Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019) Chapter 1-18

Advertising & IMC: Principles and Practice, 11th edition




TEST BANK
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Advertising & IMC:
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Principles and
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Practice, 11th edition
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Authors: Sandra Moriarty, Nancy Mitchell, Charles
Wood, William D. Wells
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, Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication

1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
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D) market communication
E) market community
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
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Difficulty: Easy
AACSB: Written and oral communication

2) The goal of marketing is achieved by matching a product's availability to the ________.
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A) competition's availability
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B) previous year's level of sales
C) company's production capabilities
D) consumers' need, desire, or demand for the product
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E) legal limits of availability
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
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3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as ________.
A) brand position
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B) point of differentiation
C) brand communication
D) added value
E) integrated marketing
Answer: C
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Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
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4) The four tools of product, price, place, and promotion are collectively referred to as the
________.
A) product mix
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B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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, 5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
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Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

6) To marketing communication partners, the company or firm behind a brand is referred to as
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the ________.
A) intermediary
B) vendor
C) client
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D) supplier
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E) distributor
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
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Difficulty: Moderate

7) Which of the following are considered "key players" in the marketing industry?
A) marketers
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B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
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Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

8) Which key player in marketing refers to the organization, company, or manufacturer
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producing the product and offering it for sale?
A) marketer
B) supplier or vendor
C) distributor or retailer
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D) agency
E) brand manager
Answer: A
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Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




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, 9) The materials and ingredients used in producing the product are obtained from other
companies that are referred to as the producer's ________.
A) marketers
B) suppliers
C) distributors
D) agencies
E) retailers
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Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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10) The complex network of vendors that produce components and ingredients which are then
sold to the manufacturer is known as the ________.
A) network chain
B) channel of distribution
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C) supply chain
A
D) ingredient chain
E) distribution chain
Answer: C
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Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

11) The ________ refers to the various companies that are involved in moving a product from its
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manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
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D) ingredient chain
E) promotion network
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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12) What term is used to mean either a place where an exchange occurs or a particular type of
buyer?
A) market
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B) position
C) channel
D) demographic
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E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




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