Deb Benfield

MRK 202
Final Test CH 14, 15, & 17

ch 14 integrated marketing communications and emerging media platforms

1 out-of-home media includes:

a. transit advertising
b. billboards
c. in-store advertising
d. all of the above

2 When a firm directs its promotional efforts at the consumer rather than at distributors it
is using a (n) ___________ strategy.
a. push
b. integrated
c. pull
d. retail

3 the fastest growing segment in the media industry is:

a. radio
b. television
c. online advertising
d. direct mail

4 an individual webpage or series of pages that functions as a supplement to a corporate

website is called a:
a. minisite
b. microsite
c. microweb
d. subsite

5 cpm deals with:

a. free advertising
b. manufacturers advertising to professionals
c. the total cost of an advertising campaign
d. the cost to reach 1000 people with a message

6 brand democratization is:

a. the situation when customers use an online survey tool to vote on their
preferred brands in a wide range of product categories
b. the situation in which the producer has total control over the marketing of a
product
c. a situation in which customers can interact with a brand, giving them some
control over the marketing of a brand
d. the situation where several competing producers of similar products share the
costs of marketing by adopting joint marketing strategies

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Final Test CH 14, 15, & 17

7 viral marketing:
a. arises on social networks
b. is beyond the marketer's control
c. is the generation of "buzz" in a way similar to traditional word of mouth that
benefits a company
d. all of the above are true of viral marketing

8 the information usually stated in a creative objective is:

a. the form of media to be used for the message
b. the precise image that the message is to communicate
c. the type of advertisement selected to communicate the image
d. the information that is to be communicated to the target audience

9 media objectives are primarily concerned with:

a. the selection of the type of media most suitable for reaching the target market
b. the best time and area for presenting the message
c. the volume of funds available for purchasing space or time
d. a precise description of the target market

10 when calculating frequency for an ad campaign, an advertising agency estimates:

a. the total audience potentially exposed to the message
b. the time required to make an impact on the target audience
c. the average number of times an audience is exposed to a message over a one-
week period
d. the average number of times the audience changes the channel when a message
is delivered during a given period

11 the measurement of ____________ indicates what proportion of a possible audience is

exposed to an advertiser's message during a set period of time.
a. continuity
b. reach
c. frequency
d. coverage

12 which creative strategy has the highest risk factor associated with it?
a. celebrity endorsement
b. emotion
c. lifestyle
d. testimonial

13 which of the following is the most influential factor when deciding which type of media
to use?
a. cost of the media
b. size of the target market

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MRK 202
Final Test CH 14, 15, & 17

c. behaviour of the target market

d. media reach

14 the integrated marketing communications mix is made up of all of the following except:
a. sales promotion
b. media advertising
c. distribution of goods
d. personal selling

15 which of the following strategies best describes the situation where promotional efforts
are directed at the middlemen, who then attempt to create demand by promoting the
product among consumers?
a. push strategy
b. pull strategy
c. direct strategy
d. channel strategy

16 all of the following are common appeal techniques used in advertising today except:
a. humour
b. emotion
c. lifestyle
d. complaint

17 which of the following choices represent three target market media matching
strategies?
a. shotgun, profile matching, and rifle
b. shotgun, shogun, and tommy gun
c. direct, indirect, and intermittent
d. vertical, horizontal, and diagonal

18 Which of the following media is likely to have the highest level of engagement?
a. television
b. billboards
c. radio
d. internet

19 which of the following target market media strategies best describes the situation when
lulu lemon athletica places an advertisement in a yoga magazine?
a. shotgun
b. rifle
c. profile matching
d. demographic

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MRK 202
Final Test CH 14, 15, & 17

20 When the television talent search show x-factor aired, the judges were placed at a table
with glasses and cans of pepsi products in clear view. this is an example of which of the
following options marketers are reaching for when using television as a media form?
a. branded content
b. scripted content
c. celebrity content
d. product placement

