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MKT 498 Final Exam Guide

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Complete the Final Examination (50 questions in True/False, Multiple
Choice, and Multiple Select format).



Multiple Choice and Multiple Select Questions

1 The foundation of an IMC plan includes which of the following
elements? (Check all that apply)



2 A system of partnerships and alliances that a firm creates to
source, augment, and deliver its offerings is called ________.



3 Which of the following are elements of the communication
process? (Check all that apply)



4 The people who control the flow of information to members of a
buying center in an organization are known as:



5 Xerox offers a color printer that sells for $1,200, which they want to
market to businesses. As the marketing manager for Xerox printers, you want
to select an advertising medium that has a long exposure time and that can
attract and retain a prospective customer's attention, and you have a
budget of $20 million. Which advertising medium would you select that best
meets your criteria?



6 A joint venture of two or more brands into a new product or service is
called:



7 The most common form of "noise" in marketing communications is:



8 All of the following are public relations functions EXCEPT:



9 Effective ________ refers to the number of times a target audience must
be exposed to an advertising message in a specified period of time in order
to achieve a particular objective, while effective ________ is the
percentage of an audience that must be exposed to a particular advertising
message during a certain period in order to achieve a specific objective.



10 Which of the following are ways to segment consumer markets?
(Check all that apply)



11 Which of the following are ways to segment business markets?
(Check all that apply)



12 The steps in writing a marketing plan include all of the
following EXCEPT:



13 Creating a customer-focused value proposition so that the
company's offering and image occupies a distinctive place in the minds of a
target market is the marketing activity called ________.



14 Change in the macro environment is a primary basis for market
opportunities. Which of the following are forces in the macro environment?
(Check all that apply)



15 When a company sells the same product in different countries but
maintains the same basic message in each country, this is called ________.



16 The goal of branding is:



17 The three main components of advertising are:



18 Which of the following statements about having a direct sales
force is true? (Check all that apply)



19 Which of the following are effective ways to establish a
communications budget? (Check all that apply)

a. Spend as much as the competition does



20 Creating a perception in the consumer's mind regarding the nature
of a company and its products relative to the competition is called
________.



21 All of the following are components of a corporate image EXCEPT:



22 A situation in which consumers believe that many brands offer the
same set of attributes, which results in consumers purchasing from a group
of accepted brands rather than one specific brand, is called ________.



23 A formal agreement between the retailer and the manufacturer to
undertake a cooperative promotional effort is called a ________.



24 Strongly held beliefs about various topics or concepts which lead
to the judgments that guide personal behavior are called



25 The buyer's behavior is influenced by four major factors:
cultural, social, personal, and psychological. The customer's motivation,
learning, perception, beliefs, and attitudes would fall into the ________
category.



26 Steps that a marketer can take to build brand equity and
recognition include all of the following EXCEPT:



27 All of the following could be a marketing communication objective
EXCEPT:



28 A set of businesses or a group of individual consumers with
distinct characteristics that are similar in nature is called a ________.



29 All of the following are ways to evaluate the effectiveness of
advertisements EXCEPT:



30 Rewards given as contest prizes to brokers, retail salespeople,
retail stores, wholesalers, or agents, are called ________.



31 All of the following are recent trends in the consumer buying
environment that have affected consumers' purchasing patterns EXCEPT:



32 All of the following are recent trends in the business-to-
business buying environment that have affected companies' purchasing
patterns EXCEPT:



32 All of the following are recent trends in the business-to-
business buying environment that have affected companies' purchasing
patterns EXCEPT







True or False Questions

33 "Communication" can be defined as transmitting, receiving, and
processing information.

34 The acronym "GIMC" stands for Generally Integrated Marketing
Channels.

35 An IMC campaign is possible only for large businesses that have
the large budgets necessary to implement the strategies, and is not
possible for small or start-up businesses.

36 Approximately 10% of all promotional dollars are spent on
elements other than advertising.

37 The 80/20 rule states that 80% of a company's profits come from
20% of its customers, which is why it is important for marketers to
maximize customer lifetime value.

38 Organizations should attempt to match their product or service
attributes closely to the consumers' attitudes, rather than trying to
change the consumers' attitudes.

39 A company's image in the U.S. is not important when expanding
internationally because customers in other countries have not yet been
exposed to the company.

40 The term "prospecting" when applied to personal selling means to
establish and maintain relationships with key customers.

41 Although B2B marketers are increasingly using other advertising
media, trade journals and business magazines still remain an effective
method of reaching specific target markets.

42 Internet service providers, commerce sites like eBay and Amazon,
and search engines like Google are all examples of brick-and-click
companies.

43 Reinforcing or rejuvenating a current image that is consistent
with the view of consumers is easier to accomplish than changing a well-
established image.

44 Two steps in the process of personal selling are determining
which products the company should sell and overcoming the objections of
prospective buyers.

45 Advertising via direct mail provides opportunities for marketers
to measure the lifetime value of a customer and answer customers' product-
related questions.

46 When firms sell virtually the same goods or services to both
consumers (B2C) and businesses (B2B), they are practicing what is called co-
branding.

47 Negotiation is the preferred strategy in personal selling
whenever a "zone of disagreement" exists.

48 When appraising promotional opportunities in global markets,
marketing managers should examine the same criteria that they use to
analyze promotional opportunities in domestic market segments.

49 The idea of "mass market" advertising may be outdated due to the
many types of new media people utilize today.

50 When using e-marketing, it is preferable to make it difficult for
consumers to unsubscribe so that you can continue to have opportunities to
build a relationship with those consumers.4