14 Aug 1. When Starbucks introduced its Tazo Tea line to bring in new customers who had

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 its 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 sponsors 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

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 segmentniche identificationmarket-penetrationgeographical-expansion2. 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 ofpast experience and present experienceadvertised outcomes and real outcomesexpected value and total customer
benefitperceived performance and expectation 4. ________ is based on the
premise that marketers can no longer use interruption marketing via mass media
campaigns.Internet marketingPermission marketingDatabase marketingRelationship marketing 5. In order to help anticipate
public relations crises its important to think about the possible events that
could occur and the appropriate management response. This is often referred to
asdreaming about the futureimagining the riskpreventative planningimagining the worst6. Under which of the following
conditions is the frequency the most important factor in media selection?When going into undefined target marketsWhen there is high consumer resistance
to the productWhen launching infrequently purchased
brandsWhen 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 defensePosition defenseFlank defensePreemptive 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 publicityCounselingPress relationsCorporate communications10. Selective price cuts, intense
promotional blitzes, and occasional legal action are commonplace in the
strategic design ofa bypass attackan encirclement attackguerilla warfarea frontal attack11. When dealing with a public relations
crisis, a _____ can be a useful online tool to communicate with internal
stakeholders.white sitedark sitecrisis sitepublic site12. Which of the following equations
accurately describes the total number of exposures (E) of an advertising
message through a given medium?E = (reach * frequency) / impactE = reach * frequency * impactE = reach * frequencyE = frequency / reach13. When a consumer considers a product
or service, he or she will choose whichever product or service delivers the
highestcustomer equitycustomer-perceived costcustomer-perceived valuecustomer lifetime value14. 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 imageTo create perceptions of key brand image
associationsTo express commitment to the community
or on social issuesTo entertain key clients or reward key
employees15. An insider trading crisis for an
organization is what type of public relations crisis?Act of natureUnintentional eventAct of upheavalIntentional event16. 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 ofcustomer lifetime valuecustomer perceived valuea customer touch pointcustomer value analysis 17. ________ is finding the most
cost-effective media to deliver the desired number and type of exposures to the
target audience.Media schedulingContent analysisCopy testingMedia selection18. 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 costvalue-delivery systemvalue propositioncustomer-perceived value 19. Which of the following factors forms
the basis of assessing sponsorship activities through supply-side methods?Extent of media coverageConsumers brand knowledgeImpact on sponsors bottom lineBrand exposure reported by consumers20. Which of the following circumstances
are best suited for the use of personal selling?When the market has fewer and larger
sellersWhen the products used are simple and
easy-to-useWhen there is minimal risk involved in
buying or using the productsWhen prospective customers are spread
across a wide geographic area21. Companies provide rewards to
customers who buy often and in substantial amounts. These reward schemes are
referred to asbenefit programssatisfaction programsfrequency programsquality programs

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