Kotler mm14 tif17test bank for marketing management Koter PDF

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Marketing Management, 14e (Kotler/Keller) Chapter 17 Designing and Managing Integrated Marketing Communications 1) ________ refers to the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell. A) Human resource development B) Marketing communications C) Financial management D) Operations management E) Planning Answer: B Page Ref: 476 Objective: 1 Difficulty: Easy 2) Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media? A) advertising B) personal selling C) sales promotion D) direct marketing E) public relations Answer: A Page Ref: 478 Objective: 1 Difficulty: Easy 3) Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service? A) advertising B) direct marketing C) public relations D) personal selling E) sales promotion Answer: E Page Ref: 478 Objective: 1 Difficulty: Easy

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4) Which of the following is an example of a trade promotion? A) free samples B) discount coupons C) display allowances D) contests for sales reps E) premiums Answer: C Page Ref: 478 Objective: 1 Difficulty: Easy 5) Which of the following is an example of a business and sales force promotion? A) advertising allowance B) free samples C) contests for sales reps D) display allowance E) discount coupons Answer: C Page Ref: 478 Objective: 1 Difficulty: Easy 6) ________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers. A) Publicity campaigns B) Trade promotions C) Advertisements D) Public relations E) Events and experiences Answer: E Page Ref: 478 Objective: 1 Difficulty: Easy

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7) Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications? A) direct marketing B) public relations and publicity C) personal selling D) advertising E) sales promotion Answer: B Page Ref: 478 Objective: 1 Difficulty: Easy 8) Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects? A) advertising B) personal selling C) direct marketing D) public relations E) sales promotion Answer: C Page Ref: 478 Objective: 1 Difficulty: Easy 9) ________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services. A) Personal selling B) Direct marketing C) Sales promotion D) Interactive marketing E) Public relations Answer: D Page Ref: 478 Objective: 1 Difficulty: Easy

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10) ________ is an element of the marketing communications mix that involves people-topeople oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services. A) Personal selling B) Sales promotion C) Word-of-mouth marketing D) Public relations E) Advertising Answer: C Page Ref: 478 Objective: 1 Difficulty: Easy 11) Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders? A) advertising B) sales promotion C) word-of-mouth marketing D) public relations E) personal selling Answer: E Page Ref: 478 Objective: 1 Difficulty: Easy 12) Which of the following is an example of an advertising platform? A) posters and leaflets B) company magazines C) fairs and trade shows D) sales presentations E) continuity programs Answer: A Page Ref: 479 Objective: 1 Difficulty: Easy 13) Which of the following is an example of an events and experiences platform? A) fairs and trade shows B) continuity programs C) factory tours D) sales presentations E) community relations Answer: C Page Ref: 479 Objective: 1 Difficulty: Easy 4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

14) Which of the following is an example of a public relations and publicity communication platform? A) lobbying B) company museums C) street activities D) company blogs E) incentive programs Answer: A Page Ref: 479 Objective: 1 Difficulty: Easy 15) Which of the following is an example of an interactive marketing communication platform? A) product demonstrations B) factory tours C) company museums D) TV shopping E) community relations Answer: D Page Ref: 479 Objective: 1 Difficulty: Easy 16) Which of the following is an example of a word-of-mouth marketing communication platform? A) chat rooms B) billboards C) factory tours D) incentive programs E) trade shows Answer: A Page Ref: 479 Objective: 1 Difficulty: Easy 17) Which of the following is an example of a personal selling communication platform? A) sales presentations B) company blogs C) telemarketing D) TV shopping E) press kits Answer: A Page Ref: 479 Objective: 1 Difficulty: Easy

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18) The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services. A) marketing budget B) communications audit C) market research program D) publicity campaign E) product launch Answer: B Page Ref: 479 Objective: 1 Difficulty: Moderate 19) Along which of the following parameters should marketers evaluate communication options when building brand equity? A) popularity B) innovativeness C) technological sophistication D) efficiency E) novelty Answer: D Page Ref: 479 Objective: 1 Difficulty: Moderate 20) Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with the intended communication? A) negative feedback B) noise C) attenuation D) phase lag E) selective distortion Answer: B Page Ref: 480 Objective: 2 Difficulty: Easy

