mkt quiz 4

Which of the following is true of advertising in the new marketing communications model? - Advertisers are finding traditional media less expensive. Correct - Advertisers are using more targeted media to reach customers. - Advertisers have replaced print catalogues with digital versions.

Advertisers are using more targeted media to reach customers

Which of the following is most likely a difference between advertising and sales promotion? - Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news - Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. - Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose

Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived.

Which of the following is an effect of the advancement of technology on marketing? - Marketers go through more intermediaries to connect with consumers. - Consumers rely less on marketer-supplied information than in the past. - Marketers have increasingly moved toward mass-marketing techniques .

Consumers rely less on marketer-supplied information than in the past

Which of the following is a disadvantage of straight product extension? - It requires planning a new promotional strategy to promote the product. - It can be costly in the long run if products fail to satisfy consumers in specific global markets. - It requires making changes in the manufacturing process.

It can be costly in the long run if products fail to satisfy consumers in specific global markets

Which of the following is true of direct and digital marketing? - It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. - It is presented as company news rather than as a sales-directed communication. - It does not involve any interaction between the company and its customers .

It is suited for highly targeted marketing efforts and for building one-to-one customer relationships

Which of the following is true of viral marketing? - It is the digital version of word-of-mouth marketing. - It refers to online marketing problems caused by technical glitches. - It is another term for the unethical invasion of online privacy.

It is the digital version of word-of-mouth marketing.

Which of the following is a shortcoming of advertising? - It only provides one-way communication with customers. - It can be too customized and only attracts small, niche markets. - It reaches targeted customers too slowly in most cases.

It only provides one-way communication with customers.

Which of the following is a disadvantage of using digital, mobile, and social media for advertising? - The costs are high. - Audience selectivity is low. - The audience controls content and ad exposure.

The audience controls content and ad exposure

Which of the following statements is most likely true about direct and digital marketing? - They are inconvenient and lengthen the process for most buyers. - They remain unaffected by the rapid growth of technologies. - They build customer engagement and constitute a complete model for doing business.

They build customer engagement and constitute a complete model for doing business.

In which of the following cases is a firm employing omni-channel retailing? - E-tailers such as Hammon.com market their products through a strong online presence. - Wingate Retail sells its products through e-tailers and hundreds of physical superstores. - Russel Stores' sales operations are based on heavy outbound telephone marketing.

Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

Chips of Joy, a leading chocolate chip cookie manufacturer, has decided to adjust the marketing strategy and mix elements to each international target market. Chips of Joy is using a(n) ________ marketing strategy. - adapted global - collective global - joint global

adapted global

Which of the following website is primarily functioned as creating customer-product engagement? - marketing web sites - community web sites - branded community web sites

branded community websites

When adapting advertising messages, media may also need to be adapted internationally because media availability and regulations vary from country to country. This illustrates ________. - product invention - communication adaptation - straight product extension

communication adaptation

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers. - content marketing - integrated marketing communication - direct marketing

content marketing

A company that uses E-catalog to sell its products to customers is most likely using the promotion tool of ________. - public relations - direct and digital marketing - retailing

direct and digital marketing

Chemical Guys, a car care products manufacturer, is sued by an environmental group for not meeting safety standards in handling waste disposal. Chemical Guys solves the problem by adding industrial-grade filters and purifiers. Which of the following actions by Chemical Guys would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image? -tying in with local restaurants to promote exclusive sales of Chemical Guys soft drinks - lowering prices of Chemical Guys' products in the short term - holding a press conference to explain the remedial steps that Chemical Guys has taken

holding a press conference to explain the remedial steps that Chemical Guys has taken

ACT II, a microwave-prpcorn producer, is faced with a class action suit when customers found pieces of plastic in bag of popcorn. ACT II settles the case and then releases an advertising campaign to show the re-designed and improved safety seals on all bag of popcorn. Which kind of advertisement has ACT II most likely used? - classified - comparative - informative

informative

Chick-fi-la, a an American fast food restaurant chain, uses the same logo and "Eat Mor Chikin" as their most prominent advertising slogan in its online ads, truck signage, Web site, and outdoor billboard. Which technique is being used by Chick-fi-la to promote its business? - niche market penetration - integrated marketing communications - global marketing management

integrated marketing communication

A computer hardware and electronics corporation company has a team of sales representatives to the Consumer Electronics Show and Computer Expo Trade Show to promote the new line of products. Which promotion mix tool has this company used in this scenario? - advertising - personal selling - crowdcasting

personal selling

KFC, a leading fast food restaurant chain that specializes in fried chicken, has recently entered the north Asian markets. Based on its research, consumers in this area prefer spicier fried chicken than in the other countries. So the company alters the ingredients in its products to meet the local preferences. In this scenario, KFC is using a(n) ________ strategy to market its product. - undifferentiated marketing - product invention - product adaptation

product adaptation

A car manufacturer offers monetary incentives to its sales people to promote a new model to the middle-class households in their respective geographic territories. This is an example of a ________ strategy. - push - pull

pull

Dyson releases a new line of cord-free, re-engineered digital motor, new battery technology vacuums V8. To boost sales, Dyson issues a 40 percent off coupon to the first 1000 buyers at all Wal-mart stores in the Midwest. Which element of the promotion mix has Dyson used in this scenario? - sales promotion - public relations - advertising

sales promotion

In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service. - advertising - sales promotion - crowdsourcing

sales promotion

Which of the following is a disadvantage of using social media for marketing? - They do not provide information in a timely manner. - They provide lower returns than television. - They are largely user controlled.

they are largely user controlled

Priority Motorsports is a company that sells used car in major urban and suburban areas. Priority Motorsports developed a short, humorous video promoting the company's products and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Priority Motorsports are using techniques to facilitate ________. - direct-mail marketing - contextual marketing - viral marketing

viral marketing