Marketing Management 5th Edition By Dawn Iacobucci – Test Bank

1. Any marketing decision must begin with a clear understanding of what needs to be achieved.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 185
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG – Reflective Thinking
LOCAL STANDARDS: United States – OH – Default City – DISC: Strategy
TOPICS: Introduction
KEYWORDS: Bloom’s: Comprehension
OTHER: MBA: Managing Strategy and Innovation
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 7/11/2016 2:21 PM

2. Typical marketing goals include an increase in near future sales or a longer-term goal of an enhanced brand reputation.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: Page 185
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG: Analytic
LOCAL STANDARDS: United States – OH – Default City – DISC: Promotion
TOPICS: Introduction
KEYWORDS: Bloom’s: Analysis
OTHER: MBA: Knowledge of Human Behavior and Society
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 7/11/2016 2:21 PM

3. An ad message needs to be simple, and so it is best to focus on achieving multiple goals.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Challenging
REFERENCES: Page 185
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG: Analytic
LOCAL STANDARDS: United States – OH – Default City – DISC: Promotion
TOPICS: Introduction
KEYWORDS: Bloom’s: Evaluation
OTHER: MBA: Managing Strategy and Innovation
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 7/11/2016 2:21 PM

4. A marketing research project probably cannot measure the pre- and post-advertising attitudes in the relevant target segment to see if they have improved.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Challenging
REFERENCES: Page 185
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG – Reflective Thinking
LOCAL STANDARDS: United States – OH – Default City – DISC: Research
TOPICS: Introduction
KEYWORDS: Bloom’s: Evaluation
OTHER: MBA: Knowledge of General Business Functions
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 7/11/2016 2:21 PM

5. Advertising Agency’s promotional materials include a statement indicating that advertising is the primary means by which a company communicates to its customers about its products, brands, and position in the marketplace. Advertising Agency’s statement is accurate.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Challenging
REFERENCES: Page 187
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG Communication
LOCAL STANDARDS: United States – OH – Default City – DISC: Customer
TOPICS: 11-1 What Is Advertising?
KEYWORDS: Bloom’s: Application
OTHER: MBA: Knowledge of Human Behavior and Society
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 7/11/2016 2:21 PM

6. Many people think of television commercials when they think of advertising.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Challenging
REFERENCES: Page 187
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG Communication
LOCAL STANDARDS: United States – OH – Default City – DISC: Promotion
TOPICS: 11-1 What Is Advertising?
KEYWORDS: Bloom’s: Evaluation
OTHER: MBA: Knowledge of Media Communications and Delivery
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 8/20/2016 3:01 AM

7. Integrated Marketing Communications (IMC) means advertising in many forms, including public relations, direct marketing, TV, and magazines.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: Page 187
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG Communication
LOCAL STANDARDS: United States – OH – Default City – DISC: Promotion
TOPICS: 11-1 What Is Advertising?
KEYWORDS: Bloom’s: Comprehension
OTHER: MBA: Knowledge of Media Communications and Delivery
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 8/20/2016 3:06 AM

8. Advertising is important because it facilitates customer awareness by providing information about the brands to the target customers.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 187
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG Communication
LOCAL STANDARDS: United States – OH – Default City – DISC: Customer
TOPICS: 11-2 Why Is Advertising Important?
KEYWORDS: Bloom’s: Evaluation
OTHER: MBA: Knowledge of Media Communications and Delivery
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 8/20/2016 3:19 AM

9. In advertising, a company expresses its brand positioning by emphasizing a feature or benefit that makes it seem better than any other options.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 187
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG – Reflective Thinking
LOCAL STANDARDS: United States – OH – Default City – DISC: Promotion
TOPICS: 11-2 Why Is Advertising Important?
KEYWORDS: Bloom’s: Analysis
OTHER: MBA: Knowledge of Media Communications and Delivery
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 8/20/2016 3:34 AM

10. Bill is the sales manager for a line of consumer products, and he tells his sales staff that advertising isn’t expected to generate sales or profitability, but instead is intended only to create awareness in the marketplace. Bill’s assessment of advertising is correct.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Challenging
REFERENCES: Page 187
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States – BUSPROG – Reflective Thinking
LOCAL STANDARDS: United States – OH – Default City – DISC: Promotion
TOPICS: 11-2 Why Is Advertising Important?
KEYWORDS: Bloom’s: Application
OTHER: MBA: Knowledge of Media Communications and Delivery
DATE CREATED: 7/11/2016 2:21 PM
DATE MODIFIED: 7/11/2016 2:21 PM