MOS 3322: Midterm Exam Questions And
Answers 100% Correct
Integrated marketing communications - answer The coordination of all marketing
communications in a unified program that maximizes the impact on the intended target
audience. Comprised of advertising, public relations, sales promotion, personal selling,
experiential marketing, direct response and digital communications all surrounding
target market
Advertising - answer A paid, media-delivered message by an identified sponsor
designed to stimulate a positive response from a target audience. Includes product and
promotional advertising
Product advertising - answer Advertising that provides information about a branded
product to help build its image in the minds of customers
Promotional advertising - answer Advertising that communicates a specific offer to
encourage an immediate response from the target audiences
Direct response communication - answer The delivery of a message to a target
audience of one; the message can be distributed by direct mail, direct response
television, or telemarketing. Direct response communications have a significant
advantage over traditional mass media advertising; the direct results of the investment
can be determined
Digital (interactive) communications - answer The placement of an advertising message
on a website, or an ad delivered by email or through mobile communications devices.
Includes customer relationship management
Customer relationship management (CRM) - answer A process that enables an
organization to develop an ongoing relationship with valued customers; the organization
captures and uses information about its customers to its advantage in developing the
relationship
Sales promotion - answer An activity that provides incentives to bring about immediate
response from customers, distributors, and an organization's sales force
Public relations - answer A form of communications designed to gain public
understanding and acceptance
Experiential marketing - answer A form of marketing that creates an emotional
connection with the consumer in personally relevant and memorable ways. Includes
event marketing and sponsorship
,Event marketing - answer The process planned by a sponsoring organization, of
integrating a variety of communications elements behind a single event theme
Sponsorship - answer The act of financially supporting an event in return for certain
advertising rights and privileges
Personal selling - answer Face-to-face communication involving the presentation of
features and benefits of a product or service to a buyer; the objective is to make a sale
Key issues and trends affecting marketing and marketing communications practices -
answer 1. Consumers' media habits are shifting toward digital media alternatives
2. The popularity of social media networks that presents challenges and opportunities
for organizations
3. Mobile communications are positioned to become the next "big thing" in marketing
communications
4. The role of database marketing and direct forms of communications to reach
individuals is expanding
5. The demand for efficiency and accountability in organizations is increasing
Database management - answer A system that collects information about customers for
analysis by managers to facilitate sound business decisions
Consumer behaviour - answer The combined acts carried out by individuals choosing
and using goods and services, including the decision-making processes that determine
these acts
Needs - answer The perception of the absence of some necessity
Motives - answer A condition that prompts an individual to take action to satisfy a need
Maslow's hierarchy of needs - answer 1. Self-actualization
2. Esteem needs
3. Social needs
4. Safety needs
5. Physiological needs
Personality - answer A person's distinguishing psychological characteristics that lead to
relatively and enduring responses to the environment in which that person lives
,Four components of self-concept - answer 1. Real self
2. Self image
3. Looking glass self
4. Ideal self
Real self - answer An objective evaluation of one's self. You as you really are
Self image - answer How you see yourself. It may not be your real self, but a role you
play with yourself
Looking glass self - answer How you think others see you. This can be quite different
from how they actually see you
Ideal self - answer How you would like to be. It is what you aspire to
Attitudes - answer An individual's feelings, favourable or unfavourable, toward an idea
or object
Perception - answer The manner in which individuals receive and interpret messages
Three levels of selectivity - answer 1. Selective exposure
2. Selective perception
3. Selective retention
Selective exposure - answer Our eyes and minds notice only information that interests
us
Selective perception - answer We screen our messages that conflict with our attitudes
, Selective retention - answer We remember only what we want to remember
Reference group/peer group - answer A group of people who share common interests
that influences the attitudes and behaviour of its members
Double targeting - answer Marketing strategies that reach both genders effectively
Business to business (B2B) market - answer A market of goods and services needed to
produce a product or service, promote an idea or operate a business
Buyer criteria to be met - answer 1. Quality
2. Service
3. Continuity of supply
4. Price
Buying committee - answer A formal buying structure in an organization that brings
together expertise from the various functional areas to share in the buying decision
process
Buying centre - answer An informal purchasing process in which individuals in an
organization perform particular roles but may not have direct responsibility for the
actual decision
Ethical issues in marketing - answer 1. Privacy issues in an online world
2. Sex in advertising
3. Dangerous or disturbing advertising
4. Misleading advertising
5. Exaggerated green claims
Answers 100% Correct
Integrated marketing communications - answer The coordination of all marketing
communications in a unified program that maximizes the impact on the intended target
audience. Comprised of advertising, public relations, sales promotion, personal selling,
experiential marketing, direct response and digital communications all surrounding
target market
Advertising - answer A paid, media-delivered message by an identified sponsor
designed to stimulate a positive response from a target audience. Includes product and
promotional advertising
Product advertising - answer Advertising that provides information about a branded
product to help build its image in the minds of customers
Promotional advertising - answer Advertising that communicates a specific offer to
encourage an immediate response from the target audiences
Direct response communication - answer The delivery of a message to a target
audience of one; the message can be distributed by direct mail, direct response
television, or telemarketing. Direct response communications have a significant
advantage over traditional mass media advertising; the direct results of the investment
can be determined
Digital (interactive) communications - answer The placement of an advertising message
on a website, or an ad delivered by email or through mobile communications devices.
