Cim Marketing Diploma - Comms Revision Test

19 Questions | Total Attempts: 132

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Cim Marketing Diploma - Comms Revision Test

Quiz testing basic knowledge for the CIM Marketing Diploma Comms module


Questions and Answers
  • 1. 
    What are the purposes of communication?
    • A. 

      Differentiate, reinforce, inform

    • B. 

      Reinforce, inform, persuade

    • C. 

      Differentiate, reinforce (remind), inform, persuade

    • D. 

      Inform, persuade, remind, reinforce

  • 2. 
    Fill in the missing 1 of the 4 C': communication, credibility, cost
  • 3. 
    Name the missing communication tool. Advertising, PR, Personal Selling, Direct Marketing and ?
  • 4. 
    The 5 communication tools are referred to as being part of a ...?
    • A. 

      Toolshed

    • B. 

      Toolbox

    • C. 

      Toolkit

  • 5. 
    In the Model of Consumer Buying Behaviour, i.e. the Adoption Model, what are the different stages?
    • A. 

      Awareness, evaluation, adoption

    • B. 

      Interest, evaluation, trial adoption

    • C. 

      Awareness, interest, evaluation, trial, adoption

  • 6. 
    At the Awareness and Interest levels of the Consumer Buying Behaviour Model, how is the potential customer likely to hear about the product/service?
    • A. 

      From mass communication sources - tv, press/mags, radio

    • B. 

      From personal sources - friends, relatives, colleagues

  • 7. 
    At the Evaluation and Trial levels, how is the potential customer likely to gather information?
    • A. 

      Mass communication models

    • B. 

      Personal sources, including sales people

  • 8. 
    What are the stages in the Buying Decision Making Process?
    • A. 

      Information Search - Problem Recognition - Alternative Evaluation - Purchase Decision - Post-purchase Evaluation

    • B. 

      Problem Recognition - Information Search - Purchase Decision - Post-purchase Evaluation

    • C. 

      Problem Recognition - Information Search - Alternative Evaluation - Purchase Decision - Post-purchase Evaluation

  • 9. 
    Which of the following definitions refers to an Opinion Former?A. Interested in subject or hobby usually in own peer group (well read individuals - WoM subject specialist e.g. 'which?' magazine, orB. Expert or actively involved in subject - e.g. pharmacists, film critics
    • A. 

      A

    • B. 

      B

  • 10. 
    What are the two types of communication appeals, rational and ?
    • A. 

      Emotional

    • B. 

      Empathic

    • C. 

      Intuitive

  • 11. 
    Which of these are rational factors?
    • A. 

      Price/cost

    • B. 

      Quality

    • C. 

      Features

    • D. 

      Experience

    • E. 

      Tradition

  • 12. 
    Other factors are emotional. These include ego and fear or anger, plus which of the following?
    • A. 

      Aspiration

    • B. 

      Benefits

    • C. 

      Security (think RAC or the Julie Walters smoke alarm ads)

    • D. 

      Value

    • E. 

      Novelty

  • 13. 
    What word is used before 'problem-solving' to describe the pattern of purchasing whereby we carry on buying the same product until it becomes unavailable? It is commonly used to describe purchases such as toothpaste and soap, or distress purchases such as gas and electricity.
  • 14. 
    What word is used before 'problem-solving' to describe the pattern of purchasing whereby we need a short information search and evaluation before purchase, e.g. if buying low cost items such as flights or small electrical goods?
  • 15. 
    What word is used before 'problem-solving' to describe the situation when the potential customer needs a high level of external information before purchasing?NB in exams, describe anything to do with 'problem-solving' as high or low involvement, not 'problem-solving'!
  • 16. 
    Which of the following is correct?
    • A. 

      High involvement decisions tend to be rational

    • B. 

      High involvement decisions tend to be emotional

  • 17. 
    Which of the following correctly descibes 3 attitudes and beliefs?NB Attitudes can reflect just 1 of the 3, e.g. in rational decisions the 'learn' tends to be prevalent.
    • A. 

      Affective (do), Conative (learn), Cognitive (feel)

    • B. 

      Cognitive (learn), Affective (do), Conative (feel)

    • C. 

      Cognitive (learn), Affective (feel), Conative (do)

  • 18. 
    Which of the following apply in terms of perception?
    • A. 

      Individuals see what they want to see

    • B. 

      Perceptions are based on past experiences and pre-conditioning (much advertising relies on situational stuff so you can link in with it, such as the BT adverts)

    • C. 

      Selective attention

    • D. 

      Individuals have a heightened awareness of ads for products which they are considering

  • 19. 
    Which of the following are environmental influences?
    • A. 

      Groups

    • B. 

      Social class

    • C. 

      Situational influences

    • D. 

      Culture

    • E. 

      Sub-culture

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