Test questions

Chapter 1

Which of the following is part of the Communication Process?

1. Sender
2. Encoding
3. Decoding
4. Receiving
5. All of the above

ANS: e. All of the above

IMC is the ______ and _____ of all marketing communication tools

1. transmission; impact
2. external; internal
3. coordination; integration
4. situation; objective

ANS: c.  coordination; integration

Chapter 2

What the _____ believes in is for more important than what the _____ thinks of itself.

1. business; market
2. customer; company
3. organization; buyer
4. company; consumer

ANS: b. customer; company

What is NOT a role of the corporate image?

1. provide consumer perspective
2. provide market perspective
3. provide business to business perspective
4. provide company perspective

ANS: b: provide market perspective

Chapter 3:

Attitude is a mental position taken towards something that consists of what component?

1. Cognitive
2. Conative
3. Affective
4. All of the above

ANS: d. All of the above

A brand remains strong when it has _________ to customers

a. salience

b.  benefits

c. appeal

d. assurance

ANS: a. salience