This document contains 25 multiple choice questions about marketing communications topics such as product life cycles, communications objectives, marketing communications tools, social media, word-of-mouth marketing, sales promotions, personal selling, and sales performance indicators. The questions assess understanding of key concepts discussed in a marketing communications module that covers advertising, promotions, public relations, digital communications, and personal selling.

1. Marketing Quiz #7
Question 1 (4 points)
In the growth stage of a product's life cycle, demand has its own
momentum through word of mouth and interactive marketing.
Question 1 options:
True
False
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Question 2 (4 points)
Communications effectiveness depends solely on the content of
a message, irrespective of how it is expressed.
Question 2 options:
True
False
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Question 3 (4 points)
The starting point in planning marketing communications is a
________ that profiles all interactions customers in the target
market may have with the company and all its products and
services.
Question 3 options:

2. A)
product launch
B)
communications audit
C)
market research program
D)
publicity campaign
E)
marketing budget
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Question 4 (4 points)
One of the possible objectives of marketing communications is
helping consumers evaluate a brand's perceived ability to meet a
currently relevant need. Which of the following relevant brand
needs is most likely emphasized by an advertisement for a
luxury car?
Question 4 options:
A)
problem removal
B)
sensory gratification

3. C)
normal depletion
D)
intellectual stimulation
E)
problem avoidance
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Question 5 (4 points)
Which of the following marketing communications tools is most
influential at the reordering stage of buyer readiness?
Question 5 options:
A)
sales promotion
B)
interactive marketing
C)
direct marketing
D)
events and experiences

4. E)
publicity
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Question 6 (4 points)
________ refer to the marketing communications element that
involves company-sponsored activities and programs designed
to create daily or special brand-related interactions with
consumers.
Question 6 options:
A)
Publicity campaigns
B)
Trade promotions
C)
Events and experiences
D)
Public relations
E)
Advertisements
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Question 7 (4 points)

5. Personal influence carries especially great weight when
products are inexpensive, risk-free, or purchased frequently.
Question 7 options:
True
False
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Question 8 (4 points)
Which of the following is a sales promotion tool that is
consumer franchise building in nature?
Question 8 options:
A)
price-off packs
B)
contests and sweepstakes
C)
consumer refund offers
D)
trade allowances
E)
frequency awards

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Question 9 (4 points)
Which of the following is an example of a trade promotion?
Question 9 options:
A)
free samples
B)
discount coupons
C)
display allowances
D)
contests for sales reps
E)
premiums
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Question 10 (4 points)
________ is the number of times the average buyer buys a
product during the period.
Question 10 options:
A)
Buyer turnover

7. B)
Purchase frequency
C)
Customer retention rate
D)
Advertising impressions
E)
Total number of exposures
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Question 11 (4 points)
Dominant brands offer sales promotion deals less frequently
because most deals subsidize only current users.
Question 11 options:
True
False
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Question 12 (4 points)
Print advertising, newspapers and magazines, is generally
acknowledged as the most powerful advertising medium.
Question 12 options:

8. True
False
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Question 13 (4 points)
Under which of the following conditions is the reach of media
the most important factor in media selection?
Question 13 options:
A)
when introducing frequently purchased brands
B)
when going into a defined target market
C)
when launching extensions of well-known brands
D)
when there are strong competitors to a brand
E)
when there is high consumer resistance to the product
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Question 14 (4 points)
Which of the following is NOT a benefit of a social media

9. presence for a brand?
Question 14 options:
A)
Social media allows marketers to establish a public voice and
presence online.
B)
Social media can cost-effectively reinforce other
communication activities.
C)
Social media can encourage companies to stay innovative and
relevant.
D)
Social media can be used to build or tap into online
communities.
E)
Social media allows companies to have a short-term focus.
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Question 15 (4 points)
Which of the following is NOT one of the steps that can
improve the likelihood of starting positive buzz?
Question 15 options:
A)
Identify underserved, inactive individuals and devote extra

10. effort to them.
B)
Supply key people with product samples.
C)
Work through community influentials.
D)
Develop word-of-mouth referral channels to build business.
E)
Provide compelling information that customers want to pass
along.
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Question 16 (4 points)
To monitor the Gatorade brand on social networks around the
clock, ________ created a Mission Control Center - set up like
a broadcast television control room - in the middle of the
marketing department in its Chicago headquarters.
Question 16 options:
A)
Coca-Cola
B)
Cadbury Schweppes

11. C)
PepsiCo
D)
P&G
E)
Nestlé
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Question 17 (4 points)
Which of the following increases the likelihood a brand is
discussed in face-to-face, oral communications?
Question 17 options:
A)
brand novelty
B)
brand salience
C)
brand excitement
D)
brand surprise

12. E)
brand edginess
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Question 18 (4 points)
Social media play a key role in earned media.
Question 18 options:
True
False
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Question 19 (4 points)
________ is a form of online word of mouth, or "word of
mouse," that encourages consumers to pass along company-
developed products and services or audio, video or written
information to others online.
Question 19 options:
A)
Viral marketing
B)
Guerrilla marketing
C)
Microsite marketing
D)

13. Interstitial marketing
E)
Public relations
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Question 20 (4 points)
In 2010, three top B-to-B ________ were Thermo Scientific lab
and research supplies ($10.8 billion), Henry Schien dental,
medical, and vet supplies ($7.5 billion) and WESCO
International electrical and industry maintenance supplies ($5
billion).
Question 20 options:
A)
inbound telemarketers
B)
catalog sellers
C)
outbound telemarketers
D)
infomercial marketers
E)
mobile marketers

14. Save
Question 21 (4 points)
Which of the following sales positions is most likely to have
fixed compensation?
Question 21 options:
A)
an FMCG salesperson selling to supermarkets
B)
a salesperson who handles the industrial customers
C)
an insurance agent who works part time
D)
a service representative in charge of handling incoming
customer queries
E)
a telemarketer calling up existing customers to bring in
additional sales
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Question 22 (4 points)
Key indicators of sales performance include all of the following
EXCEPT ________.

15. Question 22 options:
A)
average number of sales calls per salesperson per day
B)
average revenue per sales call
C)
advanced marketing cost per sales call
D)
average cost per sales call
E)
entertainment cost per sales call
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Question 23 (4 points)
When Saul asks his client, "What system are you using to
invoice your customers?" he is asking a ________ question.
Question 23 options:
A)
situation
B)
speculation

16. C)
problem
D)
need-payoff
E)
implication
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Question 24 (4 points)
Compensation plans may need to vary depending on the type of
salespersons. Which type of salesperson benefits from no
ceiling or caps on commissions, overachievement commissions
for exceeding quotas, and prize structures that allow multiple
winners?
Question 24 options:
A)
stars
B)
core performers
C)
dogs
D)

17. cash cows
E)
laggards
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Question 25 (4 points)
A salesperson performing over-the-counter sales in a medical
store can be referred to as a(n) ________.
Question 25 options:
A)
order taker
B)
demand creator
C)
solution vendor
D)
phisher
E)
missionary
Bottom of Form
Module 7: Communicating Value covers four chapters:
*Chapter 19: Designing and Managing Integrated Marketing

18. Communications
*Chapter 20: Managing Mass Communications: Advertising,
Sales Promotions, Events and Experiences, and Public
Relations.
*Chapter 21: Managing Digital Communications: Online,
Social Media, and Mobile
*Chapter 22: Managing Personal Communications: Direct and
Database Marketing and Personal Selling.
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