Download What must a company do if it develops a new product, changes an

1. What must a company do if it develops a new product, changes an old one, or simply
tries to increase sales of an existing good or service?
a. use a promotion
b. communicate to its customers
c. change their competitive advantage strategy
d. None of the above
2. What does a voice, radio, newspaper, computer, Smartphone, or other communication
medium all have in common?
a. a sender
b. a receiver
c. a channel
d. all of the above
3. When marketing to customers in foreign countries, what is a major issue marketers
have?
a. Translation issues
b. Miscommunication with the translation
c. Decoding
d. All of the above
4. ______________ is the form of sales that provides high amounts of feedback, control
over message content and great message flexibility?
a. Advertising
b. Personal selling
c. Public relations
d. Sales promotion
5. ________ is more prevalent during the maturity stage of the product life cycle.
a. Persuading
b. Maintaining
c. Reminding
d. informing
6. Promotional strategy is a plan for optimal use of the elements of promotion: adverting,
public relations, sales promotion, and ______.
a. Social media
b. Products
c. Digital media
d. technology
7. The four elements of the AIDA concept are:
a. Action, interest, drive, accommodation
b. Acclimation, item, desire, action
c. Attention, interest, desire, action
d. Accessory, drive, inventory, action
8. Which of the following is included in Web 2.0 technologies for communication?
a. Podcasts
b. Blogs
c. Social networks
d. All of the above
9. What is advertising?
a. Impersonal, one- way mass communication about a product or organization that
is paid for by a marketer.
b. The combination of promotional tools used to reach the target market and fulfill
the organization’s overall goals.
c. The marketing function that evaluates public attitudes, identifies areas within
the organization the public may be interested in, and executes a program of
action to earn public understanding and acceptance.
d. Public information about a company, product, service, or issue appearing in the
mass media as a news item
10. Which is not considered a sales promotion?
a. Free samples
b. Premiums
c. Coupons
d. Discounts
11. ________ is information about a company that appears as a news item and for which
the company does not pay.
a. Publicity
b. Image
c. Branding
d. reputation
12. A salesperson speaking directly to a customer is an example of:
a. Sales promotion
b. Interpersonal communication
c. Mass communication
d. Social networking
13. What is more prevalent during the early stages of a products life?
a. Persuading
b. Maintaining
c. Reminding
d. Informing
14. Which generally occurs during the latter stages of a products life?
a. Persuading
b. Maintaining
c. Reminding
d. Informing
15. Implementing ________ requires marketing managers to work out the roles various
promotional elements play in the marketing mix and coordinate them.
a. Integrated marketing communication
b. Pull strategy
c. Push strategy
d. AIDA
16. How does a marketer try to influence a buyer’s decision?
a. Promotion
b. Communication
c. Competition
d. Communication
17. What does the promotional mix consist of?
a. Advertising, relationship marketing, pull factors
b. Promotion, public relations, and advertising
c. AIDA, promotion, public relations
d. Promotion, AIDA, pull factors
18. Which is not a medium of communication?
a. Social media
b. Text messages
c. Email
d. An organization itself
19. What distorts a message in transit?
a. Feedback
b. Distractions
c. Noise
d. Static
20. What are the four stages of a product’s life cycle?
a. Incubation, maturing, peak, decline
b. Introduction, growth, maturity, decline
c. Invention, promotion, profitable, depreciation
d. Idea, manufacturing, selling, obsolete
1. B
2. C
3. D
4. B
5. C
6. A
7. C
8. D
9. A
10. D
11. A
12. B
13. D
14. C
15. A
16. A
17. B
18. D
19. C
20. B