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Marketing Final Exam

Cbe model customer obj 16 3 top aacsb msc blooms

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Unformatted text preview: of other people while the ad is being read e. All of these ANS: E Noise is anything that interferes with, distorts, or slows the transmission of information. PTS: 1 REF: 254 Communication KEY: CB&E Model Customer OBJ: 16-3 TOP: AACSB MSC: BLOOMS Analysis 52. For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers’ interest. These communications were directed at the _____, the persons who would decode the message. a. senders b. receivers c. encoders d. channels e. communicators ANS: B Customers are the receivers who decode the message. PTS: 1 REF: 254 Communication KEY: CB&E Model Marketing Plan OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 53. _____ is the interpretation of the language and symbols sent by the source through a channel. a. Encoding b. Perceiving communication c. Decoding d. Channeling e. Semiotics ANS: C This is the definition of decoding. PTS: 1 REF: 254 Thinking KEY: CB&E Model Strategy 54. For communication to be effective: a. b. c. d. e. OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge marketing managers should use both interpersonal and mass communications all steps of the communications process model must take place marketing managers must ensure a proper match between the message to be conveyed and the target market’s attitudes and ideas advertising messages must be general enough to cover all ages, social classes, and education levels marketers should use televised instead of print communication ANS: C Common understanding between two communicators is required for effective communication. PTS: 1 REF: 254 OBJ: 16-3 Communication KEY: CB&E Model Customer| CB&E Model Promotion Comprehension TOP: AACSB MSC: BLOOMS 55. Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance? a. The designer is not intelligent enough to understand engineering. b. c. d. e. Noise is interfering with both encoding and decoding. The wrong medium has been used. The sender and receiver do not share overlapping frames of reference. Personal selling should not be used to market this type of product. ANS: D Common understanding between two communicators, or a common frame of reference, is required for effective communication. In this case, the designer has no knowledge base in engineering, and Ernest has no knowledge base in the designer’s colors. PTS: 1 REF: 254 Communication KEY: CB&E Model Customer OBJ: 16-3 TOP: AACSB MSC: BLOOMS Application 56. The receiver’s response to...
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