Deck 12: Consumer Relations and Marketing

Question 1

What acts as the bridge between the consumer and the manufacturer?

A) public relations
B) media relations
C) consumer relations
D) advertising
E) marketing

Answer 1

C

Question 2

During a crisis,who is the ideal spokesperson?

A) CEO
B) PR Spokesperson
C) Media Relations Expert
D) Consumer Relations Specialist
E) Crisis Communications Consultant

Answer 2

A

Question 3

What media organization was granted an exclusive news scoop about 1-800-Flowers "World's Greatest Love Stories" promotion?

A) NBC News
B) The New York Times
C) USA Today
D) CNN
E) YouTube

Answer 3

B

Question 4

What is the major tenet of consumer advocacy?

A) consumers have adequate information
B) consumers have a direct link to management
C) consumers have to go to consumer affairs before going to management
D) consumers lack adequate information
E) consumers must follow through with consumer affairs

Question 5

During the market growth stage of the product life cycle,companies typically have __________ promotional costs and __________ profits.

A) lower, higher
B) higher, no
C) lower, no
D) higher, lower
E) no, higher

Question 6

After negative publicity about a certain brand of tires,Ford Motor Company severed its ties with what tire manufacturer in 2000?

A) Michelin
B) Firestone
C) Yokohama
D) Goodyear
E) Continental

Question 7

______________ is a social media phenomenon in which citizens share experiences,knowledge and feelings about a brand.

A) Viral Marketing
B) Guerilla Marketing
C) Advertainment
D) Advergaming
E) Product Placement

Question 8

What should be the most important consideration when selecting a spokesperson?

A) looks
B) intelligence
C) credibility
D) added value to the brand
E) trust

Question 9

What is it called when you embed a logo of a new Chevrolet Impala in five network primetime TV shows?

A) multitasking mobile gadgets
B) mapping ecosystems
C) viral marketing
D) product placement
E) All of the above

Question 10

What is branded social media?

A) a newsgathering operation about a product or service of the sponsoring organization
B) an advertorial
C) a news package prepared by an organization for a news organization
D) an activity focused on fostering direct, two-way interactions with company and client
E) a press release about a new product brand

Question 11

In the product life cycle,what helps increase consumer awareness during the growth stage of a product?

A) sales promotions
B) free giveaways
C) mergers
D) universal name recognition
E) publicity

Question 12

What focuses on the long-term goals of building positive relationships with consumers,suppliers,competitors and other publics?

A) Relationship Marketing
B) Public Relations
C) Advertising
D) Marketing
E) Promotion

Question 13

According to Mini-Case 12.1,who did Dreyer's Ice Cream partner with to bring the campaign,"A Taste of Recovery" to life?

A) Superbowl XXVIII
B) Monster.com
C) 2008 Summer Olympics
D) Facebook.com
E) none of the above

Question 14

What did Carnival Cruise Lines use to deal with the crisis when one of its ships was damaged by fire?

A) Called a news conference
B) Released several news releases
C) Used social media
D) No response
E) None of the above

Question 15

What happens when a company has achieved almost universal name recognition?

A) it needs help in maintaining visibility
B) it has a decrease in market share
C) it increases sales by 10 percent
D) it loses market rank
E) it extends its product life cycle

Question 16

________ is concerned with the quality,availability and affordability of the product.

A) Marketing
B) Public Relations
C) Advertising
D) Promotion
E) Distribution

Question 17

Haagen-Dazs advertising agency discovered a problem and championed its cause.What cause-marketing problem did they find?

A) Cows were not producing enough milk with appropriate nutrients
B) Honey bees were declining
C) Environmental issues were making ice cream production difficult
D) Quality of sugar was hurt with decline of sugar cane market
E) None of the above

Question 18

What focuses on the long-term process of building trust that enhances the selling of products and services?

A) Relationship Marketing
B) Public Relations
C) Advertising
D) Marketing
E) Promotion

Question 19

_________ is one of the most powerful ingredients in any organization's marketing mix.

A) public relations
B) marketing
C) advertising
D) sales
E) promotion

Question 20

What element of public relations is not addressed by marketing?

A) Internal publics such as employees
B) Reputation
C) Crisis management
D) Issues management
E) All of the above

Question 21

According to the Council of Better Business Bureaus,what industry was the leader in terms of the most complaints?

A) automotive dealers
B) Internet websites such as eBay
C) clothing stores
D) cable companies
E) telephone companies

Question 22

Social media platforms include all but which

A) Facebook
B) AfterWorld
C) LinkedIn
D) Flickr
E) Digital newspapers

Question 23

Why do most household goods like computers,electronics and appliances receive so many consumer complaints?

A) Poor craftsmanship
B) Bad customer service
C) Inability to reach a "person" on the phone
D) expense
E) no website support

Question 24

Soliciting consumer opinion and making management aware of the effects of corporate decisions on consumers is characterized as a ________________.

A) media relations specialist
B) corporate liaison
C) CEO
D) public relations specialist
E) consumer spokesperson

Question 25

Dreyer's Ice Cream's campaign,"A Taste of Recovery" was the second time that it had launched a new ice cream in a period of financial crisis.What ice cream was begun in the 1929 depression?

A) Red, White and No More Blues
B) Rocky Road
C) Cool Cash
D) Mint Chocolate Chip
E) None of the above