Questions:
1. 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.
They incorporate some concession, inducement, or contribution that gives value to the consumer.
Given their live, real-time quality, public relations tools are more actively engaging for consumers.
Public relations communications can be prepared to appeal to the addressed individual.
2. When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest
customer-perceived value
customer equity
customer lifetime value
customer-perceived cost
3. Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of
guerilla warfare
a bypass attack
an encirclement attack
a frontal attack
4. Total customer satisfaction is measured based on the relationship of
advertised outcomes and real outcomes
perceived performance and expectation
past experience and present experience
expected value and total customer benefit
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.
value proposition
total customer cost
value-delivery system
customer-perceived value
6. What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?
Product publicity
Corporate communications
Press relations
Counseling
7. 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
8. An insider trading crisis for an organization is what type of public relations crisis?
Act of upheaval
Act of nature
Unintentional event
Intentional event
9. 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
10. 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 incorporate some concession, inducement, or contribution that gives value to the consumer.
They are typically an indirect form of soft-sell and hence, better received by customers.
11. 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
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?
To express commitment to the community or on social issues
To entertain key clients or reward key employees
To enhance corporate image
To create perceptions of key brand image associations
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.
new-market segment
niche identification
geographical-expansion
market-penetration
14. Under which of the following conditions is the frequency the most important factor in media selection?
When launching infrequently purchased brands
When going into undefined target markets
When introducing flanker brands
When there is high consumer resistance to the product
15. Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?
E = reach * frequency
E = frequency / reach
E = reach * frequency * impact
E = (reach * frequency) / impact
16. ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
Content analysis
Media scheduling
Media selection
Copy testing
17. ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.
Database marketing
Internet marketing
Permission marketing
Relationship marketing
18. ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.
Preemptive defense
Contraction defense
Position defense
Flank defense
19. Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?
Brand exposure reported by consumers
Impact on sponsor's bottom line
Extent of media coverage
Consumers' brand knowledge
20. 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 worst
dreaming about the future
imagining the risk
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
customer value analysis
a customer touch point
customer perceived value
customer lifetime value