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MKT/571 Week 5 Quiz (All 21/21 Correct Answers)

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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
    niche identification

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
    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


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MKT/571 Week 5 Quiz (All 21/21 Correct Answers)

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