marketing midterm multiple choice

The first question a marketing researcher should ask before embarking on a research study is A. Will the research be useful? B. Who will pay for it? C. What is the due date? D. What sample size will be needed? E. Should we use structured or unstructured questions?

A. Will the research be useful?

The basic goal of integrated marketing communications is to A. communicate the value proposition to the target market. B. create desire. C. manipulate consumers. D. outspend competitors. E. tell the world about your company.

A. communicate the value proposition to the target market.

In the IMC process, noise can occur as a result of lack of message clarity, a flaw in the medium, or A. competing messages. B. an extended feedback loop. C. indirect encoding. D. inhibited decoding. E. excessive reach

A. competing messages.

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to A. identify the target audience. B. set the advertising objectives. C. determine the advertising budget. D. evaluate and select the media. E. create the advertisements

A. identify the target audience.

Because advertising is the most visible form of marketing, A. many people think of marketing and advertising as synonymous. B. it is the most important part of a marketing mix. C. everyone prefers to be in advertising. D. marketing budgets always emphasize advertising over other forms of communication. E. it is the largest source of employment opportunities for marketing graduates.

A. many people think of marketing and advertising as synonymous

The marketing research process follows five steps, and researchers A. may not always go through them in the exact sequence if the situation changes or new information is discovered. B. should maintain the integrity of the process by following each step sequentially and thoroughly. C. often collect data before defining the research objectives. D. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline. E. may follow the process by completing all steps at once instead of planning the process first

A. may not always go through them in the exact sequence if the situation changes or new information is discovered.

The sender of an IMC message hopes the receivers are A. the people for whom the message was originally intended. B. the people with the most buying power. C. consumers who are capable of discerning value. D. consumers who have purchased the firm's products in the past. E. the market segment with the most gross rating points.

A. the people for whom the message was originally intended.

Political consultants have been using marketing research for decades to help their candidates understand A. who makes up the voting public and how to reach them. B. what ethical lapses they can get away with. C. which consumers spend the most money. D. how large their campaign signs should be. E. how to buy the votes they need.

A. who makes up the voting public and how to reach them.

Yvonne knows her firm must look at everything it does from a consumer's point of view. One major difficulty is that consumers' __________ change(s) over time. A. ethnic background B. needs, wants, and ability to purchase C. culture D. just-in-time processes E. demographics

B. needs, wants, and ability to purchase

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Time to stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising, while the second ad was __________ advertising. A. informative; persuasive B. persuasive; reminder C. reminder; persuasive D. discussive; informative E. institutional; persuasive

B. persuasive; reminder

The ethical decision-making framework includes all of the following steps except A. identify issues. B. promote the firm's corporate social responsibility efforts. C. gather information and identify stakeholders. D. brainstorm alternatives. E. choose a course of action.

B. promote the firm's corporate social responsibility efforts.

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to A. generate goodwill for the company. B. pull the product into retail stores through consumer demand. C. signal strategy changes to market competitors. D. make it easier to do post-testing. E. push the product into retail stores so customers can purchase it.

B. pull the product into retail stores through consumer demand.

The center of all marketing efforts is A. profits. B. the consumer C. corporate social responsibility. D. top management. E. the firm.

B. the consumer

The IMC communication process includes all of the following except A evaluation. B. the sender. C. the transmitter. D. the communication channel. E. the receiver.

B. the sender.

Professor Henchy's family business is what?

lea's boat rental

The most common measure of market potential of an economy is a country's A. GNI. B. GDP. C. PPP. D. CPI. E. APR.

B. GDP

When developing a social media campaign, what is unique about the copy and images to be used that is more critical with social media that other forms of IMC? A. They need to be humorous. B. They need to be updated almost constantly. C. They need to feature only young actors. D. They must appear only in color (not black and white). E. They must appeal to a diverse, multicultural audience.

B. They need to be updated almost constantly.

All of the following are questions posed in the ethical decision-making metric except A. Would I want to see this action described on the front page of the local paper? B. Will this action help advance my career? C. Would the person I admire most engage in this activity? D. Can I give a clear explanation for my action? E. Will I be able to look at myself in the mirror and respect what I see?

B. Will this action help advance my career?

Which of the following is a pricing model for apps discussed in your text? A. cost-plus B. ad-supported C. premium D. per-use E. data-driven

B. ad-supported

All of the following are steps in the AIDA model except A. intention. B. awareness C. action. D. desire. E. interest.

B. awareness

Yellow Trucking provides transportation services for Dan's Delicious Donuts so that Dan's stores always have fresh stock. Yellow Trucking is an example of a A. cultural cohort. B. corporate partner. C. cartel. D. cooperative. E. customer.

B. corporate partner.

Informative advertising is used to A. prompt repurchase of a product. B. create and build brand awareness. C. trigger an emotional response. D. gather information about consumers. E. convince consumers to take action.

B. create and build brand awareness.

Globalization refers to the processes by which goods, services, capital, people, information, and ideas. A. are onshored and offshored. B. flow across national borders. C. are integrated through IMF facilitation. D. are similar in various markets. E. affect corporate culture.

B. flow across national borders.

Current research points to which pricing model for apps as the most effective? A. ad-supported apps B. freemium apps C. in-app purchases D. paid apps E. paid apps with in-app purchases

B. freemium apps

ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of its products as environmentally friendly because they were made with all-natural ingredients, even though ABC's plant was one of the worst polluters in town. The term for this practice is A. deceptive advertising. B. greenwashing. C. environmental exploitation. D. virtual greening. E. enviromarketing.

B. greenwashing.

Generally speaking, all advertising messages are designed to A. meet the needs of society. B. inform, persuade, or remind customers. C. comply with FCC rules combined with FTC antitrust regulations. D. entertain or apprise. E. match production scheduling with consumer demand

B. inform, persuade, or remind customers.

YouTube is an example of which type of social media site? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking

B. media sharing