1) Which of the following benefits is offered by sales promotion tools? 

·         They are typically an indirect form of soft-sell and hence, better received by customers.

  • They can reach prospects who prefer to avoid mass media and targeted promotions.

·         They allow buyers personal choices and encourage them to respond directly.

·         They incorporate some concession, inducement, or contribution that gives value to the consumer.

2) 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
  • market-penetration
  • niche identification

·         geographical-expansion

3) ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.

·         Preemptive defense

  • Position defense
  • Contraction defense

·         Flank defense

4) ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.

  • Permission marketing
  • Relationship marketing
  • Internet marketing

·         Database marketing

5) 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 = frequency / reach 

·         E = reach * frequency

6) Total customer satisfaction is measured based on the relationship of

  • past experience and present experience
  • advertised outcomes and real outcomes
  • perceived performance and expectation

·         expected value and total customer benefit


7) Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

  • Public relations 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.
  • Given their live, real-time quality, public relations tools are more actively engaging for consumers.

·         Public relations communications can be prepared to appeal to the addressed individual.

8) When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders. 

  • crisis site
  • dark site
  • public site

·         white site

9) 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 create perceptions of key brand image associations
  • To enhance corporate image
  • To express commitment to the community or on social issues

·         To entertain key clients or reward key employees

10) Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of 

  • a frontal attack
  • a bypass attack
  • guerilla warfare

·         an encirclement attack

11) When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest

  • customer lifetime value
  • customer-perceived value
  • customer-perceived cost

·         customer equity

12) 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
  • Counseling

·         Corporate communications


13) Under which of the following conditions is the frequency the most important factor in media selection?

  • When launching infrequently purchased brands
  • When going into undefined target markets
  • When introducing flanker brands

·         When there is high consumer resistance to the product

14) Which of the following circumstances are best suited for the use of personal selling?

  • When prospective customers are spread across a wide geographic area
  • When the products used are simple and easy-to-use
  • When the market has fewer and larger sellers

·         When there is minimal risk involved in buying or using the products

15) 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 

  • imagining the risk
  • imagining the worst
  • preventative planning

·         dreaming about the future

16) An insider trading crisis for an organization is what type of public relations crisis?

  • Act of nature
  • Intentional event
  • Act of upheaval

·         Unintentional event

17) 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 perceived value
  • customer lifetime value

·         a customer touch point

·         customer value analysis

18) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

  • Media scheduling
  • Copy testing
  • Content analysis

·         Media selection



19) BS 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
  • customer-perceived value
  • value proposition

20) Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

  • Brand exposure reported by consumers
  • Extent of media coverage
  • Consumers’ brand knowledge

·         Impact on sponsor’s bottom line

21) Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as 

  • quality programs
  • satisfaction programs
  • frequency programs

·         benefit programs