Question 1

Products that have a place in our everyday conversations are commonly known as

Accepted Answer

A)  artifacts. 
B)  brands. 
C)  core competencies. 
D)  collections. 
E)  perceptual frames. 
A)  artifacts. 
B)  brands. 
C)  core competencies. 
D)  collections. 
E)  perceptual frames.

Question 2

Briefly compare the production concept with the marketing concept.

Accepted Answer

The production concept assumes that cons

Question 3

In business, what does the term "vehicle" mean?

Accepted Answer

A)  the specific transportation used in moving products into the marketplace 
B)  marketing research that companies use to determine consumer needs 
C)  the speed at which a strategic plan is developed, carried out, and evaluated 
D)  the marketing conduits between company management and consumers 
E)  the means companies use to get from their present state to some desirable future position 
A)  the specific transportation used in moving products into the marketplace 
B)  marketing research that companies use to determine consumer needs 
C)  the speed at which a strategic plan is developed, carried out, and evaluated 
D)  the marketing conduits between company management and consumers 
E)  the means companies use to get from their present state to some desirable future position

Question 4

What is the importance of MPR in building and supporting brand value?

Accepted Answer

A company will not be able to carry out

Question 5

A company's interplay among customers, vendors, and the general public

Accepted Answer

A)  typically has little effect on public opinion and consumer behavior. 
B)  is only significant if a firm is publicly traded. 
C)  invariably influences opinions and instigates word-of-mouth. 
D)  is important when a company is spending heavily on mass media advertising. 
E)  is directly proportional to the effectiveness of a firm's employee relations. 
A)  typically has little effect on public opinion and consumer behavior. 
B)  is only significant if a firm is publicly traded. 
C)  invariably influences opinions and instigates word-of-mouth. 
D)  is important when a company is spending heavily on mass media advertising. 
E)  is directly proportional to the effectiveness of a firm's employee relations.

Question 6

While MPR typically serves the marketing function of an organization, what other two internal constituencies of an organization does MPR serve?

Accepted Answer

MPR is the application of public relatio

Question 7

Why is it important that investor relations utilize MPR methods?

Accepted Answer

A)  Firms receive a hefty tax deduction for promotional expenses. 
B)  Most corporate executives do not trust traditional public relations techniques. 
C)  The federal government does not allow corporate image advertising. 
D)  Firms need to sustain positive opinion about their financial viability. 
E)  All public trading of company shares is now performed online. 
A)  Firms receive a hefty tax deduction for promotional expenses. 
B)  Most corporate executives do not trust traditional public relations techniques. 
C)  The federal government does not allow corporate image advertising. 
D)  Firms need to sustain positive opinion about their financial viability. 
E)  All public trading of company shares is now performed online.

Question 8

In what ways do MPR professionals create and cultivate brand value?

Accepted Answer

MPR professionals are the stewards of br

Question 9

According to F. Leigh Branham, the most effective employment branding is word-of-mouth.

Accepted Answer

A) True 
 B)False

Question 10

What is the concept that assumes consumers will favor widely available and attractively priced products?

Accepted Answer

A)  product concept 
B)  production concept 
C)  selling concept 
D)  marketing concept 
E)  societal marketing concept 
A)  product concept 
B)  production concept 
C)  selling concept 
D)  marketing concept 
E)  societal marketing concept

Question 11

MPR creates relationships with influencers - people, groups, and organizations who reach the ultimate customers.

Accepted Answer

A) True 
 B)False

Question 12

The societal marketing concept is integral to the practice of

Accepted Answer

A)  integrated marketing communication. 
B)  brand authoring. 
C)  economic logic. 
D)  word-of-mouth. 
E)  corporate social responsibility. 
A)  integrated marketing communication. 
B)  brand authoring. 
C)  economic logic. 
D)  word-of-mouth. 
E)  corporate social responsibility.

Question 13

Many of the associations between products and popular culture are examples of

Accepted Answer

A)  ROI. 
B)  the Business Strategy Diamond. 
C)  economic logic. 
D)  the marketing mix. 
E)  MPR. 
A)  ROI. 
B)  the Business Strategy Diamond. 
C)  economic logic. 
D)  the marketing mix. 
E)  MPR.

Question 14

Economic logic is at the heart of the five critical elements of strategic planning identified in the Business Strategy Diamond.

