KotlerChapter14.docx
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KotlerChapter14
Chapter14CommunicatingCustomerValue:
IntegratedMarketingCommunicationStrategy
1）Acompany'stotalmarketingcommunicationsmixconsistsofaspecialblendofadvertising,salespromotion,publicrelations,personalselling,anddirect-marketingtoolsthatthecompanyusestocommunicatecustomervalueandbuildcustomerrelationships.Thisisalsocalled________.
A）directmarketing
B）integratedmarketing
C）thepromotionmix
D）competitivemarketing
E）targetmarketing
Answer:
C
Diff:
1PageRef:
402
AACSB:
Communication
Skill:
Concept
Objective:
14-1
2）Whichofthefivemajorpromotiontoolsincludesbuildingupapositivecorporateimageandhandlingunfavorablestoriesandevents?
A）salespromotion
B）personalselling
C）directmarketing
D）publicrelations
E）advertising
Answer:
D
Diff:
2PageRef:
402
AACSB:
Communication
Skill:
Concept
Objective:
14-1
3）Whichmajorpromotioncategorymakesuseofdisplays,discounts,coupons,anddemonstrations?
A）salespromotion
B）directmarketing
C）publicity
D）publicrelations
E）advertising
Answer:
A
Diff:
2PageRef:
403
AACSB:
Communication
Skill:
Concept
Objective:
14-1
4）Thepromotionmixisthecompany'sprimarycommunicationactivity;themarketingmixmustbecoordinatedforthegreatestcommunicationimpact.WhatisNOTincludedintheentiremarketingmix?
A）product
B）competitor
C）price
D）place
E）promotion
Answer:
B
Diff:
2PageRef:
403
Skill:
Concept
Objective:
14-1
5）Mass-mediaadvertisingroutinelyinvolvesacompanyinvestingmillionsorevenbillionsofdollarstoreachtensof________ofcustomerswithasinglead.
A）billions
B）thousands
C）millions
D）hundreds
E）tens
Answer:
C
Diff:
1PageRef:
403
AACSB:
Communication
Skill:
Concept
Objective:
14-2
6）Movingawayfrom________,marketershavebeenshiftingtowardhighlyfocusedmarketing,spawninganewgenerationofmorespecializedandhighlytargetedcommunicationsefforts.
A）massmarketing
B）advertising
C）directmarketing
D）pullstrategies
E）pushstrategies
Answer:
A
Diff:
2PageRef:
403
AACSB:
Communication
Skill:
Concept
Objective:
14-2
7）Inthe"chaosscenario"predictedbysomeadvertisingindustryexperts,theoldmass-mediacommunicationsmodelwillbeabandonedinfavorof________.
A）publicrelations
B）directmarketing
C）pushandpullstrategies
D）thepossibilitiesofnewdigitaltechnologies
E）buzzmarketing
Answer:
D
Diff:
2PageRef:
404
AACSB:
UseofIT
Skill:
Concept
Objective:
14-2
8）Alltoooftencompaniestodayhavefailedto________theirvariouscommunicationschannels,resultinginahodgepodgeofcommunicationstoconsumers.
A）promote
B）rechannel
C）integrate
D）open
E）verify
Answer:
C
Diff:
1PageRef:
405
AACSB:
Communication
Skill:
Concept
Objective:
14-2
9）Advertising,salespromotion,personalselling,publicrelations,anddirectmarketingareall________.
A）communicationschannelsthatshouldbeintegratedundertheconceptofintegratedmarketingcommunications
B）communicationschannelsfocusedmoreonnarrowcastingthanbroadcasting
C）promotionaltoolsusedforpushstrategiesbutnotpullstrategies
D）promotionaltoolsusedforpullstrategiesbutnotpushstrategies
E）promotionaltoolsadaptedforuseinmassmarketing
Answer:
A
Diff:
2PageRef:
405
AACSB:
Communication
Skill:
Concept
Objective:
14-2
10）Integratedmarketingcommunicationsproducesbettercommunications________andgreater________impact.
A）consistency;sales
B）sales;consistency
C）marketing;sales
D）variety;production
E）branding;quality
Answer:
A
Diff:
2PageRef:
407
AACSB:
Communication
Skill:
Concept
Objective:
14-2
11）Integratedmarketingcommunicationsinvolvesidentifyingthetargetaudienceandshapingawell-coordinated________toelicitthedesiredaudienceresponse.
A）pullstrategy
B）pushstrategy
C）promotionalprogram
D）opinionleader
E）targetmarket
Answer:
C
Diff:
2PageRef:
407
AACSB:
Communication
Skill:
Concept
Objective:
14-3
12）WhichofthefollowingisNOToneofthefourmajorcommunicationfunctions?
A）feedback
B）encoding
C）noise
D）response
E）decoding
Answer:
C
Diff:
2PageRef:
408
AACSB:
Communication
Skill:
Concept
Objective:
14-3
13）Aconsumerisreadingamagazinewithanadvertisement,butisdistractedfromreadingtheadvertisementoritskeypoints.Thisunplannedstaticordistortionduringthecommunicationprocessiscalled________.
A）noise
B）distraction
C）feedback
D）response
E）decoding
Answer:
A
Diff:
2PageRef:
409
AACSB:
Communication
Skill:
Concept
Objective:
14-3
14）Marketingcommunicatorsmustbegoodat________messagesthattakeintoaccounthowthetargetaudience________them.
