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Integrated Marketing Communication
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Integrated Marketing Communication
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25 Questions

1. Pricing policies are based on __________, _________ and ________.
2. A _______________ is any activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything.
3. The 'T' in SWOT stands for___________________.
4. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?
5. Those needs that are concerned with love and friendship are __________ needs.
6. Middlemen reduce the problems of _____________ and _____________.
7. Desire is the 3rd phase that _________ an action to buy.
8. Marketing objectives need to be consistent with ____________.
9. People influencing each other during conversations is referred to as________.
10. The _____ environment consists of factors that affect consumer purchasing power and spending patterns.
11. A consumer's __________ refers to the personal, social, and economic significance of a purchase to the consumer.
12. A major part of audience analysis is assessing the current image of the company, its product, and its________.
13. The __________ depends upon the stage of the product in product life cycle.
14. An internal situation analysis looks at all of the following except ________.
15. The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase
16. _______ needs to correspond to the marketing objectives to make them operational.
17. __________is the process of determining what a company will receive in exchange for its products.
18. Evaluative Research assesses the effectiveness of ___________.
19. The marketing communications mix consists of six major modes of communications. Which of the following is NOT one of these modes?
20. The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent is called________.
21. _________ means the use of short-term incentives which are designed to encourage immediate purchase of the product.
22. A ____________________ is the way consumers perceive an actual or potential product.
23. In terms of special product life cycles, a _____________ is a basic and distinctive mode of expression.
24. The product is a combination of __________ and _______________.
25. _______ is where the majority of resellers stock the 'product' with convenience products.

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