MULTIPLE CHOICE

MULTIPLE CHOICE - MULTIPLE CHOICE 1. _ is communications by...

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MULTIPLE CHOICE 1. _____ is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response. a. Distributive communication b. Perceptual communication c. Statistically provable advertising d. Promotion e. Publicity ANS: D PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def TOP: 2. Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a: a. promotional strategy b. set of promotion goals c. marketing mix d. communication mix e. selling plan ANS: A PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def TOP: 3. In 2006, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show Kidnapped . The television network’s _____ described its plan on how to use these tools most effectively. a. mass communication mix b. promotional strategy c. selling plan d. marketing mix e. strategic goals ANS: B Promotional strategy is a plan for the optimal use of the elements of the promotion mix. PTS: 1 REF: 207 OBJ: 14-1 TYPE: App TOP: 4. The main function of a promotional strategy is to: a. convince the target customers that a firm's products offer competitive advantages over those of its competition b. find a niche in the marketplace for the firm and its products c. provide the firm with research information about the success of its marketing effort d. create efficient distribution channels e. guarantee control over the length of the stages of the product life cycle ANS: A The function of a promotional strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition. PTS: 1 REF: 207 OBJ: 14-1 TYPE: Comp
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TOP: 5. A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition. a. comparative differentiation b. competitive advantage c. marketing mix d. special benefit e. promotional plan ANS: B PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def TOP: 6. People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its: a. publicity objective b. marketing differentiator c. competitive advantage d. one-to-one marketing advantage e. sales promotional theme ANS: C A competitive advantage is a set of unique features of a company and its products perceived by the target market as significant and superior to the competition. It is not the result of publicity; it
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MULTIPLE CHOICE - MULTIPLE CHOICE 1. _ is communications by...

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