Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Which term is preferred by most marketing practitioners to refer to the
collection of advertising, sales promotions, public relations, event marketing, and other
communication devices?
a. | marketing promotion | b. | promotion | c. | sales
promotion | d. | marketing communications | e. | integrated marketing
communications |
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2.
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Which of the following terms serves as a summary means for describing all forms
of marketing focus?
a. | product | b. | brand | c. | communication | d. | promotion | e. | integration |
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3.
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Current marketing philosophy holds that ____ is absolutely imperative for
success.
a. | direct marketing | b. | e-mail | c. | coupons | d. | integration | e. | assessment |
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4.
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Frequency, loyalty, or ambassador programs and creating brand experiences that
make positive and lasting impressions are ways to ____.
a. | speak with one voice | b. | create synergy | c. | build customer/brand
relationships | d. | start with the customer/prospect | e. | reach consumers who cannot be reached through
traditional mass media |
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5.
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The likelihood that people will remain customers is known as the ____
rate.
a. | discount | b. | retention | c. | acquisition | d. | attrition | e. | lifetime |
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6.
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Which of the below is NOT one of the ways to augment lifetime value?
a. | increase the retention rate | b. | increase the discount rate | c. | increase the
referral rate | d. | cut direct costs | e. | enhance the average purchase volume per
customer |
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7.
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Repeat purchasing is a function of ____.
a. | advertising | b. | price | c. | distribution | d. | product satisfaction | e. | all of
these |
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8.
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Marketers can enhance the consumers' opportunity to encode information by
____.
a. | using loud music | b. | using colourful ads | c. | repeating brand
information | d. | employing verbal framing | e. | increasing curiosity about the
brand |
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9.
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A critic of advertising tells you that the costs of advertising are built into
the costs for products, which are then passed on to the consumer. You have decided to argue the point
with him. Which argument should you not present?
a. | This must be balanced against the time it would take a person if he or she had to
search for information about products without advertising. | b. | Economies of scale
spread fixed costs over a large number of production units. | c. | The increased demand
for products that results from advertising can lower the cost of the production of the
products. | d. | As companies search for competitive advantages to advertise, they often try to
differentiate themselves through lower prices. | e. | This is a misconception. Often, the costs of
advertising are not built into the costs for products. |
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10.
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‘Wearout’ causes:
a. | Selective attention | b. | Lack of attention | c. | Limited
reaction | d. | Negative reaction | e. | Disinterest |
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