MKT 571 Week 5 Quiz UOP HomeWork Help

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

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

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

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

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

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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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

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

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.

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 sponsor’s bottom line

·            Consumers’ brand knowledge

·            Brand exposure reported by consumers

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