Includes customer relationship management
Customer relationship management (CRM) - answer A process that enables an
organization to develop an ongoing relationship with valued customers; the organization
captures and uses information about its customers to its advantage in developing the
relationship
Sales promotion - answer An activity that provides incentives to bring about immediate
response from customers, distributors, and an organization's sales force
Public relations - answer A form of communications designed to gain public
understanding and acceptance
Experiential marketing - answer A form of marketing that creates an emotional
connection with the consumer in personally relevant and memorable ways. Includes
event marketing and sponsorship
,Event marketing - answer The process planned by a sponsoring organization, of
integrating a variety of communications elements behind a single event theme
Sponsorship - answer The act of financially supporting an event in return for certain
advertising rights and privileges
Personal selling - answer Face-to-face communication involving the presentation of
features and benefits of a product or service to a buyer; the objective is to make a sale
Key issues and trends affecting marketing and marketing communications practices -
answer 1. Consumers' media habits are shifting toward digital media alternatives
2. The popularity of social media networks that presents challenges and opportunities
for organizations
3. Mobile communications are positioned to become the next "big thing" in marketing
communications
4. The role of database marketing and direct forms of communications to reach
individuals is expanding
5. The demand for efficiency and accountability in organizations is increasing
Database management - answer A system that collects information about customers for
analysis by managers to facilitate sound business decisions
Consumer behaviour - answer The combined acts carried out by individuals choosing
and using goods and services, including the decision-making processes that determine
these acts
Needs - answer The perception of the absence of some necessity
Motives - answer A condition that prompts an individual to take action to satisfy a need
Maslow's hierarchy of needs - answer 1. Self-actualization
2. Esteem needs
3. Social needs
4. Safety needs
5. Physiological needs
Personality - answer A person's distinguishing psychological characteristics that lead to
relatively and enduring responses to the environment in which that person lives
,Four components of self-concept - answer 1. Real self
2. Self image
3. Looking glass self
4. Ideal self
Real self - answer An objective evaluation of one's self. You as you really are
Self image - answer How you see yourself. It may not be your real self, but a role you
play with yourself
Looking glass self - answer How you think others see you. This can be quite different
from how they actually see you
Ideal self - answer How you would like to be. It is what you aspire to
Attitudes - answer An individual's feelings, favourable or unfavourable, toward an idea
or object
Perception - answer The manner in which individuals receive and interpret messages
Three levels of selectivity - answer 1. Selective exposure
2. Selective perception
3. Selective retention
Selective exposure - answer Our eyes and minds notice only information that interests
us
Selective perception - answer We screen our messages that conflict with our attitudes
, Selective retention - answer We remember only what we want to remember
Reference group/peer group - answer A group of people who share common interests
that influences the attitudes and behaviour of its members
Double targeting - answer Marketing strategies that reach both genders effectively
Business to business (B2B) market - answer A market of goods and services needed to
produce a product or service, promote an idea or operate a business
Buyer criteria to be met - answer 1. Quality
2. Service
3. Continuity of supply
4. Price
Buying committee - answer A formal buying structure in an organization that brings
together expertise from the various functional areas to share in the buying decision
process
Buying centre - answer An informal purchasing process in which individuals in an
organization perform particular roles but may not have direct responsibility for the
actual decision
Ethical issues in marketing - answer 1. Privacy issues in an online world
2. Sex in advertising
3. Dangerous or disturbing advertising
4. Misleading advertising
5. Exaggerated green claims
