Marketing Communications Exam Preparation Guide
Course Introduction
Marketing Communications explores the strategic use of various channels and tools to effectively deliver a brand's message to its target audience. The course covers the principles and practices of integrated marketing communications (IMC), examining how advertising, public relations, sales promotion, direct marketing, digital media, and personal selling work together to build brand equity and influence consumer behavior. Students will learn how to develop cohesive communication campaigns, select appropriate communication media, design persuasive messages, and measure the effectiveness of marketing communication strategies in diverse organizational contexts.
Recommended Textbook
Marketing 11th Edition by Charles W. Lamb
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21 Chapters
3517 Verified Questions
3517 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) Ninety-six percent of USAA home insurance policy holders report that USAA representatives meets their commitment in calling back customers quickly about claims.The most likely result of USAA's efforts is:
A) management empowerment
B) retailer-customer synergy
C) customer satisfaction
D) transactional marketing
E) disintermediation
Answer: C
Q2) All of the following are good reasons to study marketing EXCEPT:
A) Marketing creates consumer needs.
B) Marketing plays an important role in society, coordinating the huge numbers of transactions needed to provide goods and services.
C) Marketing is a key function in business.
D) Marketing offers outstanding career opportunities.
E) Marketing affects your day-to-day life as a consumer.
Answer: A
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Chapter 2: Strategic Planning for Competitive Advantage
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) The _____ is the unique blend of product,distribution,promotion,and pricing strategies designed to produce mutually satisfying exchanges with a target market.
A) internal environmental mix
B) marketing mix
C) product mix
D) product line
E) market portfolio
Answer: B
Q2) Apple Inc.is now offering the iPhone 3G for half its original price.This new strategy reflects a change in the _____ element of its marketing mix.
A) price
B) production
C) product
D) distribution
E) target market
Answer: A
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Chapter 3: Ethics & Social Responsibility
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) Studies suggest that ethical beliefs vary only little from culture to culture.
A)True
B)False
Answer: True
Q2) All of the following are factors influencing ethical decision making and judgments
EXCEPT:
A) rate of prosecution
B) top management actions on ethics
C) probability of a harmful outcome
D) number of people to be affected
E) social consensus
Answer: A
Q3) For most employees a simple list of "dos and don't's" are enough to maintain ethical behavior,and ethical training would be redundant.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Marketing Environment
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) One of the results of the Americans with Disabilities Act is an increase in the numbers of disabled travelers.Publications like Emerging Horizons,a California-based,25,000-circulation magazine focus on accessible travel,and businesses,such as Mobility Challenged Vacations Ltd.,see that disabled tourists are a growing market.One can argue the increase in tourism by the disabled was due to:
A) controllable elements within corporate structures
B) legal forces that changed the attractiveness of vacation options
C) macroeconomic conditions that made U.S. destinations more competitive relative to international spots
D) a shift in regulatory controls from the public sector to the private sector
E) competitive forces that changed how disabled tourists perceive vacations
Q2) Marketers need a thorough understanding of the laws established by the federal government,state governments,and regulatory agencies.
A)True
B)False
Q3) The Gramm-Leach-Bliley Act is aimed at the healthcare industry.
A)True
B)False
Q4) Compare and contrast basic and applied research. Give an example of each.
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Chapter 5: Developing a Global Vision
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160 Verified Questions
160 Flashcards
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Sample Questions
Q1) NAFTA is the New American Foreign Trade Amendment,which allows for balanced trade with the European Union (EU).
A)True
B)False
Q2) Global marketing research is not any more difficult than domestic marketing research.
A)True
B)False
Q3) Refer to Boeing Company.Boeing has utilized a global vision in marketing its planes in Asia.The company realizes different countries require different strategies but that effective global marketing is a key to success.Boeing is practicing:
A) global marketing
B) standard international marketing
C) global marketing standardization
D) the foreign vision
E) international selling schemes
Q4) In the 1980s,Japanese computer chip manufacturers were accused of dumping in the United States. Explain what this means and discuss why a company would do this.
