Blog 4

Chapter 1
1. What is the first stage in the Integrated Marketing Communications program?
a. Extend the scope of communications to include everyone in the organization
b. Apply information technologies
c. Identify, coordinate and manage all forms of marketing communication
d. Treat IMC as an investment and not a department function
(c)

2. True or False. The S in SMART stands for specific.
(True)

Chapter 2
1. Which of the following is NOT a benefit of brand equity?
a. channel power
b. less retail shelf space
c. reduces customer switching behavior
d. prevents erosion of market share
(b)

2. What is an example of a tangible component in an image?
a. retail outlets
b. media reports
c. policies of company
d. ideals and beliefs of corporate personnel
(a)

Chapter 3
1. During business-to-business buyers behavior, what do the gatekeepers do?
a. shape buying decision by providing information
b. authorize the purchase
c. control the flow of information to members
d. actually use the good or service
(c)

2. Which consumer attitude contains feelings or emotions towards a product?
a. cognitive
b. affective
c. conative
d. all of the above
(b)