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1 Copyright © 2019 Pearson Education, Inc.
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication 1) Marcom is an abbreviation for ________.
- marketing company B) marketing communication C) market company D) market communication E) market community
- competition's availability
- previous year's level of sales C) company's production capabilities D) consumers' need, desire, or demand for the product E) legal limits of availability Answer: D Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Answer: B Learning Objective: 1.1: What is the marketing mix, and how does it send messages? Difficulty: Easy AACSB: Written and oral communication 2) The goal of marketing is achieved by matching a product's availability to the ________.
Difficulty: Moderate
3) The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________. A) brand position B) point of differentiation C) brand communication D) added value E) integrated marketing Answer: C Learning Objective: 1.1: What is the marketing mix, and how does it send messages? Difficulty: Easy AACSB: Written and oral communication 4) The four tools of product, price, place, and promotion are collectively referred to as the ________. A) product mix B) promotion mix C) marketing mix D) integration elements E) exchange elements Answer: C Learning Objective: 1.1: What is the marketing mix, and how does it send messages? Difficulty: Easy Advertising & IMC Principles and Practice, 11e Sandra Moriarty (Test Bank (Chapter 1-18), 100% Original Verified, A+ Grade) 1 / 4
2 Copyright © 2019 Pearson Education, Inc.5) The marketing mix is also known as the ________.
- four Cs
- four Ms
- competitive advantage
- marketing channel
- four Ps
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
6) To marketing communication partners, the company or firm behind a brand is referred to as the ________.
- intermediary
- vendor
- client
- supplier
- distributor
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
7) Which of the following are considered "key players" in the marketing industry?
- marketers
- suppliers or vendors
- distributors or retailers
- agencies
- all of the above
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
8) Which key player in marketing refers to the organization, company, or manufacturer producing the product and offering it for sale?
- marketer
- supplier or vendor
- distributor or retailer
- agency
- brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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3 Copyright © 2019 Pearson Education, Inc.9) The materials and ingredients used in producing the product are obtained from other companies that are referred to as the producer's ________.
- marketers
- suppliers
- distributors
- agencies
- retailers
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
10) The complex network of vendors that produce components and ingredients which are then sold to the manufacturer is known as the ________.
- network chain
- channel of distribution
- supply chain
- ingredient chain
- distribution chain
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
11) The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.
- network chain
- distribution chain
- supply chain
- ingredient chain
- promotion network
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
12) What term is used to mean either a place where an exchange occurs or a particular type of buyer?
- market
- position
- channel
- demographic
- partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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4 Copyright © 2019 Pearson Education, Inc.13) The percentage of the total sales in a product category that a particular brand has is called the brand's ________.
- position
- market segment
- distribution
- share of market
- exchange
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
14) Which of the following is NOT considered a main type of market?
- consumer
- business-to-business
- channel
- institutional
- media
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
15) ________ markets consist of people who buy products and services for personal or household use.
- Consumer
- Business-to-business
- Channel
- Institutional
- Media
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
16) ________ markets consist of companies that buy products or services to use in their own businesses or in making other products.
- Consumer
- Business-to-business
- Distribution
- Institutional
- Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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