Deck 4: The Mpr Framework

Question 1

The purpose behind the headline-grabbing closure of all Starbucks stores for several hours in early 2008 was to

A) avoid news coverage about the layoff of several hundred workers.
B) brief employees on the firm's multi-million dollar advertising campaign.
C) convey a message to connectors that would energize the firm's stakeholders.
D) pre-empt a publicity stunt planned by McDonald's for its new gourmet coffee products.
E) prepare for a press conference announcing the acquisition of Second Cup.

Answer 1

convey a message to connectors that would energize the firm's stakeholders.

Question 2

Which of the following is NOT typical of the MPR process?

A) Marketers base their objectives on motivating consumers to behave in specific ways.
B) Organizations reach consumers through messages sent through a set of connectors.
C) Marketing goals are measurable.
D) Campaign messages rely on random and sporadic appearances in the media.
E) Reaching consumers depends on purposeful interaction between an organization and its connectors

Answer 2

Campaign messages rely on random and sporadic appearances in the media.

Question 3

Before the 2008 Olympics, Speedo supplemented its advertising with an MPR campaign that featured

A) complimentary tickets to the games for bloggers who talked up the brand.
B) endorsements from prominent Olympic swimmers.
C) a nationwide prize drawing for a backyard swimming pool.
D) top company executives holding a press conference in swimsuits.
E) media coverage of charitable donations to swim clubs throughout the country.

Answer 3

endorsements from prominent Olympic swimmers.

Question 4

As with all business goals and objectives, communicating to consumers with specific messages through a set of connectors

A) must be supported with intensive advertising.
B) should be carried out primarily online.
C) should concentrate solely on employee relations.
D) must be approved by the investor relations department.
E) needs to be a measurable process.

Question 5

Target market selection refers to which of the following?

A) identifying the consumers a firm wishes to influence in order to reach its objectives
B) finding retail outlets where state law allows a company to sell its products
C) determining whether a marketer will meet its sales goals for the year
D) choosing between traditional marketing mix strategies and the Business Strategy Diamond
E) picking mass media vehicles based on their advertising rates

Question 6

Marketers need to set goals

A) that meet government regulatory approval.
B) consistent with the long-term mission and vision of their organizations.
C) that are understandable only to employees and investors who read the strategic plan.
D) only in the event of a crisis.
E) when consumers no longer believe that a firm's products are of the highest quality.

Question 7

Marketers use their skills and resources to

A) establish a firm's share price on the stock market.
B) eliminate the need to conduct conventional advertising campaigns.
C) affect the behaviors of consumers relative to a company's products.
D) save consumers the trouble of identifying their own needs.
E) help their employers to interview and hire new sales people.

Question 8

Altering consumer behavior is an effort mostly focused on

A) persuading consumers they are making the wrong purchase decision.
B) offering a good or service at the right time in the right place for the right price.
C) using non-traditional media to convey a product message.
D) changing consumers' actions, attitudes and access to information.
E) advertising messages alone, not public relations tools.

Question 9

Consumers are exhibiting which type of behavior when they believe something about a company's product as a result of a public relations campaign?

A) action oriented
B) economically logical
C) strategic
D) demographic
E) attitude oriented

Question 10

When audiences become aware of some aspect of a certain product, they are said to be demonstrating

A) attitude-oriented behaviors.
B) persuasive behaviors.
C) information-oriented behaviors.
D) connector behaviors.
E) action-oriented behaviors.

Question 11

________ is a person's overall evaluation of a concept, involving feelings of liking or favorability.

A) Attitude
B) Lifestyle
C) Objectivity
D) Self-actualization
E) Need recognition

Question 12

Marketers need to understand ________ in order to influence consumer behaviors.

A) the employee relations function
B) share valuation
C) sporadic publicity
D) total quality management
E) the consumer decision-making process

Question 13

In 1943, psychologist Abraham Maslow made which of the following suggestions?

