1. Which of the following is an example of a sales promotion activity?

a. Use of billboards to popularize a brand

b. A newspaper article about a new product

c. Distribution of free samples of a new product

d. Press release of a software product's new version

e.Launch of a new Facebook page

2. Which of the following is the final step in the five-step process of developing a product promotional plan?

a. Setting the promotional objectives

b. Setting the promotion budget

c. Defining the audience to be targeted

d. Designing the promotion mix

e.Evaluating the results

3. The _____ method of budgeting for marcom spending sets the relative level of promotional spending equal to the brand's market share, or larger if an attempt is being made to increase share.

a. Objective-and-task

b. Percentage of sales

c. Competitive parity

d. Return on sales

e.Affordability

4. With which of the following marketing communications tools would press conferences and cause-related marketing be associated?

a. Cooperative advertising

b. Sales promotion

c. Public relations

d. Personal selling

e.Direct marketing

5. The CEO of Alfresco Solutions is thinking of expanding the company into overseas markets. Which of the following would not be among marketing communications considerations for the company in overseas market?

a. Availability of providers of marketing communications services

b. Deciding on appropriate sponsorship programs

c. Understanding the kinds of media used by consumers in different countries

d.Determination of the available channels through which to sell the company's products

e.Budgeting for expenditure on advertising and sales promotions in different markets.

6. Which principal tool in the promotional mix is "any paid form of nonpersonal presentation and promotion of ideas, goods, and services by an identified sponsor"?

a. Event sponsorship

b.Personal selling

c. Advertising

d. Public relations

e.Social media marketing

7. Which of the following organizational structure terms relates to the location of decision authority and control within an organization's hierarchy?

a. Specialization

b. Centralization

c. Formalization

d. Control orientation

e.Marketing management

8. Under which of the following marketing entry strategies does a company define the rules of the game for a product category or market?

a. Pioneer strategy

b. Follower strategy

c. Flanker strategy

d. Confrontational strategy

e.Growing market strategy

9. Which advantage to a pioneer is associated with the idea that the pioneer can gain a production advantage in terms of volume which might help it to lower its per-unit production costs at a faster rate than followers?

a. Distribution advantage

b. Economies of scale

c. First choice of market segments

d. High switching costs

e.Choice of withdrawal strategy

10. Which of the following advantages of a pioneer is best reflected in the idea that the pioneer's actions set standards for quality, price, and post-sale service which subsequent entrants must either meet or beat?

a. Economies of scale

b. High switching costs

c. Distribution advantage

d. Defining the rules of the game

11. A pioneer firm is more capable than a follower in taking advantage of:

a. Latest technology in the market.

b. Early positioning mistakes.

c. Early product mistakes.

d. Choice of segments and positions.

12. Which of the following is the best example of a head-to-head positioning against competitive offerings or potential offerings?

a. Developing a second brand or product line with more appealing features

b. Providing more attention to internal quality control processes

c. Using reminder advertising for existing products

d. Investing more in smaller and slower-growing segments in an industry

13. Which of the following is a major objective of firms following a fortress strategy?

a. Increasing customer base by focusing on creating new products

b. Protecting against losses of customers by beating its competitors' prices

c. Protecting against losses of customers by developing a second entry

d. Increasing satisfaction of customers by building on existing strengths

14. A market leader, who enjoys high market share in its industry, develops a new brand with a price that is more appealing to a specific segment of its current customers who are already purchasing one of its existing brands. This is an example of the _____ strategy.

a. Market expansion

b. Fortress

c. Flanker

d. Confrontation

e. Contraction

15. A firm increases its ability to attract new customers by developing new product offerings aimed to capture a variety of user segments. It also improves its ability to retain current customers as market fragments. The firm is most likely pursuing the _____ strategy.

a. Market expansion

b. Fortress

c. Confrontation

d. Defensive

e.Contraction

16. In the article General Mills executing local ideas globally to 'compete effectively', we are told: "An example cited by Mr. Harmening during the presentation was Oui yogurt. The company is going to launch a similar product in the United Kingdom in March under the Liberte brand." Based on this information and discussion feedback, General Mills is tinkering with this element of marketing strategy.

a.Product strategy

b.Promotional strategy

c.Distribution strategy

d.All of the above

e.a and b

17. Based on the General Mills executing local ideas globally to 'compete effectively', which of the following statements is not true?

a.General Mills markets its Fiber One bars in India as Pillsbury Choco Cookie bars.

b. A cornerstone of General Mills' innovation strategy involves expanding local platforms

globally.

c.The company is focused on reducing Hagen Dazs distribution in Australia.

d.General Mills will be expanding distribution of its Fiber One brand in Canada.

e. E-commerce currently makes up 2% of General Mills sales.

18. A company's production department has many managers who are experts in different fields. The department has a packaging manager, assembly manager, quality manager, and an inspection manager. This division of management responsibilities is an example of:

a. Formalization.

b. Centralization.

c. Specialization.

d. Standardization.

e.Over-centralization

19. According to the article After 'Unmitigated Disaster,' Target Pulls Out of Canada, Target's entry into Canada was its first attempt at this.

a. Franchise management

b. Global branding

c. International marketing management.

d. International expansion

e.Cross-border retailing

20. When it comes to non-traditional marketing media, which of the following is not a medium in which brand placements could occur?

a. Billboards

b. Movies

c. Sitcoms and dramas on TV

d. Reality shows on TV

e.Songs

21. Which of the following is not one of the challenges being faced by beauty brands, based on information contained in the Aging Beauty Brands Want A Facelift case?

a. Inefficient use of social media

b. Problem with retail shelf space; some retailers are dropping these brands

c. Image issue: 'cheaper brands'; price points; audience

d. Competition from smaller brands

e. Decentralized organizational structure

22. You have to advise Teams R Us Sporting Inc. as it tries to develop a marketing communications plan. You will tell the company that the first stage in developing this plan is this.

a. Determining how much money the company has to spend on marketing communications

b.Deciding what tools and tactics to use

c. Deciding on the promotional objectives

d. Deciding whom the target audience is

e. Deciding how the performance of the plan will be evaluated

23. A major marketer of soups and other food products decides that it wants to reposition the brand and have consumers perceive it as a brand that provides healthy and wholesome products. In what section of the brand's marketing communications plan will this be discussed?

a.Market planning

b. Target market

c. Marketing communications objectives

d.Budgeting methods

e.Evaluation criteria

24. Which of the following would not be regarded as one of the non-traditional methods that marketers are using to promote their products to consumers?

a.Brand placements in movies, TV programs, and songs

b. Video game advertising

c. Consumer-created content

d.Jerseys of soccer and basketball players

e. All of the above are non-traditional methods that marketers are using to promote their

products to consumers.

25.A study conducted across a broad range of industries in the Profit Impact of Market Strategies (PIMS) database suggests that pioneers support their pioneering position with large entry scale, broad product line, high product quality, and ___.

a.Growth strategies

b.Marketing ambitions

c.Social media use

d.Moderate use of online distribution

e. Heavy promotional expenditures