Reference no: EM132414501

1. Alyiah works as a marketer for the California Seashell company, which is opening a new store with new product offerings. Alyiah is working on a marketing campaign plan for this new store and has finished her promotional mix and detailed budget portion of the campaign plan. She turns her attention to the communication action plan and is creating the template to capture all of the pertinent information. Which types of information should Alyiah make sure to include in the communication action plan?

a. timing, activity type, brief description, audience, owner.

b. timing, brief description, marketing integration activities, owner, follow-up.

c. activity type, audience, owner, follow-up, cost.

2. A taxi company's marketing team launched a new website supported by a marketing campaign that used SEO to increase website traffic through SEO strategies. Now the marketing team is looking to measure KPIs to see what areas of the website are working well and whether their use of SEO is driving more people to the website. What types of metrics should the marketing team be measuring?

a. open rate, bounce rate, unsubscribe rate.

b. likes, shares, comments, retweets/reposts, positive/negative sentiment.

c. SEO keyword ranking, number of unique visitors, average time on site/page.

3. Healthcare providers manage a large variety of activities such as hospital facility management, emergency room conditions, and patient care. They monitor activities such as lab turnaround time, time-to-healthcare service, ER waiting times, and average length of stay. What are these important activities they are monitoring called?

a. key performance indicators (KPI)

b. key developmental indicators (KDI)

c. progress performance keys (PPK)

4. Bespoke Collection is a small organization that offers wines, top-tier memberships, and elegant art experiences. It attracts customers because of the deep relationships it builds through its memberships, loyalty programs, and understanding its customers' behavior buying habits. As the company has grown, it has embraced a CRM system to maintain its high level of customer service and personal attention. The company's CRM system uses IMC tools such as sending a personalized email after a purchase.The CRM system assists with the sales process by collecting what type of information?

a. current customer information exclusively

b. company organization information and inventory data

c. current and prospective customer information and the businesses interaction with them.

5. Xavier needed a new business credit card. After evaluating many choices, he decided to sign up for an American Express Delta Air Lines card. Within a few moments of his online signup and approval, Xavier received two emails. The first email included his account information and a link to take a survey to give feedback about his account sign up experience. The second email pointed him to a social media video that walked him through his new benefits, showed him how to navigate the website, answered basic questions a new customer may ask, and showed him how to sign up for account alert emails. American Express's marketing team created an easy way to reinforce a customer's "purchase" decision. Which IMC tools were used to facilitate this process?

a. discounts, sales promotions, testimonials

b. emails, surveys, social media

c. case studies, videos, product demonstrations, presentations.

6. A project management company provides consulting services and is setting its best-practice policies for its annual marketing planning. Which of the following practices will lead to effective direct marketing email and mobile marketing campaigns for this company?

a. make a robust and accurate customer database to use for marketing campaigns

b. wait for new technology to be widely adopted before using it in the IMC marketing mix

c. update its customer database once a year to use with its marketing campaigns

7. At the beginning of the year an IT company hired new sale staff members with good results. After six months the IT company reviewed its sales numbers and identified the cost of keeping its sales staff in the wake of a tougher market. In order to cut costs, the company decided to start using complementary techniques. What type of activities would complement the sales staff's personal touch?

a. offer rewarding incentitives to the sales representatives to make more sales

b. use telemarketing, direct mailings, and toll-free numbers for prospective customers

c. measure the marketing effectiveness of the company's other marketing activities.

8. A car company promises that its cars are the ultimate driving machines and positions itself as one of the top luxury car brands on the market. According to a simple messaging framework, what is the next component of the company's marketing message?

a. its primary message

b. its target audience

c. its call to action

9. A shipping company needs to effectively manage the multiple communication tools it is using to begin a marketing campaign. What is a best practice it should employ for its marketing message?

a. create a message that is a broad market appeal

b. spend a large amount of time on creating message

c. create a clear and consistent message

10. Each Saturday at the local bread store Harold demonstrates various bread-making products to any of the interested customers. He knows many of the customers by name and has asked them over time about their various preferences and bread needs. Because he knows his customers so well, Harold can skillfully direct customers to buy the best grain mill to fit their needs, the types of flour for their home baking, and even the different types of loaves of bread they may enjoy purchasing right then. Harold is employing what common marketing communication method?

a. direct marketing

b. personal selling

c. sale promotion