Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication
1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community
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
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
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
5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
6) To marketing communication partners, the company or firm behind a brand is referred to as
the ________.
A) intermediary
B) vendor
C) client
D) supplier
E) distributor
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
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
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
C) distributors
D) agencies
E) retailers
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
11) The ________ refers to the various companies that are involved in moving a product from its
manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
E) promotion network
12) What term is used to mean either a place where an exchange occurs or a particular type of
buyer?
A) market
B) position
C) channel
D) demographic
E) partner
13) The percentage of the total sales in a product category that a particular brand has is called the
brand’s ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
14) Which of the following is NOT considered a main type of market?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
15) ________ markets consist of people who buy products and services for personal or
household use.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
16) ________ markets consist of companies that buy products or services to use in their own
businesses or in making other products.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
17) ________ markets include a wide variety of profit and nonprofit organizations, such as
hospitals, government agencies, and schools, that provide goods and services for the benefit of
society.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Distribution
18) ________ markets are made up of members of a company’s distribution chain.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
19) Resellers in a channel market are also known as ________.
A) suppliers
B) vendors
C) intermediaries
D) shareholders
E) competitors
20) Most marketing communication dollars are spent on ________ markets.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional
21) Marketing communication that focuses primarily on price and its relation to value is called
________.
A) price copy
B) prestige pricing
C) direct marketing
D) prospecting
E) added value
22) Collectively, the companies involved in moving a product to its customers are called the
________.
A) supply chain
B) distribution chain
C) institutional market
D) consumer market
E) trade market
23) The identification of potential customers is called ________.
A) customer service
B) lead generation
C) direct marketing
D) personal sales
E) field sales
24) In which type of personal selling does a sales clerk provide assistance to store customers?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
25) In which type of personal selling does a representative make sales calls at a customer’s place
of business?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
26) Which of the following refers to a unique brand attribute that is significantly important to
customers?
A) brand parity
B) brand equity
C) competitive advantage
D) psychological pricing
E) brand meaning
27) A strategy or activity that makes a product more useful or appealing to consumers or
distribution partners is called ________.
A) product adaption
B) brand identity
C) a pull strategy
D) a push strategy
E) added value
28) Which of the following is NOT a way marketing communication adds value to a product?
A) making the product appear more desirable
B) presenting the product as a status symbol
C) making the product more affordable for consumers to buy
D) providing news and useful information of interest to consumers
E) All of the above are ways advertising adds value to a product.
29) Which marketing mix element includes product design, quality, performance, and
packaging?
A) distribution
B) branding
C) product
D) place
E) promotion
30) Which marketing mix element includes personal selling, advertising, public relations, sales
promotion, direct marketing, and events and sponsorships?
A) price
B) distribution
C) product
D) place
E) promotion
31) The promotion “P” of marketing is also known as ________.
A) product
B) distribution
C) price
D) brand communication
E) differentiation
32) Which element of the marketing mix includes distribution channels and strategies?
A) product
B) promotion
C) price
D) communication
E) place
33) Which of the following is LEAST likely to be a factor on which the price of a product is
based?
A) what the market will bear
B) the amount of support provided by resellers
C) the expected margin of profit
D) the consumer’s ability to gauge the value of the product
E) the relative value of the product
34) A consumer’s ability to gauge the value of a product is referred to as the ________.
A) psychological price
B) price/value proposition
C) exchange rate
D) comparative price
E) value exchange
35) Which pricing strategy uses marketing communication to manipulate the customer’s
judgment of value?
A) psychological pricing
B) true pricing
C) distribution pricing
D) copy pricing
E) value pricing
36) Which pricing strategy is used to communicate a dramatic or temporary price reduction?
A) promotional pricing
B) value pricing
C) parity pricing
D) copy pricing
E) prestige pricing
37) Using ________, a marketer sets a high price for a product to make the product seem worthy
or valuable.
A) prestige pricing
B) value pricing
C) distribution pricing
D) promotional pricing
E) customary pricing
38) When a company distributes its products directly to buyers without the use of a reseller, the
company is using ________.
A) indirect marketing
B) no-channel marketing
C) direct marketing
D) indirect channel marketing
E) integrated marketing
39) Which of the following refers to the help provided to a customer before, during, and after a
purchase?
A) customer service
B) brand stewardship
C) brand management
D) relationship marketing
E) integrated marketing
40) Which strategy directs marketing efforts at the consumer?
A) push
B) prospecting
C) pull
D) lead generation
E) intermediary
41) A(n) ________ strategy directs marketing efforts at resellers, and success depends on the
ability of these intermediaries to market the product, which they often do with advertising.
A) push
B) pull
C) prospecting
D) direct
E) lead generation
42) Which marketing communication tool uses face-to-face contact between the marketer and a
prospective customer?
A) advertising
B) sales promotion
C) public relations
D) personal sales
E) word-of-mouth
43) Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on
advertising every year. The company’s corporate brand value is estimated to be more than $107
billion. Which type of key marketing player does P&G represent?
