1. Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?<\/p>\n
Public relations can reach prospects who prefer to avoid mass media and targeted promotions.<\/p>\n
They incorporate some concession, inducement, or contribution that gives value to the consumer.<\/p>\n
Given their live, real-time quality, public relations tools are more actively engaging for consumers.<\/p>\n
Public relations communications can be prepared to appeal to the addressed individual.<\/p>\n
2. When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest<\/p>\n
customer-perceived value<\/p>\n
customer equity<\/p>\n
customer lifetime value<\/p>\n
customer-perceived cost<\/p>\n
3. Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of<\/p>\n
guerilla warfare<\/p>\n
a bypass attack<\/p>\n
an encirclement attack<\/p>\n
a frontal attack<\/p>\n
4. Total customer satisfaction is measured based on the relationship of<\/p>\n
advertised outcomes and real outcomes<\/p>\n
perceived performance and expectation<\/p>\n
past experience and present experience<\/p>\n
expected value and total customer benefit<\/p>\n
5. 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.<\/p>\n
value proposition<\/p>\n
total customer cost<\/p>\n
value-delivery system<\/p>\n
customer-perceived value<\/p>\n
6. What function does a company’s public relations department perform when it promotes understanding of the organization through internal and external communications?<\/p>\n
Product publicity<\/p>\n
Corporate communications<\/p>\n
Press relations<\/p>\n
Counseling<\/p>\n
7. Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as<\/p>\n
quality programs<\/p>\n
benefit programs<\/p>\n
frequency programs<\/p>\n
satisfaction programs<\/p>\n
8. An insider trading crisis for an organization is what type of public relations crisis?<\/p>\n
Act of upheaval<\/p>\n
Act of nature<\/p>\n
Unintentional event<\/p>\n
Intentional event<\/p>\n
9. When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.<\/p>\n
public site<\/p>\n
crisis site<\/p>\n
white site<\/p>\n
dark site<\/p>\n
10. Which of the following benefits is offered by sales promotion tools?<\/p>\n
They allow buyers personal choices and encourage them to respond directly.<\/p>\n
They can reach prospects who prefer to avoid mass media and targeted promotions.<\/p>\n
They incorporate some concession, inducement, or contribution that gives value to the consumer.<\/p>\n
They are typically an indirect form of soft-sell and hence, better received by customers.<\/p>\n
11. Which of the following circumstances are best suited for the use of personal selling?<\/p>\n
When there is minimal risk involved in buying or using the products<\/p>\n
When the market has fewer and larger sellers<\/p>\n
When prospective customers are spread across a wide geographic area<\/p>\n
When the products used are simple and easy-to-use<\/p>\n
12. 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?<\/p>\n
To express commitment to the community or on social issues<\/p>\n
To entertain key clients or reward key employees<\/p>\n
To enhance corporate image<\/p>\n
To create perceptions of key brand image associations<\/p>\n
13. 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.<\/p>\n
new-market segment<\/p>\n
niche identification<\/p>\n
geographical-expansion<\/p>\n
market-penetration<\/p>\n
14. Under which of the following conditions is the frequency the most important factor in media selection?<\/p>\n
When launching infrequently purchased brands<\/p>\n
When going into undefined target markets<\/p>\n
When introducing flanker brands<\/p>\n
When there is high consumer resistance to the product<\/p>\n
15. Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?<\/p>\n
E = reach * frequency<\/p>\n
E = frequency \/ reach<\/p>\n
E = reach * frequency * impact<\/p>\n
E = (reach * frequency) \/ impact<\/p>\n
16. ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.<\/p>\n
Content analysis<\/p>\n
Media scheduling<\/p>\n
Media selection<\/p>\n
Copy testing<\/p>\n
17. ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.<\/p>\n
Database marketing<\/p>\n
Internet marketing<\/p>\n
Permission marketing<\/p>\n
Relationship marketing<\/p>\n
18. ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.<\/p>\n
Preemptive defense<\/p>\n
Contraction defense<\/p>\n
Position defense<\/p>\n
Flank defense<\/p>\n
19. Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?<\/p>\n
Brand exposure reported by consumers<\/p>\n
Impact on sponsor\u2019s bottom line<\/p>\n
Extent of media coverage<\/p>\n
Consumers\u2019 brand knowledge<\/p>\n
20. In order to help anticipate public relations crises it\u2019s important to think about the possible events that could occur and the appropriate management response. This is often referred to as<\/p>\n
preventative planning<\/p>\n
imagining the worst<\/p>\n
dreaming about the future<\/p>\n
imagining the risk<\/p>\n
21. 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<\/p>\n
customer value analysis<\/p>\n
a customer touch point<\/p>\n
customer perceived value<\/p>\n
customer lifetime value<\/p>\n","protected":false},"excerpt":{"rendered":"
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