Test Bank for Advertising and IMC: Principles and Practice, 11th Edition

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1Advertising & IMC: Principles and Practice, 11e(Moriarty et al.)Chapter 1Strategic Brand Communication1) Marcom is an abbreviation for ________.A) marketing companyB) marketing communicationC) market companyD) market communicationE) market communityAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication2) The goal of marketing is achieved by matching a product's availability to the ________.A) competition's availabilityB) previous year's level of salesC) company's production capabilitiesD) consumers' need, desire, or demand for the productE) legal limits of availabilityAnswer: DLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate3) The various marketing communication messages and brand experiences that create andmaintain a brand are referred to collectively as ________.A) brand positionB) point of differentiationC) brand communicationD) added valueE) integrated marketingAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication4) The four tools of product, price, place, and promotion are collectively referred to as the________.A) product mixB) promotion mixC) marketing mixD) integration elementsE) exchange elementsAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy

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25) The marketing mix is also known as the ________.A) four CsB) four MsC) competitive advantageD) marketing channelE) four PsAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy6) To marketing communication partners, the company or firm behind a brand is referred to asthe ________.A) intermediaryB) vendorC) clientD) supplierE) distributorAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate7) Which of the following are considered "key players" in the marketing industry?A) marketersB) suppliers or vendorsC) distributors or retailersD) agenciesE) all of the aboveAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy8) Which key player in marketing refers to the organization, company, or manufacturerproducing the product and offering it for sale?A) marketerB) supplier or vendorC) distributor or retailerD) agencyE) brand managerAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy

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39) The materials and ingredients used in producing the product are obtained from othercompanies that are referred to as the producer's ________.A) marketersB) suppliersC) distributorsD) agenciesE) retailersAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy10) The complex network of vendors that produce components and ingredients which are thensold to the manufacturer is known as the ________.A) network chainB) channel of distributionC) supply chainD) ingredient chainE) distribution chainAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy11) The ________ refers to the various companies that are involved in moving a product from itsmanufacturer into the hands of its end buyers.A) network chainB) distribution chainC) supply chainD) ingredient chainE) promotion networkAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy12) What term is used to mean either a place where an exchange occurs or a particular type ofbuyer?A) marketB) positionC) channelD) demographicE) partnerAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy

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413) The percentage of the total sales in a product category that a particular brand has is called thebrand's ________.A) positionB) market segmentC) distributionD) share of marketE) exchangeAnswer: DLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy14) Which of the following is NOT considered a main type of market?A) consumerB) business-to-businessC) channelD) institutionalE) mediaAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate15) ________ markets consist of people who buy products and services for personal orhousehold use.A) ConsumerB) Business-to-businessC) ChannelD) InstitutionalE) MediaAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy16) ________ markets consist of companies that buy products or services to use in their ownbusinesses or in making other products.A) ConsumerB) Business-to-businessC) DistributionD) InstitutionalE) IndirectAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy

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517) ________ markets include a wide variety of profit and nonprofit organizations, such ashospitals, government agencies, and schools, that provide goods and services for the benefit ofsociety.A) ConsumerB) Business-to-businessC) ChannelD) InstitutionalE) DistributionAnswer: DLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy18) ________ markets are made up of members of a company's distribution chain.A) ConsumerB) Business-to-businessC) ChannelD) InstitutionalE) MediaAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy19) Resellers in a channel market are also known as ________.A) suppliersB) vendorsC) intermediariesD) shareholdersE) competitorsAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate20) Most marketing communication dollars are spent on ________ markets.A) consumerB) business-to-businessC) mediaD) channelE) institutionalAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate

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621) Marketing communication that focuses primarily on price and its relation to value is called________.A) price copyB) prestige pricingC) direct marketingD) prospectingE) added valueAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication22) Collectively, the companies involved in moving a product to its customers are called the________.A) supply chainB) distribution chainC) institutional marketD) consumer marketE) trade marketAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication23) The identification of potential customers is called ________.A) customer serviceB) lead generationC) direct marketingD) personal salesE) field salesAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication24) In which type of personal selling does a sales clerk provide assistance to store customers?A) prospectingB) field salesC) retail sellingD) direct marketingE) lead sellingAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate