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 Deb Benfield
MRK 202
Final Test CH 14, 15, & 17

ch 14 integrated marketing communications and emerging media platforms

Integrated marketing communications (imc)  the coordination of various forms of marketing

communications into a unified program that maximizes impact on the intended target
audience.
Marketing communications planning  the process of making systematic decisions regarding
which elements of the communications mix to use in marketing communications.
Pull strategy  creating demand by directing promotional efforts at consumers or final users of
a product, who, in turn, put pressure on retailers to carry it.
Push strategy  creating demand for a product by directing promotional efforts at middlemen,
who, in turn, promote the product among consumers.
Advertising  any paid form of non-personal message communicated through the media by an
identified sponsor.
Advertising agencies  service organizations responsible for creating, planning, producing, and
placing advertising messages for clients.
Creative objectives  statements of what information is to be communicated to a target
market.
Creative strategy  statements outlining how a message is to be communicated to a target
market.
Media planning  a precise outline of media objectives, media strategies, and media
execution, culminating in a media plan that recommends how funds should be spent to achieve
the previously established advertising objectives.
Media objectives  media planning statements that consider the target market, the
presentation of the message, geographic market priorities, the best time to reach the target,
and the budget available to accomplish stated goals.
Media strategy  statements that outline how media objectives will be accomplished; typically,
they outline what media will be used and why certain media were selected and others rejected.
Reach  the total audience potentially exposed, one or more times, to an advertiser’s schedule
of messages in a given period, usually a week.
Frequency  the average number of times an audience is exposed to an advertising message
over a given period, usually a week.
Continuity  the length of time required to create an impact on a target market through a
particular medium.
Engagement  a person’s degree of involvement with a medium when consuming it.
Coverage  the number of geographic markets in which advertising is to occur for the duration
of a media plan.

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MRK 202
Final Test CH 14, 15, & 17

Media execution  the final stage of media planning; the process of fine-tuning media strategy
into specific action plans.
cpm (cost per thousand)  the cost of reaching 1000 people with a message; it is a quantitative
measure for comparing the effectiveness of media alternatives.
Product placement  in public relations, the placement of a product in a movie or television
show so that the product is exposed to the viewing audience (e.g., the branded product is a
prop in the show).
Branded content  a situation in which the brand name of a product or service is woven into
the storyline of a movie or television show.
Format  on radio, the nature of the content a station broadcasts.
Circulation  the average number of copies per issue of a publication that are sold by
subscription or made available through retail distributors.
Direct response advertising  messages that prompt immediate action, such as advertisements
containing clip-out coupons, response cards, and order forms; such advertising goes directly to
customers and bypasses traditional channels of distribution.
Direct mail  a form of direct advertising communicated to prospects through the postal
service.
Direct response television (drtv)  a sales-oriented television commercial message that
encourages people to buy right away, usually through 1-800 telephone numbers.
Online advertising  the placement of electronic communications on a website, in an email, or
over personal communications devices (e.g., smartphones and tablets) connected to the
internet.
Behavioural targeting  a database-driven marketing system that tracks a consumer’s
behaviour to determine his or her interests and then serves ads to that person relevant to that
interest.
Search advertising  an advertiser’s listing is placed within or alongside search results and pays
a fee each time someone clicks on the listing in those search results (pay-per-click advertising).
Display advertising  banner ads in a variety of sizes.
Rich media  a form of online advertising that incorporates greater use of, and interaction
with, animation, audio, and video.
Sponsorships  the financial support of an event by an organization in return for certain
advertising rights and privileges associated with the event.
Permission-based email  a situation wherein consumers agree to accept online messages
from commercial sources.

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MRK 202
Final Test CH 14, 15, & 17

Content marketing  the creation and distribution of relevant and valuable content, to attract,
acquire, and engage an audience with the objective of driving profitable customer action.
Social media network  a website that connects people with different kinds of interests for the
purpose of socializing (e.g., Facebook or twitter).
Brand democratization  a situation in which the customer can interact with a brand, giving
the customer some control over the marketing of a brand (as in online user-generated content).
Consumer-generated content  online content created by consumers for consumers (often the
content is related to a branded good).
Crowdsourcing  using public sources to complete marketing tasks normally performed by a
third-party provider.
Blog  a frequent, chronological publication of personal or corporate thoughts on a webpage
that may be updated on a daily basis.
Viral marketing  a situation whereby the receiver of an online message is encouraged to pass
it on to friends.
Text messaging  the transmission of short, text-only messages on wireless devices.
Video messaging  the transmission of video clips on devices such as smartphones.
Or code (quick response code)  a two-dimensional barcode that can be scanned and read by
smartphones; allows for the sharing of text and data
Averaging  the placement of ads in commercially sold games, in games played online, or on
mobile phones.