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21) Which of the following represents one of the major tools for effective communication in the macromodel of the communications process? A) feedback B) noise C) receiver D) message E) sender Answer: D Page Ref: 480 Objective: 2 Difficulty: Easy 22) Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models? A) cognitive stage-affective stage-behavioral stage B) affective stage-cognitive stage-behavioral stage C) behavioral stage-affective stage-cognitive stage D) cognitive stage-behavioral stage-affective stage E) affective stage-behavioral stage-cognitive stage Answer: A Page Ref: 480 Objective: 2 Difficulty: Moderate 23) LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products? A) learn-do-feel B) feel-learn-do C) do-feel-learn D) feel-do-learn E) do-learn-feel Answer: C Page Ref: 480 Objective: 2 AACSB: Analytic skills Difficulty: Moderate

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24) All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence? A) clothes B) dish-washers C) real estate D) personal computer E) air tickets Answer: C Page Ref: 480 Objective: 2 AACSB: Analytic skills Difficulty: Moderate 25) When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model? A) feel-do-learn B) do-feel-learn C) feel-learn-do D) learn-do-feel E) learn-feel-do Answer: D Page Ref: 481 Objective: 2 AACSB: Analytic skills Difficulty: Moderate 26) Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through? A) interest B) evaluation C) trial D) awareness E) adoption Answer: D Page Ref: 481 Objective: 2 Difficulty: Easy

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27) According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through? A) awareness B) knowledge C) purchase D) preference E) conviction Answer: C Page Ref: 481 Objective: 2 Difficulty: Easy 28) According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through? A) attention B) exposure C) reception D) adoption E) conviction Answer: E Page Ref: 481 Objective: 2 Difficulty: Easy 29) Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications? A) attention-interest-desire-action B) awareness-interest-evaluation-trial-adoption C) awareness-knowledge-liking-preference-conviction-purchase D) exposure-reception-cognitive response-attitude-intention-behavior E) knowledge-persuasion-decision-implementation-confirmation Answer: C Page Ref: 481 Objective: 2 Difficulty: Moderate 30) Which is the first step to be performed by a marketer in developing effective marketing communications? A) identifying a target audience B) determining the objectives C) establishing the budget D) deciding on the media mix E) selecting the communication channels Answer: A Page Ref: 482 Objective: 3 Difficulty: Easy 9 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

31) Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of ________. A) brand knowledge B) purchase patterns C) demographic characteristics D) income levels E) psychographic characteristics Answer: A Page Ref: 482 Objective: 3 Difficulty: Moderate 32) Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars? A) enhancing brand awareness B) developing brand attitude C) increasing brand purchase intention D) encouraging repeat purchases E) establishing category need Answer: E Page Ref: 482 Objective: 3 Difficulty: Moderate 33) When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction? A) developing brand awareness B) building customer traffic C) enhancing purchase actions D) establishing product category E) enhancing firm image Answer: D Page Ref: 482 Objective: 3 AACSB: Analytic skills Difficulty: Moderate

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34) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need? A) normal depletion B) sensory gratification C) social approval D) intellectual stimulation E) value enhancement Answer: A Page Ref: 483 Objective: 3 Difficulty: Moderate 35) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a positively oriented relevant brand need? A) problem removal B) social approval C) normal depletion D) problem avoidance E) incomplete satisfaction Answer: B Page Ref: 483 Objective: 3 Difficulty: Moderate 36) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is emphasized by an advertisement for dish-washing gloves? A) social approval B) intellectual stimulation C) problem removal D) normal depletion E) sensory gratification Answer: C Page Ref: 483 Objective: 3 AACSB: Analytic skills Difficulty: Moderate

