Test Bank For Advertising and IMC Principles and Practice 10th Edition By Moriarty
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Advertising & IMC: Principles and Practice, 10e (Moriarty)
Chapter 2 Brand Communication
1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community
Answer: B
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
AACSB: Written and oral communication
2) The goal of marketing is achieved by matching a product’s availability to the ________.
A) competition’s availability
B) previous year’s level of sales
C) company’s production capabilities
D) consumers’ need, desire, or demand for the product
E) legal limits of availability
Answer: D
Difficulty: Moderate
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
3) The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________.
A) brand position
B) point of differentiation
C) brand communication
D) added value
E) integrated marketing
Answer: C
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
AACSB: Written and oral communication
4) The four tools of product, price, place, and promotion are collectively referred to as the ________.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
6) You would most likely be able to purchase package goods at a(n) ________.
A) distribution warehouse
B) fast food restaurant
C) drugstore
D) automotive retailer
E) clothing store
Answer: C
Difficulty: Moderate
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
7) Which of the following are considered “key players” in the marketing industry?
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
Answer: E
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
8) Which key player in marketing refers to the organization, company, or manufacturer producing the product and offering it for sale?
A) marketer
B) supplier or vendor
C) distributor or retailer
D) agency
E) brand manager
Answer: A
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
9) The materials and ingredients used in producing the product are obtained from other companies that are referred to as the producer’s ________.
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) exchangers
Answer: B
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
10) The complex network of vendors that produce components and ingredients which are then sold to the manufacturer is known as the ________.
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
E) distribution chain
Answer: C
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
11) The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
D) ingredient chain
E) promotion network
Answer: B
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
12) What term is used to mean a place or a particular type of buyer?
A) market
B) position
C) channel
D) demographic
E) partner
Answer: A
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
13) The percentage of the total sales in a product category that a particular brand has is called the brand’s ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
Answer: D
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
14) Which of the following is NOT considered a main type of market?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
Answer: E
Difficulty: Moderate
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
15) ________ markets consist of people who buy products and services for personal or household use.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: A
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
16) ________ markets consist of companies that buy products or services to use in their own businesses or in making other products.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
Answer: B
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
17) ________ markets include a wide variety of profit and nonprofit organizations, such as hospitals, government agencies, and schools, that provide goods and services for the benefit of society.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Distribution
Answer: D
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
18) ________ markets are made up of members of a company’s distribution chain.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: C
Difficulty: Easy
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
19) Resellers in a channel market are also known as ________.
A) suppliers
B) vendors
C) intermediaries
D) shareholders
E) competitors
Answer: C
Difficulty: Moderate
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
20) Most advertising dollars are spent on ________ markets.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional
Answer: A
Difficulty: Moderate
Chapter LO: 2-1
Course LO: Discuss the fundamental concepts of marketing
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