A）delivering;encodes
B）sending;encodes
C）encoding;decodes
D）retrieving;perceives
E）decoding;receives
Answer:
C
Diff:
3PageRef:
409
AACSB:
Communication
Skill:
Concept
Objective:
14-3
15）Inthemodelofbuyer-readinessstages,thefirststageis________.
A）preference
B）knowledge
C）liking
D）awareness
E）insistence
Answer:
D
Diff:
1PageRef:
409
Skill:
Concept
Objective:
14-3
16）Marketersusinghumorintheirmessagesclaimthattheyattractmoreattentionandcreatemoreloyaltyandbeliefinthebrand.Thistypeofmessageiscalleda（n）________appeal.
A）rational
B）structural
C）emotional
D）moral
E）standard
Answer:
C
Diff:
2PageRef:
411
AACSB:
Communication
Skill:
Concept
Objective:
14-3
17）A（n）________argumentisonlylikelytobeeffectivewhentheaudienceishighlyeducatedorlikelytohearopposingclaims,orwhenthecommunicatorhasanegativeassociationtoovercome.
A）two-sided
B）one-sided
C）moral
D）emotional
E）scientific
Answer:
A
Diff:
3PageRef:
412
AACSB:
Communication
Skill:
Concept
Objective:
14-3
18）Communicationthroughthemailiscategorizedasa（n）________communicationchannel.
A）nonpersonal
B）word-of-mouth
C）personal
D）objective
E）inefficient
Answer:
C
Diff:
2PageRef:
412
AACSB:
Communication
Skill:
Concept
19）Vastnumbersofconsumersareawareofyourproduct.Itisnowyourgoaltoenhancepreferenceforyourproduct.Youplantousenonpersonalcommunicationsthroughprintmedia.ThiswillincludeallofthefollowingEXCEPT________.
A）newspapers
B）magazines
C）Internet"chats"
D）directmail
E）catalogs
Answer:
C
Diff:
1PageRef:
413
AACSB:
Communication
Skill:
Concept
Objective:
14-3
20）CompaniesuseallofthefollowingmethodstosettheiradvertisingbudgetEXCEPTthe________.
A）objective-and-taskmethod
B）integratedmethod
C）competitive-paritymethod
D）percentage-of-salesmethod
E）affordablemethod
Answer:
B
Diff:
1PageRef:
415
Skill:
Concept
Objective:
14-4
21）________isthecompany'smostexpensivepromotiontool.
A）Advertising
B）Personalselling
C）Massmedia
D）Publicrelations
E）Publicity
Answer:
B
Diff:
3PageRef:
417
Skill:
Concept
Objective:
14-4
22）Whichpromotionaltoolisdescribedasnonpublic,immediate,customized,andinteractive?
A）segmentedadvertising
B）salespromotion
C）directmarketing
D）brandcontacts
E）publicrelations
Answer:
C
Diff:
2PageRef:
418
AACSB:
Communication
Skill:
Concept
Objective:
14-4
23）Whichofthefollowingwouldbeclassifiedasbait-and-switchadvertising?
A）advertisingacheaperbrandbutonlymakingamoreexpensiveoneavailabletocustomers
B）raisingaproduct'sprices
C）attemptingtochargelessforabrandthanformanufacturers'brands
D）advertisingservicepackagesthatcannotactuallybeprovided
E）favoringcertaincustomersoverothersthroughtradepromotions
Answer:
A
Diff:
2PageRef:
421
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
14-4
24）Acompany'ssalespeopleshouldalwaysfollowtherulesof________.
A）high-pressureselling
B）societalmarketing
C）competition
D）faircompetition
E）cooling-off
Answer:
D
Diff:
2PageRef:
422
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
14-4
25）HarpoEnterprisesmaintainstheOprahWinfreyshow,aWebsite,andOmagazine.BecauseHarpoEnterprisespracticesintegratedmarketingcommunications,thesedifferentbrandcontactsallmaintain________indesignandtone.
A）variety
B）contact
C）consistency
D）creativity
E）convenience
Answer:
C
Diff:
1PageRef:
405
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-2
26）AnadforMaybellineage-minimizingmakeupinLadies'HomeJournalmagazinefeaturedactressMelinaKanakaredesandofferedreadersa$1-offcouponwhentheytrythenewmakeup.Intermsofthecommunicationmodel,thesenderofthismessageis________.
A）MelinaKanakaredes
B）Ladies'HomeJournal
C）readerswhoredeemthe$1-offcoupon
D）Maybelline
E）thetargetmarkettowhomMelinaKanakaredesappeals
Answer:
D
Diff:
2PageRef:
408
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-3
27）AnadforMaybellineage-minimizingmakeupinLadies'HomeJournalmagazinefeaturedactressMelinaKanakaredesandofferedreadersa$1-offcouponwhentheytrythenewmakeup.Intermsofthecommunicationmodel,themediumofthisadis________.
A）MelinaKanakaredes
B）Ladies'HomeJournal
C）readerswhoredeemthe$1-offcoupon
D）Maybelline
E）thetargetmarkettowhomMelinaKanakaredesappeals
Answer:
B
Diff:
1PageRef:
408
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-3
28）Whichofthefollowingrepresent（s）atwo-sidedmessage?
A）Listerinetastesbadtwiceaday.
B）HeinzKetchupisslowgood.
C）Etonicathleticshoesarebuiltsoyoucanlast.
D）AandB
E）noneoftheabove
Answer:
D
Diff:
1PageRef:
412
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-3
2
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