Copy of Market Promotions Group 1

Market Promotions Group 1 - Chapter 1 Quiz

Michael Fleischer Carson Roye Emily Copple Travis Itani Joshua Nava Richard Nwanguma Zac Chamblee Mark Waits

1. One analyst said in regards to information, entertainment and commercial messages blurring, “the line of demarcation was obliterated years ago, when…” a. They stopped handing out moist towelettes at Applebees b. Clinton took office c. They started naming ballparks after brands d. Sexy was brought back 2. Which of the following is not a member of a trade channel? (pg.4) a. Retailers b. Wholesalers c. Discount Stores d. Distributors 3. The ‘password’ for marketing is (pg.20) a. Open sesame b. Value c. Product d. Coverage 4. Advertising cost is built into (pg.20) a. Product prices b. Stock prices c. Bond prices d. DMV Taxes 5. ______refers to what a product or service means to consumers in a non literal way. (pg. 20) a. Actual value b. Symbolic value c. Monetary value d. Perceived value 6. Gross Domestic Product (GDP) measures what? (pg. 19) a. How much money an economic system makes b. How much power an economic system has c. The stability of an economic system d. The total value of goods and services produced within an economic system 7. Moving from left to right on the Mass Mediated Communication model, the first element is the process of communication ______, where the content of any mass communication is produced. (pg. 8) a. Production b. Reception c. Accomodation d. Negotiation 8. The promotional tool of personal selling is used most often to communicate with which audience category (NOTE: this target audience represents a relatively small, easily identifiable group)? (pgs. 10-11) a. Household consumers b. Members of a trade channel c. Professionals d. Government officials and employees 9. In external positioning, brand will pursue a niche relative to: (pg. 18) a. similar brands within the firm b. all the competitive brands within the market c. the current economic trend d. the brand’s target market 10. Marketing is the only part of a business organization that has ______as its primary objective. (pg. 21) a. brand awareness b. product placement c. revenue generation d. core value

11. All of the following are prominent tools that might be used in a promotional mix to carry out the process of communicating to a firm’s audience with the exception of, (p.5) a. Advertising with the radio and television b. Coupons, premiums, gift cards c. Event sponsorships d. Online memes

12. All of the descriptions of advertising is correct except, a. Paid communication by a company or organization that wants its information disseminated b. Use misleading statements to create interest and attract attention c. Mass mediated that delivers through a communication medium d. Attempt to persuade someone to do something

13. The use of a wide range of promotional tools working together to create widespread brand exposure is a. Independent marketing communication b. Advertisement c. Integrated marketing communication (IMC) d. Advertising campaign

14. All of the following are types of Local Promotion except, a. City b. State c. Country d. Single Trading Area

15. What are the four components of the Marketing Mix? a. Product, Price, Distribution (Place), and Promotion b. Product, Price, Differentiation, and Promotion c. Product, Price, Customer Service, and Promotion d. Product, Price, Distribution (Place), and Positioning

16. When a firm creates and maintains positive associations with the brand in the minds of the consumer, the firm has developed a. Brand Loyalty b. Brand Positioning c. Brand Equity d. Brand Extension

17. ______is the process of designing a brand, so that it can occupy a distinct and valued place in the target consumer’s mind relative to other brands and communicating distinctiveness through advertising. a. Market Segmentation b. Brand Extension c. Differentiation d. Positioning

18. Advertising is only a single technique in a bigger process which is the marketing activity known as ______. (p.4) a. Accountability b. Promotion c. Persuasion d. The Word

19. What must be done to a communication in order for it to be considered advertising? (p.6) a. It must be free. b. It must be a public service announcement. c. It must be paid for. d. It must be heard through the grapevine.

20. Why is it important to have all of the promotional tools of integrated marketing communication (IMC) work together to promote a brand? (p.7) a. Because it will create a consistent and compelling impression of the brand and not confuse consumers about the brand’s meaning and relevance. b. Because the company can get a bulk price on using many promotional tools to promote a brand and save money. c. Because most companies only have one marketing manager to oversee all of the promotional tools. d. Because consumers don’t like options. Answer Key 1. C 2. C 3. B 4. A 5. B 6. D 7. A 8. B 9. B 10. C 11. D 12. B 13. C 14. C 15. A 16. C 17. D 18. B 19. C 20. A