1) Which of the following benefits is offered by sales promotion tools?
They are typically an indirect form of soft-sell and hence, better received by customers.
They can reach prospects who prefer to avoid mass media and targeted promotions.
They allow buyers personal choices and encourage them to respond directly.
They incorporate some concession, inducement, or contribution that gives value to the consumer.
2) 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
market-penetration
niche identification
geographical-expansion
3) ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.
Preemptive defense
Position defense
Contraction defense
Flank defense
4) ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.
Permission marketing
Relationship marketing
Internet marketing
Database marketing
5) 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 = frequency / reach
E = reach * frequency
6) Total customer satisfaction is measured based on the relationship of
past experience and present experience
advertised outcomes and real outcomes
perceived performance and expectation
expected value and total customer benefit
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.
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.
8) When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.
crisis site
dark site
public site
white site
9) 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 express commitment to the community or on social issues
To entertain key clients or reward key employees
10) 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
11) When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest
customer lifetime value
customer-perceived value
customer-perceived cost
customer equity
12) 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
13) 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
14) Which of the following circumstances are best suited for the use of personal selling?
When prospective customers are spread across a wide geographic area
When the products used are simple and easy-to-use
When the market has fewer and larger sellers
When there is minimal risk involved in buying or using the products
15) 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
imagining the worst
preventative planning
dreaming about the future
16) An insider trading crisis for an organization is what type of public relations crisis?
Act of nature
Intentional event
Act of upheaval
Unintentional event
17) 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
a customer touch point
customer value analysis
18) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
Media scheduling
Copy testing
Content analysis
Media selection
19) BS 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
customer-perceived value
value proposition
20) Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?
Brand exposure reported by consumers
Extent of media coverage
Consumers' brand knowledge
Impact on sponsor's bottom line
21) Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as
quality programs
satisfaction programs
frequency programs
benefit programs.