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University of Phoenix MKT 571 Week 5 Quiz




Question;1Total customer satisfaction is measured based on the relationship ofpast experience and present experienceperceived performance and expectationexpected value and total customer benefitadvertised outcomes and real outcomes2________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.Copy testingMedia schedulingContent analysisMedia selection3When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.public sitecrisis sitewhite sitedark site4Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design ofa frontal attacka bypass attackguerilla warfarean encirclement attack5TBS 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 customer costvalue propositioncustomer-perceived valuevalue-delivery system6________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.Relationship marketingPermission marketingInternet marketingDatabase marketing7Which 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.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.8When a consumer considers a product or service, he or she will choose whichever product or service delivers the highestcustomer-perceived valuecustomer lifetime valuecustomer-perceived costcustomer equity9Under which of the following conditions is the frequency the most important factor in media selection?When going into undefined target marketsWhen introducing flanker brandsWhen there is high consumer resistance to the productWhen launching infrequently purchased brands10Rachel 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 ofcustomer perceived valuecustomer lifetime valuecustomer value analysisa customer touch point11In 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 asimagining the riskdreaming about the futureimagining the worstpreventative planning12________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.Contraction defensePosition defenseFlank defensePreemptive defense13Which of the following benefits is offered by sales promotion tools?They allow buyers personal choices and encourage them to respond directly.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 incorporate some concession, inducement, or contribution that gives value to the consumer.14Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?Impact on sponsor?s bottom lineExtent of media coverageBrand exposure reported by consumersConsumers? brand knowledge15An insider trading crisis for an organization is what type of public relations crisis?Act of natureUnintentional eventIntentional eventAct of upheaval16What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?Product publicityPress relationsCounselingCorporate communications17Which of the following circumstances are best suited for the use of personal selling?When the market has fewer and larger sellers When prospective customers are spread across a wide geographic areaWhen there is minimal risk involved in buying or using the products When the products used are simple and easy-to-use18Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to asfrequency programsbenefit programssatisfaction programsquality programs19Mountain 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 associationsTo enhance corporate imageTo entertain key clients or reward key employeesTo express commitment to the community or on social issues20When 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.geographical-expansionmarket-penetrationniche identificationnew-market segment21Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?E = (reach * frequency) / impactE = reach * frequencyE = reach * frequency * impactE = frequency / reach


Paper#46721 | Written in 18-Jul-2015

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