New Mkt 571 Week 5 Quiz New

MKT 571 Week 5 Quiz NEW

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MKT 571 Week 5 Quiz NEW

 

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

 

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

 

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

 

7.) When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they...