Dean Audicho
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Law Test sobre Lecture 2: IMC in the Marketing Process, creado por Dean Audicho el 12/10/2017.

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Lecture 2: IMC in the Marketing Process

Pregunta 1 de 47

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

Advertising is a ( paid, free ) form of ( non-personal, personal ) communication about an organisation, product, service, or idea by an identified sponsor (e.g. Business firms, individuals, non-profit organisations)

Explicación

Pregunta 2 de 47

1

Opportunity Analysis includes identifying;

Selecciona una o más de las siguientes respuestas posibles:

  • favourable demand trends

  • whether customer needs or wants are/are not being satisfied

  • where a firm could compete effectively

  • the strength of another company's brand (DIRECT)

  • all of the above

Explicación

Pregunta 3 de 47

1

Competitive Analysis includes identifying;

Selecciona una o más de las siguientes respuestas posibles:

  • the competitive strength of the same product with another brand (DIRECT)

  • the competitive strength of a different product with another brand (INDIRECT)

  • a competitive advantage via the quality of products, superior service, low costs, dominate distribution channels, excellent promotion

  • reactions of competitors to a company’s marketing and promotional strategy

  • a target market which has implications for advertising and promotional strategy and tactics

Explicación

Pregunta 4 de 47

1

Target market selection includes;

Selecciona una o más de las siguientes respuestas posibles:

  • evaluating marketing opportunities for products/services in various markets

  • selecting one or more as a target market for which it will develop a marketing program(s)

  • analysing reactions of competitors to a company’s marketing and promotional strategy

Explicación

Pregunta 5 de 47

1

What is the target marketing process;

Selecciona una de las siguientes respuestas posibles:

  • Identifying markets with unfulfilled needs, selecting a market to target, determining market segmentation, positioning through marketing strategies

  • Identifying markets with unfulfilled needs, determining market segmentation, selecting a market to target, positioning through marketing strategies

  • Identifying markets with unfulfilled needs, determining market segmentation, positioning through marketing strategies, selecting a market to target

Explicación

Pregunta 6 de 47

1

Which of these are customer characteristics;

Selecciona una o más de las siguientes respuestas posibles:

  • Psychographic

  • Demographic

  • Socioeconomic

  • Geographic

  • Awareness

  • Outlet Type

Explicación

Pregunta 7 de 47

1

Roy Morgan defines value segments as an innovative system of market segmentation that goes beyond demographics and psychographics to explore the values, mindsets and attitudes that motivate consumer behaviour.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 8 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

An ( undifferentiated, differentiated ) segmenting approach includes ignoring segment differences and offering just one product or service to the entire market

Explicación

Pregunta 9 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

A ( differentiated, undifferentiated ) market segmenting approach includes marketing in a number of segments and developing separate marketing strategies for each

Explicación

Pregunta 10 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

A ( concentrated, differentiated, undifferentiated ) market segmenting approach includes selecting a segment and attempting to capture a large share of this market

Explicación

Pregunta 11 de 47

1

After eventually selecting the target market, the good or service must be positioned in the target’s mind.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 12 de 47

1

Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 13 de 47

1

All elements of the marketing mix need not be consistent with one another and should not contribute to the overall IMC program.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 14 de 47

1

Market planning program development involves combining the various elements of the marketing mix into a cohesive and effective marketing program.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 15 de 47

1

Advertising does not help create and maintain brand equity.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 16 de 47

1

Brand equity is an intangible asset of added value or goodwill resulting from the favourable image, impressions of differentiation, &/or the strength of consumer attachment to a company name, brand name, or trademark.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 17 de 47

1

Brand name decisions are not important from a promotional perspective because brand names communicate attributes and meaning.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 18 de 47

1

Packaging is often the consumer’s first exposure to the product and it must make a favourable impression.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 19 de 47

1

The role of packaging has changed because of the self-service emphasis of many stores and as many as two-thirds of all purchases made in the supermarket are unplanned.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 20 de 47

1

Packaging does not create a distinctive brand image and identity

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 21 de 47

1

Factors which must be considered when pricing a product include;

Selecciona una o más de las siguientes respuestas posibles:

  • Price must be consistent with perceptions of the product

  • Higher prices communicate higher product quality

  • Advertising helps to create and maintain brand equity.

  • Lower prices reflect bargain or “value” perceptions

  • Price, advertising and distribution be unified inidentifying product position

  • A product positioned as high quality while carrying a lower price than competitors will confuse customers

Explicación

Pregunta 22 de 47

1

Distribution channel decisions involve selecting, managing, motivating intermediaries (sometimes, called resellers) so that a product is available for use or consumption by customers.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 23 de 47

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

Choosing a location or place that is ( inconsistent, not desirable ) with the price and product decisions could communicate something that is ( not desirable, inconsistent ).

Explicación

Pregunta 24 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

A ( 'push policy', 'pull policy' ) promotional decision involves products and information flowing from the producer to wholesaler, wholesaler to retailer, retailer to consumer.