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725) In which type of personal selling does a representative make sales calls at a customer's placeof business?A) prospectingB) field salesC) retail sellingD) direct marketingE) lead sellingAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate26) Which of the following refers to a unique brand attribute that is significantly important tocustomers?A) brand parityB) brand equityC) competitive advantageD) psychological pricingE) brand meaningAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy27) A strategy or activity that makes a product more useful or appealing to consumers ordistribution partners is called ________.A) product adaptionB) brand identityC) a pull strategyD) a push strategyE) added valueAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy28) Which of the following is NOT a way marketing communication adds value to a product?A) making the product appear more desirableB) presenting the product as a status symbolC) making the product more affordable for consumers to buyD) providing news and useful information of interest to consumersE) All of the above are ways advertising adds value to a product.Answer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: DifficultAACSB: Written and oral communication

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829) Which marketing mix element includes product design, quality, performance, andpackaging?A) distributionB) brandingC) productD) placeE) promotionAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy30) Which marketing mix element includes personal selling, advertising, public relations, salespromotion, direct marketing, and events and sponsorships?A) priceB) distributionC) productD) placeE) promotionAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication31) The promotion "P" of marketing is also known as ________.A) productB) distributionC) priceD) brand communicationE) differentiationAnswer: DLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication32) Which element of the marketing mix includes distribution channels and strategies?A) productB) promotionC) priceD) communicationE) placeAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy

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933) Which of the following is LEAST likely to be a factor on which the price of a product isbased?A) what the market will bearB) the amount of support provided by resellersC) the expected margin of profitD) the consumer's ability to gauge the value of the productE) the relative value of the productAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Difficult34) A consumer's ability to gauge the value of a product is referred to as the ________.A) psychological priceB) price/value propositionC) exchange rateD) comparative priceE) value exchangeAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate35) Which pricing strategy uses marketing communication to manipulate the customer'sjudgment of value?A) psychological pricingB) true pricingC) distribution pricingD) copy pricingE) value pricingAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication36) Which pricing strategy is used to communicate a dramatic or temporary price reduction?A) promotional pricingB) value pricingC) parity pricingD) copy pricingE) prestige pricingAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Written and oral communication

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1037) Using ________, a marketer sets a high price for a product to make the product seem worthyor valuable.A) prestige pricingB) value pricingC) distribution pricingD) promotional pricingE) customary pricingAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate38) When a company distributes its products directly to buyers without the use of a reseller, thecompany is using ________.A) indirect marketingB) no-channel marketingC) direct marketingD) indirect channel marketingE) integrated marketingAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy39) Which of the following refers to the help provided to a customer before, during, and after apurchase?A) customer serviceB) brand stewardshipC) brand managementD) relationship marketingE) integrated marketingAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy40) Which strategy directs marketing efforts at the consumer?A) pushB) prospectingC) pullD) lead generationE) intermediaryAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Easy

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1141) A(n) ________ strategy directs marketing efforts at resellers, and success depends on theability of these intermediaries to market the product, which they often do with advertising.A) pushB) pullC) prospectingD) directE) lead generationAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication42) Which marketing communication tool uses face-to-face contact between the marketer and aprospective customer?A) advertisingB) sales promotionC) public relationsD) personal salesE) word-of-mouthAnswer: DLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: EasyAACSB: Written and oral communication43) Procter & Gamble has sales of almost $50 billion and spends more than $4 billion onadvertising every year. The company's corporate brand value is estimated to be more than $107billion. Which type of key marketing player does P&G represent?A) marketerB) supplier or vendorC) distributorD) agencyE) mediaAnswer: ALearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking

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1244) Amco, Inc. manufactures small electronic components that become integral parts of theelectronic systems in automobiles. Amco does not sell directly to auto manufacturers, but ratherthrough brokers that are involved in selling the components to the auto manufacturers.Additionally, another company is employed to deliver the goods. All of these organizations arepart of the ________ in getting electronic component parts to the automobile manufacturers.A) distribution chainB) supply chainC) marketing networkD) channel marketE) share of marketAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking45) Puma sells its edgy designs to trendy retailers but also sells its more mainstream products instores such as Foot Locker. Which marketing mix element does this strategy illustrate?A) productB) priceC) placeD) promotionE) brandingAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking46) During a World Cup held in Japan and South Korea, Puma got a well-known sushi chef tocreate a special Puma sushi roll that was served in select Japanese restaurants in cities around theworld. Puma also discretely announced the sponsorship in its company-branded chopsticks, sakecups, and napkins. At the same time, Puma partnered with the Terence Conran design shop tosell an exclusive version of its World Cup soccer boot, holding weekend sushi-making events atthe home furnishings store. Which marketing mix element does this strategy illustrate?A) productB) priceC) placeD) promotionE) pushAnswer: DLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking

