Marketing, 14e (Kerin)
1) Taco Bell developed its #loveandtacoscontest in response to
A) bullying in schools; it created a way to reward those who intervene.
B) a traditionally slow period for the chain, in February near Valentine’s day.
C) declining sales during the evening meal; it promoted Taco Bell as a great date night.
D) hearing that some customers were adding Taco Bell to their wedding festivities.
E) the incredible success of its previous novelty tacos; it launched a new heart-shaped one.
2) All of the following were Taco Bell marketing tactics designed to appeal to its target market
except which?
A) revised its logo to be simpler
B) advertised its use of antibiotic-free chicken and cage-free eggs
C) partnered with Hilton to offer its tacos on the room service menu
D) partnered with Sony for a Playstation VR giveaway
E) collaborated with Airbnb to offer a free stay in a converted Taco Bell
3) The ________ element of the marketing mix consists of communication tools, including
advertising, personal selling, sales promotion, public relations, and direct marketing.
A) product
B) price
C) place
D) promotion
E) advertising
4) The ________ includes advertising, personal selling, sales promotion, public relations, and
direct marketing.
A) promotional mix
B) promotion channel
C) communication message
D) marketing matrix
E) media mix
5) Advertising, personal selling, sales promotion, public relations, and direct marketing are
marketing communications alternatives that make up a firm’s
A) cooperative advertising.
B) marketing mix.
C) media strategy.
D) promotional mix.
E) communication source.
6) The promotional mix includes which of the following?
A) segmentation
B) personal selling
C) merchandising
D) branding
E) people
7) Promotion represents one element in the marketing mix. Promotion consists of
communication tools, including advertising, personal selling, sales promotion, public relations,
and
A) channels.
B) merchandising.
C) direct marketing.
D) innovation.
E) branding.
8) The promotional mix refers to
A) the three underlying appeals used that make promotions effective: sex appeal, humor appeal,
and fear appeal.
B) the combination of both paid and nonpaid marketing tools used to promote product interest.
C) the set of promotional tools designed to motivate prospective buyers to purchase products and
services: awareness, interest, evaluation, trial, and adoption.
D) the composition of the objectives of the promotion: to inform, to persuade, to remind, and to
phase out.
E) the combination of one or more communication tools used to inform prospective buyers about
the benefits of the product, persuade them to try it, and remind them later about the benefits they
enjoyed by using the product.
9) The combination of one or more communication tools used to inform prospective buyers
about the benefits of the product, persuade them to try it, and remind them later about the
benefits they enjoyed by using the product is referred to as the
A) promotion channel.
B) channel of communication.
C) marketing matrix.
D) promotional mix.
E) media mix.
10) The ________ is used in part used to inform prospective buyers about the benefits of the
product.
A) promotional mix
B) promotion channel
C) communication channel
D) marketing mix
E) media mix
11) A primary function of the promotional mix is to
A) explain how to use a product.
B) persuade consumers to try a product.
C) inform customers of complementary offerings.
D) inform customers of pricing changes.
E) point out flaws in competitors’ products.
12) In a marketing context, the acronym IMC refers to
A) interactive media convergence.
B) internal marketing communications.
C) integrated marketing collaboration.
D) integrated marketing communications.
E) international marketing convergence.
13) The concept of designing marketing communications programs that coordinate all
promotional activities—advertising, personal selling, sales promotion, public relations, and
direct marketing—to provide a consistent message across all audiences is referred to as
A) the media mix.
B) the marketing matrix.
C) the promotional blend.
D) marketing by objectives.
E) integrated marketing communications.
14) Integrated marketing communications (IMC) programs coordinate a variety of promotion
alternatives to provide a
A) promotional channel.
B) unique statement of purpose.
C) consistent message across audiences.
D) media mix useful to all types of companies.
E) marketing matrix.
15) By taking the consumer journey and consumer expectations into consideration, integrated
marketing communications (IMC) becomes a key element in a company’s ________ strategy.
A) generic business
B) retail life cycle
C) market segmentation
D) sustainable development
E) customer experience management
16) To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet
promotion, and sales promotions with other companies such as McDonald’s. In other words,
Disney uses IMC, which stands for
A) integrated marketing cooperation.
B) interactive media convergence.
C) infrastructure of market customization.
D) integrated marketing communications.
E) integrated media convergence.