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 Deb Benfield
MRK 202
Final Test CH 14, 15, & 17

ch 15 imc:
Sales promotion, public relations, experiential marketing, and personal selling
1 self-contained, custom-designed merchandising units provided by a manufacturer are
called:
a. free-standing stores
b. display kiosks
c. point-of-purchase material
d. premium displays

2 During which stage of the product life cycle is the use of free samples most appropriate?
a. introductory stage
b. maturity stage
c. secondary stage
d. primary stage

3 premiums are useful in the mature stage of the product life cycle because:
a. people have never heard of the product before
b. premiums offer the consumer a chance to purchase valuable warranties
c. premiums provide added value to new and current users
d. at this stage the product is in sales decline, and premiums increase revenue for
the firm

4 an advantage that manufacturers gain from participating in a trade show is that:

a. it allows them to display their products alongside the competition
b. it allows them to develop leads for the sales force
c. it is a good way to bring in sales on new products
d. the originality of their displays can attract many customers

5 in addition to generating sales for the organization, an important function of a

salesperson is:
a. to inform management of product performance
b. to inform management of competitors' products
c. to inform management of competitors' promotions
d. all of the above

6 During which stage of the selling process are customers qualified, which is the
procedure for determining if a prospect needs the product, has the authority to buy it,
and has the ability to pay for it?
a. approach
b. pre-approach
c. presentation
d. closing

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 Deb Benfield
MRK 202
Final Test CH 14, 15, & 17

7 Contests are most appropriate during which stage of the product life cycle?
a. introduction
b. growth
c. maturity
d. decline

8 A _________________ is a discount offered by manufacturers to encourage retailers to

perform specific merchandising functions.
a. partnership trade-in
b. bartering quota
c. performance allowance
d. channel swap

9 a good salesperson will attempt to close a sale:

a. when the trial close has been completed
b. when the customer agrees with a sales argument
c. when the customer has inquired about financing options
d. before there are any objections

10 the follow-up is an important part of the sales process because:

a. the customer might return the item if they are not completely satisfied and the
salesperson could lose the commission
b. this is how salespeople make long-term customers
c. the organization needs to secure word of mouth advertising, and follow-up
generally guarantees this
d. follow-up is the salesperson's best chance to get potential customers, those who
did not purchase on the first encounter, back into the store

11 when a manufacturer gives free products to trendsetters who, in turn, influence others
to become aware of a product and hopefully purchase the product, the manufacturer is
using:
a. sampling
b. product seeding
c. market seeking
d. penetration marketing

12 the final step in the selling process is:

a. closing
b. presentation
c. handling objections
d. follow-up

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 Deb Benfield
MRK 202
Final Test CH 14, 15, & 17

13 allowing customers to actually use or experience products before deciding on a

purchase is an example of:
a. in-store sampling
b. pre-sale experiences
c. trial sponsorships
d. practice sessions

13 The annual "roll up the rim to win" promotion at Tim Horton is a prime
example of which promotional vehicle?
e. premiums
f. free samples
g. instant-win contests
h. redemption prizes

14 Canadian tire's well known "Canadian tire money" program rewards customers with up
to 4% of the value of a cash purchase. this program is called:
a. a frequent-buyer program
b. a monopoly strategy
c. a cash refund
d. a refund incentive

15 when an organization is handling a crisis and needs to make an important

announcement, the best way to disseminate information is through:
a. a press release
b. a press conference
c. social media
d. local radio

16 publicity:
a. communicates newsworthy information about people, goods, or services
rather than the corporate image
b. only communicates newsworthy information dealing with an organization's
production operations
c. communicates only newsworthy information from press releases put out by
corporations or their agencies
d. communicates newsworthy information that is paid for by an advertiser

