Name: 
 

ch09


Multiple Choice
Identify the choice that best completes the statement or answers the question.
 

 1. 
What is ‘interactive marketing’ concerned with?
a.
The communication of corporate missions, values, objectives, priorities and procedures to staff around the world.
b.
The effective and appropriate management of each of the customer or stakeholder groups by staff around the world.
c.
The internal relationships between staff in differing worldwide locations.
d.
The appropriateness of the service range, price structures and distribution channels in differing locations.
e.
The immediacy of contact.
 

 2. 
Which sort of strategy means promoting the product or service to retailers and wholesalers in order to force the product or service down the distribution channel by using promotional methods, such as personal selling, discounts and special deals?
a.
Holding strategy.
b.
Pulling strategy.
c.
Push strategy.
d.
Pull strategy.
e.
Ambush strategy.
 

 3. 
For which type of strategy would  mass advertising, sales promotions and point of sales promotions be the most obvious promotional methods?
a.
Pull strategy
b.
Ambush strategy.
c.
Frontal attack strategy.
d.
Push strategy.
e.
Defensive strategy.
 

 4. 
What is ‘experiential marketing’?
a.
Using mystery shoppers to test marketing effectiveness.
b.
The testing of sales techniques.
c.
Focus group based research activities.
d.
Where customers obtain an engaging, entertaining and interactive brand experience.
e.
Testing marketing communications activities within a controlled environment.
 

 5. 
What aspect of marketing communications is concerned with planning; coupons, money off vouchers, special offer price reductions and competitions?
a.
Advertising
b.
Point of Purchase
c.
Direct marketing
d.
Personal selling
e.
Sales promotion
 

 6. 
Which marketing communications discipline is concerned with preparing videos, audiovisual presentations, printed reports and publications describing the firms activities?
a.
Direct Marketing
b.
Public Relations
c.
Advertising
d.
Personal Selling
e.
Sales Promotion
 

 7. 
Which element of the Six I’s is concerned with the ability to collect and analyse information continuously and make individually focused offers?
a.
Interactivity
b.
Intelligence
c.
Individualisation
d.
Independence of location
e.
Integration
 

 8. 
Which of the following is not one of the Six I’s?
a.
Interactivity
b.
Industry restructuring
c.
Inclination
d.
Intelligence
e.
Independence of location
 

 9. 
The process of creating and sending the message from the sender to receiver is called:
a.
Patterning.
b.
Encoding.
c.
Formulation.
d.
Pledging.
e.
Pasting
 

 10. 
The unauthorised use of an event without the permission of the event is known as:
a.
Ambush marketing.
b.
Event marketing.
c.
Event infiltration.
d.
Piracy.
e.
Thievery.
 



 
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