Question 1

The philosophy of centering an organization's goal on satisfying customer needs is the

Accepted Answer

A)  selling concept. 
B)  interaction concept. 
C)  product concept. 
D)  marketing concept. 
E)  societal marketing concept. 
A)  selling concept. 
B)  interaction concept. 
C)  product concept. 
D)  marketing concept. 
E)  societal marketing concept.

Question 2

The social aspirations of the customer are often expressed in a product's

Accepted Answer

A)  social value. 
B)  experiential value. 
C)  community value. 
D)  symbolic value. 
E)  sales value. 
A)  social value. 
B)  experiential value. 
C)  community value. 
D)  symbolic value. 
E)  sales value.

Question 3

What do marketers call a forward-looking document that defines a firm's mission and vision?

Accepted Answer

A)  strategic plan 
B)  operating plan 
C)  copy platform 
D)  direction sheet 
E)  program brief 
A)  strategic plan 
B)  operating plan 
C)  copy platform 
D)  direction sheet 
E)  program brief

Question 4

Briefly define economic logic.

Accepted Answer

Economic logic is at the heart of the Bu

Question 5

How has web-based technology helped firms with brand authoring?

Accepted Answer

A)  Online sites have enabled consumers to share their consumption stories. 
B)  Companies can publish anything about their products without concern for FCC regulation. 
C)  Companies can put all their advertising on the Internet and abandon broadcast media. 
D)  All stakeholders become equally important in a brand's message creation. 
E)  People who only shop online will not be excluded when firms conduct sales promotions. 
A)  Online sites have enabled consumers to share their consumption stories. 
B)  Companies can publish anything about their products without concern for FCC regulation. 
C)  Companies can put all their advertising on the Internet and abandon broadcast media. 
D)  All stakeholders become equally important in a brand's message creation. 
E)  People who only shop online will not be excluded when firms conduct sales promotions.

Question 6

According to F. Leigh Branham of Keeping People Inc., the most effective employment branding

Accepted Answer

A)  can only be accomplished by using conventional advertising media. 
B)  has been developed by executive head hunters. 
C)  occurs through word-of-mouth. 
D)  can be found in small, privately held companies. 
E)  is the result of high-cost public relations campaigns. 
A)  can only be accomplished by using conventional advertising media. 
B)  has been developed by executive head hunters. 
C)  occurs through word-of-mouth. 
D)  can be found in small, privately held companies. 
E)  is the result of high-cost public relations campaigns.

Question 7

The Business Strategy Diamond

Accepted Answer

A)  allows firms to bypass the MPR process. 
B)  helps managers to identify critical elements of strategic planning. 
C)  is an early management philosophy recently replaced by the marketing mix. 
D)  emphasizes the use of conventional media rather than non-media connectors. 
E)  is a business model that saves managers from asking questions about strategy. 
A)  allows firms to bypass the MPR process. 
B)  helps managers to identify critical elements of strategic planning. 
C)  is an early management philosophy recently replaced by the marketing mix. 
D)  emphasizes the use of conventional media rather than non-media connectors. 
E)  is a business model that saves managers from asking questions about strategy.

Question 8

What is the role of MPR in the Business Strategy Diamond?

Accepted Answer

The Business Strategy Diamond identifies

Question 9

What is brand culture?

Accepted Answer

Brand culture is the set of stories, ima

Question 10

A primary concern about corporate social responsibility is whether firms are genuinely sincere about committing to it.

Accepted Answer

A) True 
 B)False

Question 11

MPR works tactically as part of a firm's marketing function in order to sustain an organization's

Accepted Answer

A)  risk assessment capabilities. 
B)  advertising investment. 
C)  sales volume and profitability. 
D)  relationship with its employees. 
E)  adherence to ethical and legal behavior. 
A)  risk assessment capabilities. 
B)  advertising investment. 
C)  sales volume and profitability. 
D)  relationship with its employees. 
E)  adherence to ethical and legal behavior.

Question 12

Managers need to recognize ways customers and other publics perceive their company because

Accepted Answer

A)  messages shared by employees with the public have considerable impact on marketing. 
B)  most consumers do not trust private firms and the products they sell. 
C)  firms are obligated to report MPR information annually to the SEC. 
D)  a company's commitment to public relations determines the size of its advertising budget. 
E)  consumers will generally not share their feelings about a company or its products. 
A)  messages shared by employees with the public have considerable impact on marketing. 
B)  most consumers do not trust private firms and the products they sell. 
C)  firms are obligated to report MPR information annually to the SEC. 
D)  a company's commitment to public relations determines the size of its advertising budget. 
E)  consumers will generally not share their feelings about a company or its products.

Question 13

Arena, vehicles, differentiators, and staging are the four components of the media mix.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following best describes brand culture?

