MKT 6332 MIDTERM QUESTIONS WITH VERIFIED
ANSWERS
The process of planning & executing the conception, pricing, promotion, & distribution of
ideas, goods & services to create exchanges that satisfy individual & organizational
objectives. - Answers - Marketing
What are the 4 P's in the Marketing Mix? - Answers - Product, Price, Promotion, Place.
The process of using promotional tools in a unified way so that a synergistic
communications effect is created. - Answers - IMC
What doed IMC stand for? - Answers - Integrated Marketing Communications
Traditional Approach to Marketing Communications includes: - Answers - Point of
Purchase
Publicity
Sales Promotion
Packaging
Direct Response
Interactive Marketing
Direct Marketing
Public Relations
Special Events
The goal of IMC is to generate __________ and build __________. - Answers - Short-
term financial returns
Long-term brand value
Any paid form of non-personal communication about an organization, product, service
or idea by an identified sponsor. - Answers - Advertising
Marketing activities that provide short term incentives to the sales force, middlemen or
the consumer to stimulate immediate sales. - Answers - Sales Promotion
What are the 2 distinct types of Sales Promotions? - Answers - Consumer Sales
Promotion Techniques
Trade Sales Promotion Techniques
Sales Promotion is also known as: - Answers - Forcing Techniques
, Sales Oriented Tools (Consumer Oriented) - Answers - Coupons
Samples
Premiums
Contests/Sweepstakes
Refunds/Rebates
Bonus Packs
Loyalty Programs
Events
Sales Oriented Tools (Trade Oriented) - Answers - Trade Allowances
POP Displays
Training Programs
Trade Shows
Coop Advertising
Form of inter-personal communication used to assist and/or persuade prospective
customers to purchase the company's product or service. - Answers - Personal Selling
Non-personal communications regarding an organization, product, service or idea not
directly paid for by an identified sponsor. - Answers - Publicity
The management function which evaluates public attitudes, identifies the policies &
procedures of an individual or organization with the public interest, & executes a
program of action to earn public understanding & acceptance. - Answers - Public
Relations
Public Relations has a broader role than publicity, as its purpose is to: - Answers -
create & maintain a positive image of the company among its publics.
These are all Publicity Vehicles: - Answers - Feature Articles
Interviews
Special Events
Press Conferences
News Releases
Direct communications with target customers to generate a response &/or a transaction.
- Answers - Direct Marketing
A "back & forth" flow of information between seller & buyer where users can participate
in & modify the form & content of the information they receive in real time. - Answers -
Interactive/Internet Marketing
The __________ is a rapidly growing advertising medium, and can be used to perform
& execute all the elements of the promotional mix. - Answers - Internet
These are all IMC Audience Contact Tools - Answers - Broadcast media (TV/radio)
ANSWERS
The process of planning & executing the conception, pricing, promotion, & distribution of
ideas, goods & services to create exchanges that satisfy individual & organizational
objectives. - Answers - Marketing
What are the 4 P's in the Marketing Mix? - Answers - Product, Price, Promotion, Place.
The process of using promotional tools in a unified way so that a synergistic
communications effect is created. - Answers - IMC
What doed IMC stand for? - Answers - Integrated Marketing Communications
Traditional Approach to Marketing Communications includes: - Answers - Point of
Purchase
Publicity
Sales Promotion
Packaging
Direct Response
Interactive Marketing
Direct Marketing
Public Relations
Special Events
The goal of IMC is to generate __________ and build __________. - Answers - Short-
term financial returns
Long-term brand value
Any paid form of non-personal communication about an organization, product, service
or idea by an identified sponsor. - Answers - Advertising
Marketing activities that provide short term incentives to the sales force, middlemen or
the consumer to stimulate immediate sales. - Answers - Sales Promotion
What are the 2 distinct types of Sales Promotions? - Answers - Consumer Sales
Promotion Techniques
Trade Sales Promotion Techniques
Sales Promotion is also known as: - Answers - Forcing Techniques
, Sales Oriented Tools (Consumer Oriented) - Answers - Coupons
Samples
Premiums
Contests/Sweepstakes
Refunds/Rebates
Bonus Packs
Loyalty Programs
Events
Sales Oriented Tools (Trade Oriented) - Answers - Trade Allowances
POP Displays
Training Programs
Trade Shows
Coop Advertising
Form of inter-personal communication used to assist and/or persuade prospective
customers to purchase the company's product or service. - Answers - Personal Selling
Non-personal communications regarding an organization, product, service or idea not
directly paid for by an identified sponsor. - Answers - Publicity
The management function which evaluates public attitudes, identifies the policies &
procedures of an individual or organization with the public interest, & executes a
program of action to earn public understanding & acceptance. - Answers - Public
Relations
Public Relations has a broader role than publicity, as its purpose is to: - Answers -
create & maintain a positive image of the company among its publics.
These are all Publicity Vehicles: - Answers - Feature Articles
Interviews
Special Events
Press Conferences
News Releases
Direct communications with target customers to generate a response &/or a transaction.
- Answers - Direct Marketing
A "back & forth" flow of information between seller & buyer where users can participate
in & modify the form & content of the information they receive in real time. - Answers -
Interactive/Internet Marketing
The __________ is a rapidly growing advertising medium, and can be used to perform
& execute all the elements of the promotional mix. - Answers - Internet
These are all IMC Audience Contact Tools - Answers - Broadcast media (TV/radio)
