Chapter__12_student_file[1]

Chapter__12_student_file[1] - MKTG 2201- INTRODUCTION TO...

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MKTG 2201- INTRODUCTION TO MARKETING Quiz for Chapter 12 Qi Sun
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Chapter  12: Catch the Buzz: Promotional Strategy and Integrated Marketing Communication 1. Which of the following is the nonpersonal presentation and promotion of ideas, goods, or services  by an identified sponsor? ___d____ a. direct marketing   b. sales promotion   c. public relations   d. advertising       e. direct selling   2. ____c____ components of the promotion mix do not seek a short-term increase in sales. Instead,  with these components, the company tries to maintain a positive image of an organization and its  products.   a. Personal selling   b. Sales promotion   c. Public relations       d. Word of mouth marketing   e. Viral marketing   3. Companies often fail to integrate their various communications to consumers because ____c____.  a. historically, consumers have been able to distinguish between message sources   b. advertising departments are reluctant to work with public relations professionals   c. communications often come from different parts of the company       d. personal selling and sales promotion are in direct conflict   e. they have failed to understand the concept of touchpoints     4. As a part of IMC, marketers do which of the following?  ___c___ a. use only one or two elements of the communication program at a time   b. begin by learning what information customers already have and what information they  need   c. focus on one-to-one marketing to the exclusion of mass marketing       d. focus on increasing profit margins rather than lifetime value of a customer   e. produce promotions in-house instead of using outside agencies   5. Which of the following is NOT a step in developing an IMC plan?  ___b___ a. identifying the target audiences   b. designing the marketing mix       c. establishing communication objectives   d. determining the communication budget   e. evaluating the effectiveness of the communication program  
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6. Which of the following is an example of a top-down budgeting technique used to determine how  much a firm will allocate to its promotional activities?   a. the objective-task method  b. the percentage-of-sales method       c. the push-pull method   d. the AIDA method   e. the price lining method   7. A florist who decides to budget five percent of last year's sales for promotional activities is using  which of the following budgeting techniques?  ____d____ a. bottom-up   b. objective-task   c. competitive-parity   d. percentage-of-sales       e. push-pull   8. Which of the following statements about the competitive-parity method of budgeting is true?  _____e____
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This note was uploaded on 01/14/2012 for the course MKTG 2201 taught by Professor Jm during the Fall '10 term at Northeastern.

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Chapter__12_student_file[1] - MKTG 2201- INTRODUCTION TO...

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