IMC TEST October 19, 2010 18 A 1.

. The Japanese invented Sony Walkman because a person can enjoy music by herself and also perhaps due to the fact that it may disturb others. Agree/Disagree 2. Marketing communications may be seen as the voice of the brands. Agree/Disagree 3. Direct marketing involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. Agree/Disagree 4. A firms image is not normally connected to the strengths and weaknesses of the firm. Agree/Disagree 5. It is important to know the image of a brand or firm as perceived by the consumers rather than the image thought to be by the managers. Agree/Disagree 6. Retail Outlets where the products are sold could be viewed as tangible elements of corporate image. Agree/Disagree 7. Implied names like Jet Airways, BMW Motorcycles reveal what kind of business the company is in. Agree/Disagree 8. If the brand possesses awareness, then it may figure in the shopping list of the customer or receive a chance to bid in a contract. Agree/Disagree 9. Brand awareness refers to the strength of a brands presence in the consumers mind. Agree/Disagree 10. Brand parity occurs when there are intangible distinctions between competing brands in growing markets. Agree/Disagree 11. Adaptation strategy means the use of same brand name in all countries. This allows the transfer of best practices from one country to another. Agree/Disagree 12. In a globally integrated marketing communication (GIMC) strategy, the wise thing to do is to think globally, but act wisely. Agree/Disagree 13. Organizational buying behavior is a process rather than an isolated act or event. Agree/Disagree 14. Many services like shipping, financial, transportation, etc provide a variety of uses for distinct customers. Agree/Disagree 15. Some products like washing machines or refrigerators are purchased only when needed at frequency of long intervals. Promotions done earlier would come handy at the time of the needs arise. These are known as threshold effects. Agree/Disagree 16. When company stops advertising consumers fail to remember the messages. These are known as decay effects. Agree/Disagree 17. Some of the most important challenges faced by todays marketing managers are: a. Can you effectively manage multiple channels? b. Can you provide a cross-channel experience? c. Can you reach out and create richness? d. All the above are equally important challenges

18. Marketing Communications may be seen as: a. the means by which firms attempt to inform, persuade, and convince consumers directly or indirectly about the products and brands marketed by them. b. the means by which firms attempt to inform, persuade, and remind consumers directly about the products and brands marketed by them. c. the means by which firms attempt to inform and remind consumers directly or indirectly about the products and brands marketed by them. d. the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the products and brands marketed by them. 19. Major components of a firms image are: a. Primary component of a corporate image is customer perceptions of goods and services offered by the firms. b. The willingness of a firm to stand behind its goods and services when something went wrong. c. Both A & B above are components of a firms image d. None of the above is correct. 20. Brand name should be associated with the product or services most prominent characteristic such as: a. Well defined attributes b. Significant benefits c. Great values d. All the above 21. Brand equity is a set of assets and therefore investments are required to ________ these assets. a. fund and maintain b. constantly change c. create and enhance d. adequately balance 22. Which one of the following is not considered to be a brand equity asset category? a. Brand name awareness b. Brand loyalty c. Strategic advantage d. Brand associations 23. Need for ________ is a personality characteristic an individual displays when he/she engages in and enjoys mental activities. a. Attrition b. Affection c. Cognition d. Conation

24. If someone feels very strongly offended by an article in a news magazine, he may cancel subscription to that magazine. This may be understood as due to the ________ component of the attitude held by that person. a. Cognitive b. Conative c. Affective d. Negative 25. A promotion opportunity analysis is a process marketers employ to identify _________for goods and services and the __________needed to reach those audiences. a. distribution channels, marketing strategies b. segments, efforts c. target audiences, communication strategies d. wholesalers, retailers