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