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MKT 571 Week 5 Quiz

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

customer lifetime value

customer value analysis

a customer touch point

customer perceived value

Find the quiz answers here MKT 571 Week 5 Quiz

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?

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

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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

Quiz Answers just a click away MKT 571 Week 1 Quiz

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

expected value and total customer benefit

past experience and present experience

perceived performance and expectation

advertised outcomes and real outcomes

Complete Answers here MKT 571 Week 2 Quiz

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

imagining the risk

dreaming about the future

imagining the worst

11
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 = frequency / reach

E = (reach * frequency) / impact

E = reach * frequency

Complete paper here MKT 571 Week 3 Quiz

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

total customer cost

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?

To create perceptions of key brand image associations

To express commitment to the community or on social issues

To enhance corporate image

To entertain key clients or reward key employees

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MKT 571 Week 4 Quiz

15
Which of the following statements correctly reflects a characteristic of public
relations as a marketing communications tool?

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.

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

customer lifetime value

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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.

They incorporate some concession, inducement, or contribution that gives value


to the consumer.

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?

When there is high consumer resistance to the product

When going into undefined target markets

When launching infrequently purchased brands

When introducing flanker brands

21
Which of the following factors forms the basis of assessing sponsorship
activities through supply-side methods?

Extent of media coverage

Impact on sponsors bottom line

Consumers brand knowledge

Brand exposure reported by consumers

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This article covers the topic for the University Of Phoenix MKT 571 Week 5
Quiz . The author is working in the field of education from last 5 years. This
article covers the basic of MKT 571 Week 5 Quiz Assignment from UOP.
Other topics in the class are as follows:

MKT 571 Week 1 Quiz


MKT 571 Week 2 Quiz
MKT 571 Week 3 Quiz
MKT 571 Week 4 Quiz
MKT 571 Week 6 Quiz
MKT 571 Week 6 Final Exam

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