1. What is ‘experiential marketing’?
A. Marketing that focuses solely on online advertising.
B. Marketing that creates immersive experiences for customers.
C. Marketing that avoids any interaction with customers.
D. Marketing that only uses traditional advertising methods.
2. A company offers a loyalty program to reward repeat customers. This is an example of:
A. Advertising.
B. Public relations.
C. Sales promotion.
D. Direct marketing.
3. What is ‘integrated marketing communications’ (IMC)?
A. A marketing strategy that focuses solely on digital channels.
B. A marketing strategy that uses only traditional advertising methods.
C. A marketing strategy that combines all marketing communication methods to deliver a consistent message.
D. A marketing strategy that avoids any form of direct communication with customers.
4. Which of the following is an example of ‘guerrilla marketing’?
A. Running a television commercial during the Super Bowl.
B. Placing a billboard on a busy highway.
C. Organizing a flash mob in a public place to promote a product.
D. Sending out email newsletters to subscribers.
5. Which of the following is NOT a primary goal of marketing communication?
A. To build awareness and interest.
B. To generate sales and leads.
C. To manage inventory levels.
D. To build brand loyalty.
6. Which of the following is a key benefit of using a marketing automation system?
A. Reduced need for marketing staff.
B. Improved efficiency and personalization of marketing efforts.
C. Elimination of all marketing errors.
D. Guaranteed increase in sales.
7. A company uses customer testimonials on its website. This is an example of:
A. Advertising.
B. Public relations.
C. Content marketing.
D. Personal selling.
8. What is ‘sales promotion’ primarily designed to do?
A. Build long-term brand loyalty.
B. Create immediate sales.
C. Improve public relations.
D. Conduct market research.
9. What is ‘influencer marketing’?
A. Marketing that only uses traditional advertising methods.
B. Marketing that involves collaborating with influential individuals to promote a product or service.
C. Marketing that avoids any form of direct communication with customers.
D. Marketing that focuses solely on internal communication.
10. Which of the following is a key advantage of using digital marketing?
A. Higher cost per impression compared to traditional media.
B. Limited ability to track campaign performance.
C. Precise targeting and measurable results.
D. Inability to engage directly with customers.
11. What is ‘buzz marketing’?
A. Marketing that focuses solely on print advertising.
B. Marketing that generates excitement and word-of-mouth about a product or service.
C. Marketing that avoids any form of public communication.
D. Marketing that only uses internal communication channels.
12. A company sponsors a local charity event. This is an example of:
A. Advertising.
B. Public relations.
C. Sales promotion.
D. Direct marketing.
13. What does ‘AIDA’ stand for in the context of marketing communication?
A. Awareness, Interest, Desire, Action.
B. Attention, Innovation, Demand, Analysis.
C. Analysis, Implementation, Development, Assessment.
D. Achievement, Influence, Decision, Advantage.
14. What is a key difference between advertising and public relations?
A. Advertising is free, while public relations is paid.
B. Advertising is paid, while public relations is generally earned media.
C. Advertising is focused on long-term brand building, while public relations is focused on immediate sales.
D. Advertising is less credible than public relations.
15. What is the role of ‘feedback’ in the communication process?
A. To interrupt the message being sent.
B. To provide a distraction from the message.
C. To provide a response from the receiver to the sender.
D. To create noise in the communication channel.
