MKT 571 Week 5 Quiz Assignment

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MKT 571 Week 5 Quiz Assignment

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• 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
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• 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

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• 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
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• 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 its 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
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• Complete paper here MKT 571 Week 3 Quiz
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• 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
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• 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
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• 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
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• 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 sponsors bottom line
• Consumers brand knowledge
• Brand exposure reported by consumers

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