A) marketer
B) supplier or vendor
C) distributor
D) agency
E) media
44) Amco, Inc. manufactures small electronic components that become integral parts of the
electronic systems in automobiles. Amco does not sell directly to auto manufacturers, but rather
through brokers that are involved in selling the components to the auto manufacturers.
Additionally, another company is employed to deliver the goods. All of these organizations are
part of the ________ in getting electronic component parts to the automobile manufacturers.
A) distribution chain
B) supply chain
C) marketing network
D) channel market
E) share of market
45) Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in
stores such as Foot Locker. Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) branding
46) During a World Cup held in Japan and South Korea, Puma got a well-known sushi chef to
create a special Puma sushi roll that was served in select Japanese restaurants in cities around the
world. Puma also discretely announced the sponsorship in its company-branded chopsticks, sake
cups, and napkins. At the same time, Puma partnered with the Terence Conran design shop to
sell an exclusive version of its World Cup soccer boot, holding weekend sushi-making events at
the home furnishings store. Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) push
47) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to wholesalers and cities. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) indirect marketing
E) advertising
48) An ad in a professional journal targeted to an audience of dentists asked dentists to
recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could
buy at cost to give to their patients to encourage patients to take better care of their teeth. The
manufacturer of Crest toothpaste was using ________.
A) personal selling
B) direct marketing
C) a push strategy
D) a pull strategy
E) public relations
49) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine
advising consumers to request their body shops use Glasis paint is an example of how a company
uses ________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy
14
Copyright © 2019 Pearson Education, Inc.
Refer to the following passage to answer the questions below.
Johnson & Johnson manufactures health and beauty aid products under several brand names. The
company sells its products to end consumers through retail stores such as grocery, drug, and
discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and
retailers, and spends part of the promotion budget on trade deals to influence intermediaries to
carry the company’s brands. The remainder of J&J’s promotion budget is spent on mass
advertising and sales promotions, such as coupons, targeted toward consumers.
50) Which promotion strategy is J&J pursuing?
A) push only
B) promotional pricing
C) direct
D) pull only
E) push and pull
51) J&J also markets its Tylenol brand of pain relievers to hospitals. What type of market is that?
A) consumer
B) primary
C) institutional
D) reseller
E) secondary
52) More companies are adopting the concept of ________, which is the practice of unifying all
brand communication messages and tools as well as the messages from the marketing mix
decisions.
A) integrated marketing communications
B) integrated personal selling
C) added value
D) brand integrity
E) buzz marketing
53) Integrated marketing communications is designed to produce better communications
________.
A) consistency
B) creativity
C) simplicity
D) variety
E) independence
54) Integrated marketing communications require a company’s mass-market advertisements,
website, email, and personal selling communications to have ________.
A) equal portions of the advertising budget
B) the same return on investment
C) separate marketing objectives
D) the same target audience
E) a consistent message, look, and feel
55) Advertising, sales promotion, personal selling, public relations, and direct marketing are all
promotional tools ________.
A) that should be integrated under the concept of integrated marketing communications
B) used in business-to-business markets but not consumer markets
C) used for push strategies but not pull strategies
D) used for pull strategies but not push strategies
E) used in consumer markets but not business-to-business markets
56) Harpo Enterprises maintains OWN (the Oprah Winfrey Network), a website, and O
magazine. Because Harpo Enterprises practices integrated marketing communications, these
different brand contacts all maintain ________ in design and tone.
A) variety
B) independence
C) consistency
D) creativity
E) simplicity
57) Management of a company that adheres to the principle of integrated marketing
communications is most likely to believe which of the following?
A) The use of multiple marketing communications channels is advantageous.
B) The use of a single marketing communications channel is advantageous.
C) Long-term relationships with customers are best nurtured through sales promotion.
D) Long-term relationships with customers are best nurtured through public relations.
E) Short-term relationships with customers are more profitable than long-term relationships with
customers.
58) Which of the following creates the intangible elements of a brand that make it memorable
and meaningful to a consumer?
A) advertising
B) branding
C) prospecting
D) marketing
E) integrating
59) Hamburgers and toothpaste are both examples of ________.
A) services
B) ideas
C) brands
D) products
E) markets
60) A(n) ________ is a perception, often imbued with emotion, which results from experiences
with and information about a company or a line of products.
A) advertisement
B) brand
C) tagline
D) logo
E) trademark
61) Which of the following is an intangible feature of a brand?
A) the product’s design
B) the product’s performance
C) the product’s package
D) the product’s perceived value
E) the product’s ingredients or components
62) Parity products are those that have ________.
A) no brand name
B) few competitors
C) few distinguishing features
D) a store’s label
E) a generic label
63) Which of the following is a tangible feature of a brand?
A) a person’s feelings about the brand
B) a person’s experience with the brand
C) the product’s performance
D) the product’s perceived value
E) the brand’s image
64) Which of the following exists in consumers’ hearts and minds?
A) brand equity
B) brand parity
C) brand meaning
D) brand trademark
E) brand license