16. Which promotional tool is best suited for creating a personal connection with customers?
A. Mass advertising.
B. Public relations.
C. Personal selling.
D. Sales promotion.
17. Which of the following is a key consideration when choosing a communication channel?
A. The sender’s personal preferences.
B. The cost of the channel, the target audience, and the message complexity.
C. The availability of the channel.
D. The sender’s technical skills.
18. Which of the following is a potential ethical concern in marketing communication?
A. Using clear and concise language.
B. Targeting vulnerable populations with harmful products.
C. Providing accurate product information.
D. Respecting customer privacy.
19. What is ‘public relations’ primarily focused on?
A. Directly selling products or services.
B. Building and maintaining a positive image for the company.
C. Managing short-term sales promotions.
D. Creating advertising campaigns.
20. What is the primary objective of advertising?
A. To entertain the audience.
B. To inform, persuade, or remind consumers.
C. To provide customer service.
D. To conduct market research.
21. A company wants to improve its brand image. Which promotional tool would be MOST effective?
A. Sales promotion.
B. Public relations.
C. Direct marketing.
D. Personal selling.
22. A company sends personalized emails to customers based on their past purchases. This is an example of:
A. Mass marketing.
B. Direct marketing.
C. Public relations.
D. Sales promotion.
23. Which of the following is a disadvantage of using social media for marketing?
A. High cost of implementation.
B. Difficulty in reaching a large audience.
C. Potential for negative feedback and brand reputation damage.
D. Lack of measurability of results.
24. What is ‘permission marketing’?
A. Marketing that is always aggressive and intrusive.
B. Marketing that seeks consent from consumers before sending them marketing messages.
C. Marketing that ignores consumer preferences.
D. Marketing that is only used for internal communication.
25. Which of the following is a primary goal of ‘brand storytelling’?
A. To create a fictional narrative about the company’s history.
B. To connect with customers on an emotional level.
C. To sell products directly through storytelling.
D. To provide factual information about the company’s products.
26. A company launches a new product and offers free samples in stores. This is an example of:
A. Advertising.
B. Public relations.
C. Sales promotion.
D. Personal selling.
27. Which of the following is an example of a ‘push’ promotional strategy?
A. Direct-to-consumer advertising.
B. Offering incentives to retailers to stock your product.
C. Creating engaging social media content.
D. Running a contest for consumers.
28. Which of the following is NOT a form of direct marketing?
A. Email marketing.
B. Telemarketing.
C. Television advertising.
D. Catalog marketing.
29. What is ‘content marketing’?
A. Marketing that only uses paid advertising.
B. Marketing that focuses on creating and distributing valuable, relevant, and consistent content.
C. Marketing that only uses social media platforms.
D. Marketing that avoids creating any original content.
30. What is ‘brand advocacy’?
A. Using celebrities to endorse a product.
B. Having satisfied customers recommend a brand to others.
C. Creating a catchy advertising slogan.
D. Offering discounts to new customers.
31. What is the primary focus of ‘competitive-parity method’ in setting the promotion budget?
A. What the company can afford.
B. Matching the competitor’s spending.
C. Setting the budget based on specific promotion objectives.
D. Using a percentage of sales.
32. Which promotional tool involves direct communication with carefully targeted individual consumers to obtain an immediate response?