A) Advertising has virtually no effect on purchase decisions.
B) Humans fulfill basic needs before satisfying more complex ones.
C) Subliminal marketing messages could get consumers to buy more.
D) Psychological warfare techniques could be used in public relations.
E) Marketing messages work only on consumers who feel good about themselves.

Question 14

When consumers search for information during the decision-making process, they

A) tend to act impulsively most of the time.
B) avoid online sources.
C) ignore word-of-mouth and rely solely on official communications.
D) identify and then evaluate different alternatives.
E) look mainly at product price.

Question 15

Which of the following is NOT characteristic of need recognition?

A) Many factors can instigate the recognition of a need.
B) Needs can be physiological or utilitarian.
C) some needs, like the need for self-esteem, can be complex.
D) People need to be self-actualized before fulfilling their most basic needs.
E) There is a hierarchy to people's needs.

Question 16

Organizations are often instrumental in helping consumers to identify their own needs. Marketers refer to this need recognition as

A) consumer potential.
B) customer demographics.
C) customer psychographics.
D) consumer satisfaction.
E) consumer activism.

Question 17

________ are the sum total of information that an individual has stored in his or her mind.

A) Mental models
B) Mental files
C) Psychographic data
D) Belief behaviors
E) Connectors

Question 18

Mental files are the sum total of the information stored in a consumer's mind that are largely influenced by

A) personal values, attitude, and beliefs.
B) available information technology.
C) viral marketing campaigns.
D) corporate spokespersons.
E) the news media.

Question 19

Marketers must make sure that the information connectors disseminate

A) is accessible in several languages.
B) conforms with fair-competition laws.
C) is abundant and favorable toward the marketer's product.
D) appears in traditional media first, then online.
E) cannot be traced back to the source of the information.

Question 20

In the pre-purchase evaluation process, consumers take cues from external sources about ways to

A) find sales and other price promotions.
B) log into corporate blogs.
C) return products they are dissatisfied about.
D) value or rank different alternatives.
E) change their demographic group.

Question 21

In order to influence the evaluation process, savvy marketers often use connectors to

A) disseminate fake blogs and video news releases.
B) accompany them in door-to-door sales campaigns.
C) discourage companies from carrying out traditional advertising campaigns.
D) negotiate product placement deals in television and films.
E) popularize certain criteria for making a specific product choice.

Question 22

Because consumers can hold negative views about their experience with certain products, marketers

A) may need to influence negative mental files.
B) sometimes have to abandon whole market segments.
C) frequently and quietly pull products off retailer's shelves.
D) face the constant threat of litigation by the Federal Trade Commission.
E) regularly pay connectors for favorable product reviews.

Question 23

In most cases, the mere act of making a purchase decision

A) provokes buyer's remorse 99 percent of the time.
B) automatically transforms a customer into a brand-loyal consumer.
C) triggers a post-decision evaluation by the consumer.
D) demonstrates the direct relationship between advertising and sales.
E) proves that firms must meet higher order needs before satisfying lower order needs.

Question 24

Which of the following is NOT True about a consumer's experience with a product?

A) The result of a product experience becomes part of the consumer's mental files.
B) Consumers have to change their beliefs before purchasing a product.
C) A consumer typically considers whether to make the same purchase decision again.
D) If the experience is positive, the consumer might become a connector.
E) If the experience is negative, the consumer may communicate negatively to others about the product.

Question 25

In MPR, the ultimate users of a product are

A) consumers.
B) connectors.
C) employees.
D) shareholders.
E) mavens.

Question 26

Market segments are defined as

A) specific sections in a retail store where a particular product can be found.
B) distinctions between media connectors and non-media connectors.
C) categories of media organizations identified by region served.
D) groups of consumers with identifiable, shared characteristics.
E) fractional estimates of a product's newsworthiness relative to its competition.

