MKT 571 Week 5 Quiz UOP New Tutorials

MKT 571 Week 5 Quiz UOP New Tutorials

MKT 571 Week 5 Quiz UOP New Tutorials


1. What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

  • Press relations
  • Product publicity
  • Corporate communications
  • Counseling

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2. Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates had been placed on the pillows and a flower arrangement on the table. The hotel's actions are an example of

  • customer lifetime value
  • customer value analysis
  • a customer touch point
  • customer perceived value

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3. Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of

  • a bypass attack
  • a frontal attack
  • an encirclement attack
  • guerilla warfare

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4. An insider trading crisis for an organization is what type of public relations crisis?

  • Intentional event
  • Unintentional event
  • Act of nature
  • Act of upheaval

5. Which of the following circumstances are best suited for the use of personal selling?

  • When there is minimal risk involved in buying or using the products
  • When the market has fewer and larger sellers
  • When prospective customers are spread across a wide geographic area
  • When the products used are simple and easy-to-use

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6. ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.

  • Database marketing
  • Relationship marketing
  • Internet marketing
  • Permission marketing

7. When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee, Starbucks was employing a ________ strategy.

  • new-market segment
  • geographical-expansion
  • market-penetration
  • niche identification

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8. ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

  • Copy testing
  • Media selection
  • Media scheduling
  • Content analysis

9. Total customer satisfaction is measured based on the relationship of

  • expected value and total customer benefit
  • past experience and present experience
  • perceived performance and expectation
  • advertised outcomes and real outcomes

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10. In order to help anticipate public relations crises it’s important to think about the possible events that could occur and the appropriate management response. This is often referred to as

  • preventative planning
  • imagining the risk
  • dreaming about the future
  • imagining the worst

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11. Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

  • E = reach * frequency * impact
  • E = frequency / reach
  • E = (reach * frequency) / impact
  • E = reach * frequency

12. TBS Bikes has recently introduced a series of bikes called Surami. The core positioning of TBS Bikes is "speed". Surami is a five-gear bike and, apart from speed, the company promises to include other features such as safety, good performance, and pollution control features. This describes the ________ of the bike.

  • value-delivery system
  • value proposition
  • total customer cost
  • customer-perceived value

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13. ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.

  • Contraction defense
  • Flank defense
  • Preemptive defense
  • Position defense

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14. Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

  • To create perceptions of key brand image associations
  • To express commitment to the community or on social issues
  • To enhance corporate image
  • To entertain key clients or reward key employees

15. Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

  • Public relations communications can be prepared to appeal to the addressed individual.
  • Given their live, real-time quality, public relations tools are more actively engaging for consumers.
  • They incorporate some concession, inducement, or contribution that gives value to the consumer.
  • Public relations can reach prospects who prefer to avoid mass media and targeted promotions.

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16. Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as

  • quality programs
  • benefit programs
  • frequency programs
  • satisfaction programs

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17. When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest

  • customer-perceived cost
  • customer-perceived value
  • customer equity
  • customer lifetime value

18. Which of the following benefits is offered by sales promotion tools?

  • They can reach prospects who prefer to avoid mass media and targeted promotions.
  • They are typically an indirect form of soft-sell and hence, better received by customers.
  • They allow buyers personal choices and encourage them to respond directly.
  • They incorporate some concession, inducement, or contribution that gives value to the consumer.

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19. When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.

  • crisis site
  • public site
  • dark site
  • white site

20. Under which of the following conditions is the frequency the most important factor in media selection?

  • When there is high consumer resistance to the product
  • When going into undefined target markets
  • When launching infrequently purchased brands
  • When introducing flanker brands

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21. Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

  • Extent of media coverage
  • Impact on sponsor’s bottom line
  • Consumers’ brand knowledge
  • Brand exposure reported by consumers


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