kotler17tifMarketing management习题

1、chapter 17: designing and managing integrated marketing communicationsgeneral concept questionsmultiple choice 1.modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. companies must also _ with present and potential stakeholders, and the g

2、eneral public. a. attract b. reach c. relate to d.advertise to municateanswer: epage: 535 level of difficulty: easy2.marketing communications are the means by which firms attempt to _, persuade, and remind consumers about the product and brands that they sell. rmb.reachc. eres

3、t e.none of the above answer: apage: 536 level of difficulty: easy 3. marketing communications can contribute to brand equity by establishing the brand in memory and _ a brand image. a.create municate c.create roducing answer: dpage: 536 level of difficulty: medium4

4、.the marketing communications mix consists of six major modes of communications. which of the following is not one of these modes? a.personal selling b.direct marketing c. sales promotionsd. packaginge. advertisinganswer: dpage: 536level of difficulty: hard5.every _ delivers an impression that can s

5、trengthen or weaken a customers view of the company. a.brand equity b.brand contact c.salesman d.featured ad e. direct mail pieceanswer: bpage: 537level of difficulty: medium6.brand equity is composed of four elements. which of the following is not one of these elements? a.brand performance b.brand

6、awarenessc.brand imaged.brand responsese.brand relationships answer: apage 537level of difficulty: hard7.the starting point in planning marketing communications is an audit of all the potential _ that customers in the target market may have with the brand and the company. a.consumers erestsc.in

7、teractionsd. usagese.exposuresanswer: cpage 538level of difficulty: hard8. marketers need to assess which experiences and impressions will have the most influence at each _ of the buying process.a. stageb. levelc.consumer d.step e.none of the above answer: apage: 538 level of difficulty: medium9.bra

8、nd awareness is a function of the number of brand-related exposures and experiences. anything that causes the consumer to notice and pay attention to the brand can _ brand awareness. a. decreaseb.increase c.effectd.affecte.influence answer: bpage: 539 level of difficulty: easy10.the macromodel of ef

9、fective communications contains nine elements. two elements represent the major parties in a communication. these two parties are called _ and _.a.sender/subject b.beginner/receiver c.receiver/starterd. initiator/receiver e.sender/receiver answer: epage: 539level of difficulty: medium11. according t

10、o the macromodel of communication, the four major communication functions are decoding, response, feedback, and _.a.message b.encodingc.responsed.feedbacke. noiseanswer: bpage: 539 level of difficulty: easy12. in communicating, selective attention, selective distortion, and _ come into play. a.selec

11、tive listening b.noisec. selective retentiond.selective hearing e.selective interestanswer: cpage: 540level of difficulty: hard13. in micromodels of marketing communications the four classic response hierarchy models includes all of the following except _. a. communications model b.innovation-adopti

12、onc.hierarchy-of-effectsd.aida e.bamt answer: epage: 540level of difficulty: medium14. the eight steps in developing effective communications starts with the basics: identifying the target audience, determining the objectives, designing the communications, _ , and establishing the budget. a. selecti

13、ng the advertising copy b. managing the processc.choosing the media mixd.selecting the channels e.measuring resultsanswer: dpage: 541level of difficulty: medium15.a major part of audience analysis is assessing the current image of the company, its product, and its _.a.reputation petitors c.mark

14、etsd. userse.management answer: bpage: 542level of difficulty: easy16._ is the set of beliefs, ideas, and impressions a person hold regarding an object. a. brand b. product c. image d. concept e. idea answer: cpage: 542level of difficulty: medium 17.formulating the communications to achieve the desi

15、red response will require solving three problems: message strategy, creative strategy, and _. a.market specific advertising b.media sources c.advertising d.transformational appeale.message sourceanswer: epage: 544level of difficulty: medium18.creative strategies are how marketers translate their mes

16、sages into a specific communication. creative strategies can be broadly classified as involving either informational or _ appeals. a.branded entertainment b.point-of-purchasec.advertorials d.transformational e.individualization answer: dpage: 544level of difficulty: medium 19.communicators use posit

17、ive emotional appeals to attract consumer attention and raise their _ with an ad. a.emotions b.exposurec.involvement d.assessment erestanswer: cpage: 545 level of difficulty: medium20.messages delivered by attractive or popular sources can potentially achieve higher attention and recall. what i

