MKT571 MKT/571 WEEK 5 QUIZ - 75857

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anjis_devis

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  • From: Business, Marketing
  • Posted on: Mon 20 Oct, 2014
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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
Solution 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

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

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