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University of Illinois at Chicago MKTG 360 Marketing (12899)

2020 Fall QUIZ 4

· 案例展示
QUESTION 1
  1. Eaton is a large industrial company that sells a range of different technical products to other companies. Since its products are mostly complex and its customers are other businesses, __________________ would be its most important promotional mix tool.

     

    personal selling

     

    social media marketing

     

    sales promotions

     

    TV advertising

     

    publicity

  2.  
QUESTION 2
  1. Integrated marketing communication means that ______________.

     

    the message and style of all the company's or brand's communication activities are closely coordinated

     

    the company's communication activities are spread through all available channels

     

    individual messages are encoded in a way to maximize fit with each medium

     

    ads are integrated into social media in way that prevents consumers from realizing they are ads

     

    a company uses a wide range of message styles to avoid consumer boredom

QUESTION 3
  1. In which of these situations would the promotional goal "Inform" be the most relevant?

     

    To make sure that a well-known brand stays top-of-mind.

     

    In the last step of the AIDA process

     

    In the introduction stage of the product life cycle.

     

    When the market share for the brand is declining.

     

    When the company wants to improve the image of a brand that most consumers don't like

QUESTION 4
  1. In many ads for Geico, the message is that customers will save money by switching to Geico. The process of translating this message into an ad represents the ___________________ step in the communication model.

     

    message determination

     

    channeling

     

    translation

     

    verbalization

     

    encoding

QUESTION 5
  1. Coca-Cola provides point-of-sales materials such as display cases and offers discounts to retailers in order to encourage these to sell Coca-Cola's products. These are examples of _________________.

     

    retailer marketing

     

    personal sales tactics

     

    publicity materials

     

    trade promotions

     

    functional marketing tactics

QUESTION 6
  1. The online retailer Everlane has grown rapidly in part thanks to loyal customers who post pictures of themselves wearing the brand on social media. This positive user created content would be considered ________________.

     

    owned media

     

    earned media

     

    platform media

     

    CRM media

     

    search media

QUESTION 7
  1. While TV commercials can be expensive, one of the benefits of using this media is that __________________.

     

    the audience can be assumed to be very attentive

     

    production costs for TV ads are typically low

     

    the advertiser will automatically get a lot of feedback from the audience

     

    it allows for creative ways to illustrate product benefits

     

    the advertiser has full control over the situation in which the message is received

QUESTION 8
  1. There are several options for how to put together a commercial and these are referred to as the ad's executional style. One of these styles presents regular people in everyday situations who happen to be using the advertised product. This style is referred to as __________________________.

     

    testimonial

     

    lifestyle advertising

     

    humorous

     

    slice-of-life

     

    demonstration

QUESTION 9
  1. While social media marketing can be very cost effective, one of the downsides is that ___________________________.

     

    user generated media can be both positive and negative

     

    most social media platforms have limited reach

     

    social media marketing cannot be used to reach consumers older than 50

     

    there are not yet any available metrics adapted to evaluating social media marketing

     

    the options for creative messaging are limited on social media

QUESTION 10
  1. Companies that publish ads on their Youtube channels typically hope these ads "go viral" since this means that ____________.

     

    many people will end up watching the ad

     

    the cost per contact will be maximized

     

    the ad will become available on TV as well

     

    the frequency will be maximized

     

    the ad will be correctly decoded

QUESTION 11
  1. You are launching a new premium brand of chocolate. Since you are a small company you will mostly focus on a push strategy, since ___________________________________.

     

    you want to make sure that your product will be made available and clearly promoted in several stores

     

    a push strategy is a good fit with social media tools like Instagram

     

    TV or print advertising doesn't work for chocolate

     

    pull strategies cannot be used for consumer food products

     

    A push strategy is the best option for creating consumer desire

QUESTION 12
  1. ___________________ is an approach to marketing that focuses on understanding customers as individuals instead of as anonymous parts of a big segment.