17 event marketing and sponsorship are important factors in the promotion mix of many
companies because:
a. such organizations cannot spend money on any other type of promotion
b. such promotion leads to consumers forming strong associations between the
event and brands or companies
c. such promotions increase sales where advertising does not
d. it is much cheaper than giving away free samples

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MRK 202
Final Test CH 14, 15, & 17

18 Which of the following best describes event sponsorship?

a. financial support of an event in return for advertising privileges associated
with the event
b. integration of market communications around a specific event
c. private association of a brand or company name with a sports, entertainment, or
cultural event
d. promotional exploitation of a popular event to increase sales or enhance public
image
19 Which of the following principles guides corporations in their decision to participate in
event marketing?
a. the organization should select sponsorships that allow them an exclusive
presence
b. the organization should give careful consideration to how the demographics of
the event audience match with the demographics of the target market
c. the organization must consider the long-term benefit that the sponsorship will
offer and compare this to the costs in the short term
d. all of the above

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 Deb Benfield
MRK 202
Final Test CH 14, 15, & 17

ch 15 imc: sales promotion, public relations, experiential marketing, and personal selling

Sales promotion  activity that provides special incentives to bring about immediate action
from consumers, distributors, and an organization’s sales force.

consumer promotion  activity promoting extra brand sales by offering the consumer an
incentive over and above the product’s inherent benefits.

Coupon  price-saving incentive offered to consumers by manufacturers and retailers to

stimulate purchase of a specified product.

Redemption rate  the number of coupons returned to an organization expressed as a

percentage of the total number of coupons in distribution for a particular coupon offer.

Free sample  a free product distributed to potential users either in a small trial size or its
regular size.

Contest  a promotion designed to create short-term excitement about a product.

Sweepstakes  a type of contest in which large prizes, such as cash, cars, homes, and
vacations,
Are given away to randomly selected participants.

Game (instant-win contest)  promotion vehicle that includes a number of predetermined,

pre-seeded winning tickets in the overall, fixed universe of tickets. Packages containing winning
certificates are redeemed for prizes.

Cash refund (rebate)  predetermined amount of money returned directly to the consumer by
the manufacturer after the purchase has been made.

Premium  an item offered for free or at a bargain price to customers who buy another
specific item or make a minimum purchase.

Loyalty (frequent buyer) program  offers the consumer a small bonus, such as points
Or “play money,” when they make a purchase; the bonus accumulates with each new purchase.

Delayed-payment incentive promotion  incentive promotion allowing the consumer a grace

period during which no interest or principal is paid for the item purchased.

Trade promotion  promotional activity directed at distributors that is designed to increase

the volume they purchase and encourage merchandising support for a manufacturer’s product.

Co-operative advertising  funds allocated by a manufacturer to pay for a portion of a

retailer’s advertising.

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Final Test CH 14, 15, & 17

Trade allowance  a temporary price reduction designed to encourage larger purchases by

distributors wholesalers and retailers).

Performance allowance  discount offered by a manufacturer to a distributor who performs a

promotional function on the manufacturer’s behalf.
Dealer premium  an incentive offered to a distributor by a manufacturer to encourage a
special purchase (i.e., a specified volume of merchandise) or to secure additional merchandising
support.
Dealer-display material (point-of-purchase material)  self-contained, custom-designed
merchandising units that either temporarily or permanently display a manufacturer’s product.

Public relations  a variety of activities and communications that organizations undertake to

monitor, evaluate, influence, and adapt to the attitudes, opinions, and behaviours of their
publics.

Corporate advertising  a paid form of advertising designed to create a favourable image for
an organization among its publics.

Publicity  news about a person, product, idea, or service that appears in the print or
broadcast media.
Product seeding  placing a new product with a group of trendsetters who in turn influence
others to purchase the product.

Word-of-mouth marketing  recommendations by satisfied consumers to prospective

consumers about a good or service.

Press release  a document prepared by an organization containing public relations

information that is sent to the media for publication or broadcast.

