MGMT 12 PRINCIPLES OF MANAGEMENT
12TH EDITION CHUCK WILLIAMS TEST
BANK COMPREHENSIVE TEST PAPER 2026
COMPLETE ANSWERS ACCURATE
⫸ What is the first step in developing an effective marketing
communication program?
A) Setting the objectives
B) Identifying the audience
C) Crafting the message
D) Deciding on the media
E) Developing the creative approach. Answer: A) Setting the objectives
⫸ If a consumer flipping through TV channels mishears a commercial,
this represents a failure in which element of the macromodel of the
communication process?
A) Encoding
B) Noise
C) Decoding
D) Messaging
E) Media. Answer: C) Decoding
,⫸ ________ refers to how firms attempt to inform, persuade, and
remind consumers—directly or indirectly—about the products and
brands they sell.
A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning. Answer: B) Marketing communications
⫸ Which of the following is the correct order of stages that a buyer is
assumed to pass through in the classic response hierarchy models?
A) Cognitive stage—affective stage—behavioral stage
B) Affective stage—cognitive stage—behavioral stage
C) Behavioral stage—affective stage—cognitive stage
D) Cognitive stage—behavioral stage—affective stage
E) Affective stage—behavioral stage—cognitive stage. Answer: A)
Cognitive stage—affective stage—behavioral stage
⫸ LCH is a leading electronics company that produces and markets its
own brand of desktop and laptop computers for both consumers and
businesses. Which of the following sequences of consumer responses is
relevant as a marketing communications model for LCH's products?
, A) Learn-do-feel
B) Feel-learn-do
C) Do-feel-learn
D) Feel-do-learn
E) Do-learn-feel. Answer: C) Do-feel-learn
⫸ Classic response hierarchy models of the communication process
assume the buyer passes through cognitive, affective, and behavioral
stages, in that order. Which of the following product categories lends
itself most appropriately to such a "learn-feel-do" sequence?
A) Clothes
B) Dishwashers
C) Real estate
D) Personal computer
E) Air tickets. Answer: C) Real estate
⫸ When planning communications for a detergent brand, which of the
following sequences of buyer responses should the marketer base the
communications program on?
A) Feel-do-learn
B) Do-feel-learn
C) Feel-learn-do
D) Learn-do-feel
12TH EDITION CHUCK WILLIAMS TEST
BANK COMPREHENSIVE TEST PAPER 2026
COMPLETE ANSWERS ACCURATE
⫸ What is the first step in developing an effective marketing
communication program?
A) Setting the objectives
B) Identifying the audience
C) Crafting the message
D) Deciding on the media
E) Developing the creative approach. Answer: A) Setting the objectives
⫸ If a consumer flipping through TV channels mishears a commercial,
this represents a failure in which element of the macromodel of the
communication process?
A) Encoding
B) Noise
C) Decoding
D) Messaging
E) Media. Answer: C) Decoding
,⫸ ________ refers to how firms attempt to inform, persuade, and
remind consumers—directly or indirectly—about the products and
brands they sell.
A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning. Answer: B) Marketing communications
⫸ Which of the following is the correct order of stages that a buyer is
assumed to pass through in the classic response hierarchy models?
A) Cognitive stage—affective stage—behavioral stage
B) Affective stage—cognitive stage—behavioral stage
C) Behavioral stage—affective stage—cognitive stage
D) Cognitive stage—behavioral stage—affective stage
E) Affective stage—behavioral stage—cognitive stage. Answer: A)
Cognitive stage—affective stage—behavioral stage
⫸ LCH is a leading electronics company that produces and markets its
own brand of desktop and laptop computers for both consumers and
businesses. Which of the following sequences of consumer responses is
relevant as a marketing communications model for LCH's products?
, A) Learn-do-feel
B) Feel-learn-do
C) Do-feel-learn
D) Feel-do-learn
E) Do-learn-feel. Answer: C) Do-feel-learn
⫸ Classic response hierarchy models of the communication process
assume the buyer passes through cognitive, affective, and behavioral
stages, in that order. Which of the following product categories lends
itself most appropriately to such a "learn-feel-do" sequence?
A) Clothes
B) Dishwashers
C) Real estate
D) Personal computer
E) Air tickets. Answer: C) Real estate
⫸ When planning communications for a detergent brand, which of the
following sequences of buyer responses should the marketer base the
communications program on?
A) Feel-do-learn
B) Do-feel-learn
C) Feel-learn-do
D) Learn-do-feel