Accepted Answer

A)  name, logo and design of a certain product 
B)  manner in which executives market their firm's products 
C)  information gained by marketers about the history of media 
D)  manner in which consumers understand the value and experience of a product 
E)  general term for advertising, marketing, sales promotion, and public relations 
A)  name, logo and design of a certain product 
B)  manner in which executives market their firm's products 
C)  information gained by marketers about the history of media 
D)  manner in which consumers understand the value and experience of a product 
E)  general term for advertising, marketing, sales promotion, and public relations

Question 15

Companies, as brand authors, generally manage their brands through a variety of product-related activities using traditional marketing and other tools. Describe how MPR helps firms manage three other types of brand authors.

Accepted Answer

Companies use MPR to create stories, ima

Question 16

Increasing consumer confidence in the perceived quality of a product fosters the product's

Accepted Answer

A)  reputation value. 
B)  relationship value. 
C)  experiential value. 
D)  symbolic value. 
E)  economic value. 
A)  reputation value. 
B)  relationship value. 
C)  experiential value. 
D)  symbolic value. 
E)  economic value.

Question 17

Unfortunately for businesses, there is no proven method of translating customer experience into product promotion.

Accepted Answer

A) True 
 B)False

Question 18

Company newsletters, informational e-mails, and message board postings are examples of

Accepted Answer

A)  sales promotion literature. 
B)  brand culture development channels. 
C)  consumer-generated marketing. 
D)  employee relations communication. 
E)  product test marketing channels. 
A)  sales promotion literature. 
B)  brand culture development channels. 
C)  consumer-generated marketing. 
D)  employee relations communication. 
E)  product test marketing channels.

Question 19

An enhanced level of two-way multimedia communication between firms and consumers has been successful in

Accepted Answer

A)  helping firms to scale down their public relations efforts. 
B)  allowing companies to operate with lower profit margins. 
C)  shifting businesses away from the production concept to the marketing concept. 
D)  facilitating the shift from marketing orientation to interaction orientation. 
E)  boosting advertising revenues for mass media organizations. 
A)  helping firms to scale down their public relations efforts. 
B)  allowing companies to operate with lower profit margins. 
C)  shifting businesses away from the production concept to the marketing concept. 
D)  facilitating the shift from marketing orientation to interaction orientation. 
E)  boosting advertising revenues for mass media organizations.

Question 20

Why do publicly traded companies rely on the positive opinion of shareholders?

Accepted Answer

Publicly traded companies count on the p

The philosophy of centering an organization's goal on satisfying customer needs is the

The social aspirations of the customer are often expressed in a product's

What do marketers call a forward-looking document that defines a firm's mission and vision?

Briefly define economic logic.

How has web-based technology helped firms with brand authoring?

According to F. Leigh Branham of Keeping People Inc., the most effective employment branding

The Business Strategy Diamond

What is the role of MPR in the Business Strategy Diamond?

What is brand culture?

A primary concern about corporate social responsibility is whether firms are genuinely sincere about committing to it.

MPR works tactically as part of a firm's marketing function in order to sustain an organization's

Managers need to recognize ways customers and other publics perceive their company because

Arena, vehicles, differentiators, and staging are the four components of the media mix.

Which of the following best describes brand culture?

Companies, as brand authors, generally manage their brands through a variety of product-related activities using traditional marketing and other tools. Describe how MPR helps firms manage three other types of brand authors.

Increasing consumer confidence in the perceived quality of a product fosters the product's

Unfortunately for businesses, there is no proven method of translating customer experience into product promotion.

Company newsletters, informational e-mails, and message board postings are examples of

An enhanced level of two-way multimedia communication between firms and consumers has been successful in

Why do publicly traded companies rely on the positive opinion of shareholders?

An Introduction to Marketing Public Relations

Marketing Public Relations and the Marketing Communications Mix

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

Building a Connector List

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters

Exam 3: MPR and the Organizations IT Serves

The philosophy of centering an organization's goal on satisfying customer needs is the

The social aspirations of the customer are often expressed in a product's

What do marketers call a forward-looking document that defines a firm's mission and vision?

Briefly define economic logic.

How has web-based technology helped firms with brand authoring?

According to F. Leigh Branham of Keeping People Inc., the most effective employment branding

The Business Strategy Diamond

What is the role of MPR in the Business Strategy Diamond?

What is brand culture?

A primary concern about corporate social responsibility is whether firms are genuinely sincere about committing to it.

MPR works tactically as part of a firm's marketing function in order to sustain an organization's

Managers need to recognize ways customers and other publics perceive their company because

Arena, vehicles, differentiators, and staging are the four components of the media mix.

Which of the following best describes brand culture?

Companies, as brand authors, generally manage their brands through a variety of product-related activities using traditional marketing and other tools. Describe how MPR helps firms manage three other types of brand authors.

Increasing consumer confidence in the perceived quality of a product fosters the product's

Unfortunately for businesses, there is no proven method of translating customer experience into product promotion.

Company newsletters, informational e-mails, and message board postings are examples of

An enhanced level of two-way multimedia communication between firms and consumers has been successful in

Why do publicly traded companies rely on the positive opinion of shareholders?

An Introduction to Marketing Public Relations

Marketing Public Relations and the Marketing Communications Mix

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

Building a Connector List

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters