Test Bank For Advertising and IMC Principles and Practice 10th Edition By Moriarty
Advertising & IMC: Principles and Practice, 10e (Moriarty)
Chapter 2 Brand Communication
1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community
Answer: B
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
AACSB: Written and oral communication
2) The goal of marketing is achieved by matching a product’s availability to the ________.
A) competition’s availability
B) 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
Difficulty: Moderate
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
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
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
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
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
6) You would most likely be able to purchase package goods at a(n) ________.
A) distribution warehouse
B) fast food restaurant
C) drugstore
D) automotive retailer
E) clothing store
Answer: C
Difficulty: Moderate
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
7) Which of the following are considered “key players” in the marketing industry?
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
Answer: E
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
8) Which key player in marketing refers to the organization, company, or manufacturer producing the product and offering it for sale?
A) marketer
B) supplier or vendor
C) distributor or retailer
D) agency
E) brand manager
Answer: A
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
9) The materials and ingredients used in producing the product are obtained from other companies that are referred to as the producer’s ________.
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) exchangers
Answer: B
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
10) The complex network of vendors that produce components and ingredients which are then sold to the manufacturer is known as the ________.
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
E) distribution chain
Answer: C
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
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