1. All of the following could be a marketing communication objective except:
a. Develop brand awareness
b. Build customer traffic
c. Enhance the firm's image
d. Increase sales
e. No exceptions; all of the above are possible marketing communication objectives.
2. A set of businesses or a group of individual consumers with distinct characteristics that are similar in nature is called a ________.
a. Psychographic market
b. Homogeneous group
c. Demographic market
d. Market segment
e. Heterogeneous group
3. The ________ marketing strategy involves a manufacturer using its sales force and trade promotions to entice intermediaries to carry, promote, and sell its product to the end users.
a. Integrated
b. Pull
c. Push
d. Optimal
e. Segmented
4. Which of the following is NOT a recent trend in the consumer buying environment that has affected consumers' purchasing patterns?
a. Cocooning
b. Information complexity
c. Time pressure
d. Changes in family units
e. Reduced choices among available alternatives
5. All of the following are considered to be demographic factors except:
a. Marital status
b. Years of education completed
c. Number of pets owned
d. Religious beliefs
e. Political affiliations