Introduction to Business International Edition 10th Edition By William M. Pride – Test Bank

CHAPTER 11
DEVELOPING INTEGRATED MARKETING COMMUNICATIONS

MULTIPLE-CHOICE QUESTIONS
What Is Integrated Marketing Communications?
Ans: B
Difficulty: Mod.
LO: 1
Page: 428
AACSB: Analytic 27. Ted Paine wants to facilitate exchange for his products by informing groups and
influencing them to accept his firm’s products. What would you suggest?
a. Select the appropriate channel of distribution.
b. Select the appropriate promotional activities.
c. Select the best manufacturer for his products.
d. Don’t worry; intelligent people will find good products.
e. Avoid expensive advertising.
Ans: B
Difficulty: Mod.
LO: 1
Page: 428
AACSB: Analytic 28. When the United Way sends out brochures discussing the charitable activities and
organizations it supports, it is using
a. media relations.
b. promotion.
c. integrated marketing communications.
d. infomercials.
e. solicitation.

Ans: D
Difficulty: Mod.
LO: 1
Page: 428
AACSB: Analytic 29. In the past, Tupperware used only personal selling to sell its products; it now uses
other methods as well to reach its target market. Together these various methods are Tupperware’s
a. promotion package.
b. advertising.
c. marketing mix.
d. promotion mix.
e. public relations.
Ans: A
Difficulty: Mod.
LO: 1
Page: 429
AACSB: Analytic 30. If McDonald’s website was green and black and did not feature the golden arches,
Ronald McDonald and gang, or the company’s food selections, McDonald’s would have failed to use
a. integrated marketing communications.
b. public relations.
c. a promotion mix.
d. primary-demand advertising.
e. coordinated strategic planning.
Ans: C
Difficulty: Mod.
LO: 1
Page: 429
AACSB: Analytic 31. If Jeans Inc. wants to ensure that customers receive a consistent message about its
product, it should use the concept of
a. advertising.
b. sales promotion.
c. integrated marketing communications.
d. personal selling.
e. public relations.
The Role of Promotion
Ans: A
Difficulty: Diff.
LO: 2
Page: 429
AACSB: Analytic 32. David believes that all promotional activities should be completely eliminated.
What commonly held misconception does David likely have about promotion?
a. He believes that promotion is unnecessary and simply causes prices to be high.
b. He thinks advertising and personal selling are the only functions of marketing.
c. He thinks that promotion is expensive.
d. He believes a company’s good reputation is the only tool that it needs.
e. He feels that competition in a free enterprise system would thrive without
promotion.
Ans: A
Difficulty: Mod.
LO: 2
Page: 429
AACSB: Analytic 33. In its broader role, promotion serves to expedite exchanges directly and to bring
about exchanges indirectly. In other words, promotion serves to
a. maintain positive relationships between a company and groups in the
marketing environment.
b. create positive relationships between producers and consumers.
c. foster harmonious relationships among marketers.
d. control consumer needs.
e. encourage industry to push undesirable items.
Ans: A
Difficulty: Easy
LO: 2
Page: 430
AACSB: Analytic 34. All of the following are categories of promotion except
a. managerial relations.
b. advertising.
c. public relations.
d. personal selling.
e. sales promotion.