TEST BANK for Advertising & IMC: Principles and Practice 11th Edition by Sandra Moriarty,

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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 All Chapters Included
B) marketing communication
C) market company
D) market communication All Answers Included
E) market community
Answer: B
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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2) The goal of marketing is achieved by matching a product's availability to the .
A) competition's availability
B) previous year's level of sales
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C) company's production capabilities
D) consumers' need, desire, or demand for the product
E) legal limits of availability
Answer: D
AN
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate

3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as .
IE
A) brand position
B) point of differentiation
C) brand communication
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D) added value
E) integrated marketing
Answer: C
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

4) The four tools of product, price, place, and promotion are collectively referred to as the
.
A) product mix
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
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
the .
A) intermediary
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B) vendor
C) client
D) supplier
E) distributor
EL
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
AN
7) Which of the following are considered "key players" in the marketing industry?
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
IE
E) all of the above
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
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Difficulty: Easy

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

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

14) Which of the following is NOT considered a main type of market?
A) consumer
B) business-to-business
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C) channel
D) institutional
E) media
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Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
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15) markets consist of people who buy products and services for personal or
household use.
A) Consumer
B) Business-to-business
C) Channel
IE
D) Institutional
E) Media
Answer: A
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Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

16) markets consist of companies that buy products or services to use in their own
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businesses or in making other products.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy