University of Oregon

MKTG 311

Quiz 11

Q1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called                 .

1. direct marketing
2. integrated marketing
3. the promotion mix
4. competitive marketing
5. target marketing

Q2) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

1. sales promotion
2. personal selling
3. direct marketing
4. public relations
5. advertising

Q3)                      is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

1. The competitive-parity method
2. Public relations
3. Personal communication
4. Nonpersonal communication
5. Personal selling

Q4) Which promotional mix strategy directs marketing efforts toward market channel members?

1. pull
2. blitz
3. push
4. buzz
5. pulse

Q5) Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas. Marketers at Uptown Cleaning Crew developed a short, humorous video promoting the company's services, and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Uptown Cleaning Crew are using                                                    .

1. a content sponsorship
2. viral marketing
3. C2B marketing
4. rich media ads
5. a marketing Web site