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1347) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regionalsalespeople to sell its products to wholesalers and cities. This is an example of ________.A) sales promotionB) personal sellingC) public relationsD) indirect marketingE) advertisingAnswer: BLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking48) An ad in a professional journal targeted to an audience of dentists asked dentists torecommend Crest toothpaste to their patients. It offered toothpaste samples that dentists couldbuy at cost to give to their patients to encourage patients to take better care of their teeth. Themanufacturer of Crest toothpaste was using ________.A) personal sellingB) direct marketingC) a push strategyD) a pull strategyE) public relationsAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking49) Glasis is a type of paint made specifically for use on cars. An ad inMotor Trendmagazineadvising consumers to request their body shops use Glasis paint is an example of how a companyuses ________.A) word-of-mouth influenceB) public relationsC) buzz marketingD) a push strategyE) a pull strategyAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking

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14Refer to the following passage to answer the questions below.Johnson & Johnson manufactures health and beauty aid products under several brand names. Thecompany sells its products to end consumers through retail stores such as grocery, drug, anddiscount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers andretailers, and spends part of the promotion budget on trade deals to influence intermediaries tocarry the company's brands. The remainder of J&J's promotion budget is spent on massadvertising and sales promotions, such as coupons, targeted toward consumers.50) Which promotion strategy is J&J pursuing?A) push onlyB) promotional pricingC) directD) pull onlyE) push and pullAnswer: ELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking51) J&J also markets its Tylenol brand of pain relievers to hospitals. What type of market is that?A) consumerB) primaryC) institutionalD) resellerE) secondaryAnswer: CLearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking52) More companies are adopting the concept of ________, which is the practice of unifying allbrand communication messages and tools as well as the messages from the marketing mixdecisions.A) integrated marketing communicationsB) integrated personal sellingC) added valueD) brand integrityE) buzz marketingAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: EasyAACSB: Written and oral communication

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1553) Integrated marketing communications is designed to produce better communications________.A) consistencyB) creativityC) simplicityD) varietyE) independenceAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Written and oral communication54) Integrated marketing communications require a company's mass-market advertisements,website, email, and personal selling communications to have ________.A) equal portions of the advertising budgetB) the same return on investmentC) separate marketing objectivesD) the same target audienceE) a consistent message, look, and feelAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate55) Advertising, sales promotion, personal selling, public relations, and direct marketing are allpromotional tools ________.A) that should be integrated under the concept of integrated marketing communicationsB) used in business-to-business markets but not consumer marketsC) used for push strategies but not pull strategiesD) used for pull strategies but not push strategiesE) used in consumer markets but not business-to-business marketsAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate56) Harpo Enterprises maintains OWN (the Oprah Winfrey Network), a website, andOmagazine. Because Harpo Enterprises practices integrated marketing communications, thesedifferent brand contacts all maintain ________ in design and tone.A) varietyB) independenceC) consistencyD) creativityE) simplicityAnswer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Analytical thinking

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1657) Management of a company that adheres to the principle of integrated marketingcommunications is most likely to believe which of the following?A) The use of multiple marketing communications channels is advantageous.B) The use of a single marketing communications channel is advantageous.C) Long-term relationships with customers are best nurtured through sales promotion.D) Long-term relationships with customers are best nurtured through public relations.E) Short-term relationships with customers are more profitable than long-term relationships withcustomers.Answer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: DifficultAACSB: Application of knowledge58) Which of the following creates the intangible elements of a brand that make it memorableand meaningful to a consumer?A) advertisingB) brandingC) prospectingD) marketingE) integratingAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy59) Hamburgers and toothpaste are both examples of ________.A) servicesB) ideasC) brandsD) productsE) marketsAnswer: DLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate60) A(n) ________ is a perception, often imbued with emotion, which results from experienceswith and information about a company or a line of products.A) advertisementB) brandC) taglineD) logoE) trademarkAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: EasyAACSB: Written and oral communication

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1761) Which of the following is an intangible feature of a brand?A) the product's designB) the product's performanceC) the product's packageD) the product's perceived valueE) the product's ingredients or componentsAnswer: DLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate62) Parity products are those that have ________.A) no brand nameB) few competitorsC) few distinguishing featuresD) a store's labelE) a generic labelAnswer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy63) Which of the following is a tangible feature of a brand?A) a person's feelings about the brandB) a person's experience with the brandC) the product's performanceD) the product's perceived valueE) the brand's imageAnswer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate64) Which of the following exists in consumers' hearts and minds?A) brand equityB) brand parityC) brand meaningD) brand trademarkE) brand licenseAnswer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate

