components. kz kz
E) exchange mix. kz
10) CBX Industries has always worked with On-
kz kz kz kz kz kz
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in ot
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
her types of promotional specialists and has asked On-
kz kz kz kz kz kz kz kz
Point to start using a variety of promotional tools rather than relying primarily on media advertising.
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
The new VP is embracing the concept of
kz kz kz kz kz kz kz
A) international marketing communications. kz kz
B) interdepartmental marketing communications. kz kz
C) informational marketing communications. kz kz
4|P a g e
kz kz kz kz kz
kz kz kz kz kz
, Chapter 01: An Introduction to Integrated Marketing Communications
kz kz kz kz kz kz kz
1) A consumer products company has been reviewing its advertising spending on traditional media su
kz kz kz kz kz kz kz kz kz kz kz kz kz
ch as television, radio, and print. The company noticed that its competitors across the country are sp
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
ending less on traditional advertising and more on
kz kz kz kz kz kz kz
, which includes online search, display and video ads, and advertising on social media.
kz kz kz kz kz kz kz kz kz kz kz kz kz
A) online advertising kz
B) one-stop advertising kz
C) digital advertising kz
D) social media advertising
kz kz
E) video advertising
kz
2) Prior to the development of integrated marketing communications, which promotional functi
kz kz kz kz kz kz kz kz kz kz
on dominated in most companies?
kz kz kz kz
A) mass-media advertising kz
B) sales promotionkz
C) public relations kz
D) publicity
E) direct marketingkz
3) According to the American Marketing Association, the organization that represents marketing p
kz kz kz kz kz kz kz kz kz kz kz
rofessionals in the United States and Canada, marketing is the process of planning and executing t
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
he conception, pricing, promotion, and distribution of ideas, goods, and services to create
kz kz kz kz kz kz kz kz kz kz kz kz
that satisfy individual and organizational objectives.
kz kz kz kz kz
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|P a g e
kz kz kz kz kz
,4) Ashton industries is learning more about its customers’ perception of value. An independent surv
kz kz kz kz kz kz kz kz kz kz kz kz kz
ey showed that Ashton’s customers weigh all of the benefits of a product against all the costs of ac
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
quiring and consuming it. Benefits are categorized as functional, , and/or psychological.
kz kz kz kz kz kz kz kz kz kz kz
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
kz kz kz kz kz kz
A) The waitress gave Emilio a menu and he placed his food order.
kz kz kz kz kz kz kz kz kz kz kz
B) Ryan helped Joslynn replace the air filter in her furnace.
kz kz kz kz kz kz kz kz kz
C) Nash and Janelle gave their son a skateboard for his birthday.
kz kz kz kz kz kz kz kz kz kz
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
kz kz kz kz kz kz kz kz kz kz kz kz kz kz
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
kz kz kz kz kz kz kz kz kz kz kz kz kz
6) According to the American Marketing Association’s definition of marketing, which statement is true?
kz kz kz kz kz kz kz kz kz kz kz kz
A) Most marketers are seeking a one-time exchange or transaction with their customers.
kz kz kz kz kz kz kz kz kz kz kz
B) The focus of production- kz kz kz
driven companies is on developing and sustaining relationships with their customers.
kz kz kz kz kz kz kz kz kz kz
C) Successful companies recognize that creating and delivering value to their customers is extreme
kz kz kz kz kz kz kz kz kz kz kz kz
ly important.
kz
D) Though marketing plays an important role in developing relationships with customers, it does
kz kz kz kz kz kz kz kz kz kz kz kz kz
not help in maintaining them.
kz kz kz kz
E) By definition, a marketing transaction must involve the exchange of money.
kz kz kz kz kz kz kz kz kz kz
7) Value can best be defined as
kz kz kz kz kz
A) the coordination of all seller-
kz kz kz kz
initiated efforts to set up channels of information and persuasion in order to sell goods and services o
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
r promote an idea.
kz kz kz
3|P a g e
kz kz kz kz kz
, B) the combination of factors like name, logo, design, and packaging that comes to mind wh
kz kz kz kz kz kz kz kz kz kz kz kz kz kz
en consumers think about a brand.
kz kz kz kz kz
C) the desire and ability of two or more parties to exchange something of importance with
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
one another.
kz
D) the customer’s perception of all of the benefits of a product or service weighed against all the
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
costs of acquiring and consuming it.
kz kz kz kz kz
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
8) The four Ps of the marketing mix are product, price, promotion, and
kz kz kz kz kz kz kz kz kz kz kz
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
kz kz kz kz kz kz kz
A) points-of-parity.
B) promotional mix. kz
C) marketing mix. kz
D) supply chain components. kz kz
E) exchange mix. kz
10) CBX Industries has always worked with On-
kz kz kz kz kz kz
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in ot
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
her types of promotional specialists and has asked On-
kz kz kz kz kz kz kz kz
Point to start using a variety of promotional tools rather than relying primarily on media advertising.
kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz kz
The new VP is embracing the concept of
kz kz kz kz kz kz kz
A) international marketing communications. kz kz
B) interdepartmental marketing communications. kz kz
C) informational marketing communications. kz kz
4|P a g e
kz kz kz kz kz