Press conference  a gathering of news reporters invited to a location to witness the release of
important information.

Press kit  the assembly of relevant public relations information into a package (e.g., press
releases, photographs, schedules) that is distributed to the media for publication or broadcast

Experiential marketing  a type of marketing that creates awareness for a product by having
the customer interact directly with the product (e.g., distributing free samples of a product at
street level).

Event marketing  the process, planned by a sponsoring organization, of integrating a variety

of communications elements behind an event theme.

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Final Test CH 14, 15, & 17

Event sponsorship  a situation in which a sponsor agrees to support an event financially in

return for Advertising privileges associated with the event.

Venue marketing  a form of event marketing in which a company or brand is linked to a

physical site, such as a stadium, arena, or theatre.

Personal selling  face-to-face communication involving the presentation of features and

benefits of a product or service to a buyer for the purpose of making a sale.

Referral  occurs when a salesperson secures names of potential customers from satisfied
customers and makes an initial contact by telephone to arrange a time for a face-to-face
meeting.

Pre-approach  gathering information about potential customers before actually making sales
contact.

Approach  the initial contact with a prospect, usually a face-to-face selling encounter.
Presentation  the persuasive delivery and demonstration of a product’s benefits.

Demonstration  an opportunity to show a product in action; it helps substantiate the claims

that the salesperson is making.

Objection  an obstacle that the salesperson must confront and resolve if the sales transaction
is to be completed.

Closing  the point in the sales presentation when the seller asks for the order.

Trial close  an attempt to close that failed.

Follow-up  an activity that keeps salespeople in touch with customers after the sale has been
made to ensure that the customer is satisfied.

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 Deb Benfield
MRK 202
Final Test CH 14, 15, & 17

ch 17 global marketing

1 the riskiest way for a company to enter a foreign market is through:

a. direct investment
b. licensing
c. international franchising
d. direct export

2 Approximately ______ of Canada’s exports are to the United States.

a. one-quarter
b. ten percent
c. one-half
d. three-quarters

3 the growth of global marketing is a consequence of:

a. the saturation of domestic markets
b. the development of world trading blocs
c. the search for greater sales opportunities
d. all of the above

4 in a mixed economy:
a. there are both publicly and privately owned enterprises
b. the use of tariffs is prohibited
c. the use of import quotas is prohibited
d. the private ownership of resources is prohibited

5 one of the world's biggest regions, which presents great opportunities to north
American marketing organizations, is:
a. the European community
b. Australia
c. south America
d. the Asia-pacific region

6 the trading union that consists of European countries is called the:

a. European union
b. European trade group
c. European community
d. British empire

7 contract manufacturing is a strategy that:

a. offers the advantage of low production costs without direct investment
b. does not allow the same brand names to be used on products produced
domestically and offshore

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Final Test CH 14, 15, & 17

c. is difficult to establish because of differences in education and skill between

domestic and offshore environments
d. allows a firm to quickly establish a presence in a foreign country

8 a global marketing strategy is best described as one that:

a. is specifically designed for each country where a product is sold
b. takes into account local differences and produces unique products for each
foreign market
c. takes advantage of the savings possible from micromarketing with a standard
promotional approach
d. takes one brand and markets it the same way around the world with some
allowance for local differences

9 dumping is most clearly described as:

a. selling exported goods in a foreign market at a price lower than the domestic
price
b. selling exported goods in a foreign market at a price higher than the local price
c. selling goods produced domestically at a price lower than the domestic price
d. selling imported goods at a price lower than local costs of production

10 the main obstacles to uniform worldwide promotion of a product are:

a. language differences
b. cultural differences
c. legal differences
d. all of the above

11 Toyota has increased production capacity in Canadian facilities in reaction to increasing:

a. import quotas
b. tariffs
c. local content laws
d. trade embargoes

12 one of the world's most influential cartels is the:

a. euro
b. Canadian mortgage and housing corporation (cmhc)
c. organization of the petroleum exporting countries (opec)
d. European union

13 the acronym nafta stands for:

a. north Atlantic free trade association
b. north American free trade agreement
c. national association for trade alliances