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1865) Which of the following was the top global brand, based on brand value, in 2016?A) GoogleB) AppleC) Coca-ColaD) McDonald'sE) WalmartAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: Difficult66) Which of the following is NOT a desirable quality for a brand name?A) It should suggest something about the product's benefits and qualities.B) It should be easy to pronounce, recognize, and remember.C) The brand should be a long word to get attention.D) The name should translate easily into foreign languages.E) It should be distinctive.Answer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: DifficultAACSB: Written and oral communication67) A ________ is a legal sign or symbol that indicates ownership.A) trademarkB) logoC) brandD) patentE) brand positionAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy68) ________ refers to how consumers see a brand relative to the other brands in the productcategory.A) SegmentingB) TargetingC) DifferentiatingD) PositioningE) TrademarkingAnswer: DLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate

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1969) Bold, fun, exciting, and daring are all examples of ________.A) brand promisesB) brand positionsC) brand personalitiesD) brand equitiesE) brand valueAnswer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate70) Brand value comes in two forms: the value to the ________ and the value to the ________.A) consumer; competitorB) consumer; corporationC) competitor; channelD) corporation; competitorE) shareholder; stakeholderAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate71) Brand ________ programs offer customers rewards for repeat business.A) valueB) equityC) extensionD) integrationE) loyaltyAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy72) ________ is the intangible value of the brand based on the relationships with itsstakeholders, as well as intellectual property.A) Brand positionB) Brand parityC) Brand imageD) Brand identityE) Brand equityAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy

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2073) Which of the following measures the financial value the brand contributes to a company?A) trademarkB) copyrightC) brand imageD) brand identityE) brand equityAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy74) ________ refers to the use of a brand name of a component in another product's advertisingand promotion.A) Co-brandingB) Ingredient brandingC) Inside brandingD) Brand licensingE) Integrated brandingAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy75) A company that uses an established brand name with a related line of products is using a(n)________.A) co-brandB) ingredient brandC) brand extensionD) licensed brandE) parity brandAnswer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy76) Which of the following is a strategy that uses two brand names owned by two separatecompanies to create a partnership offering?A) co-brandingB) equity brandingC) brand licensingD) integrated brandingE) parity brandingAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy

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2177) Using ________, a partner company rents another company's brand name and transfers someof that brand equity to another product.A) co-brandingB) equity brandingC) brand licensingD) integrated brandingE) parity brandingAnswer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy78) Through its communication of a ________, a brand sets expectations for what a customerbelieves will happen when the product is used.A) brand promiseB) point of differentiationC) competitive advantageD) brand personalityE) brand equityAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: EasyAACSB: Written and oral communication79) A ________ brand is one that is marketed in a single country.A) houseB) localC) regionalD) storeE) privateAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy80) A(n) ________ brand is available in a number of different countries in various parts of theworld.A) parityB) localC) regionalD) extensionE) internationalAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy

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2281) A company that takes a ________ approach to international marketing tries to makeaccommodations in its marketing mix for cultural differences.A) parityB) domesticC) globalD) standardizedE) localizedAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Diverse and multicultural work environments82) Brand relationship strategies aim to do which of the following?A) introduce a product to new marketsB) demonstrate a product's effectivenessC) extend a brand's image to a new productD) highlight a competitive advantageE) build long-term loyalty and trust with customersAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Written and oral communication83) Which of the following refers to the rapid spread of a brand message on the Internet througha wide network of contacts?A) brand stewardshipB) brand parityC) direct marketingD) indirect marketingE) viral marketingAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: EasyAACSB: Written and oral communication

