Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, George-Belch

An Introduction to Integrated Marketing Communications Multiple Choice Questions 1. Which of the following is an example of a marketing exchange? A. The waitress gave Cyrus a menu, and he placed his food order. B. Griffin helped Mandy replace the air filter in her lawn mower. C. Ken and Maggie gave their son an MP3 player for his birthday. D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge. E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working. 2. Which of the following statements is true about marketing? A. Most marketers are seeking a one-time exchange or transaction with their customers. B. The focus of production-driven companies is on developing and sustaining relationships with their customers. C. Successful companies recognize that creating and delivering value to their customers is extremely important. D. Though marketing plays an important role in developing relationships with customers, it cannot do much to maintain them. E. By definition, a marketing transaction has to involve the exchange of money. 3. _____ is the customer's perception of all the benefits of a product or service weighed against all the costs of acquiring and consuming it. A. Cost efficiency B. Information C. Range D. Value E. Exposure 1-1 Full file at 4. Product, price, promotion, and _____ are the 4Ps of the marketing mix. A. people B. place C. package D. print E. privilege 5. Price, product, place and promotion together form the: A. value. B. promotional mix. C. marketing mix. D. integrated marketing communication. E. distribution channel. 6. Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by: A. advertising. B. sales promotion. C. public relations. D. publicity. E. direct marketing. 7. _____ involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. A. Marketing mix B. Integrated marketing communications C. Relationship marketing D. Sales promotion E. Mass media advertising