18、s important is the spokespersons credibility. source credibility consists of trustworthiness, likeability, and _.a. celebrity statusb.experience c.expertise d.agee.reputationanswer: cpage: 546level of difficulty: hard 21. multinational companies wrestle with a number of challenges in developing glob

19、al communications programs. these challenges include all of the following except _. a. produce the ad locally or at headquartersb.if the ad style is acceptable c.that the market segment is legal and customaryd.if the product is appropriate e.identifying the proper spokesperson answer: epage: 546 lev

20、el of difficulty: hard22.personal communications channels derive their effectiveness through _ presentation and feedback. a.effective b.group c.cannedd.individualized e. persuasion answer: dpage: 548level of difficulty: medium23._ channels consist of company salespeople contacting buyers in the targ

21、et market. a.individualized b.personal c.expert d.advocatee.socialanswer: dpage: 548level of difficulty: easy 24._ channels consists of neighbors, friends, family members, and associates talking to target buyers. a.socialb. expertc.advocated.professional e.none of the above answer: apage: 548level o

22、f difficulty: easy 25. personal influence carries especially great weight with consumers in two situations. the first is with products that are expensive, risky, or purchased infrequently. the second is where the product _. a. suggests something about the users ethnic background b. suggests somethin

23、g about the users education c.suggests something about the users family d.suggests something about the users financial wealth e.suggests something about the users status or taste answer: epage: 548 level of difficulty: hard26.nonpersonal channels are communications directed to more than one person a

24、nd include media, sales promotions, events, and _.a.internet accessb.coupons c.direct exposured.guerilla tacticse.publicity answer: epage: 551 level of difficulty: easy 27. mass communications affect personal attitudes and behavior through a two-step process. ideas often flow from radio, television,

25、 and print to opinion leaders and from these to the less _-involved population groups. a. mediab.advertising rmedd.involved e.none of the above answer: apage: 552level of difficulty: hard28.the two-step flow of information challenges the notion that consumption styles are _ influenced by a “tr

26、ickle-down” or “trickle-up” effect from mass media. a.secondarily b.affected c.starts with d.primarily e.originates answer: dpage: 552level of difficulty: hard29.the four common methods that companies use to decide on a promotion budget includes the affordable method, the percentage-of-sales method,

27、 _, and the objective-and-task method. a.financial method b.incremental growth methodc.zero-based budgeting petitive-parity methode.last years budget method answer: dpages: 553554 level of difficulty: easy30.companies must allocate the marketing communications budget over the six major mo

28、des of communicationadvertising, sales promotion, public relations and publicity, events and experiences, sales force, and _.a.incentives b.couponing c. integrated marketing communications d.internet marketing e.direct marketinganswer: epage: 554 level of difficulty: easy 31.the _ among communicatio

29、ns tools explains why marketing functions need to be coordinated. a.significant costs b.power c.importance d.incremental costse.substitutability answer: epage: 555level of difficulty: medium32.advertising can be used to build up long-term image for a product and usually contains the qualities of imp

30、ersonality, amplified expressiveness, and _. a. invitation b.motion c.sound and sight d.pervasiveness rusionanswer: dpage: 555level of difficulty: hard 33.sales promotions tools offer three distinctive benefits to marketers. among these benefits are communication, invitation, and _. a.credibili

31、ty b. impersonality c.exclusiond.inclusione.incentiveanswer: epage: 555level of difficulty: medium34.personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. personal selling has three distinctive qualiti

32、es. these are personal interaction, response, and _.a. customized b.dramatization c.involving d.relevancee.cultivationanswer: epage: 556 level of difficulty: medium 35. companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make

33、a purchase, and the stage in the _. a. product life cycleb.marketing mixc. advertising mixd.buying process e.none of the aboveanswer: apage: 556 level of difficulty: medium36. an effectively trained company sales force can make four important contributions. these are increased stock position, missio

34、nary selling, key account management, and _.a.customer contacts b.relationship selling c.direct sales contacts d.enthusiasm building e.account management answer: dpage: 557 level of difficulty: medium 37.senior managers want to know the outcomes and revenues resulting from their communications inves

35、tments. too often, however, their communications directors supply only _ and expenses. a.inputsb.outputsc.measures d.ads e.none of the aboveanswer: bpage: 557level of difficulty: medium 38.in measuring the effectiveness of a firms communications investment, ultimately _ measures capture the real pay

36、off. a.behavior-change b. purchasesc. actiond. inaction e. none of the above answer: apage: 557level of difficulty: hard39.integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a _ plan. egrated b.coherent pleted. comprehen

