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MKT 571 Week 5 Quiz `100% Score

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Subject

Marketing

Type

Study Guide

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travhfl_2006

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1. 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

2. 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

3. Which of the following factors forms the basis of assessing sponsorship activities through

supply-side methods?

4. ________ is based on the premise that marketers can no longer use interruption

marketing via mass media campaigns.

5. Which of the following benefits is offered by sales promotion tools?

6. When a consumer considers a product or service, he or she will choose whichever

product or service delivers the highest

7. Which of the following equations accurately describes the total number of exposures (E)

of an advertising message through a given medium?

8. What function does a company's public relations department perform when it promotes

understanding of the organization through internal and external communications?

9. Total customer satisfaction is measured based on the relationship of

10. Which of the following circumstances are best suited for the use of personal selling?

11. Selective price cuts, intense promotional blitzes, and occasional legal action are

commonplace in the strategic design of

12. An insider trading crisis for an organization is what type of public relations crisis

13. ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla

action, across the market, keeping everyone off balance.

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?

16. ________ is finding the most cost-effective media to deliver the desired number and type

of exposures to the target audience.

17. Which of the following conditions is the frequency the most important factor in media

selection?

18. Companies provide rewards to customers who buy often and in substantial amounts.

These reward schemes are referred to as

19. When dealing with a public relations crisis, a _____ can be a useful online tool to

communicate with internal stakeholders.

20. 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

21. 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.

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1. 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 worst

2. 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 proposition

3. Which of the following factors forms the basis of assessing sponsorship activities through

supply-side methods?

Consumer Brand Knowledge

4. ________ is based on the premise that marketers can no longer use interruption

marketing via mass media campaigns.

Permission marketing

5. Which of the following benefits is offered by sales promotion tools?

They can reach prospects who prefer to avoid mass media and targeted promotions.

6. When a consumer considers a product or service, he or she will choose whichever

product or service delivers the highest

customer-perceived value

7. Which of the following equations accurately describes the total number of exposures (E)

of an advertising message through a given medium?

E = reach * frequency

8. What function does a company's public relations department perform when it promotes

understanding of the organization through internal and external communications?

Corporate communications

9. Total customer satisfaction is measured based on the relationship of

perceived performance and expectation

10. Which of the following circumstances are best suited for the use of personal selling?

When the market has fewer and larger sellers

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1. 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 2. 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 3. Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods? 4. ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns. 5. Which of the following benefits is offered by sales promotion tools? 6. When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest 7. Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium? 8. What function does a company's public relations department perform when it promotes understanding of the organizati ...
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