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MKT 421 Final Exam Guide (New)
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1. Blending the firm's promotion efforts to convey a complete and consistent message is the goal of:
Sales management communications.
Integrated promotional marketing.
Sales promotion communications.
Integrated marketing communications.
2
When an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer clicks on the advertiser's ad and links to the advertiser's website, this process is called a(n):
pioneering ad.
pay-per-view.
pay-per-click.
copy thrust.
3
Marketers cannot assume that a product that meets consumer needs in one country will do so in another. This is because:
Many wants are culturally learned.
Family life cycles may be different.
Economic wants do not influence purchases in many regions of the world.
The purchase situations may be different.
4
Because she frequently buys books at Amazon.com, Sophie Soleil set up an account and password at the website. Now, when she logs on and searches for a specific book, a note pops up at the center of her laptop screen saying: "Hello, Sophie, we have recommendations for you," and proceeds to list other titles that Sophie might enjoy based on her previous purchases. Amazon can remember Sophie (and her previous purchases) because the online retailer uses:
Decoding.
Encoding.
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