Transcript moriarty_app9_crsppt_02

Integrated Brand Communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 1
Which of the following is not a part of
marketing as a process and a discipline?
1.
2.
3.
4.
The way a product is designed
The way a product is distributed
The way a product is promoted
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 2
Which of the following is not a part of
marketing as a process and a discipline?
1.
2.
3.
4.
The way a product is designed
The way a product is distributed
The way a product is promoted
None of the above
As a process and a discipline, marketing is the way a
product is designed, tested, produced, branded, packaged,
priced, distributed, and promoted.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 3
_____ are all individuals and groups who
have a stake in the success of a brand.
1.
2.
3.
4.
Shareholders
Stakeholders
Stockholders
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 4
_____ are all individuals and groups who
have a stake in the success of a brand.
1.
2.
3.
4.
Shareholders
Stakeholders
Stockholders
None of the above
All the individuals and groups who have a stake in the
success of a brand are known as stakeholders.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 5
All of the following except _____ are
elements of the marketing mix.
1.
2.
3.
4.
price
place
product
production
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 6
All of the following except _____ are
elements of the marketing mix.
1.
2.
3.
4.
price
place
product
production
The marketing mix (also called the four Ps) includes product,
price, place, and promotion.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 7
The four categories of key players in the
marketing industry do not include _____.
1.
2.
3.
4.
suppliers and vendors
distributors and retailers
venture capitalists
marketing partners
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 8
The four categories of key players in the
marketing industry do not include _____.
1.
2.
3.
4.
suppliers and vendors
distributors and retailers
venture capitalists
marketing partners
There are four categories of key players in the marketing
industry: marketers, suppliers and vendors, distributors and
retailers, and marketing partners.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 9
Share of market refers to the _____ in a
product category for a particular brand.
1.
2.
3.
4.
percentage of the total sales
channel of distribution
goods and services
allocation of advertising time
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 10
Share of market refers to the _____ in a
product category for a particular brand.
1.
2.
3.
4.
percentage of the total sales
channel of distribution
goods and services
allocation of advertising time
The phrase share of market refers to the percentage of the
total sales in a product category that a particular brand has.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 11
Which of the following is not one
of the four major market types?
1.
2.
3.
4.
Consumer
Industrial
Institutional
Interconnected
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 12
Which of the following is not one
of the four major market types?
1.
2.
3.
4.
Consumer
Industrial
Institutional
Interconnected
The four main market types are consumer, industrial
(business to business), institutional, and channel markets.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 13
The primary goal of the marketing
process is to _____.
1.
2.
3.
4.
develop a cutting-edge product line
create and execute a marketing plan
expand operations into the global marketplace
deliver quality and service to all stakeholders
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 14
The primary goal of the marketing
process is to _____.
1.
2.
3.
4.
develop a cutting-edge product line
create and execute a marketing plan
expand operations into the global marketplace
deliver quality and service to all stakeholders
The primary goal of the marketing process is to create and
execute a marketing plan which sets objectives and
proposes strategies to achieve them.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 15
The marketing concept has nudged
marketing closer to a _____.
1.
2.
3.
4.
product-driven philosophy
profit-drive philosophy
quality-driven philosophy
customer-focused philosophy
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 16
The marketing concept has nudged
marketing closer to a _____.
1.
2.
3.
4.
product-driven philosophy
profit-drive philosophy
quality-driven philosophy
customer-focused philosophy
The marketing concept has nudged marketing closer to a
customer-focused philosophy, rather than one based on
production.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 17
_____ is a general term for people
who buy and use products and services.
1.
2.
3.
4.
Consumer
Customer
Prospect
Constituent
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 18
_____ is a general term for people
who buy and use products and services.
1.
2.
3.
4.
Consumer
Customer
Prospect
Constituent
Consumer is a general term for people who buy and use
products and services, which is nearly everyone.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 19
A brand is a perception, often involving
emotion, which results from _____.
1.
2.
3.
4.
experiences with a company or product line
information about a company or product line
Both 1 and 2 above
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 20
A brand is a perception, often involving
emotion, which results from _____.
1.
2.
3.
4.
experiences with a company or product line
information about a company or product line
Both 1 and 2 above
None of the above
A brand is a perception, often imbued with emotion, which
results from experiences with and information about a
company or line of products.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 21
_____ is a characteristic of
a successful brand name.
1.
2.
3.
4.
Simplicity
Association
Distinctiveness
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 22
_____ is a characteristic of
a successful brand name.
1.
2.
3.
4.
Simplicity
Association
Distinctiveness
All of the above
The following are the characteristics of successful brand
names: distinctive, association, benefit, heritage, and
simplicity.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 23
A trademark is a legal sign that _____.
1.
2.
3.
4.
Indicates ownership
Stands for the product’s source
Identifies the seller of a product
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 24
A trademark is a legal sign that _____.
1.
2.
3.
4.
Indicates ownership
Stands for the product’s source
Identifies the seller of a product
None of the above
A trademark is a legal sign that indicates ownership.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 25
_____ signifies the value of a brand
to a customer and to the corporation.
1.
2.
3.
4.
Brand value
Brand promise
Brand equity
Brand loyalty
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Chapter 1 - 26
_____ signifies the value of a brand
to a customer and to the corporation.
1.
2.
3.
4.
Brand value
Brand promise
Brand equity
Brand loyalty
There are two forms of brand value: the value to a customer
and the value to the corporation.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 27
_____ sends a consistent message
promoting a brand’s strategy.
1.
2.
3.
4.
Total marketing communication
Integrated marketing communication
Global marketing communication
Cross-functional marketing communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 28
_____ sends a consistent message
promoting a brand’s strategy.
1.
2.
3.
4.
Total marketing communication
Integrated marketing communication
Global marketing communication
Cross-functional marketing communication
Integrated marketing communication unifies all marketing
messages and tools so that they send a consistent message
promoting the brand’s strategy.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 29
A brand’s return on investment represents
_____ compared to its expenses.
1.
2.
3.
4.
how many lives the brand touched
how much money the brand made
how much online buzz the brand generated
how many people are following it on Twitter
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 30
A brand’s return on investment represents
_____ compared to its expenses.
1.
2.
3.
4.
how many lives the brand touched
how much money the brand made
how much online buzz the brand generated
how many people are following it on Twitter
The calculation of return on investment determines how
much money the brand made compared to its expenses.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 31