Chapter 15

______________ is the use of technological innovation to promote interaction and feedback without the use of human interaction, usually artificial intelligence.

Select one:

a. Non-personal communication

b. Archived communication

c. Personal communication

d. Quasi-personal communication

_______________ communication occurs when customers advise one another of their experience with a particular product or service.

Select one:

a. Advertising

b. Word-of-mouth

c. Packaging

d. Direct marketing

_______________ generally involve higher variable costs since, to fulfill their promotional functions, intermediaries require incentives in the form of higher margins.

Select one:

a. Penetration strategies

b. Skimming strategies

c. Pull strategies

d. Push strategies

_______________ include special price deals, merchandising allowances, and contests.

Select one:

a. Discounted promotions

b. Trade promotions

c. Cross promotions

d. Consumer promotions

________________ captures the idea of coordinating all communication messages with the right communication tools and techniques.

Select one:

a. Brand equity

b. Target marketing

c. Integrated marketing communications

d. Marketing strategy

A firm has greater control over the message content in ______________ than in ______________.

Select one:

a. personal communication; mass communication

b. archived communication; mass communication

c. mass communication; personal communication

d. quasi-personal communication; personal communication

According to the text, _______________ is paid communication directed at a mass audience.

Select one:

a. packaging

b. direct marketing

c. word-of-mouth

d. advertising

According to the text, all of the following are examples of mass communication EXCEPT:

Select one:

a. Face-to-face communication

b. Direct marketing

c. Advertising
d. Packaging

According to the text, consumer promotions include all of the following EXCEPT:

Select one:

a. Rebates and premiums

b. Coupons and games
c. Merchandising allowances

d. Point-of-purchase materials

All of the following are main causes of miscommunication EXCEPT:

Select one:

a. Feedback

b. Encoding

c. Distortion

d. Decoding

All of the following represent external challenges as a firm tries to determine the right mix of tools and techniques for reaching its various audiences EXCEPT:

Select one:

a. Regulators

b. Competitive communications

c. All selections represent external challenges.

d. Noise

In B2C, _______________ are generally more popular with small firms rather than with wellfinanced large firms.

Select one:

a. pull strategies

b. push strategies

c. market-based strategies

d. integrated strategies

In developing the firm’s communication strategy, all of the following questions must be answered EXCEPT:

Select one:

a. “What communications tool will the firm use to accomplish its communications objectives?”

b. “What does the firm wish to accomplish with its communication effort?”

c. “Who are the firm’s communications targets?”

d. “What is the break-even point for the firm’s current products?”

In the marketing context, most ______________ is between salespeople and other firm representatives like technical and customer-service personnel.

Select one:

a. mass communication

b. quasi-personal communication

c. personal communication

d. archived communication

In which of the following communication tools does a firm typically provide information in the form of a story, press release, photograph, or video to a third-party transmitter that incorporates the material in its own communications?

Select one:

a. Word-of-mouth

b. Advertising

c. Publicity

d. Packaging

Most B2B firms use ______________ strategies, most effectively delivered by the sales force.

Select one:

a. Skimming communications

b. Push communications

c. Penetration communications

d. Pull communications

The focus of communication efforts is on indirect customers further down the channel for which of the following types of communications effort?

Select one:

a. Push strategy

b. Skimming strategy

c. Penetration strategy

d. Pull strategy

Traditional categories of communication tools include all of the following EXCEPT:

Select one:

a. Archived communication

b. Non-personal communication

c. Quasi-personal communication

d. Personal communication

Typically, firms have little control over word-of-mouth communication, but, increasingly, they orchestrate ______________ campaigns to encourage positive word-of-mouth communication.

Select one:

a. buzz-marketing

b. personal communication

c. mass communication

d. advertising

Which of the following areas of the communication process is most likely caused by a salesperson’s accent affecting the message the customer receives?

Select one:

a. Distortion

b. Decoding

c. Feedback

d. Encoding

Which of the following best describes direct interpersonal (face-to-face) contact with targeted individuals or groups?

Select one:

a. Cultural communication

b. Cross-cultural communication

c. Mass communication

d. Personal communication

Which of the following communications objectives is most applicable if the market objective is to increase customer retention (reduce defection)?

Select one:

a. Secure new leads and qualify potential customers.

b. Establish head-to-head trial against the competitor’s product.

c. Persuade customers to purchase and use in larger quantities.

d. Reinforce customers’ beliefs that they made the best decision.

Which of the following communications objectives is most applicable if the market objective is to secure new business?

Select one:

a. Reinforce customers’ belief that they made the best decision.

b. Persuade customers to purchase and use in larger quantities.

c. Establish head-to-head trial against the competitor’s product.

d. Secure new leads and qualify potential customers.

Which of the following communications objectives would be most applicable if the customer is a component manufacturer?

Select one:

a. Inventory sufficient component quantities to satisfy finished-goods manufacturer.

b. Purchase subcomponent for use in the component.

c. Learn how to assemble the firm’s subcomponents in the customer’s component.

d. Train salespeople to communicate benefits and sell the finished product to retailers

Which of the following describes communication that is directed at individuals?

Select one:

a. Packaging

b. Advertising

c. Direct marketing

d. Publicity

Which of the following DOES NOT represent an internal challenge as a firm tries to determine the right mix of tools and techniques for reaching its various audiences?

Select one:

a. “We don’t need it.”

b. “We need standardization”

c. “It’s an unnecessary expense.”

d. “We’ve already done that.”

Which of the following embraces all forms of communication enabled by the Internet.

Select one:

a. mass communication

b. work-of-mouth communication

c. digital communication

d. personal communication

Which of the following is NOT a growth option according to the strategic alternatives dimension of market strategy?

Select one:

a. Attract competitors’ customers.

b. Reduce customer defection rate.

c. Increase customer defection rate.

d. Increase use by current customers.

Which of the following is the likely cause of miscommunication when consumers receive similar print and TV advertisements messages differently?

Select one:

a. Encoding

b. Distortion

c. Decoding

d. Feedback

Which of the following represents an old view of integrated marketing communications?

Select one:

a. Proliferating media choices

b. Broad appeal

c. Multiple communications targets

d. Interactive communication

Which of the following types of communications effort focuses on direct customers?

Select one:

a. Skimming strategy

b. Penetration strategy

c. Push strategy

d. Pull strategy

Which of the following would represent the cause of miscommunication if someone in the firm decided on the intended message, but this message was not sent?

Select one:

a. Decoding

b. Feedback

c. Encoding

d. Distortion

Which of the following would represent the cause of miscommunication if salesforce training is ineffective, and the right message is not communicated?

Select one:

a. Distortion

b. Feedback

c. Decoding

d. Encoding