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
2. 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
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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
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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
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
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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
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
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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
10. 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
- preventative
planning
- imagining the
risk
- dreaming about
the future
- imagining the
worst
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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
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
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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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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
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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
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.
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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
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
sponsor’s bottom line
- Consumers’ brand
knowledge
- Brand exposure
reported by consumers
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