A. Advertising
B. Public relations
C. Direct marketing
D. Sales promotion
33. What is ‘personal selling’ primarily focused on?
A. Mass communication through advertising.
B. Building relationships with individual customers.
C. Generating publicity through media relations.
D. Creating short-term sales promotions.
34. What is the key advantage of using social media in a promotional strategy?
A. It is always free.
B. It allows for targeted communication and engagement with customers.
C. It guarantees a high return on investment.
D. It eliminates the need for traditional advertising.
35. What is the main objective of reminder advertising?
A. To build brand awareness among new customers.
B. To maintain brand relationships and keep consumers thinking about the product.
C. To persuade customers to purchase the product immediately.
D. To inform customers about new product features.
36. Which of the following is a major trend in sales force management?
A. Moving away from customer relationship management (CRM) systems.
B. Increasing the use of team selling.
C. Reducing the emphasis on sales force automation.
D. Focusing solely on individual sales performance.
37. What is the main goal of ‘informative advertising’?
A. To build brand preference.
B. To communicate customer value.
C. To build selective demand.
D. To keep consumers thinking about the product.
38. Which of the following is a disadvantage of using public relations?
A. It is too expensive.
B. It lacks credibility.
C. It is difficult to measure its impact.
D. It is too easy to control the message.
39. Which of the following is NOT a step in the personal selling process?
A. Prospecting and qualifying
B. Preapproach
C. Advertising campaign
D. Follow-up
40. What is the role of a ‘missionary salesperson’?
A. To close sales directly with end consumers.
B. To build goodwill and educate customers, often without taking orders.
C. To manage retail store displays.
D. To provide after-sales service.
41. In the context of sales force management, what does ‘sales force automation’ refer to?
A. Replacing salespeople with robots.
B. Using technology to streamline sales tasks and improve efficiency.
C. Eliminating the need for sales managers.
D. Automating the entire marketing process.
42. Which of the following is a potential ethical concern in advertising?
A. Using celebrity endorsements.
B. Using comparative advertising.
C. Creating false or misleading claims.
D. Targeting specific demographic groups.
43. Which of the following is the first step in the selling process?
A. Approach the customer.
B. Prospecting and qualifying.
C. Handling objections.
D. Closing the sale.
44. Which type of sales force structure assigns each salesperson to a specific geographic area?
A. Product sales force structure
B. Customer sales force structure
C. Territorial sales force structure
D. Complex sales force structure
45. What is the primary goal of value selling?
A. To offer the lowest price possible.
B. To convince customers that the product’s benefits outweigh its cost.
C. To sell the highest quantity of products.
D. To focus solely on product features.
46. A company decides to use telemarketing as a direct marketing tool. Which of the following is a key advantage of this method?
