Chapter 13 - Chapter 13-Marketing Communications and...

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Chapter 13-Marketing Communications and Advertising 244 questions (36 true/false, 178 multiple choice, 30 essay) 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: 396 OBJ: 13-1 TYPE: Def TOP: 2. 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 PTS: 1 REF: 396 OBJ: 13-1 TYPE: Comp 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. TOP: 3. 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: 396 OBJ: 13-1 TYPE: Def TOP: 4. Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons’ features, including that they are organic, vegan, and cholesterol-free, give the new product its: a. differential parity b. synergistic goal c. competitive advantage d. comparative benefit e. tactical objective for implementing strategy ANS: C PTS: 1 REF: 396 OBJ: 13-1 TYPE: App A competitive advantage is one or more unique aspects of an organization that cause target customers to patronize that brand rather than others. Chapter 13 Marketing Communications and Advertising 1
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TOP: 5. The American Plastics Council wants to create more consumer demand for products that are packaged in plastic. The council has developed a(n) _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy. a.
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Chapter 13 - Chapter 13-Marketing Communications and...

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