Question 27

Target markets

A) comprise all media and non-media connectors.
B) generally are not included among a firm's stakeholders.
C) are the market segments that a firm pursues in its marketing efforts.
D) are hard to identify and reach.
E) refers to places where consumers are likely to find specials and sales promotions.

Question 28

Which of the following is NOT True about demographics?

A) Demographics are quantifiable characteristics about consumers.
B) Demographic data are particularly easy to obtain and useful for statistical analysis.
C) Marketers can often categorize consumers along a number of factors.
D) Businesses can be classified demographically.
E) Demographic information focuses on consumers' values, attitudes and lifestyles.

Question 29

Psychographic data typically are

A) easier to quantify than demographics, but of limited importance.
B) computer algorithms that can tell whether consumers lie on market surveys.
C) collected regularly by the U.S. Census bureau.
D) more complex than demographics and open to more interpretation.
E) the basis of demographic data.

Question 30

________ segmentation identifies consumers according to how they buy and use products.

A) Demographic
B) Behavioral
C) Dimensional
D) Strategic
E) Media

Question 31

Occasion, benefits, usage rate, and customer loyalty are

A) typical behavioral segments.
B) event planning tactics.
C) four components of the marketing mix.
D) measures of internal stakeholder satisfaction.
E) elements of newsworthiness.

Question 32

MPR's focus on segmentation hinges upon

A) a product's success and longevity in the marketplace.
B) a consumer's exposure to media and a medium's influence on a consumer.
C) a firm's emphasis on advertising communication rather than public relations.
D) the complexity of the consumer purchase decision-making process.
E) the relationship between a company and its investors.

Question 33

The main difference between MPR and all other types of marketing is that

A) MPR is not a marketing function.
B) there are no measurement criteria for MPR results.
C) MPR concerns itself solely with online communication tools.
D) connectors spread the messages created in MPR.
E) MPR is used only in the United States.

Question 34

Which aspect of the communication landscape has been largely responsible for changing the world of marketing and public relations over the last decade?

A) increasing shift away from public relations to more traditional advertising
B) growing television audiences, especially among men between 18 and 24-years-old
C) increasing regulation of the broadcast industry
D) exploding reliance on negative political campaigning.
E) growing relevance of non-media connectors

Question 35

Connectors can edit a message as they see fit. As a result,

A) marketers can lose control of the message.
B) the news media tend to ignore information coming from third party sources.
C) more and more companies are being found in violation of truth-in-advertising laws.
D) fewer companies are relying on public relations to spread their messages.
E) consumer-generated marketing is unhelpful to consumers making purchase decisions.

Question 36

Which of the following is NOT True about a marketing message?

A) Effective messages attract attention.
B) Messages should spur interest, induce desire and result in action.
C) Firms need only target media connectors with their messages.
D) Messages must be relevant to the ultimate audience.
E) Firms convey messages to specific audiences via specific media.

Question 37

The measure of how money invested in marketing turns into sales is known as

A) production concept.
B) consumer potential.
C) arenas.
D) return on investment.
E) demographics.

Question 38

Companies feel compelled to look for quantifiable marketing techniques because

A) the government is increasing regulation of advertising and public relations.
B) traditional media connectors are largely unreliable.
C) not everything a company does is newsworthy.
D) the effects of communication are not quantifiable.
E) price pressure, global competition, and investor demands are escalating.

Question 39

Most organizations have more than one component in their marketing mix,

A) which is the reason why marketers need to target more than one audience.
B) therefore, truly measuring consumer behavior is virtually impossible.
C) thus making it difficult to isolate the effect of any single effort.
D) unless they are using the MPR process, which is not part of the marketing mix.
E) which means marketers can demonstrate clear and direct links between marketing and sales.

Question 40

Media monitoring allows firms to

A) know which of their advertising campaigns is likely to win a creative award.
B) determine with some certainty which connectors are passing their message along.
C) pull controversial commercials from television before the government can intervene.
D) scan programming and advertising content for the latest product trends.
E) keep track of sales people in order to improve their personal selling efforts.