A. High cost per contact.
B. Ability to personalize the message.
C. Limited reach.
D. Guaranteed positive customer response.
47. Which of the following is a disadvantage of using direct marketing?
A. It is not measurable.
B. It is impersonal.
C. It can be perceived as intrusive or annoying.
D. It is too expensive.
48. What is the purpose of ‘trade promotions’?
A. To incentivize consumers directly through coupons and rebates.
B. To persuade resellers to carry a brand, give it shelf space, and promote it.
C. To build a positive image for the company through public service announcements.
D. To create informative advertising campaigns.
49. What is the purpose of using marketing communication channels?
A. To confuse the customer.
B. To deliver a clear, consistent, and compelling message about the organization and its brands.
C. To only focus on selling products.
D. To decrease brand awareness.
50. A company using a ‘push’ strategy directs its marketing activities towards which of the following?
A. Final consumers
B. Channel members (e.g., retailers and wholesalers)
C. Competitors
D. Government agencies
51. What is the term for integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message?
A. Sales promotion
B. Integrated marketing communications (IMC)
C. Personal selling
D. Direct marketing
52. Which promotional mix element is most effective in building up long-term brand preference?
A. Sales promotion
B. Advertising
C. Direct marketing
D. Public relations
53. What is the ‘affordable method’ of setting a promotion budget based on?
A. What the company thinks consumers are willing to pay.
B. What the company can afford to spend.
C. What competitors are spending.
D. What the company needs to spend to achieve its objectives.
54. Which of the following is NOT a major type of promotion?
A. Advertising
B. Personal selling
C. Product design
D. Sales promotion
55. What is the key benefit of using a database in direct marketing?
A. It eliminates the need for advertising.
B. It allows for highly personalized and targeted marketing messages.
C. It guarantees a high response rate.
D. It reduces marketing costs to zero.
56. Which of the following is an example of a sales promotion technique?
A. A television commercial
B. A newspaper advertisement
C. A free sample
D. A press release
57. Which of the following is an example of a ‘pull’ promotional strategy?
A. Offering retailers discounts for stocking a product.
B. Running a television advertising campaign targeting consumers.
C. Providing sales training to distributors.
D. Giving wholesalers incentives to increase their order sizes.
58. Which sales promotion tool involves offering consumers the chance to win something, such as a trip or cash?
A. Coupons
B. Premiums
C. Contests
D. Rebates
59. What is the key difference between advertising and public relations?
A. Advertising is always free, while public relations is paid.
B. Advertising is paid media space, while public relations seeks unpaid media coverage.
C. Advertising targets businesses, while public relations targets consumers.
D. Advertising is more credible than public relations.
60. What is the term for short-term incentives to encourage the purchase or sale of a product or service?
A. Advertising
B. Public relations
C. Personal selling
D. Sales promotion
61. What is ‘product placement’?
A. The process of designing the packaging for a product.
B. The practice of featuring products in movies, TV shows, or other media.
C. The strategy of placing products in the most visible spot in a retail store.
D. The method of determining the price of a product.
62. Which of the following is NOT a typical method for setting an advertising budget?
A. The affordable method
B. The percentage-of-sales method
C. The competitive-parity method
D. The random guess method
63. What is the key difference between public relations and advertising?
A. Public relations is always paid for, while advertising is free.
B. Advertising is always paid for, while public relations is generally earned.
C. Advertising is more credible than public relations.
D. Public relations focuses on sales, while advertising focuses on brand image.
64. What is the primary goal of integrated marketing communications (IMC)?
A. To maximize the number of advertising channels used.
B. To ensure a consistent message across all touchpoints.
C. To reduce marketing costs.
D. To focus solely on digital marketing.
65. Which of the following is a key consideration when choosing a social media platform for marketing?
A. The platform with the lowest advertising costs.
B. The platform with the largest number of users overall.
C. The platform that best aligns with the target audience’s demographics and behavior.
D. The platform that is most popular among competitors.
66. What is ‘content marketing’?
A. Marketing products based solely on their content or ingredients.
B. Creating and distributing valuable, relevant, and consistent content to attract and retain a target audience.
C. Marketing products through celebrity endorsements.
D. Marketing products exclusively through print media.
67. Which promotion mix element involves direct interaction with potential customers to make a sale?
A. Advertising
B. Public Relations
C. Personal Selling
D. Sales Promotion
68. A company decides to sponsor a local charity event. What type of promotion is this primarily an example of?
A. Advertising
B. Sales Promotion
C. Public Relations
D. Direct Marketing
69. What does ‘AIDA’ stand for in the context of marketing communications?
A. Awareness, Interest, Desire, Action
B. Attention, Innovation, Design, Application
C. Analysis, Implementation, Development, Assessment
D. Acquisition, Investment, Distribution, Allocation
70. A company is facing negative publicity due to a product defect. Which promotional element is most important for them to use?
A. Advertising
B. Sales Promotion
C. Public Relations
D. Direct Marketing
71. Which of the following is an example of a ‘pull’ promotional strategy?
A. Offering retailers discounts for stocking a product.
B. Advertising directly to consumers to create demand.
C. Providing sales training to distributors.
D. Giving incentives to salespeople to push a product.
72. Which of the following is NOT a common objective of advertising?
A. To inform
B. To persuade
C. To remind
D. To confuse
73. Which of the following is NOT a characteristic of a good marketing objective?
A. Specific
B. Measurable
C. Achievable
D. Vague
74. What is ‘viral marketing’?
A. Marketing products through medical professionals.
B. Creating content that is so compelling that users share it widely.
C. Using computer viruses to promote products.
D. Marketing products that are designed to fight viruses.
75. A company decides to use celebrity endorsements in its advertising campaigns. Which factor should they consider most carefully?
A. The celebrity’s fee
B. The celebrity’s relevance to the brand and target audience
C. The celebrity’s social media following
D. The celebrity’s personal political views
76. What is ‘publicity’?
A. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
B. Nonpersonal communication in news story form about an organization or its products, or services that is transmitted through a mass medium at no charge.
