1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 1 Integrated Brand Communication

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 2 Which of the following is not a part of marketing as a process and a discipline? 1.The way a product is designed 2.The way a product is distributed 3.The way a product is promoted 4.None of the above

3. 1.The way a product is designed 2.The way a product is distributed 3.The way a product is promoted 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 3 Which of the following is not a part of marketing as a process and a discipline? As a process and a discipline, marketing is the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted.

4. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 4 _____ are all individuals and groups who have a stake in the success of a brand. 1.Shareholders 2.Stakeholders 3.Stockholders 4.None of the above

5. 1.Shareholders 2.Stakeholders 3.Stockholders 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 5 _____ are all individuals and groups who have a stake in the success of a brand. All the individuals and groups who have a stake in the success of a brand are known as stakeholders.

6. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 6 All of the following except _____ are elements of the marketing mix. 1.price 2.place 3.product 4.production

7. 1.price 2.place 3.product 4.production Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 7 All of the following except _____ are elements of the marketing mix. The marketing mix (also called the four Ps) includes product, price, place, and promotion.

8. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 8 The four categories of key players in the marketing industry do not include _____. 1.suppliers and vendors 2.distributors and retailers 3.venture capitalists 4.marketing partners

9. 1.suppliers and vendors 2.distributors and retailers 3.venture capitalists 4.marketing partners Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 9 The four categories of key players in the marketing industry do not include _____. There are four categories of key players in the marketing industry: marketers, suppliers and vendors, distributors and retailers, and marketing partners.

10. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 10 Share of market refers to the _____ in a product category for a particular brand. 1.percentage of the total sales 2.channel of distribution 3.goods and services 4.allocation of advertising time

11. 1.percentage of the total sales 2.channel of distribution 3.goods and services 4.allocation of advertising time Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 11 Share of market refers to the _____ in a product category for a particular brand. The phrase share of market refers to the percentage of the total sales in a product category that a particular brand has.

12. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 12 Which of the following is not one of the four major market types? 1.Consumer 2.Industrial 3.Institutional 4.Interconnected

13. 1.Consumer 2.Industrial 3.Institutional 4.Interconnected Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 13 Which of the following is not one of the four major market types? The four main market types are consumer, industrial (business to business), institutional, and channel markets.

14. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 14 The primary goal of the marketing process is to _____. 1.develop a cutting-edge product line 2.create and execute a marketing plan 3.expand operations into the global marketplace 4.deliver quality and service to all stakeholders

15. 1.develop a cutting-edge product line 2.create and execute a marketing plan 3.expand operations into the global marketplace 4.deliver quality and service to all stakeholders Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 15 The primary goal of the marketing process is to _____. The primary goal of the marketing process is to create and execute a marketing plan which sets objectives and proposes strategies to achieve them.

16. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 16 The marketing concept has nudged marketing closer to a _____. 1.product-driven philosophy 2.profit-drive philosophy 3.quality-driven philosophy 4.customer-focused philosophy

17. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 17 The marketing concept has nudged marketing closer to a _____. 1.product-driven philosophy 2.profit-drive philosophy 3.quality-driven philosophy 4.customer-focused philosophy The marketing concept has nudged marketing closer to a customer-focused philosophy, rather than one based on production.

18. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 18 _____ is a general term for people who buy and use products and services. 1.Consumer 2.Customer 3.Prospect 4.Constituent

19. 1.Consumer 2.Customer 3.Prospect 4.Constituent Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 19 _____ is a general term for people who buy and use products and services. Consumer is a general term for people who buy and use products and services, which is nearly everyone.

20. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 20 A brand is a perception, often involving emotion, which results from _____. 1.experiences with a company or product line 2.information about a company or product line 3.Both 1 and 2 above 4.None of the above

21. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 21 A brand is a perception, often involving emotion, which results from _____. 1.experiences with a company or product line 2.information about a company or product line 3.Both 1 and 2 above 4.None of the above A brand is a perception, often imbued with emotion, which results from experiences with and information about a company or line of products.

22. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 22 _____ is a characteristic of a successful brand name. 1.Simplicity 2.Association 3.Distinctiveness 4.All of the above

23. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 23 _____ is a characteristic of a successful brand name. 1.Simplicity 2.Association 3.Distinctiveness 4.All of the above The following are the characteristics of successful brand names: distinctive, association, benefit, heritage, and simplicity.

24. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 24 A trademark is a legal sign that _____. 1.Indicates ownership 2.Stands for the product’s source 3.Identifies the seller of a product 4.None of the above

25. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 25 A trademark is a legal sign that _____. 1.Indicates ownership 2.Stands for the product’s source 3.Identifies the seller of a product 4.None of the above A trademark is a legal sign that indicates ownership.

26. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 26 _____ signifies the value of a brand to a customer and to the corporation. 1.Brand value 2.Brand promise 3.Brand equity 4.Brand loyalty

27. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 27 _____ signifies the value of a brand to a customer and to the corporation. 1.Brand value 2.Brand promise 3.Brand equity 4.Brand loyalty There are two forms of brand value : the value to a customer and the value to the corporation.

28. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 28 _____ sends a consistent message promoting a brand’s strategy. 1.Total marketing communication 2.Integrated marketing communication 3.Global marketing communication 4.Cross-functional marketing communication

29. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 29 _____ sends a consistent message promoting a brand’s strategy. 1.Total marketing communication 2.Integrated marketing communication 3.Global marketing communication 4.Cross-functional marketing communication Integrated marketing communication unifies all marketing messages and tools so that they send a consistent message promoting the brand’s strategy.

30. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 30 A brand’s return on investment represents _____ compared to its expenses. 1.how many lives the brand touched 2.how much money the brand made 3.how much online buzz the brand generated 4.how many people are following it on Twitter

31. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 31 A brand’s return on investment represents _____ compared to its expenses. 1.how many lives the brand touched 2.how much money the brand made 3.how much online buzz the brand generated 4.how many people are following it on Twitter The calculation of return on investment determines how much money the brand made compared to its expenses.