Review Questions for Exam 1

Chapter 1
Q: What does SMART stand for?
A: Specific, Measurable, Achievable, Relevant, Time-bound

Q: What term defines the process of examining factors from the orginization's internal and external environments?
A: Situation Analysis

Chapter 2
Q: Name the four components of IMC.
A: The Foundation, Advertising Tools, Promotion Tools, Integration Tools

Q: What are the two approaches to Global IMC?
A: Standardization and Adaptation

Chapter 3
Q: What is a buying center?
A: It is the group of individuals who make a purchase decision on behalf of the business.

Q: What are gatekeepers?
A: Individuals who control the flow of information to members.