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37) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car? A) problem removal B) sensory gratification C) normal depletion D) intellectual stimulation E) problem avoidance Answer: B Page Ref: 483 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 38) Creative strategies refer to _______. A) the way marketers translate their messages into a specific communication B) the amount of creative content in a communications message C) the degree of innovation involved in the marketing of a product D) the novelty of a marketing communication E) the type of medium used to deliver a marketing communication Answer: A Page Ref: 484 Objective: 3 Difficulty: Easy 39) A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits. A) aesthetic B) informational C) bandwagon D) emotional E) transformational Answer: B Page Ref: 484 Objective: 3 Difficulty: Easy

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40) A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image. A) logical B) transformational C) reasonable D) informational E) rational Answer: B Page Ref: 484 Objective: 3 Difficulty: Easy 41) Which of the following ads depict a transformational appeal? A) Thompson Water Seal can withstand intense rain, snow, and heat B) DIRECTV offers better HD options than cable or other satellite operators C) NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years E) Excedrin stops the toughest headache pain Answer: D Page Ref: 484 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 42) Which of the following ads depict an informational appeal? A) Thompson Water Seal can withstand intense rain, snow, and heat B) The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales C) VW advertised to active, youthful people with its famed "Drivers Wanted" campaign D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years E) KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good" Answer: A Page Ref: 484 Objective: 3 AACSB: Analytic skills Difficulty: Moderate

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43) ________ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim. A) Trustworthiness B) Expertise C) Acquaintance D) Likability E) Professionalism Answer: B Page Ref: 485 Objective: 3 Difficulty: Easy 44) ________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be. A) Likability B) Expertise C) Experience D) Trustworthiness E) Compassion Answer: D Page Ref: 485 Objective: 3 Difficulty: Easy 45) Which of the following sources of a spokesperson's credibility describes his or her attractiveness? A) expertise B) trustworthiness C) likability D) integrity E) experience Answer: C Page Ref: 485 Objective: 3 Difficulty: Easy

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46) Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience? A) principle of closure B) principle of duality C) principle of delegation D) principle of congruity E) principle of neutrality Answer: D Page Ref: 486 Objective: 3 Difficulty: Easy 47) Which of the following is an example of a personal communications channel? A) public relations B) events and experiences C) interactive marketing D) sales promotions E) advertising Answer: C Page Ref: 487 Objective: 3 Difficulty: Easy 48) Which of the following personal communication channels consist of company salespeople contacting buyers in the target market? A) expert channels B) social channels C) advocate channels D) independent channels E) informal channels Answer: C Page Ref: 487 Objective: 3 Difficulty: Easy 49) Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers? A) expert channels B) advocate channels C) social channels D) formal channels E) sponsored channels Answer: C Page Ref: 487 Objective: 3 Difficulty: Easy 15 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

50) Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description? A) expert channel B) formal channel C) social channel D) sponsored channel E) advocate channel Answer: A Page Ref: 487 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 51) Which of the following is a form of earned media for marketing communication messages? A) experts providing product reviews B) celebrities endorsing products C) social network discussions about products D) company salespeople contacting target buyers E) sponsored advertisements promoting products Answer: C Page Ref: 487 Objective: 3 Difficulty: Moderate 52) Personal influence in marketing communications carries great weight when ________. A) the product being marketed is a convenience item B) the purchase of the product is considered to be safe and risk-free C) the product suggests something about the user's status or taste D) the product being marketed is purchased on a frequent basis E) the product or service in questions is used without being recommended by others Answer: C Page Ref: 487 Objective: 3 Difficulty: Moderate 53) Which of the following is a form of mass communications channel? A) interactive marketing B) personal selling C) public relations D) word-of-mouth marketing E) sales presentations Answer: C Page Ref: 487 Objective: 3 Difficulty: Easy 16 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

54) Which of the following statements is true of the two-step approach to mass communications? A) The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed. B) Communications through mass media bypasses opinion leaders and reaches the individual buyers. C) The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media. D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups. E) Two-step communication suggests that mass communicators should direct messages to groups of buyers who ...