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MKT 571 Week 5 Quiz

MKT 571 Week 5 Quiz

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MKT 571 Week 5 Quiz -


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



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



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



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

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



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



________ 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



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



________ 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



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



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



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



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



________ 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



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



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.



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



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



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.



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



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



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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