QuestionCompletethe Final Examination (50 questions in True/False, Multiple

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 ________.

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