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MKT101 Tutorial 10

Macro of economics

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28 views3 pages

MKT101 Tutorial 10

Macro of economics

Uploaded by

binhan06102003
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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MKT101 TUTORIAL 10 (CHAPTER 14)

True or False
1. Sales promotion(PR) involves building up a good corporate image, and F
handling or heading off unfavorable rumors, stories, and events.
2. The shift toward digital communication allows companies to keep control of F
message exposure.
3. A marketing communications director has overall responsibility for the T
company's communications efforts.
4. Because personal selling involves developing relationships, it is acceptable for T
salespeople to stretch claims they make about a product's advantages.
5. Communications technologies such as cell phones and the Internet give T
companies new media for interacting with targeted consumers, but these
technologies also give consumers more control over the advertising messages they
receive.
6. The integrated marketing concept ties together all of the company's messages T
and images.
7. Rational(moral) appeals are often used to urge people to support social causes, F
such as a cleaner environment or helping the disadvantaged.
8. Buzz marketing involves cultivating opinion leaders and getting them to spread T
information about a product or service to others in their communities.

Multiple Choice Questions


1. Which of the following statements is true regarding today's marketing communications?
A) More marketers are shifting away from narrowly defined micromarkets and moving
toward mass marketing.
B) More customers have started relying on marketer-supplied information rather than
finding out information on their own.
C) Network television, magazines, newspapers, and other traditional mass media continue
to increase their dominance.
D) Focused marketing programs, which are designed to build closer relationships with
customers in more narrowly defined micromarkets, are no longer used by marketers.
E) Today's consumers are better informed about products and services.

2. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by
an identified sponsor is called ________ and includes broadcast, mobile, print, and online
forms.
A) sales promotion``
B) advertising
C) direct and digital marketing
D) personal selling
E) public relations

3. A message showing a product's quality, economy, value, or performance is an example of


a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard

4. Moral appeals ________.


A) relate to the audience's self-interest by showing that the product will produce the desired
benefits
B) attempt to stir up either negative or positive emotions that can motivate purchase
C) range from love, joy, and humor to fear and guilt
D) are directed to an audience's sense of what is "right" and "proper"
E) are based on the idea that practical benefits are more important for consumers than
emotions

5. Of the following actions, which is permitted in personal selling activities?


A) obtain or use trade secrets
B) criticize competitors by using inaccurate information
C) bribes to those who can influence a sale
D) offer incentives such as discounts based on size of an order
E) stretching the truth when describing advantages of a product

6. Which of the following is most likely a shortcoming of advertising?


A) It is the most expensive promotion tool.
B) It cannot reach masses of geographically dispersed buyers.
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
D) It cannot trigger quick sales.
E) It cannot be used to build up a long-term image for a product.

7. Which of the following promotion categories is most likely to include the use of displays,
discounts, coupons, and demonstrations?
A) sales promotion
B) direct and digital marketing
C) horizontal diversification
D) public relations
E) advertising

8. An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine


featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new
makeup. In terms of the communication model, the sender of this message is ________.
A) Gigi Hadid
B) Ladies' Home Journal
C) readers who redeem the $2-off coupon
D) Maybelline
E) the target market to which Gigi Hadid appeals

9. Marketing communicators must know what ________ and what ________.


A) products they wish to sell; audiences they want to target
B) distribution channel(s) they wish to use; timing they need
C) advertising media they will use; message they will send
D) audiences they wish to reach; responses they want
E) message they will send; feedback they expect
10. Personal communications about a product between target buyers and neighbors, friends,
family members, associates, and other consumers, are known as ________.
A) personal selling
B) direct marketing
C) public relations
D) buzz marketing
E) word-of-mouth influence

Essay Questions
1. A company's marketing communications mix—also called its promotion mix—blends
five different components. List and define these components.
2. Discuss the advantages and disadvantages of advertising.

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