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Question;1. 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;market-penetration;geographical-expansion;2. 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 incorporate some concession;inducement, or contribution that gives value to the consumer.;They allow buyers personal choices and;encourage them to respond directly.;They are typically an indirect form of;soft-sell and hence, better received by customers.;3. Total customer satisfaction is;measured based on the relationship of;past experience and present experience;advertised outcomes and real outcomes;expected value and total customer;benefit;perceived performance and expectation;4. ________ is based on the;premise that marketers can no longer use interruption marketing via mass media;campaigns.;Internet marketing;Permission marketing;Database marketing;Relationship marketing;5. 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;dreaming about the future;imagining the risk;preventative planning;imagining the worst;6. Under which of the following;conditions is the frequency the most important factor in media selection?;When going into undefined target markets;When there is high consumer resistance;to the product;When launching infrequently purchased;brands;When introducing flanker brands;7. 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.;They incorporate some concession;inducement, or contribution that gives value to the consumer.;Public relations communications can be;prepared to appeal to the addressed individual.;Public relations can reach prospects who;prefer to avoid mass media and targeted promotions.;8. ________ is an aggressive;maneuver where the firm attacks first, perhaps with guerrilla action, across;the market, keeping everyone off balance.;Contraction defense;Position defense;Flank defense;Preemptive defense;9. What function does a company's;public relations department perform when it promotes understanding of the;organization through internal and external communications?;Product publicity;Counseling;Press relations;Corporate communications;10. Selective price cuts, intense;promotional blitzes, and occasional legal action are commonplace in the;strategic design of;a bypass attack;an encirclement attack;guerilla warfare;a frontal attack;11. When dealing with a public relations;crisis, a _____ can be a useful online tool to communicate with internal;stakeholders.;white site;dark site;crisis site;public site;12. 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 = reach * frequency;E = frequency / reach;13. When a consumer considers a product;or service, he or she will choose whichever product or service delivers the;highest;customer equity;customer-perceived cost;customer-perceived value;customer lifetime value;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 enhance corporate image;To create perceptions of key brand image;associations;To express commitment to the community;or on social issues;To entertain key clients or reward key;employees;15. An insider trading crisis for an;organization is what type of public relations crisis?;Act of nature;Unintentional event;Act of upheaval;Intentional event;16. 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 perceived value;a customer touch point;customer value analysis;17. ________ is finding the most;cost-effective media to deliver the desired number and type of exposures to the;target audience.;Media scheduling;Content analysis;Copy testing;Media selection;18. 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.;total customer cost;value-delivery system;value proposition;customer-perceived value;19. Which of the following factors forms;the basis of assessing sponsorship activities through supply-side methods?;Extent of media coverage;Consumers? brand knowledge;Impact on sponsor?s bottom line;Brand exposure reported by consumers;20. Which of the following circumstances;are best suited for the use of personal selling?;When the market has fewer and larger;sellers;When the products used are simple and;easy-to-use;When there is minimal risk involved in;buying or using the products;When prospective customers are spread;across a wide geographic area;21. Companies provide rewards to;customers who buy often and in substantial amounts. These reward schemes are;referred to as;benefit programs;satisfaction programs;frequency programs;quality programs


Paper#46469 | Written in 18-Jul-2015

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