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