17) Disney uses an integrated marketing communications program (IMC) to promote group
travel to its theme parks because
A) its strategy includes using all types of promotional activities that deliver a consistent message.
B) it does not want to reach any member of its target audience more than once to conserve
resources.
C) IMC is less expensive than other forms of promotion, such as public service announcements.
D) if it didn’t, Disney would have to use indirect personal selling.
E) it is more concerned about frequency of attendance than geographic reach.
18) Allegra is an antihistamine. To create brand awareness, Allegra’s manufacturer is offering
people who request information about the product a seat cushion to use at their favorite sporting
event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover
asks if she is bored or congested. In the next scene, the person is having a great time and is
decongested after taking Allegra. This use of the same promotional theme throughout a product’s
marketing campaign is an example of how marketers use
A) the retailing mix.
B) integrated marketing communications.
C) the branding mix.
D) coordinated channels of communication.
E) marketing by objectives.
19) The process of conveying a message to others that requires six elements—a source, a
message, a channel of communication, a receiver, and the processes of encoding and decoding—
is referred to as
A) exchange.
B) dialogue.
C) communication.
D) advertising.
E) feedback.
20) Communication is the process of conveying a message to others and it requires six elements.
These elements are a(n) ________, a message, a channel of communication, a receiver, and the
processes of encoding and decoding.
A) concept
B) brand
C) slogan
D) source
E) offer
21) Communication is the process of conveying a message to others and it requires six elements,
including which of these?
A) a channel of communication
B) a signal
C) a brand
D) a slogan
E) an offer
22) Communication is the process of conveying a message to others and it requires six elements.
Which process is one of these elements?
A) judging
B) customizing
C) targeting
D) branding
E) encoding
23) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled Box A is referred to as
A) the message.
B) the receiver.
C) the source.
D) the fields of experience.
E) feedback.
24) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled B is referred to as
A) the message.
B) the receiver.
C) the source.
D) encoding.
E) feedback.
25) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled C is referred to as
A) the message.
B) the receiver.
C) the fields of experience.
D) encoding.
E) feedback.
26) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled D is referred to as
A) decoding.
B) the receiver.
C) the fields of experience.
D) encoding.
E) feedback.
27) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled E is referred to as
A) decoding.
B) the receiver.
C) the fields of experience.
D) response.
E) feedback.
28) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled F is referred to as
A) decoding.
B) the receiver.
C) the fields of experience.
D) response.
E) feedback.
29) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled G is referred to as
A) decoding.
B) noise.
C) the fields of experience.
D) response.
E) feedback.
30) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The positions labeled H and I are referred to as
A) encoding and decoding.
B) the message and noise.
C) the fields of experience and noise.
D) feedback and response.
E) the message and feedback.
31) Figure 17-1 above depicts the communication process, which consists of ten key elements
(Boxes A through J). The position labeled J is referred to as
A) decoding.
B) the message.
C) the fields of experience.
D) noise.
E) the feedback loop.
32) In a marketing context, a source refers to
A) any paid form of advertising.
B) consumers who read, hear, or see the message during the communications process.
C) a company or person who has information to convey during the communications process.
D) people with similar understanding and knowledge who are willing to share that knowledge
with others.
E) a group of individuals who are willing to receive information from others.
33) A company or person who has information to convey during the communication process is
referred to as a(n)
A) encryptor.
B) message carrier.
C) originator.
D) receiver.
E) source.
34) Procter & Gamble created an advertisement for its High Endurance men’s antiperspirant. In
terms of the communication process, the ________ of the information in the product’s
advertisement is Procter & Gamble, its manufacturer.
A) receiver
B) source
C) essence
D) decoder
E) communication channel
35) In a marketing context, the message refers to
A) product information regarding benefits and usage from receiver to the sender outside the
channel of communication.
B) the slogan or tagline of a specific product.
C) proprietary information linking a specific product to a promotional campaign.
D) the information sent by a source to a receiver during the communication process.
E) a television or radio commercial from the buyer to the seller.
36) The information sent by a source to a receiver during the communication process is referred
to as
A) an advertisement.
B) publicity.
C) a message.
D) feedback.
E) a missive.
37) Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger
antiperspirant. In terms of the communication process, the ________ in the ad informed
prospective customers that the antiperspirant offered more protection than other brands.
A) lesson
B) message
C) meme
D) source
E) feedback