Question 41

MPR goals are achieved by reaching consumers with specific messages conveyed through a set of connectors.

Question 42

Marketers generally are not obligated to include measurement in the process of creating a successful communication campaign.

Question 43

The purpose of a marketing campaign is to change or maintain the behaviors of consumers toward your product.

Question 44

When Xerox decided to change customers' attitudes toward the company, it relied on a conventional advertising campaign in mass media.

Question 45

Dell emphasized information-oriented behaviors in its campaign to recall 4 million computer batteries in 2006.

Question 46

A product purchase decision usually ends when a consumer recognizes his or her specific need or want.

Question 47

Maslow's hierarchy of needs suggests that humans fulfill their more complex needs before satisfying their basic needs.

Question 48

Marketers can be instrumental in getting consumers to recognize a need or want by identifying a target audience's consumer potential.

Question 49

Mental files are the externally available information that helps consumers satisfy their needs.

Question 50

In many cases, evaluation tools consumers use to aid their purchase decisions come from the providers of the products themselves.

Question 51

Johnson & Johnson's experience with tampering of its Tylenol brand is a classic example of a marketer failing to overcome consumers' negative mental files.

Question 52

If a consumer's evaluation of a product experience is negative, the consumer is likely to communicate negatively about the product.

Question 53

Demographics are quantifiable characteristics about consumer segments.

Question 54

Consumer psychographics are easy to quantify, less complex than demographics, and open to less interpretation about consumer attitudes, values, and lifestyles.

Question 55

Behavioral segmentation depends on marketers understanding which media consumers are exposed to and the likelihood that consumers will be influenced by certain media.

Question 56

Usage rate refers to how often consumers switch brands within a product category.

Question 57

Consumers who generate their own public relations content now threaten traditional media players in the marketing landscape.

Question 58

Marketers lose control of their message in the MPR process because of the emphasis on using connectors to convey messages to consumers.

Question 59

Companies generally are not concerned about the link between their investments in marketing efforts and their sales results.

Question 60

Media monitoring is one way a firm can understand the tone and context with which connectors are spreading a firm's message.

Question 61

What are the five steps in creating a successful MPR campaign? What is the purpose of each of these steps?

Question 62

Provide two examples of companies that used marketing to change the behavior of consumers toward their products.

Question 63

Discuss the value of setting objectives for the MPR process. What essential role does objective-setting serve?

Question 64

What is Maslow's hierarchy of human needs? What is the basic premise of Maslow's theory? What is the implication of the theory for marketers?

Question 65

What are the various sources of need recognition among consumers? Discuss ways marketers can influence need recognition.

Question 66

Why is it important for MPR professionals to have an understanding of consumer behavior? What are some of the elements of consumer behavior that MPR professionals should take into account when planning promotional efforts?

Question 67

What has been the major shift in information flow within the changing marketing and public relations landscape? What are the implications of this shift for traditional marketers?

Question 68

What is the role of connectors in MPR? What are some of the considerations connectors must take into account about the information they are communicating?

Question 69

Why is return on investment (ROI) crucial to the assessment of marketing efforts?

Question 70

Describe some of the measurements that might be used to assess the effectiveness of intangible aspects of MPR.

Question 71

One of the areas of critical concern to MPR professionals is what to consider appropriate criteria for measuring promotional outcomes. What are the traditional measures of promotional efforts and in what way is measurement for MPR different in its approach to measurement?

Question 72

Describe why the Tylenol tampering case is relevant to an understanding of consumer purchase decision-making.

Question 73

Explain in detail the method marketers employ in MPR to determine whether a market segment is an appropriate target market.

Question 74

Marketers can differentiate market segments along demographic, psychographic and behavioral lines. What is the market segmentation process? Describe these three ways of identifying audiences and explain how they contribute to the understanding of audiences.

Question 75

What role does the message play in the development of an MPR effort? How does this role differ from traditional promotional strategies?