10 May QuestionMultiple Choice
Question
Multiple Choice
1. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also ________.
a. attract popular celebrities to endorse their brands in order to appear credible
b. reach historically underrepresented markets with their products
c. relate to employees on a more personal level
d. advertise exclusively to current users to cement their commitment to the brand
e. communicate with present and potential stakeholders and the general public
2. Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the products and brands that they sell.
a. inform
b. reach
c. attract
d. interest
e. none of the above
3. Marketing communications can contribute to brand equity by establishing the brand in memory and ________.
a. creating interest
b. communicating quality
c. creating demand
d. creating a brand image
e. introducing new products to the market
4. Dramatic changes in consumer technologies and media habits have ________.
a. eroded the effectiveness of the mass media
b. increased the effectiveness of the mass media
c. expanded the appeal of mass-media marketing
d. reduced the cost of mass-media marketing
e. all of the above
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