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Chapter 6: Consumer Decision Making
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180 Verified Questions
180 Flashcards
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Sample Questions
Q1) At the beginning of every trailer for Disney's Pixar film Wall-E they say "from the makers who brought you Toy Story,a Bug's Life,and Monster's Inc.,we are proud to present Wall-E." Here,Pixar was using _____.
A) stimulus discrimination
B) selective retention
C) stimulus generalization
D) social learning
E) product reinforcement
Q2) List and briefly describe the five different roles various family members can play to influence the purchase decision-making process when deciding on a family vacation.
Q3) Maslow's hierarchy of needs categorizes human needs into four levels: physiological needs,safety needs,social needs,and esteem needs.
A)True
B)False
Q4) Define each level of Maslow's hierarchy of needs.For each of the five levels,briefly describe a marketing message appealing to this need level.
Q5) Compare and contrast beliefs and attitudes.
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Chapter 7: Business Marketing
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196 Verified Questions
196 Flashcards
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Sample Questions
Q1) Which of the following statements does NOT describe the business market?
A) Organizational buying decisions are usually made independently by a purchasing agent while consumer buying decisions are made jointly.
B) Business customers tend to be more geographically concentrated, and customers in consumer markets tend to be more geographically dispersed.
C) The channel of distribution is more often direct for business markets than for consumer markets.
D) Purchasing by businesses is a more formal process than it is in consumer markets.
E) Business marketers tend to have far fewer customers than consumer marketers.
Q2) Business marketing does NOT include goods and services that:
A) become part of another product
B) are used to manufacture other products
C) are used for personal consumption
D) facilitate the normal operations of an organization
E) are acquired for resale
Q3) You overhear a salesperson saying,"I don't do anything with my straight-rebuy customers because they don't expect any service." Comment on his statement.
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Chapter 8: Segmenting and Targeting Markets
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) Karry-Lite,the manufacturer of lightweight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.
A) geodemographic
B) benefit
C) functional
D) usage-rate
E) feature-based
Q2) Which type of segmentation divides a market by the amount of product bought or consumed?
A) benefit segmentation
B) characteristic segmentation
C) usage-rate segmentation
D) demographic segmentation
E) psychographic segmentation
Q3) The slogan used by GlaxoSmithKline,"Disease has no greater enemy" indicates the pharmaceutical company relies heavily on benefit segmentation variables.
A)True
B)False
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Page 10
Chapter 9: Decision Support Systems and Marketing Research
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called:
A) competitive research
B) competitive intelligence
C) industrial espionage
D) an audit
E) differential competitive advantage
Q2) What are secondary data? List four major sources of secondary data and discuss why most research efforts rely on secondary data and usually collect secondary data before primary data are collected.
Q3) _____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.
A) Ethnographic
B) Action-based
C) Experiment
D) Survey
E) Visualization
Q4) What is competitive intelligence? Discuss how it is used and provide an example.
Page 11
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Chapter 10: Product Concepts
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174 Flashcards
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Sample Questions
Q1) Refer to Alberto Culver Company.The toiletries,household,and professional divisions compose Alberto Culver's product mix:
A) depth
B) length
C) width
D) reliability
E) consistency
Q2) The Crayola brand is currently placed on a wide variety of products,including crayons (standard and fluorescent colors packaged in a wide variety of box sizes),markers (regular and washable),paints (watercolor and acrylic),scissors,glue,and children's clothing.Using Crayola as an example,describe the concepts of product item,product line,and product mix.
Q3) Three aspects of packaging that are especially important in international marketing are labeling,aesthetics,and:
A) price
B) length of distribution channel
C) counterfeiting potential
D) warranties
E) climate considerations
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Page 12
Chapter 11: Developing and Managing Products
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) The advertising strategy during the growth stage of the product life cycle should be to:
A) aim at the needs of innovators
B) make the mass market aware of brand benefits
C) use advertising as a vehicle for introducing the product category benefits
D) emphasize the product's low price to help reduce inventories
E) make the market aware of product category brands
Q2) Which of the following has been found to be an efficient substitute for traditional methods of conducting test markets?
