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