Explicación

Pregunta 25 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

A ( 'pull policy', 'push policy' ) form of promotional decision involves products flowing through a producer, wholesaler, retailer, and then to a consumer whereas information flows from the producer to the consumer and then back through to the retailer, wholesaler, and eventually reaching the producer.

Explicación

Pregunta 26 de 47

1

Which of these are participants in the IMC process;

Selecciona una o más de las siguientes respuestas posibles:

  • Advertiser

  • Ad Agencies

  • Human Resources Department

  • Media

  • Retailers

  • Potential Customer

Explicación

Pregunta 27 de 47

1

An advertiser is the organisation with the goods, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 28 de 47

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

An ( advertising agency, association ) is a company that specialises in the creation, production, and/or placement of advertising ( messages, pictures ) and may provide other services that facilitate the marketing communications process.

Explicación

Pregunta 29 de 47

1

Marketing, communications, and promotions services provided by a full-service agency include:

Selecciona una o más de las siguientes respuestas posibles:

  • Planning, creating, and producing the advertising

  • Performing research

  • PR and publicity

  • Selecting media

Explicación

Pregunta 30 de 47

1

Account services is the link between the ad agency and its clients

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 31 de 47

1

An account executive understands the advertiser’s marketing and promotion needs, interprets them to agency personnel, and presents agency recommendations to obtain client approval

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 32 de 47

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

( The research department, Account Planners, Media Department ): gathers, analyses, and interprets useful information

( Account planners, The research department, Media department ): gather information that is relevant to the client’s product or service

( Media department, The research department, Account planners ): analyses, selects, and contracts for space or time in the media

Explicación

Pregunta 33 de 47

1

Selecciona la opción correcta de los menús desplegables para completar el texto.

( Creative services, The Traffic department, The Art department, Copywriters ) involve the creation and execution of advertisements

( Copywriters, Creative Services, The Art Department, The traffic departement ) conceive ideas for the ads and write the headlines, subheads, and body copy

( The Art department, Creative Services, Copywriters, The Traffic department ) is responsible for how the ad looks

( The Traffic department, Creative services, The Art Department, Copywriters ) coordinates all phases of production

Explicación

Pregunta 34 de 47

1

Creative boutique agencies are small ad agencies that provide only creative services

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 35 de 47

1

Media specialist companies are media buying organisations which implement strategies, and buy time and space.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 36 de 47

1

Media organisations are those which function to provide information/entertainment to subscribers, viewers, or readers while offering marketers an environment for the firm’s marketing communication messages.

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 37 de 47

1

Direct marketing agencies provide the following services;

Selecciona una o más de las siguientes respuestas posibles:

  • Database analytics and management

  • Direct mail

  • Research and media services

  • Creative and production capabilities

  • Inbound sales calls

  • Outbound sales calls

Explicación

Pregunta 38 de 47

1

Sales promotion agencies are involved with the developing and managing of sales promotion programs

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

Pregunta 39 de 47

1

Sales promotion agencies provide the following services;

Selecciona una o más de las siguientes respuestas posibles:

  • Promotional planning, creative research, and tie-in coordination

  • Fulfillment

  • Premium design and manufacturing

  • Catalog production

  • Contest/sweepstakes management

  • Inbound sales calls

  • Outbound sales calls

Explicación

Pregunta 40 de 47

1

A public relations firm develops and implements programs to manage an organisation’s;

Selecciona una o más de las siguientes respuestas posibles:

  • Publicity

  • Image

  • Sales targets

  • Affairs with consumers and other relevant publics

Explicación

Pregunta 41 de 47

1

Digital/Interactive agencies specialise in the strategic use of specific marketing tools including;

Selecciona una o más de las siguientes respuestas posibles:

  • Websites for the Internet

  • Banner ads

  • Newspapers

  • Search engine optimization

  • Train station billboards

  • Mobile marketing

  • Social media campaigns

Explicación

Pregunta 42 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

( Direct Marketing, Sales promotion ) is where organisations communicate directly with target customers to generate a response and/or a transaction

Explicación

Pregunta 43 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

( Interactive/internet, Newspaper ) marketing allows for a back-and-forth flow of information whereby users can participate in & modify the form and content of the information they receive in real time

Explicación

Pregunta 44 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

( Sales promotion, Disciplinary action ) are those marketing activities that provide extra value or incentive to the sales force, distributors or the ultimate consumer and can stimulate immediate sales

Explicación

Pregunta 45 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

( Publicity, Advertising campaigns ) is the non-personal communications regarding an organisation, product, service or idea that is not directly paid for or run under identified sponsorship – news stories, editorials etc.

Explicación

Pregunta 46 de 47

1

Selecciona la opción correcta del menú desplegable para completar el texto.

( Public relations, Corruption, Bribes ) is a management function which manages and controls a program of action to earn public understanding and acceptance

Explicación

Pregunta 47 de 47

1

Personal selling is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea

Selecciona uno de los siguientes:

  • VERDADERO
  • FALSO

Explicación

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