Transcript kotler14_crsr

Kotler / Armstrong, Chapter 14
Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an
identified sponsor is called _____.
1. advertising
2. public relations
3. sales promotion
4. direct marketing
Kotler / Armstrong, Chapter 14
Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an
identified sponsor is called _____.
1. advertising
2. public relations
3. sales promotion
4. direct marketing
Kotler / Armstrong, Chapter 14
Which of the following includes point-ofpurchase displays, premiums, discounts, and
demonstrations?
1. advertising
2. public relations
3. sales promotion
4. direct marketing
Kotler / Armstrong, Chapter 14
Which of the following includes point-ofpurchase displays, premiums, discounts, and
demonstrations?
1. advertising
2. public relations
3. sales promotion
4. direct marketing
Kotler / Armstrong, Chapter 14
The strategic blending of such things as
advertising, personal selling, and direct
marketing is referred to as _____.
1. marketing mix
2. promotion mix
3. distribution mix
4. wholesaling
Kotler / Armstrong, Chapter 14
The strategic blending of such things as
advertising, personal selling, and direct
marketing is referred to as _________.
1. marketing mix
2. promotion mix
3. distribution mix
4. wholesaling
Kotler / Armstrong, Chapter 14
Promotion is shifting away from segmented
marketing toward more mass marketing.
1. true
2. false
Kotler / Armstrong, Chapter 14
Promotion is shifting away from segmented
marketing toward more mass marketing.
1. true
2. false (Promotion is shifting toward more
segmented marketing.)
Kotler / Armstrong, Chapter 14
_____ involves identifying the target audience
and shaping a well-coordinated promotional
program to obtain the desired audience
response.
1. Advertising
2. Promotion
3. Integrated marketing communication (IMC)
4. Direct marketing
Kotler / Armstrong, Chapter 14
_____ involves identifying the target audience
and shaping a well-coordinated promotional
program to obtain the desired audience
response.
1. Advertising
2. Promotion
3. Integrated marketing communication (IMC)
4. Direct marketing
Kotler / Armstrong, Chapter 14
Which of the following are the two major
communication tools of the communications
process?
1. the senders and the receivers
2. the message and the media
3. encoding and noise
4. the media and encoding
Kotler / Armstrong, Chapter 14
Which of the following are the two major
communication tools of the communications
process?
1. the senders and the receivers
2. the message and the media
3. encoding and noise
4. the media and encoding
Kotler / Armstrong, Chapter 14
A marketing communicator starts with a clear
target audience in mind.
1. true
2. false
Kotler / Armstrong, Chapter 14
A marketing communicator starts with a clear
target audience in mind.
1. true
2. false
Kotler / Armstrong, Chapter 14
Awareness, knowledge, and liking are three of
the six stages of _____.
1. seller-readiness
2. buyer-readiness
3. direct marketing
4. promotion
Kotler / Armstrong, Chapter 14
Awareness, knowledge, and liking are three of
the six stages of _____.
1. seller-readiness
2. buyer-readiness
3. direct marketing
4. promotion
Kotler / Armstrong, Chapter 14
The AIDA model includes which four steps?
1. action, interest, do, advertise
2. advertise, interest, desire, addition
3. action, interest, demand, allocate
4. attention, interest, desire, action
Kotler / Armstrong, Chapter 14
The AIDA model includes which four steps?
1. action, interest, do, advertise
2. advertise, interest, desire, addition
3. action, interest, demand, allocate
4. attention, interest, desire, action
Kotler / Armstrong, Chapter 14
Which of the following is not a type of message
appeal frequently used by marketers?
1. moral appeals
2. emotional appeals
3. rational appeals
4. all of the above
Kotler / Armstrong, Chapter 14
Which of the following is not a type of message
appeal frequently used by marketers?
1. moral appeals
2. emotional appeals
3. rational appeals
4. all of the above
Kotler / Armstrong, Chapter 14
All of the following are message structure issues
handled by marketers except _____.