C. Short-term incentives to encourage the purchase or sale of a product or service.
D. Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
77. Which of the following is a disadvantage of using social media for marketing?
A. High cost compared to traditional advertising
B. Difficulty in reaching a large audience
C. Lack of control over brand messaging and potential for negative feedback
D. Inability to track campaign performance
78. What is the purpose of ‘event marketing’?
A. To sell products at discounted prices.
B. To create brand experiences and engage with customers in person.
C. To avoid traditional advertising methods.
D. To target a specific demographic group.
79. What is ‘integrated marketing communications’ (IMC) primarily concerned with?
A. Using only one type of marketing channel.
B. Ensuring all marketing activities deliver a consistent brand message.
C. Reducing the overall marketing budget.
D. Focusing solely on digital marketing strategies.
80. What is the role of a ‘media planner’ in an advertising agency?
A. To create the visual design of advertisements.
B. To develop the overall marketing strategy.
C. To select the best media channels to reach the target audience.
D. To write the copy for advertisements.
81. What is the primary goal of ‘brand advertising’?
A. To generate immediate sales.
B. To build long-term brand awareness and preference.
C. To promote specific product features.
D. To offer discounts and promotions.
82. What is ‘direct marketing’?
A. Marketing products through retail stores.
B. Marketing products directly to consumers through channels like email and mail.
C. Marketing products through wholesalers and distributors.
D. Marketing products only through social media.
83. Which of the following is a key advantage of using digital marketing?
A. Lower cost compared to all other marketing methods.
B. Ability to precisely target and measure campaign performance.
C. Guaranteed high conversion rates.
D. Elimination of the need for traditional marketing.
84. What is ‘guerrilla marketing’?
A. A marketing strategy focused on military veterans.
B. An unconventional marketing strategy that uses surprise and/or interaction.
C. A marketing strategy that targets only rural areas.
D. A marketing strategy that relies solely on online advertising.
85. Which of the following is a key benefit of using a ‘push’ promotional strategy?
A. Creating strong brand loyalty among consumers.
B. Building a direct relationship with end customers.
C. Ensuring products are readily available to consumers through distribution channels.
D. Generating high levels of customer engagement online.
86. Which of the following is an example of a sales promotion?
A. A television commercial
B. A press release
C. A coupon for a discount on a product
D. A billboard advertisement
87. A company launches a new product but fails to communicate its value proposition effectively. What is the most likely consequence?
A. Increased sales due to curiosity
B. Low adoption rates and poor sales performance
C. Positive word-of-mouth marketing
D. High brand loyalty from the start
88. Which of the following is NOT a key characteristic of services?
A. Intangibility
B. Perishability
C. Variability
D. Homogeneity
89. What is the term for the process of evaluating the results of a marketing campaign and making adjustments as needed?
A. Marketing Research
B. Marketing Control
C. Marketing Audit
D. Marketing Implementation
90. What is ‘buzz marketing’?
A. A form of advertising that uses only print media.
B. Generating excitement about a product through word-of-mouth marketing.
C. Marketing products exclusively to bees.
D. Using loud and disruptive advertising techniques.
91. Which of the following factors is most likely to drive a company to customize its products for international markets?
A. Desire to reduce production costs.
B. Strong global brand recognition.
C. Differing local regulations and consumer preferences.
D. Availability of standardized marketing materials.
92. A company decides to enter a foreign market by partnering with a local company to create a new, independent entity. Which market-entry strategy is this?