     

    Total Quality Management

     

    Social Media Marketing

     

    Corporate Social Responsibility

     

    Organizational Optimization

     

    Customer Relationship Management

QUESTION 13
  1. Sales force compensation is usually commission based. While this typically motivates the sales force, a potential risk is _________________.

     

    that it may motivate salespeople to try to sell products that the customer doesn't need

     

    that it takes too long for the motivation effect to occur

     

    that it will be confusing to the HR department

     

    that the personal selling component of the company's strategy will dominate

     

    that it only works for territorial sales force structures

QUESTION 14
  1. Most ads for the insurance company Statefarm include the phrase "Statefarm is there." The idea that Statefarm will be by its customers' side like a good neighbor is the _______________________ for this campaign.

     

    advertising objective

     

    unique selling proposition

     

    ad executional style

     

    media definition

     

    benefit statement

QUESTION 15
  1. Every time Arsema orders running shoes from Road Runner Sports, the Website gives her a recommendation for another type of product that she could buy, such as apparel or socks. This is an example of _________________.

     

    markup selling

     

    database marketing

     

    data mining

     

    cross-selling

     

    retention marketing

QUESTION 16
  1. According to the AIDA model, the ultimate (final) goal of a communication campaign is to encourage _______________.

     

    adaptation

     

    attitude alignment

     

    attention

     

    adoption

     

    action

QUESTION 17
  1. In one of our online sessions we looked at an ad for Statefarm that featured a guy's transition from being single to being a suburban dad. Most of you said that it made you feel emotional. The type of response an ad is designed to create is considered the ad's __________________.

     

    benefit statement

     

    advertising appeal

     

    comparative advantage

     

    messaging strategy

     

    media strategy

QUESTION 18
  1. The insurance company Progressive is regularly promoted with television commercials, radio spots, and magazine ads. In the communication process, these media serve as _____________ for transmitting the message.

     

    encoders

     

    senders

     

    decoders

     

    channels

     

    receivers

QUESTION 19
  1. One of the characteristics of public relations as a promotional tool is the low degree of control of the content of the message compared to other tools. However, this downside can be off-set by _____________________________________.

     

    the fact that information from third-party sources, such as news outlets, is perceived as less biased than company information

     

    the flexibility of scheduling the dates when the information will be available

     

    the high control over the visual design of every message

     

    the fact that it will be easy to monitor how many potential buyers will eventually see the message

     

    it is clear that the company stands behind these messages

QUESTION 20
  1. ____________________ is an important step in the selling process since this allows the company to use its time making sales calls more efficiently.

     

    Customer mapping

     

    Lead generation

     

    Relationship building

     

    Cold calling

     

    Customer stratification

QUESTION 21
  1. An article in New York Times about the Disney+ show the Mandalorian would be an example of ____________________.

     

    news marketing

     

    social media buzz

     

    publicity

     

    direct marketing

     

    direct selling

UESTION 22
  1. The promotional tool__________________ is useful if a firm has an immediate objective, such as increasing sales for a brand quickly.

     

    publicity

     

    sales promotions

     

    media marketing

     

    product placement

     

    advertising

QUESTION 23
  1. Assume your advertising budget is limited to 1 million dollars. If you want to increase frequency while staying within this budget, ____________________________+

     

    you need to decrease the length of your message

     

    you should use your entire budget on advertising during a prime time TV show like American Idol

     

    you also need to increase the appeal for your campaign

     

    you audience selectivity will go down

     

    you will likely have to accept a lower reach

QUESTION 24
  1. In the selling process, a sales person should prepare for __________________, since these indicate that the potential buyer might be interested but may need more information or arguments for buying the product.

     

    referrals

     

    closing statements

     

    a needs assessment

     

    handling objections

     

    gatekeepers

QUESTION 25
  1. Which of the following promotional tools would be your best option for encouraging product trial of a new brand of granola bars?

     

    Sampling

     

    Public relations

     

    TV advertising

     

    Billboard advertising

     

    Personal selling

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