Marketing Management

11. ______________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

  1. The promotion mix
  2. Integrated international affairs
  3. Integrated marketing communications
  4. Integrated demand characteristics
Correct answer: (C)
Integrated marketing communications

12. The ______________ holds that consumers will favor products that are available and highly affordable (therefore, work on improving production and distribution efficiency).

  1. Product concept
  2. Production concept
  3. Production cost expansion concept
  4. Marketing concept
Correct answer: (A)
Product concept

13. The term marketing refers to:

  1. New product concepts and improvements
  2. Advertising and promotion activities
  3. A philosophy that stresses customer value and satisfaction
  4. Planning sales campaigns
Correct answer: (C)
A philosophy that stresses customer value and satisfaction

14. The term "marketing mix" describes:

  1. A composite analysis of all environmental factors inside and outside the firm
  2. A series of business decisions that aid in selling a product
  3. The relationship between a firm's marketing strengths and its business weaknesses
  4. A blending of four strategic elements to satisfy specific target markets
Correct answer: (D)
A blending of four strategic elements to satisfy specific target markets

15. When looking at consumer income, marketers are most interested in

  1. Discretionary income
  2. Deferred income
  3. Inflationary income
  4. Disposable income
Correct answer: (A)
Discretionary income

16. Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of---

  1. Pricing
  2. Distribution
  3. Product development
  4. Promotion
Correct answer: (D)
Promotion

17. Assume you are in charge of the politically-mandated process of converting the economy of a developing African nation from state-controlled to market-driven business ventures. Your ability to control–––––– will most likely determine the future success of the country and its government.

  1. The culture
  2. Marketing
  3. Technology
  4. Competitive environment
Correct answer: (B)
Marketing

18. Early adopters of which opinion leaders are largely comprised of and tend to be ______________

  1. Generalized; that is, they tend to lead the group on most issues
  2. More likely to buy new products before their friends do and voice their opinions about them
  3. From the upper class; people from other classes are more likely to be followers
  4. Quiet, withdrawn people who don't make fashion statements or take risks easily
Correct answer: (B)
More likely to buy new products before their friends do and voice their opinions about them

19. The strategic marketing planning process begins with ______________

  1. The writing of the mission statement
  2. The establishment of organizational objectives
  3. The formulation of a marketing plan
  4. Hiring a senior planner
Correct answer: (A)
The writing of the mission statement

20. Market expansion is usually achieved by:

  1. More effective use of distribution
  2. More effective use of advertising
  3. By cutting prices
  4. All of the above are suitable tactics
Correct answer: (D)
All of the above are suitable tactics
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