A. Direct Investment
B. Franchising
C. Joint Venture
D. Exporting
93. Which of the following is NOT a key area of consideration when evaluating a company’s global marketing environment?
A. The company’s domestic marketing performance.
B. The political and legal environment of foreign markets.
C. The economic environment of foreign markets.
D. The cultural environment of foreign markets.
94. What is the potential risk of using celebrity endorsements in global advertising campaigns?
A. Celebrities are too expensive for most companies.
B. Celebrity endorsements always guarantee increased sales.
C. A celebrity’s reputation may not resonate well in all cultures.
D. Celebrities are not effective in reaching global audiences.
95. Which entry strategy involves the highest level of risk and commitment for a company entering a foreign market?
A. Exporting.
B. Licensing.
C. Joint venture.
D. Direct investment.
96. Which of the following is a potential ethical concern in global marketing?
A. Adapting products to meet local safety standards.
B. Using sustainable sourcing practices.
C. Exploiting lax labor laws in developing countries.
D. Providing accurate product information in local languages.
97. What is the primary goal of standardization in global marketing?
A. To perfectly adapt products to each local market’s unique needs.
B. To minimize costs by using a consistent marketing mix across all markets.
C. To maximize sales by offering customized products in every region.
D. To comply with all local regulations, regardless of efficiency.
98. What is ‘Product adaptation’ in the context of global marketing?
A. Selling the same product worldwide without any changes.
B. Changing elements of design, function, or packaging to meet the needs of a different country.
C. Developing a new brand name for each market.
D. Using the same advertising message globally.
99. What is a major advantage of using a ‘franchising’ strategy for global expansion?
A. Requires significant capital investment.
B. Allows for rapid expansion with limited capital outlay.
C. Provides complete control over day-to-day operations.
D. Eliminates the need for local adaptation.
100. What is the key difference between ‘exporting’ and ‘licensing’ as market-entry strategies?
A. Exporting involves greater capital investment than licensing.
B. Exporting involves selling goods produced in the home country to a foreign market, while licensing grants rights to a foreign company to produce or sell the product.
C. Licensing offers more control over marketing activities in the foreign market.
D. Licensing typically results in lower profits compared to exporting.
101. A company chooses a distribution strategy where its products are available in as many outlets as possible in a foreign market. This is known as:
A. Exclusive distribution.
B. Selective distribution.
C. Intensive distribution.
D. Vertical marketing system.
102. What is a key advantage of using local distributors in a global marketing strategy?
A. Increased control over pricing decisions.
B. Better understanding of local market conditions and customer needs.
C. Reduced marketing expenses due to standardized campaigns.
D. Greater ability to protect intellectual property.
103. A company maintains the same advertising message worldwide, only translating the language. This is an example of:
A. Communication adaptation.
B. Straight communication extension.
C. Product adaptation.
D. Dual adaptation.
104. What is the role of international trade agreements (e.g., WTO) in global marketing?
A. To impose tariffs and quotas on imported goods.
B. To regulate domestic marketing practices within countries.
C. To reduce trade barriers and promote international commerce.
D. To standardize advertising regulations across countries.
105. Which of the following is NOT a typical barrier to international trade?
A. Tariffs.
B. Quotas.
C. Cultural differences.
D. Standardized product packaging.
106. Which international market entry strategy gives the most control over the marketing and sales process in the foreign market?
A. Exporting
B. Licensing
C. Joint Venture
D. Direct Investment
107. Which of the following is an example of a ‘product invention’ strategy in global marketing?
A. Selling the same product in a new market without any changes.
B. Adapting the product’s features to suit local tastes.
C. Creating a completely new product to meet the specific needs of a particular market.
D. Using the same advertising campaign across all markets.
108. What is the primary goal of ‘dumping’ in international trade?
A. To fairly price products based on production costs.
B. To gain market share by selling products at below-cost prices.
C. To promote ethical business practices in foreign markets.
D. To comply with international trade regulations.
109. A company faces legal restrictions in a foreign market that require it to use a certain percentage of locally sourced materials in its production. This is an example of:
A. A tariff.
B. A quota.
C. A local content requirement.
D. An embargo.
110. What is the purpose of using ‘back translation’ in global marketing research?
A. To reduce the cost of translation services.
B. To ensure the accuracy and cultural relevance of translated marketing materials.
C. To speed up the translation process.
D. To target different market segments with different translations.
111. Which of the following best describes ‘straight product extension’ in global marketing?
A. Modifying a product to meet local requirements.
B. Introducing a product in a foreign market without any changes.
C. Developing a completely new product for a foreign market.
D. Promoting a product using a different advertising campaign.
112. A company lowers the price of its product in a foreign market because of lower labor costs in that country. This is an example of:
A. Standardized pricing.
B. Price skimming.
C. Dynamic pricing.
D. Adaptive pricing.
113. Which of the following is an example of a ‘quota’ in international trade?
A. A tax on imported goods.
B. A limit on the quantity of goods that can be imported.
C. A ban on exporting certain products.
D. A regulation on product safety standards.
114. A company allows a foreign firm to use its manufacturing process, trademark, patent, trade secret, or other proprietary knowledge. What is this entry strategy called?
