Exam 1 Q&A

Chapter 1

1. Which of the following is NOT a component of IMC?
   A) Advertising tools
   B) Integration tools
   C) Promotional tools
   D) Coordination tools
   
2. The only way to gain sales is to:
   A) Wrap the product in bright, colorful packaging
   B) Hand out plenty of free samples
   C) Take customers away from competition
   D) Lower prices by reducing product quality
   

Chapter 2

1. Which of the following components of corporate image is intangible?
   A) Corporate name and logo
   B) Media reports
   C) Factory where product is produced
   D) Advertising, promotions, etc.
   
2. Which of these corporate names is implied?
   A) Fedex
   B) Krispy Kreme
   C) American Airlines
   D) Monster

Chapter 3

1. What is the first step in the consumer decision making process?
   A) Information search
   B) Evaluation of alternatives
   C) Problem recognition
   D) Purchase evaluation
   
2. What does a gatekeeper do?
   A) Test a recently purchased good or service
   B) Make purchase decisions on behalf of the business
   C) Shape buying decision by providing info
   D) Control the flow of info to members