MKT 571 WEEK 5 Quiz - 69521

Solution Posted by


Rating : (3)A+
Solution Detail
Price: $12.00
  • From: Business, Marketing
  • Posted on: Mon 21 Jul, 2014
  • Request id: None
  • Purchased: 1 time(s)
  • Average Rating: No rating
Request Description

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




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


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


Solution Description

MKT 571 WEEK 5 Quiz.docx
MKT 571 WEEK 5 ...