A. Exporting
B. Franchising
C. Licensing
D. Joint Venture
115. Which of the following is a challenge associated with global advertising?
A. Difficulty in reaching a large audience.
B. Lack of creative talent in foreign markets.
C. Cultural differences that affect message interpretation.
D. Limited availability of media channels.
116. What is ‘glocalization’ in the context of global marketing?
A. Ignoring local cultural differences to create a globally uniform brand.
B. Developing a global marketing strategy and adapting it to local markets.
C. Focusing exclusively on local marketing strategies without any global coordination.
D. Using only digital marketing channels to reach global customers.
117. When a company varies its promotional message to fit the media preferences of a particular country, it is practicing:
A. Product adaptation.
B. Communication adaptation.
C. Straight extension.
D. Price adaptation.
118. Which of the following is a potential disadvantage of using a standardized global marketing strategy?
A. Increased production costs due to customized products.
B. Potential failure to meet the specific needs of local consumers.
C. Difficulty in maintaining a consistent brand image worldwide.
D. Inability to leverage economies of scale in production.
119. What is ‘reverse innovation’ in the context of global marketing?
A. Developing products for developed countries first and then adapting them for developing countries.
B. Developing products for developing countries and then adapting them for developed countries.
C. Ignoring the needs of developing countries.
D. Selling the same product worldwide without any changes.
120. Which of the following is a key consideration when adapting a product for a foreign market?
A. Maintaining the lowest possible production cost.
B. Ignoring local cultural norms and values.
C. Meeting local legal and regulatory requirements.
D. Using the same packaging design worldwide.
121. What is ‘guerrilla marketing’?
A. Using traditional marketing methods to reach a wide audience.
B. Using unconventional and creative marketing tactics to achieve maximum results with minimal resources.
C. Focusing on direct sales through personal selling.
D. Managing public relations through media releases.
122. What is ‘personal selling’?
A. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
B. Short-term incentives to encourage the purchase or sale of a product or service.
C. Personal customer interactions by the firm’s sales force for the purpose of making sales and building customer relationships.
D. Building good relations with the company’s various publics by obtaining favorable publicity.
123. A retailer offers a ‘buy one, get one free’ promotion. This is an example of:
A. Advertising.
B. Public relations.
C. Sales promotion.
D. Personal selling.
124. What is the key difference between advertising and public relations?
A. Advertising is always free, while public relations requires payment.
B. Advertising is paid media, while public relations is often earned media.
C. Advertising focuses on long-term brand building, while public relations focuses on immediate sales.
D. There is no difference; the terms are interchangeable.
125. A company launches a new product and wants to create buzz and excitement. Which promotional tool would be MOST effective?
A. Direct mail.
B. Public relations.
C. Personal selling.
D. Trade promotions.
126. What is the purpose of ‘encoding’ in the communication process?
A. To interpret the message.
B. To formulate the message into a symbolic form.
C. To transmit the message.
D. To provide feedback.
127. Which of the following is a challenge associated with measuring the effectiveness of Integrated Marketing Communications (IMC)?
A. Lack of available data.
B. Difficulty in isolating the impact of individual channels.
C. High cost of measurement tools.
D. Inability to track customer behavior.
128. A company decides to use a ‘push’ promotional strategy. Which of the following actions would be most consistent with this approach?
