Marketing and Page Ref

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Chapter 14 Communicating Customer Value: Integrated Marketing Communication Strategy 1) A company 's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing Answer: C Diff: 1 Page Ref: 402 AACSB: Communication Skill: Concept Objective: 14-1 2) The use of short-term incentives to encourage the purchase or sale of a
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B) Improvements in communication technologies are changing how companies and customers communicate with each other. C) Companies routinely invest millions of dollars in the mass media. D) Mass media no longer capture the majority of promotional budgets. E) Today 's consumers are better informed about products and services. Answer: D Diff: 3 Page Ref: 403 AACSB: Communication Skill: Concept Objective: 14-2 12) Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts. A) mass marketing B) advertising C) direct marketing D) pull strategies E) push strategies Answer: A Diff: 2 Page Ref: 403 AACSB: Communication Skill: Concept Objective: 14-2

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13) Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) podcasts D) network television E) online social networks Answer: D Diff: 2 Page Ref: 404 AACSB: Use of IT Skill: Concept Objective: 14-2 14) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today 's targeting strategies. A) marketing; media B) media; sales C)

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