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2384) Peter purchased an inexpensive necklace from a department store to give to his sweetheart,Julie, on Valentine's Day. He didn't want her to know that he did not spend very much for thejewelry, so he put it in a box he had from an upscale jewelry store that sells only expensiveitems. When Julie unwrapped her gift, she was excited to see that it came from this store andabsolutely loved the necklace Peter gave her. Which key concept of marketing does thisillustrate?A) push strategyB) brandingC) integrationD) pull strategyE) distributionAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Analytical thinking85) Laurie owns a 2014 Honda Accord, which is the third Honda vehicle that she and herhusband have owned. They describe themselves as a "Honda family" and intend to purchaseanother Honda automobile when their daughter gets her driver's license. They know and trustHondas. Which key concept of marketing does this illustrate?A) brand frameworkB) brand relationshipC) brand personalityD) cause marketingE) organization identityAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Analytical thinking86) When Tylenol pain relief capsules were tampered with in 1982, resulting in the death ofseveral consumers, the manufacturer pulled all of its products from store shelves, redesignedpackaging to resist tampering, and reintroduced noncapsule forms of the product. This was veryexpensive for Tylenol to do, but the company knew that the reputation, meaning, and value thatits brand name had acquired over time held financial value. Today, Tylenol brand medicationshave the reputation of being high-quality products. The reputation, meaning, and value that theTylenol brand name has acquired over time is known as ________.A) brand personalityB) brand transformationC) brand frameworkD) brand relationshipE) brand equityAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Analytical thinking

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2487) Intel manufactures computer chips that are part of several personal computer manufacturers'finished products. Intel and the computer manufacturers realized that customers valued thesuperior quality of Intel computer chips and were asking whether or not the computer they wereconsidering purchasing contained an Intel computer chip. As a result, Intel and computermanufacturers started communicating through advertising and other promotional tools thatthere's "Intel Inside." This is an example of ________.A) primary brandingB) secondary brandingC) supply chain brandingD) component brandingE) ingredient brandingAnswer: ELearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Analytical thinking88) An apparel marketer is planning to launch an existing brand name into a new productcategory. Which brand development strategy is being implemented?A) co-brandingB) brand extensionC) ingredient brandingD) brand licensingE) rebrandingAnswer: BLearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Analytical thinking89) Which of the following adds primarily psychological value to a product?A) brandingB) qualityC) featuresD) convenienceE) serviceAnswer: ALearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Analytical thinking

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2590) Which of the following is an advantage offered by co-branding?A) Manufacturers do not have to invest in creating their own brand names.B) Retailers have exclusive products that cannot be purchased from competitors.C) A company can expand its existing brand into a category it otherwise might have difficultyentering alone.D) Advertising, sales, promotion, and marketing do not need to be as carefully coordinated.E) Brand equity is stabilized.Answer: CLearning Objective: 1.2: What is integrated marketing communication?Difficulty: DifficultAACSB: Analytical thinking91) The termstakeholdersrefers to customers of a product as well as employees of the companythat produces and markets the product.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate92) The goal in marketing is to sell as many products as possible.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate93) The key players in the marketing industry include the marketer, suppliers and vendors,distributors and retailers, and marketing partners, such as agencies.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate94) The materials and ingredients used in producing the product are obtained from othercompanies, who are referred to as distributors.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate95) The channel of distribution refers to the complex network of suppliers who producecomponents and ingredients that are then sold to the manufacturer.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate96) The supply chain refers to the various companies that are involved in moving a product fromits manufacturer into the hands of its buyer.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate

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2697) Only manufacturers advertise.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Written and oral communication98) A market can refer to either a place or a particular type of buyer.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate99) Institutional markets consist of people who buy products and services for personal use.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate100) Institutional markets are made up of nonprofit organizations only.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate101) Channel marketing targets intermediaries rather than consumers.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate102) The only marketing mix element with communication effects is promotion.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate103) Product performance delivers the loudest message about a product and determines whetherthe product is purchased again.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate104) Price copy is the focus of a great deal of retail advertising.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate105) The process of assessing whether there are identifiable groups within the market whoseneeds and wants intersect with the product and its features is known as point of differentiation.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate

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27106) The phrase "clicks or bricks" refers to whether a product is sold online or in a traditionalstore.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate107) The goal of brand communication is to create immediate sales to people who are shoppingfor a product.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Written and oral communication108) Information from the marketing mix can add value to a brand.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate109) A push strategy directs marketing efforts at the consumer in an attempt to stimulateconsumer demand.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Written and oral communication110) In personal sales, leads are also known as prospects.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate111) A car manufacturer buys tires from a tire manufacturer. These manufacturers are part of theinstitutional market.Answer: FALSELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking112) Channel marketing is used to target messages to intermediaries rather than consumers.Answer: TRUELearning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: Moderate113) An IMC program is more complex than a traditional advertising plan.Answer: TRUELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate

