Question 1

Which of the following is a feature of using an Internet marketing channel?

Options :

A : It reduces a company-s ability to personalize products.

B : It limits a firm-s market presence.

C : It removes the need for other channels of distribution.

D : It reduces the need to spend money on marketing.

E : It enables companies to offer individualized offerings.

Answer: E

Question 2

Which of the following is a source of quantitative research?

Options :

A : In-depth interviews

B : Social media sites

C : Scanner data

D : Projective techniques

E : Focus groups

Answer: C

Question 3

Which of the following best describes a lagged effect?

Options :

A : It is a delayed response to a marketing communication campaign exhibited by customers.

B :

It occurs when consumers mention a specific brand name first when they are asked about a product or service.

C : It occurs when consumers indicate they know the brand when the name is presented to them.

D :

It refers to a potential customer’s inability to recognize or recall that a brand name belongs to a certain product category

E :

It is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.

Answer: A

Question 4

In the marketing communication process, the sender works with a creative department, either an in-house marketing department or an external agency, who receives the information and transforms it for use. Here, the creative department is the _____.

Options :

A : encoder

B : decoder

C : transmitter

D : channel

E : receiver

Answer: C

Question 5

When conducting a SWOT analysis, an organization will identify opportunities and threats in _____.

Options :

A : economic changes in the market

B : its production processes

C : its reputation in the market

D : its products

E : its management team

Answer: A