1. draw a conclusion
2. present a one-sided argument
3. present the strongest argument last
4. present an affordable method
Kotler / Armstrong, Chapter 14
All of the following are message structure issues
handled by marketers except _____.
1. draw a conclusion
2. present a one-sided argument
3. present the strongest argument last
4. present an affordable method
Kotler / Armstrong, Chapter 14
What are the two broad communication channels
marketers must choose between?
1. print and broadcast
2. personal and non-personal
3. advertising and public relations
4. direct mail and the Internet
Kotler / Armstrong, Chapter 14
What are the two broad communication channels
marketers must choose between?
1. print and broadcast
2. personal and non-personal
3. advertising and public relations
4. direct mail and the Internet
Kotler / Armstrong, Chapter 14
Personal communication about a product
between target buyers and family members,
neighbors, friends, and associates is called
_____.
1. buzz marketing
2. public relations
3. word of mouth
4. all of the above
Kotler / Armstrong, Chapter 14
Personal communication about a product
between target buyers and family members,
neighbors, friends, and associates is called
_____.
1. buzz marketing
2. public relations
3. word of mouth
4. all of the above
Kotler / Armstrong, Chapter 14
Cultivating opinion leaders and getting them to
spread information about your product is
referred to as ______ marketing.
1. buzz
2. chat
3. e-talk
4. i-mail
Kotler / Armstrong, Chapter 14
Cultivating opinion leaders and getting them to
spread information about your product is
referred to as ______ marketing.
1. buzz
2. chat
3. e-talk
4. i-mail
Kotler / Armstrong, Chapter 14
Affordable, percentage-of-sales, competitiveparity, and objective-and-task are the four
methods of setting the ________.
1. total budget for advertising
2. product mix
3. marketing mix
4. public relations budget
Kotler / Armstrong, Chapter 14
Affordable, percentage-of-sales, competitiveparity, and objective-and-task are the four
methods of setting the ________.
1. total budget for advertising
2. product mix
3. marketing mix
4. public relations budget
Kotler / Armstrong, Chapter 14
A company’s most expensive promotional tool is
_____.
1. advertising
2. personal selling
3. sales promotion
4. direct mail
Kotler / Armstrong, Chapter 14
A company’s most expensive promotional tool is
_____.
1. advertising
2. personal selling
3. sales promotion
4. direct mail
Kotler / Armstrong, Chapter 14
If a company wanted to reach a geographically
dispersed population frequently and at a low
cost per exposure, then the company should
use _____.
1. advertising
2. personal selling
3. sales promotion
4. public relations
Kotler / Armstrong, Chapter 14
If a company wanted to reach a geographically
dispersed population frequently and at a low
cost per exposure, then the company should
use _____.
1. advertising
2. personal selling
3. sales promotion
4. public relations
Kotler / Armstrong, Chapter 14
Premiums (McDonald’s toys, dollar-off deals,
and contests) are part of a marketer’s
______ attempt.
1. public relations
2. direct marketing
3. sales promotion
4. advertising
Kotler / Armstrong, Chapter 14
Premiums (McDonald’s toys, dollar-off deals,
and contests) are part of a marketer’s
______ attempt.
1. public relations
2. direct marketing
3. sales promotion
4. advertising
Kotler / Armstrong, Chapter 14
If the ______ strategy is effective, consumers will
demand the product from channel members.
1. push
2. slide
3. pull
4. grab
Kotler / Armstrong, Chapter 14
If the ______ strategy is effective, consumers will
demand the product from channel members.
1. push
2. slide
3. pull
4. grab
Kotler / Armstrong, Chapter 14
A product in the introductory stage of the PLC
should be promoted using _____ to help build
awareness among the target audience.
1. advertising and public relations
2. personal selling and direct marketing
3. sales promotion and advertising
4. public relations and direct marketing
Kotler / Armstrong, Chapter 14
A product in the introductory stage of the PLC
should be promoted using _____ to help build
awareness among the target audience.
1. advertising and public relations
2. personal selling and direct marketing
3. sales promotion and advertising
4. public relations and direct marketing