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
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
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
5
Which of the following circumstances are best suited for the use of personal
selling?
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
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
9
Total customer satisfaction is measured based on the relationship of
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
11
Which of the following equations accurately describes the total number of
exposures (E) of an advertising message through a given medium?
E = frequency / reach
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
customer-perceived value
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?
15
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.
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
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
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.
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
Final Exam Answers just a click away MKT 571 Week 6 Final Exam
20
Under which of the following conditions is the frequency the most important
factor in media selection?
21
Which of the following factors forms the basis of assessing sponsorship
activities through supply-side methods?
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