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28114) Integrated marketing communication (IMC) is a recent trend that uses databases to drivecommunication with customers and keep track of their interactions with a company.Answer: FALSELearning Objective: 1.2: What is integrated marketing communication?Difficulty: EasyAACSB: Information technology115) Synergy is created when the components of integrated marketing communication have moreimpact as a whole than they would individually.Answer: TRUELearning Objective: 1.2: What is integrated marketing communication?Difficulty: ModerateAACSB: Written and oral communication116) The branding of an organization will occur even if a branding process is not managed.Answer: TRUELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate117) Advertising is the process of creating the tangible and intangible elements of a brand.Answer: FALSELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate118) Goodwill refers to the part of brand equity that is based on relationships.Answer: TRUELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate119) Co-branding means acknowledging a supplier's brand as an important product feature orcomponent.Answer: FALSELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate120) In marketing terms, ROI stands for rate of interest.Answer: FALSELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Easy121) Marketers who calculate ROI do not need to use other tools or techniques to evaluate theefficiency and effectiveness of their marketing communications.Answer: FALSELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate

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29122) The calculation of ROI identifies how much money a brand made in comparison to itsexpenses.Answer: TRUELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate123) Word-of-mouth communication about a product is persuasive because people tend to havemore faith in comments from friends and family members than in planned marketingcommunication messages.Answer: TRUELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate124) Retailers and wholesalers who have created their own brands—such as Walmart's Sam'sChoice beverages and food products—are participating in co-branding.Answer: FALSELearning Objective: 1.2: What is integrated marketing communication?Difficulty: Moderate125) To maximize the toothpaste market in China, Crest needs to convince more of the Chinesepopulation to brush their teeth three times a day. Crest is most likely to use a standardizedapproach for its marketing in China.Answer: FALSELearning Objective: 1.2: What is integrated marketing communication?Difficulty: DifficultAACSB: Application of knowledge126) Describe the roles of the four key players in marketing.Answer:(1) Marketer (Client): Any company or organization behind the product (i.e., the organization,company, or manufacturer producing the product and offering it for sale).(2) Suppliers and vendors: Companies that supply the materials and ingredients used inproducing the product. In marketing practice these suppliers and vendors are partners in thecreation of a successful product. The termsupply chainrefers to the network of suppliers whoproduce components that are sold to manufacturers.(3) Distributors and retailers: Companies that are involved in moving a product from itsmanufacturer into the hands of its buyer. The various companies involved in this are referred toas the channel of distribution.(4) Marketing partners: These companies are advertising agencies or marketing communicationfirms.Learning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking

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30127) Name and describe the four main types of markets, and discuss characteristics ofadvertising targeted toward each market.Answer:(1) Consumer markets consist of people who buy products and services for personal orhousehold use. Just about any product that an individual purchases including clothing, food,books, health and beauty aids, and so forth can be advertised to consumers through mass mediasuch as radio, television, newspapers, general consumer magazines, and direct-response media,such as direct mail. Businesses spend most of their advertising dollars on this market.(2) Business-to-business (B2B) markets consist of companies that buy products or services touse in their own businesses or in making other products. Promotion tends to focus on facts andinformation.(3) Institutional markets include a wide variety of profit and nonprofit organizations such ashospitals, government agencies, and schools that provide goods and services for the benefit ofsociety. This market is typically reached through the same means as industrial markets.(4) Channel markets are made up of members of the distribution chain, also known as resellersor intermediaries. This market is also typically reached through the same means as industrial andinstitutional markets.Learning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: DifficultAACSB: Analytical thinking128) How are the product, price, and place elements of the marketing mix involved incontributing communication effects in the marketing mix?Answer:(1) Product: When a product performs well, it sends a positive message about the brand,communicating to the customer that it is okay to repurchase the product. On the other hand,when a product does not perform well, the message is that the customer should not repurchasethe product.(2) Price: The price of a product sends a message about its quality and status. The higher theprice is, the higher expectations of quality and status consumers may have.(3) Place: Where and how a brand is available contributes to the image of the brand. Theobjective is to match the distribution to the product quality, brand personality, and price.Learning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: DifficultAACSB: Written and oral communication129) What is the difference between a supply chain and a distribution chain?Answer: A supply chain is made up of suppliers who produce components and ingredients thatare sold to a manufacturer. A distribution chain is made up of all the companies that move afinished product from the manufacturer to its buyers.Learning Objective: 1.1: What is the marketing mix, and how does it send messages?Difficulty: ModerateAACSB: Analytical thinking

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