A) product sampling
B) simulated product adoption
C) online test marketing
D) simulated diffusion
E) market concentration
Q3) Which of the following would be considered a new product?
A) new product lines
B) new-to-the-world product
C) addition to existing product lines
D) improvements or revisions to existing products
E) all of these choice
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Chapter 12: Services and Nonprofit Organization Marketing
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) Alec had his gall bladder removed,but he was unconscious during the operation. In fact,even though he has an incision,he really has no way of knowing if the service was actually performed even after it was allegedly performed. That is because medical services such as this exhibit _____ qualities.
A) credence
B) perishable
C) experience
D) search
E) Homogeneity
Q2) Which level of relationship marketing uses pricing incentives but also seeks to build social bonds with customers?
A) Level 1
B) Level 2
C) Primary level
D) Secondary level
E) Supplemental level
Q3) Discuss the limitations nonprofit marketers face when making promotion decisions and describe how they overcome these limitations.
Q4) Name and briefly define the three categories of pricing objectives for services.
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Chapter 13: Marketing Channels
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) DeBeers sells most of the diamonds it produces to industry.The company controls over 90 percent of the market and has great power over its distributors.In its marketing channel,DeBeers would be considered a:
A) channel authority
B) channel member
C) channel leader
D) channel gatekeeper
E) power broker
Q2) Channel conflict that occurs between different levels in a marketing channel is referred to as:
A) horizontal conflict
B) primary conflict
C) vertical conflict
D) secondary conflict
E) parallel conflict
Q3) As products move through the marketing channel,channel members provide specialization and division of labor,overcome discrepancies,and provide contact efficiency.
A)True
B)False
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Chapter 14: Supply Chain Management
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147 Verified Questions
147 Flashcards
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Sample Questions
Q1) Describe the manufacturing flow management process and discuss the goals of this process.
Q2) Refer to Whirlpool and Lowe's.Given that accessibility and reliability are keys to Lowe's marketing strategy,what mode of transportation is most likely used in this relationship?
A) air
B) water
C) truck
D) pipeline
E) rail
Q3) Which of the following is a member of a supply chain team that moves just-picked cotton to finished clothing and then to the consumer of that clothing?
A) the warehouse in which the cotton was temporarily stored
B) the ad agency that develops the promotion for the clothing
C) the farmer who picks the cotton
D) the trucking company that hauls the cotton to the clothing manufacturer
E) all of the choices
Q4) List the eight critical business processes on which supply chain managers must focus.
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Chapter 15: Retailing
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) Texas-based Grape Vine Market is an 18,000-square-foot store offering highly collectible food and wine-along with some other culinary perks,including a cooking school-all in a setting crafted to make shoppers feel comfortable.It stocks more than 5,500 different kinds of wine.Grape Vine Market is best described as a:
A) hypermarket
B) convenience store
C) specialty store
D) department store
E) general store
Q2) Refer to Diaz.If Diaz wanted to grow his business and granted another owner the rights to use his format and approach to doing business,he would be involved in:
A) trading up
B) m-commerce
C) direct marketing
D) product and trade name franchising
E) business format franchising
Q3) Define independent retailer,chain store,and franchise and give an example of each.
Q4) Discuss three new developments in retailing.
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Chapter 16: Promotional Planning for Competitive Advantage
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159 Verified Questions
159 Flashcards
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Sample Questions
Q1) Refer to Amtrak.Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather.The promotional campaign focuses on Amtrak's:
A) superior skill set
B) special feature
C) tactical strategy
D) differential parity
E) competitive advantage
Q2) If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies. A)True
B)False
Q3) Definition communication and its two forms. For each form,give a specific example of how a company could use that form.
Q4) Compare and contrast corporate blogs and noncorporate blogs and discuss how they can be incorporated into a company's promotion mix.
Q5) Draw a diagram that illustrates the communication process.
