Questions

1. The process involving coordination of a variety of different communication tools used to deliver a common message and impact customers’ perceptions and behavior is known as ________.

A) marketing through distribution

B) integrated marketing communication

C) defining the message

Correct Answer

B) integrated marketing communication

2. What is one of the major factors for success with a marketing campaign?

A) spending a large amount of time on creating a message

B) having a clear and consistent message

C) creating a message that is a broad market message

Correct Answer

B) having a clear and consistent message

3. What are the first three planning steps for marketers to define what they want to accomplish and with whom?

A) determine the target market, purpose and objectives for IMC campaign, set S.M.A.R.T. goals

B) set S.M.A.R.T. goals, define the message, select marketing communications methods and tools

C) select marketing methods and tools, determine the promotion mix, execute the campaign

Correct Answer

A) determine the target market, purpose and objectives for IMC campaign, set S.M.A.R.T. goals

4. A paid form of communication from a specific source or sponsor that accentuates goods, services, and/or ideas, of the sponsor is the definition of ________.

A) public relations

B) advertising

C) personal selling

Correct Answer

B) advertising

5. What are the vital roles marketers play in supporting the sales process?

A) Marketers need to provide motivational coaching for salespeople to do their job.

B) Marketers need to provide tools to the salespeople to assist them in closing deals.

C) Marketers need to give a customer moving through the decision-making process space to be influenced primarily by the salespeople.

Correct Answer

B) Marketers need to provide tools to the salespeople to assist them in closing deals.

6. A CRM system generally captures and maintains information that is very useful to the sales and marketing process. Which types of information does the CRM system capture?

A) current and prospective customer information and the businesses interaction with them

B) current company organization information and inventory data

C) current customer information exclusively

Correct Answer

A) current and prospective customer information and the businesses interaction with them

7. Something that is measurable and specifies the progress a business or organization is making toward reaching its goals or objectives is the definition of a:

A) key developmental indicator (KDI)

B) progress performance key (PPK)

C) key performance indicator (KPI)

Correct Answer

C) key performance indicator (KPI)

8. In order to begin an action plan, what must a marketer know first?

A) the IMC tools and methods the campaign will be using

B) the budget, the accounting method, and the fiscal reporting template

C) the campaign deadline date, any date conflicts, and the people’s time limitations and availabilities

Correct Answer

C) the campaign deadline date, any date conflicts, and the people’s time limitations and availabilities

LICENSES AND ATTRIBUTIONS

Self Check: Integrated Marketing Communication (IMC) Definition. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Defining the Message. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Determining IMC Objectives and Approach. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Marketing Communication Methods. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Using IMC in the Sales Process. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Customer Relationship Management (CRM) Systems and IMC. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Measuring Marketing Communication Effectiveness. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Developing a Communication Plan. Provided by: Lumen Learning. License: CC BY: Attribution

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Marketing Defined

Marketing Defined

Marketing in Action

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The Marketing Concept

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Marketing and Customer Relationships

How Organizations Use Marketing

How Organizations Use Marketing

Value of Marketing

The Value of Marketing

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Defining Your Target Market

Communicating the Value Proposition

Value for the Customer

Communicating the Value Proposition

Evaluating Value Proposition Examples

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Marketing Mix

Defining the Marketing Mix

Components of the Marketing Mix

Using the Marketing Mix

Finding the Right Marketing Mix

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Role of Marketing Plan

The Role of the Marketing Plan

Marketing Function

Analyzing Marketing Efforts

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Glossary

Segmentation and Targeting

Segmentation and Targeting Rationale

The Purpose of Market Segmentation and Targeting

Common Segmentation Approaches

Segmentation Criteria and Approaches

Segmentation Decisions

Choosing a Segmentation Approach and Target Segments

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Targeting and Marketing Mix

Targeting Strategies and the Marketing Mix

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Marketing Strategy

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Strategy and Tactics

The Mission Statement

Strategy and Objectives

Marketing Strategy Mechanics

Creating the Marketing Strategy

Optimizing the Marketing Mix

Implementation and Budget

Evaluating Marketing Results

Strategic Planning Tools

SWOT Analysis

BCG Matrix

Strategic Opportunity Matrix

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Market Development Example

Product Development Example

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Customer Relationships

Customer-Relationship Strategies

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Ethics and Social Responsibility