A. Directly advertising to consumers through social media.
B. Offering incentives to retailers to stock and promote their products.
C. Creating viral marketing campaigns to generate consumer demand.
D. Relying solely on word-of-mouth marketing.
129. A company offers a loyalty program to reward repeat customers. This is an example of:
A. Advertising.
B. Public relations.
C. Sales promotion.
D. Direct marketing.
130. A company sends personalized emails to customers based on their past purchases. This is an example of:
A. Advertising.
B. Public relations.
C. Direct marketing.
D. Sales promotion.
131. A company donates a portion of its profits to a charitable cause. This is an example of:
A. Direct marketing.
B. Sales promotion.
C. Public relations.
D. Personal selling.
132. What is the role of a ‘communication channel’ in the communication process?
A. To create the message.
B. To decode the message.
C. To transmit the message from sender to receiver.
D. To provide feedback to the sender.
133. What is the primary goal of content marketing?
A. To generate immediate sales.
B. To build brand awareness and establish thought leadership.
C. To directly advertise products to consumers.
D. To manage public relations crises.
134. Which of the following is a key benefit of using a multi-channel marketing strategy?
A. Reduced marketing costs.
B. Increased customer reach and engagement.
C. Simplified marketing management.
D. Guaranteed higher sales conversions.
135. A car manufacturer offers a cash rebate to customers who purchase a new vehicle during a specific period. This is an example of:
A. Advertising.
B. Public relations.
C. Sales promotion.
D. Personal selling.
136. What is the main purpose of public relations?
A. To directly persuade customers to buy a product.
B. To manage and maintain a positive image and relationship with the public.
C. To generate immediate sales through promotional offers.
D. To control all media coverage about a company.
137. Which promotional tool is generally considered the MOST expensive on a cost-per-contact basis?
A. Advertising.
B. Sales promotion.
C. Personal selling.
D. Public relations.
138. What is ‘word-of-mouth marketing’?
A. Using paid advertising to reach a target audience.
B. Encouraging customers to share their positive experiences with others.
C. Focusing on direct sales through personal selling.
D. Managing public relations through media releases.
139. What is the primary advantage of using direct marketing?
A. It is the cheapest form of marketing.
B. It allows for highly personalized and targeted communication.
C. It guarantees a high reach to a broad audience.
D. It eliminates the need for other marketing channels.
140. Which of the following is NOT a primary goal of Integrated Marketing Communications (IMC)?
A. To ensure consistent messaging across all channels.
B. To build customer relationships.
C. To maximize the reach of individual marketing efforts regardless of synergy.
D. To drive sales and increase brand awareness.
141. Which promotional tool is best suited for creating immediate sales?
A. Public relations.
B. Advertising.
C. Sales promotion.
D. Content marketing.
142. A company creates a series of blog posts and infographics related to its industry. This is an example of:
A. Advertising.
B. Public relations.
C. Content marketing.
D. Direct marketing.
143. A company sponsors a local sports team to increase brand visibility. This is an example of:
A. Advertising.
B. Public relations.
C. Sales promotion.
D. Direct marketing.
144. Which of the following is NOT a type of sales promotion?
A. Coupons.
B. Contests.
C. Brand advertising.
D. Free samples.
145. Which of the following is NOT a key element of the communication process?
A. Sender.
B. Message.
C. Competitor.
D. Receiver.
146. What is ‘buzz marketing’?
A. Using traditional advertising methods to reach a wide audience.
B. Creating excitement and word-of-mouth about a product or service.
C. Focusing on direct sales through personal selling.
D. Managing public relations through media releases.
147. What is the meaning of ‘decoding’ in the communication process?
A. Formulating the message.
B. Transmitting the message.
C. Interpreting the meaning of the message.
D. Providing feedback.
148. Which of the following is an example of a ‘pull’ promotional strategy?
A. Offering trade discounts to wholesalers.
B. Providing sales training to retail staff.
C. Running a national advertising campaign to create consumer demand.
D. Using a network of distributors to reach rural markets.
149. Which of the following is a potential drawback of using social media for marketing?
A. High cost of implementation.
B. Difficulty in measuring results.
C. Lack of control over brand messaging.
D. Limited reach to target audiences.
150. What is ‘integrated’ in Integrated Marketing Communications (IMC)?
A. Integrating different departments within a company.
B. Integrating different marketing channels to deliver a consistent message.
C. Integrating different product lines into a single brand.
D. Integrating different customer segments into a single target market.