Accepted Answer

A) True 
 B)False

Question 15

Effective MPR goals and objectives are specific, measurable, attainable, realistic, and tangible.

Accepted Answer

A) True 
 B)False

Question 16

Companies focusing on large-scale promotional efforts to gain market share are adhering to the

Accepted Answer

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

Question 17

Recommendations by analysts who monitor corporate performance

Accepted Answer

A)  have a material impact on the business and all of its stakeholders. 
B)  are generally disregarded by the majority of investors. 
C)  are illegal under the Sarbanes-Oxley Act. 
D)  are the only drivers of public opinion about a firm. 
E)  typically have little impact on a company's viability. 
A)  have a material impact on the business and all of its stakeholders. 
B)  are generally disregarded by the majority of investors. 
C)  are illegal under the Sarbanes-Oxley Act. 
D)  are the only drivers of public opinion about a firm. 
E)  typically have little impact on a company's viability.

Question 18

How a firm will realize a return on its investment is the main strategic question of

Accepted Answer

A)  triple-bottom line economics. 
B)  the production concept. 
C)  economic logic. 
D)  corporate governance. 
E)  brand relationship marketing. 
A)  triple-bottom line economics. 
B)  the production concept. 
C)  economic logic. 
D)  corporate governance. 
E)  brand relationship marketing.

Question 19

Describe the social marketing concept and identify its inherent risk.

Accepted Answer

The social marketing concept considers t

Question 20

Research has shown that information flow is

Accepted Answer

A)  responsible for the presence of conflicting messages in the market. 
B)  a critical component in brand authoring. 
C)  generally unrelated to maintaining a strategic advantage. 
D)  one of the building blocks of organizational effectiveness. 
E)  important only for formal communication. 
A)  responsible for the presence of conflicting messages in the market. 
B)  a critical component in brand authoring. 
C)  generally unrelated to maintaining a strategic advantage. 
D)  one of the building blocks of organizational effectiveness. 
E)  important only for formal communication.

Products that have a place in our everyday conversations are commonly known as

Briefly compare the production concept with the marketing concept.

In business, what does the term "vehicle" mean?

What is the importance of MPR in building and supporting brand value?

A company's interplay among customers, vendors, and the general public

While MPR typically serves the marketing function of an organization, what other two internal constituencies of an organization does MPR serve?

Why is it important that investor relations utilize MPR methods?

In what ways do MPR professionals create and cultivate brand value?

According to F. Leigh Branham, the most effective employment branding is word-of-mouth.

What is the concept that assumes consumers will favor widely available and attractively priced products?

MPR creates relationships with influencers - people, groups, and organizations who reach the ultimate customers.

The societal marketing concept is integral to the practice of

Many of the associations between products and popular culture are examples of

Economic logic is at the heart of the five critical elements of strategic planning identified in the Business Strategy Diamond.

Effective MPR goals and objectives are specific, measurable, attainable, realistic, and tangible.

Companies focusing on large-scale promotional efforts to gain market share are adhering to the

Recommendations by analysts who monitor corporate performance

How a firm will realize a return on its investment is the main strategic question of

Describe the social marketing concept and identify its inherent risk.

Research has shown that information flow is

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

Products that have a place in our everyday conversations are commonly known as

Briefly compare the production concept with the marketing concept.

In business, what does the term "vehicle" mean?

What is the importance of MPR in building and supporting brand value?

A company's interplay among customers, vendors, and the general public

While MPR typically serves the marketing function of an organization, what other two internal constituencies of an organization does MPR serve?

Why is it important that investor relations utilize MPR methods?

In what ways do MPR professionals create and cultivate brand value?

According to F. Leigh Branham, the most effective employment branding is word-of-mouth.

What is the concept that assumes consumers will favor widely available and attractively priced products?

MPR creates relationships with influencers - people, groups, and organizations who reach the ultimate customers.

The societal marketing concept is integral to the practice of

Many of the associations between products and popular culture are examples of

Economic logic is at the heart of the five critical elements of strategic planning identified in the Business Strategy Diamond.

Effective MPR goals and objectives are specific, measurable, attainable, realistic, and tangible.

Companies focusing on large-scale promotional efforts to gain market share are adhering to the

Recommendations by analysts who monitor corporate performance

How a firm will realize a return on its investment is the main strategic question of

Describe the social marketing concept and identify its inherent risk.

Research has shown that information flow is

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