37、sive e.none of the above answer: dpage: 558level of difficulty: easy 40.many companies still rely on one or two communication tools. this practice persists in spite of the fragmenting of mass markets into a multitude of mini markets, each requiring its own approach; the proliferation of new types of

38、 media; and the growing _ of consumers. erests b.splintering c.randomness d.time povertye.sophistication answer: epage: 558level of difficulty: hard41.media coordination can occur across and within media types. a multiple media campaign deployed within a tightly defined time frame can increase

39、message _ and impact. a.delivery b.awareness c.reach d. impact e. content answer: cpages: 558559level of difficulty: hard42.to build brand equity, communication effects created by advertising must be linked to the brand. often, such links are difficult to create because of _.a.consumer involvement b

40、.capital budgetsc.management structured.marketing/departmental infighting e.none of the above answer: apage: 560level of difficulty: medium43. the advantages of integrated marketing communications to the firm are many. which of the following is not one of the advantages of having an integrated marke

41、ting communications program? a.it forces management to think about how the company communicates. b.it forces management to think about every way the customer comes in contact with the company.c.it produces greater sales impact.d.it increases consumer involvement. e.it produces stronger message consi

42、stency. answer: dpage: 561level of difficulty: hard44.in assessing the collective impact of an imc program, the overriding goal is to create the most effective and efficient communications program possible. six criteria can be used to help determine whether communications are truly integrated. which

43、 of the following is not one of these six criteria? a. clutterb.coveragec.contributiond. commonalitye. complementarilyanswer: apage: 562level of difficulty: medium 45.a one-time mailing offering a cookware item to a consumer is an example of a _. a. single-vehicle, single-stage campaign b.direct cam

44、paign c.single-vehicle, multiple-stage campaignd.multiple-vehicle, multiple-stage campaigne. none of the above answer: apage: 559level of difficulty: medium46. communication tools vary in cost-effectiveness at different stages of buyer readiness. _ and publicity play the most important role in the a

45、wareness-building stage. a.direct marketing b.sales promotion c.advertising d.publicity e.“buzz”answer: cpage: 557level of difficulty: easy 47.events and experiences provide many advantages to marketers. among these advantages are relevancy, “soft sell,” and _.a.dramatic b.exciting c.involving or en

46、gaging d.personally involving imate answer: cpage: 556 level of difficulty: medium48. the appeal of public relations and publicity is based on three distinctive qualities. these include, _, the ability to catch buyers off guard, and dramatization. a.invitation b.“free” c.high credibility d.expo

47、suree. low costanswer: cpages: 555556level of difficulty: medium49. many companies set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. this method of budgeting is called _. a.objective-and-task method b.percentage-of-sales method c.aff

48、ordable petitive parity methode.none of the above answer: bpage: 553level of difficulty: easy 50. any discussion about the effectiveness of mass communication has to take into account the dramatic changes that have _ the effectiveness of the mass media. a.erodedb. increasedc.expanded d. s

49、upplemented e.all of the above answer: apage: 552 level of difficulty: hard 51. marketers must be careful in reaching out to consumers. consumers also can resent personal communications if unsolicited. a 2003 survey found that roughly _ percent of the sample of consumers were very annoyed by pop-up

50、ads, spam, and telemarketing. a.80 b.40c.90d. 60e.100answer: apage: 551 level of difficulty: easy52. internet marketers are using _ as a form of word of mouth, or word of mouse, to draw attention to their sites. a.event marketing b.subliminal marketing c.viral marketing d.place marketing e.public re

51、lations answer: cpage: 550 level of difficulty: medium 53. communication researchers are moving toward a social-structure view of interpersonal communication. they see society as consisting of _, small groups whose members interact frequently. a.targets munities c.liaisons d.clubs e.cliques ans

52、wer: epage: 549 level of difficulty: hard54. a well-chosen celebrity can draw attention to a product or brand. the choice of the celebrity is critical. the celebrity should have high recognition, high positive affect, and high _ to the product. erest b.attachmentc.relevancy d.appropriatenesse.“

53、fit” answer: dpage: 547level of difficulty: medium55. communicators use _ appeals such as fear, guilt, and shame to get people to things or stop doing things. a. destructive b.scary c.attractive d.emotional e.negative answer: epage: 545level of difficulty: easy56. john maloney saw buyers as expecting one of four types of reward from a product. these include rational, social,