Marketing Final Exam

Effectively a mass communication mix b promotional

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Unformatted text preview: selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. 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: 249 OBJ: 16-1 Communication KEY: CB&E Model Promotion| CB&E Model Customer TOP: AACSB MSC: BLOOMS Application 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: 249 OBJ: 16-1 Communication KEY: CB&E Model Customer| CB&E Model Promotion Comprehension TOP: AACSB MSC: BLOOMS 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. promotional strategy b. tactic for communication c. mass aggregation strategy d. communication objective e. informative strategy ANS: A Promotional strategy is a plan for the optimal use of the elements of the promotional mix. PTS: 1 REF: 249 Communication KEY: CB&E Model Marketing Plan OBJ: 16-1 TOP: AACSB MSC: BLOOMS Application 6. A _____ is defined as the unique set of features of a company and its products that are 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 This is the definition of competitive advantage. PTS: 1 REF: 249 Thinking KEY: CB&E Model Product OBJ: 16-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 7. 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 the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. It is not the result of publi...
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