Page 18
Q6) Define promotion and discuss its role in a company's marketing mix.
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Chapter 17: Advertising and Public Relations
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) In an advertisement for Dow bathroom cleaner,animated,talking scrubbing bubbles are used to show how hard the bubbles work to clean.The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging.This is an example of a _____ executional style.
A) spokesperson
B) lifestyle
C) slice-of-life
D) fantasy
E) product symbol
Q2) Comparative advertising:
A) does not have high claim recall effectiveness
B) has always been legal but is in bad taste
C) allows advertisers to falsely describe the competition
D) was not allowed before the 1970s if the other brands were mentioned by name or shown
E) results in high recall of the brand name of the advertised goods, but not for the named, competing brand
Q3) What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.
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Chapter 18: Sales Promotion and Personal Selling
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179 Verified Questions
179 Flashcards
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Sample Questions
Q1) Christy recently began selling Arbonne skin care products on a part-time basis.She began by telling all her friends and relatives about the product.Then she called old friends from her college days and reached out to the friends of her friends.This technique for generating leads is called:
A) cannibalizing
B) networking
C) snowballing
D) incremental approach
E) multiplier effect
Q2) The Starbucks Reward program rewards frequent Starbucks customers with free refills on brewed coffee,free beverages with whole bean purchases,beverage customization,and free Wi-Fi computer access.The program is an example of a:
A) directed coupon mailing
B) sweepstakes
C) loyalty marketing program
D) trade sales promotion
E) sampling program
Q3) Compare and contrast contests and sweepstakes.
Q4) Compare and contrast relationship selling and traditional personal selling.
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Chapter 19: Pricing Concepts
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179 Flashcards
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Sample Questions
Q1) During the hot summer months or the week before a new class starts if there is still space available,the Nick Price golf school in Orlando,Florida offers a 25 percent reduction to get golfers during the off-season or those making a last-minute decision.This is an example of pricing strategy used as a(n):
A) distribution tool
B) price enhancer
C) product strategy
D) direct sales tool
E) promotion strategy
Q2) Procter & Gamble dropped the price of Pringles Potato Chips in the Southeast due to price competition and consumer demand.As a result of the price reduction,Procter & Gamble increased unit sales and earnings by 10 percent due to:
A) reduction in supply
B) increases in both supply and demand
C) demand being elastic
D) demand being inelastic
E) market share fluctuations
Q3) How does price interact with the other three Ps of the marketing mix?
Q4) What is the impact of the Internet on pricing strategies?
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Chapter 20: Setting the Right Price
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) A catalog retailer offers three styles of khaki pants at three price levels.The special pricing tactic used by the catalog retailer is best described as variable psychological pricing.
A)True
B)False
Q2) Manufacturers know the approximate price level they can expect when establishing a product price.This approximate price is called the base price.
A)True
B)False
Q3) Penetration pricing means charging a relatively low price for a product as a way to reach the mass market.The low price is designed to capture a large share of a substantial market.Thus,penetration pricing:
A) tends to be more effective in a less price-sensitive market
B) tempts competitors to enter the market
C) provides a large profit per unit sold
D) recoups product development costs quickly
E) tends to lower production costs
Q4) What are consumer penalties? What two reasons do businesses give for requiring consumers to pay them?
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Chapter 21: Customer Relationship Management (CRM)
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139 Verified Questions
139 Flashcards
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Sample Questions
Q1) The core of the data warehouse is:
A) empowered employees
B) transaction channels of communication
C) point-of-sale interactions
D) the database
E) a compiled list
Q2) Dick's Sporting Goods collects a vast amount of data through its Web site,direct mailings,and retail stores.To be useful,all of these data would be centralized in a(n):
A) data mart
B) decision matrix
C) data warehouse
D) decision support system
E) data cluster
Q3) Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." Is this an accurate statement? Provide an alternative explanation of a CRM cycle.
Q4) Compare and contrast a data warehouse and a database.
Q5) Briefly describe how and why an organization uses data mining.What are some commonly used types of data analysis?
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