MKT 4354 – 001
Quiz Chapter 1
1. Which of the following are common promotional tool?
A. Advertising
B. Direct Marketing
C. Personal Selling
D. All of the above
2. A group of individuals who may receive and interpret promotional messages is the definition of?
A. Audience
B. Target Audience
C. Household Consumers
D. Business Organizations
3. Which of the following is a focus of integrated marketing communications?
A. Building Brand Awareness
B. Accounting
C. Costumer Service
D. Management
4. Which of the following is one of two major components of mass-mediation communication?
A. Personal Preference
B. Brand Management
C. Reception
D. None of the above
5. The American Marketing Association considers four processes for the term “Marketing”
All of the following are terms except…
A. Selling
B. Creating
C. Communicating
D. Delivering
E. Exchanging Offerings
6. All of the following are true about exchange except:
A) Needs communication and delivery
B) Parties can choose to reject or accept the exchange
C) Involves at least 2 parties
D) Exchange may not take place even if conditions are met
E) Marketing does not occur if the exchange does not take place
7. Which of these is not a Customer Value Requirement
A) Earn trust
B) Give the buyer facts
C) Offer products that perform
D) Avoid unrealistic pricing
E) Creation without customer input
8. The Four Marketing Management Philosophies does not include
A) Customers
B) Sales
C) Production
D) Market
E) Societal
9. Marketing has two facets what are they?
A) A philosophy and organizational activity
B) A set structure and ridged rules
C) A microcosm of the 4 Ps and defined way of doing things
D) The philosophy of advertising
10. Which of the following is NOT a condition for exchange?
A) At least two parties
B) something of value
C) an abundance of cash money
D) Freedom to accept or reject
11. With relationship marketing, which of the following would be a good characteristic to
implement?
A) Customer-oriented personnel
B) Egocentric employees
C) Depraved employees
D) Bureaucratic red-tape rule followers
12. An organization that is Market Oriented tends to focus on which of the following?
A) Inward looking- what the firm makes
B) Outward looking- what the marketing wants
C) Downward looking- what past profits were
D) Forward looking- answering the questions where do you see yourself in five years?
13. The customer’s evaluation of a god or service in terms of whether that good or service has met
their needs and expectations- is defined as which of the following?
A) Customer Retention
B) Customer Satisfaction
C) Full Service
D) Care That Counts
14. Production, the creation of the message content involves all of the following except:
A) the company’s message
B) integrated marketing communications
C) expectations and assumptions about the target audience
D) the rules and regulations of the medium used
15. Audiences for promotion include
A) Target Audience
B) Household Consumers
C) Professionals
D) All of the above
16. Which of the following is NOT part of the marketing mix?
A) Advertising
B) Product
C) Promotion
D) Distribution
17. Which of the following is NOT an example of an audience category used for promotion?
A) Household Consumers
B) Professionals
C) Fast-Food Employees
D) Government Officials
18. _____ is the process of creating perceived difference.
A) Change
B) IMC
C) Differentiation
D) A Target Market
19. Brand Equity is ______.
A) How much you are willing to pay for a product
B) When two products are equally valuable
C) A positive associate with a brand in the mind of the consumer
D) When someone buys groceries
20. Which of the following describes a national promotion?
A) Promotion directed to all geographic areas in one nation
B) Promotion concentrated on a large, but not national, region
C) Promotion to a specific gender
D) Promotion of illegal activities
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D
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A