Question 1 Today, several companies are adopting the concept of , which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. Question 1 options: A) integrated marketing communications B) pull strategy C) buzz marketing D) nonpersonal communication channels Question 2 (1 point) In the communication process, an actual HP printer advertisement would be considered Question 2 options: encoding decoding the medium th_e message Question 3 (1 point) Producers benet from using intermediaries because they Question 3 options: are generally backlogged with orders refuse to store products for longer than a few days eliminate risk offer greater efficiency in making goods available to target markets Ill + Question 4 (1 point) In-store demonstrations, displays, contests, and visiting celebrities are examples of product life-cycling broker promotions franchises sales promotion Question 5 (1 point) Which of the ve major promotion tools includes building up a positive corporate image and handling unfavourable stories and events? Question 5 options: sales promotion advertising public relations personal selling Question 6 (1 point) Brand equity is: Question 6 options: the added customer value a given brand name gives to a product beyond the functional benets provided. adding customer value to the product brand through additional features or higher-quality materials, or reducing its price. increasing the content contained within the brand's package without changing its size or increasing its price. the net present value of the royalties the rm receives as a result of licensing its brand to other firms to manufacture and/or market Ill + Question 7 (1 point) When Cadillac developed a marketing strategy to change the image of their cars from luxurious but stodgy to cool and high tech, which of these is the term for what they did to their product? Question 7 options: product line extension brand extension repositioning addition to the product line Question 8 (1 point) What is customer satisfaction? Question 8 options: When a customer purchases an item but is not happy about their purchase. When customers feel they are getting a lot of value. When a customer sells an item online for a lower price than they bought it for. It is the end result of an effective marketing orientation and occurs when the good or service has met the customer's needs and expectations. Question 9 (1 point) What is fregueng in advertising? Question 9 options: It is how often an ad is shown on television It is how often the ad results in a sale It is the number of times a consumer views a given ad message in a certain peod I_t is the amount of time a consumer is exposed to an ad A -- 'nl. - .\\ Ill + Question 10 (1 point) Which type of segmentation is based on a person's shopping patterns, social media likes, and product benet or value. Question 10 options: Behavioural Lifestyle Demographic Media Question 11 (1 point) Which of the following is an example of a company using a niche marketing strategy? Question 11 options: A confectionery that sells both European and American Chocolates A company that sells soda worldwide A nationwide department store chain A company that makes clothing specically for dogs Question 12 (1 point) What is positioning? Question 12 options: The spot a product takes up in the marketplace Part of the four P5 of marketing How the marketers View the product The process that inuences potential consumers' perception of a product Question 13 (1 point) If a company decides to pursue a senior citizen segment of the market and has difculty creating a marketing mix that will reach this type of segment, this is an example of what type of criteria? Question 13 options: Responsiveness Substantiality Identiability Measurability Accessibility Question 14 (1 point) A reference group that a person wishes to maintain distance from because of differences in values or behaviours is called a(n) group. Question 14 options: primary external aspiration dissociative associative Question 15 (1 point) People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called Question 15 options: selective retention selective attitude selective distortion selective attention Question 16 (1 point) Though the method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and prot per unit, it wrongly views sales as the cause of promotion rather than the result. Question 16 options: affordable percentage-ofsales competitive parity objective-and-task