Encouraging Brand Switchingmaintaining Customer T

Question

The five main components of the promotional mix are ________.

coupons, sales, pricing, social media, and public relations

sales, advertising, social media, websites, and catalogs

public relations, public policy, websites, social media, and direct mail

advertising, coupons, loyalty programs, sales, and social media

advertising, sales promotion, personal selling, public relations, and digital/direct marketing

Question

The coordination of the five promotional mix activities over product life cycles, product lines, and product mixes is called ________.

sophisticated marketing

marketing coordination

integrated marketing communications

marketing philosophy

marketing management

Question

Several major factors are changing the face of today’s marketing communications. These factors include ________.

changes in consumer consumption of information

fragmentation of consumer mass markets

All of the options are correct.

advances in digital technology

Question

Building good relations with the company’s various publics by obtaining favorable publicity or building up a good corporate image is called ________.

integrated marketing communications

public relations

advertising

publicity

digital marketing

Question

Content marketing is the creation and sharing of brand messages among consumers across ________.

billboards

websites

mass media

social media

paid, owned, earned, and shared channels

Question

Content marketing blurs the line between traditional advertising and new digital content to remain relevant to consumer needs for information and entertainment. Which of the following statements is FALSE about content marketing?

Content marketing should be carefully coordinated along with the other elements of the promotional mix.

Consumers play a very large role in creating and disseminating content.

Content marketing helps companies build relationships with consumers.

Companies own all content marketing related to their products.

“Content” can take numerous forms, including blog posts, white papers, infographics, video, mobile ads, and social media content.

Question

Marketers have two general promotion mix strategies: ________ promotion, which directs marketing activities towards channel partners so that they can promote the product to final consumers, and ________ promotion, which directs marketing activities toward final consumers.

advertising; sales

push; pull

partner; direct

direct; indirect

consumer; channel

Question

Marketers use advertising, or paid attempts to persuade consumers, for three broad objectives: informative, persuasive, or reminders. Which of the following is NOT an example of persuasive advertising?

Encouraging brand switching

Maintaining customer relationships

Building brand preference

Building brand community

Creating customer engagement

Question

Amazon is a company that markets using only direct digital tools, rising from a start-up to one of the world’s most powerful brands as the nation’s second-largest retailer in two decades. Advantages of using direct digital tools over using traditional direct tools include all of the following EXCEPT ________.

tapping into the more than half of U.S. consumers who regularly shop online

using the power of websites, online videos, emails, social media, mobile ads, and apps

allowing hyper-customization of sales promotions, many times to the individual level

providing low-cost, speedy alternatives to reach their consumers than other methods

engaging customers on mobile platforms

Question

Online marketing has been growing in popularity because it provides an efficient way to engage with customers. Online marketing includes all of the following tools EXCEPT ________.

search engine marketing

point-of-sale displays

email marketing

Internet coupons

company websites

Question

Which of the following is NOT a potentially controversial legal or ethical issue that marketers may deal with in mobile and/or social marketing?

Sending unsolicited email

Copyright infringement by consumers

Not disclosing the use of consumer-provided personal information

Monetizing social media such as blogs and YouTube channels

Choosing a brand representative not recognized by target customers

Question

________ marketing features marketing messages, promotions, and other marketing content delivered on-the-go to consumers.

Personal

Direct

Distant

Social

Mobile

Question

Mobile buying experiences have numerous advantages over traditional Internet purchasing, including ________.

many large retailers have fully integrated the online and mobile purchasing experiences

customers located any place at any time can buy easily

All of the options are correct.

use of features such as a camera or scanner to ease purchases of specific items

Question

In the global marketplace, marketers must understand the basics of the international trade system as well as differing ________.

standards for products, marketing, and promotion

customer insights and promotions

preferences for products and services

economic, political, legal, and cultural environments

All of the options are correct.

Question

Many companies operate globally today. These companies do this because ________.

gains in marketing, production, research and development, and financial advantages are not available to purely domestic companies

market share is increasing in the home market

increasing pressure to “go global” is turning off existing customers

operations make sense in dozens of national markets because the home market is growing stronger

marketers are minimizing the importance of national boundaries

Question

Numerous modes of entry are associated with the marketing mix—product, price, promotion, and place—when entering the international marketplace, including ________.

contract manufacturing

All of the options are correct.

exporting

licensing

Question

The rise of sustainable marketing (socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving the ability of future generations to meet their needs) can be attributed to all of the following EXCEPT ________.

The increase in legal and/or regulatory restrictions on certain products damaging to the environment or human rights

the increasing push from consumers to have product choices that protect the environment or do less damage than other products

the realization that satisfying consumers’ immediate needs or desires doesn’t always serve the future best interests of the customers or the businesses

the increasing transparency in global supply chains—consumers know if inputs to a product were produced in ways that don’t honor the environment or human rights

The decreasing demand for generic products not promoted heavily with consumers

Question

Marketers face several social criticisms of marketing that are potential ethical and/or legal issues when it comes to producing products. These include issues of ________.

packaging that exaggerates package contents

product quality

All of the options are correct.

planned obsolescence

Question

Businesses are instituting sustainable marketing principles to support their efforts to create both immediate and future customer value and strengthen customer relationships. These sustainable marketing principles include ________.

customer value marketing

sense-of-mission marketing

All of the options are correct.

societal marketing

consumer-oriented marketing

Question

Marketers have found that sense-of-mission marketing efforts that help define “mission” in broad social terms rather than strictly product-based terms can serve both long- and short-term interests. One phrase that encompasses this philosophy for companies like Ben & Jerry’s, Timberland, and The Body Shop is ________.

The IKEA way

All of the options are correct.

Salutary products

Double bottom-line value

Consumerism