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Final Test CH 14, 15, & 17

d. northern assessment for tourism acceptance

14 joint ventures:
a. lower risk
b. reduce the costs of expansion
c. lower the costs associated with developing new products
d. all of the above

15 Which of the following statements best describes a country-centred strategy for

entering foreign markets?
a. adapting a product to local tastes and preferences is a strategy used by
Cadbury in china
b. developing new products for international markets is the least costly of all
strategic alternatives
c. standardized products are successful in all markets where they are introduced
d. exporting is the most expensive method of reaching new markets

16 Which of the following is not a characteristic of a strong global brand?

a. it is associated with its country of origin
b. it is non-renewing, unchanging from its original presentation, and is generic in
marketing
c. it is obsessed with innovation
d. it has leadership in its home country

17 an economic system that operates by voluntary exchange in a free market that is not
planned or controlled by a central government is called:
a. socialism
b. partial mix socialism
c. a market-controlled economy
d. minimal regulation socialism

18 protectionism:
a. is a belief that immigration should be limited in the interests of homeland
security
b. refers to the requirement that all foreign companies with operating facilities in
north America have complete and comprehensive insurance for all business
activities conducted
c. is the belief that foreign trade should be encouraged to increase the foreign
currency reserves at the central bank
d. is a belief that foreign trade should be restricted so that domestic industries
can be preserved

19 one form of action to promote an embargo, or otherwise attempt to restrict the entry of
certain goods into a country, is called a(n):

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a. ban
b. boycott
c. quota
d. orderly market agreement

20 Which of the following should marketers avoid when it comes to marketing in the global
environment?
a. language differences that exist within the region
b. psychographic analysis as it is not useful in the global environment
c. making generalizations about consumer behaviour
d. adapting the product and packaging to suit the needs of the global market

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MRK 202
Final Test CH 14, 15, & 17

ch 17 global marketing

Government-controlled economy  an economic system in which the government makes all

the economic decisions on behalf of its people.

Market-controlled economy  an economic system that operates by voluntary exchange in a

free market that is not planned or controlled by a central government.

Mixed economy  an economic system that allows simultaneous operations of publicly and
privately owned enterprises.

Trade barrier  intended to protect a country from too much foreign competition within its
borders.

Protectionism  a belief that foreign trade should be restricted so that domestic industry can
be preserved.

Tariff  a tax or duty imposed on imported goods.

Quota  a specific limit imposed on the amount of goods that may be imported into a country.

Local content law  a way of protecting local industry and employment by requiring a foreign-
based manufacturer to use a specified amount of locally produced components.

Embargo  a trade restriction that disallows entry of specified products into a country.

Boycott  an organized refusal to buy a specific product.

Cartel  a group of firms or countries that band together and conduct trade in a manner
similar to a monopoly.

Orderly market agreement  an agreement by which nations share a market, eliminating the
trade barriers among them.

Common market  a regional or geographical group of countries that agree to limit trade
barriers among their members and apply a common tariff to goods from non-member
countries.

direct investment  a company’s financial commitment in a foreign country, whereby the

investing company owns and operates, in whole or in part, the facility in that country.

Joint venture  in a global marketing situation, a partnership between a domestic company

and a foreign company.

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Final Test CH 14, 15, & 17

Licensing  one firm legally allowing another firm to use its patent, copyright, brand name, or
manufacturing process for a certain period.

Contract manufacturing  a situation wherein a manufacturer stops producing a good

domestically, preferring to use a foreign plant that can produce the good according to its
specifications.
Indirect exporting  a form of international distribution in which a company employs a
middleman or trading company to establish a distribution network in a foreign country.

Direct exporting  a form of international distribution whereby the exporting company itself
strikes agreements with local market companies that would be responsible for distribution in
the importing country.

Global marketing strategy  a plan whereby a product is marketed in essentially the same way
in all countries, though some modification to particular elements of the marketing mix is often
necessary.

Country-centred strategy  the development of a unique marketing approach for each country
a product is marketed in.

Dumping  the practice of selling goods in a foreign market at a lower price than they are sold
in the domestic market.

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