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1. UNIVERSITY OF PHOENNIX MKT 571
WEEK 5 QUIZ (1)
Get help for UNIVERSITY-OF-PHOENNIX MKT 571 WEEK 5 QUIZ. We provide assignment, homework,
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MKT 571 WEEK 5 QUIZ
• Total customersatisfactionismeasuredbasedonthe relationshipof
o
past experience andpresentexperience
o
advertisedoutcomesandreal outcomes
o
expectedvalueandtotal customerbenefit
o
perceivedperformance andexpectation
• Correct answerquestion2
Selectiveprice cuts,intensepromotional blitzes,andoccasional legal actionare commonplace inthe
strategicdesignof
o
an encirclementattack
o

2. guerillawarfare
o
a bypassattack
o
a frontal attack
• Correct answerquestion3
________ isfindingthe mostcost-effective mediatodeliverthe desirednumberandtype of exposures
to the target audience.
o
Mediaselection
o
Contentanalysis
o
Copytesting
o
Mediascheduling
• Correct answerquestion4
TBS Bikeshasrecentlyintroducedaseriesof bikescalledSurami.The core positioningof TBSBikesis
"speed".Surami isafive-gearbike and,apartfromspeed,the companypromisestoinclude other
featuressuchas safety,goodperformance,andpollutioncontrol features.Thisdescribesthe ________
of the bike.
o
customer-perceivedvalue
o
total customercost

3. o
value-deliverysystem
o
value proposition
• Correct answerquestion5
In orderto helpanticipate publicrelationscrisesit’simportanttothink aboutthe possible eventsthat
couldoccur and the appropriate managementresponse.Thisisoftenreferredtoas
o
preventativeplanning
o
dreamingaboutthe future
o
imaginingthe risk
o
imaginingthe worst
• Correct answerquestion6
Whichof the followingbenefitsisofferedbysalespromotiontools?
o
Theyallowbuyerspersonal choicesandencourage themtoresponddirectly.
o
Theycan reach prospectswhoprefertoavoidmassmediaand targetedpromotions.
o
Theyincorporate some concession,inducement,orcontributionthatgivesvaluetothe consumer.
o

4. Theyare typicallyanindirectformof soft-sell andhence,betterreceivedbycustomers.
• Correct answerquestion7
Whena consumerconsidersaproduct or service,he orshe will choose whicheverproductorservice
deliversthe highest
o
customerequity
o
customer-perceivedvalue
o
customer-perceivedcost
o
customerlifetime value
• Correct answerquestion8
Companiesproviderewardstocustomerswhobuyoftenandinsubstantial amounts.These reward
schemesare referredtoas
o
frequencyprograms
o
qualityprograms
o
satisfactionprograms
o
benefitprograms

5. • Correct answerquestion9
Whichof the followingequationsaccuratelydescribesthe total numberof exposures(E) of an
advertisingmessagethroughagivenmedium?
o
E = reach * frequency* impact
o
E = frequency/reach
o
E = reach * frequency
o
E = (reach* frequency) /impact
• Correct answerquestion10
Whichof the followingfactorsformsthe basisof assessingsponsorshipactivitiesthroughsupply-side
methods?
o
Extentof mediacoverage
o
Consumers’brandknowledge
o
Brand exposure reportedbyconsumers
o
Impact onsponsor’sbottomline
• Correct answerquestion11
Whichof the followingstatementscorrectlyreflectsacharacteristicof publicrelationsasa marketing
communicationstool?

6. o
Giventheirlive,real-time quality,publicrelationstoolsare more activelyengagingforconsumers.
o
Theyincorporate some concession, inducement,orcontributionthatgivesvaluetothe consumer.
o
Publicrelationscommunicationscanbe preparedtoappeal tothe addressedindividual.
o
Publicrelationscanreachprospectswhoprefertoavoidmassmediaandtargetedpromotions.
• Correct answerquestion12
Under whichof the followingconditionsisthe frequencythe mostimportantfactorinmediaselection?
o
Whenthere ishighconsumerresistance tothe product
o
Whengoingintoundefinedtargetmarkets
o
Whenintroducingflankerbrands
o
Whenlaunchinginfrequentlypurchasedbrands
• Correct answerquestion13
WhenStarbucksintroduceditsTazoTea line tobringin new customerswhohadnevergone to
Starbucksbecause theydon'tdrinkcoffee,Starbuckswasemployinga________ strategy.
o
market-penetration
o

7. geographical-expansion
o
new-marketsegment
o
niche identification
• Correct answerquestion14
Whendealingwithapublicrelationscrisis,a_____ can be a useful online tool tocommunicate with
internal stakeholders.
o
publicsite
o
white site
o
dark site
o
crisissite
• Correct answerquestion15
Whichof the followingcircumstancesare bestsuitedforthe use of personal selling?
o
Whenthe markethas fewerandlargersellers
o
Whenprospective customersare spreadacrossa wide geographicarea
o

8. Whenthe productsusedare simple andeasy-to-use
o
Whenthere isminimal riskinvolvedinbuyingorusingthe products
• Correct answerquestion16
What functiondoesacompany'spublicrelationsdepartmentperformwhenitpromotesunderstanding
of the organizationthroughinternalandexternal communications?
o
Counseling
o
Corporate communications
o
Pressrelations
o
Productpublicity
• Correct answerquestion17
An insidertradingcrisisforanorganizationiswhattype of publicrelationscrisis?
o
Intentional event
o
Unintentional event
o
Act of nature
o

9. Act of upheaval
• Correct answerquestion18
________ isbasedon the premise thatmarketerscanno longeruse interruptionmarketingviamass
mediacampaigns.
o
Relationshipmarketing
o
Permissionmarketing
o
Database marketing
o
Internetmarketing
• Correct answerquestion19
Rachel and Joshare onvacationin Hawaii.Whentheyarrivedatthe hotel,theywere offeredchilled
juice.Theircheck-informalitieswere handledbythe staff.Whentheyenteredtheirroom, theysawthat
chocolateshadbeenplacedonthe pillowsandaflowerarrangementonthe table.The hotel'sactions
are an example of
o
a customertouch point
o
customerperceivedvalue
o
customervalue analysis
o
customerlifetime value

10. • Correct answerquestion20
MountainDewis a brand knownforsponsorshipsof adventure eventssuchassnowboardingand
skateboardingcompetitions.Whatisthe mostlikelyobjective of MountainDew'ssponsorshipof these
events?
o
To entertainkeyclientsorrewardkeyemployees
o
To create perceptionsof keybrandimage associations
o
To expresscommitmenttothe communityoron social issues
o
To enhance corporate image
• Correct answerquestion21
________ isan aggressive maneuverwhere the firmattacksfirst,perhapswithguerrillaaction,across
the market,keepingeveryoneoff balance.
o
Contractiondefense
o
Positiondefense
o
Preemptivedefense
o
Flankdefense
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