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Title: MKT 571 Week 5 Quiz Complete Assignment Help

1
MKT 571 Week 5 Quiz

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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Quiz

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
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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
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
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
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.
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 sponsors bottom line
Consumers brand knowledge
Brand exposure reported by consumers
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