1.) What the most important ways that integratedmarketing communications (IMC) builds loyaltyrelationships?
A. by helping to reinforce the choices suggested by eachcommunications option.
B. by persuading consumers that they should build arelationship with the organization.
C. by giving loyalty coupons to repeat users.
2.) The advantages of advertising over personalselling include:
A. greater opportunity to tailor the message to the interestedprospect.
B. easier to keep the consumer from “tuningout” the message.
C. more freedom to try persuasive techniques on the prospect.
D. lower cost to expose a thousand prospects to the message
3.) Personal selling likely to be MOST important when:
A. the distribution network is well established (as opposed topoorly established).
B. prices are negotiable (instead of fixed list prices) because ofindustry competition.
C. the product is simple (as opposed to complex), requiring nodemonstration.
D. the target market is composed of thousands of small customers(as opposed to 50 large customers).
4.) Which is WRONG regarding sales promotions:
A. sales promotions have been shown to build long-term sales volumefor products.
B. trade promotions are used to encourage channel cooperation withmanufacturers.
C. sales promotions can be effective in protecting establishedbrands from new entrants.
D. sales promotions for new products are useful in gaining channelacceptance of the item.
