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Advertising & IMC: Principles and Practice, 9e (Moriarty)
Chapter 2 Integrated Brand Communication
1) Which of the following refers to the way a product is designed, tested, produced, branded,
packaged, priced, distributed, and promoted?
A) advertising
B) promotion
C) marketing
D) management
E) production
Answer: C
Diff: 2
Page Ref: 34
Skill: Concept
Objective: 2-1
2) The goal of marketing is to match a product's availability to ________.
A) the competition's availability
B) the previous year's level of sales
C) the company's production capabilities
D) the consumers' need, desire, or demand for the product
E) the legal limits of availability
Answer: D
Diff: 2
Page Ref: 35
Skill: Concept
Objective: 2-1
3) The classification to which a product is assigned is known as the ________.
A) product category
B) product position
C) market mix
D) product class
E) product mix
Answer: A
Diff: 1
Page Ref: 35
Skill: Concept
Objective: 2-1