Question 1

How does marketing differ from public relations?

Accepted Answer

A)  You can do marketing yourself, but public relations requires a professional in the field.
B)  Public relations aims at a broader audience than marketing does.
C)  Marketing means that you talk about fees and costs, while in public relations you just mention the strengths of your center.
D)  Marketing is what a small center does, while public relations is what a larger one does. B

Question 2

What are the "journalist's questions" which a good press release answers in its first paragraph?

Accepted Answer

The five "journalist's questions":
-who?
-what?
-when?
-where?
-why?

Question 3

Many center directors view licensing representatives as government bureaucrats whose job is to watch child-care centers closely.In reality, though, it is best to:

Accepted Answer

A)  have as little to do with your licensing representative as possible.
B)  cultivate relations with your licensing representative.
C)  refuse to talk to a licensing representative unless your lawyer is present.
D)  tell your licensing representative no more than she asks. B

Question 4

The term "servicescape" means:

Accepted Answer

A)  a service that provides escape for the parents of children.
B)  a way of structuring fees so that poor families can afford your center.
C)  both the physical and social environment of your center.
D)  a service that scapes your center.

Question 5

You should let an answering machine field all calls from prospective clients.If you answer yourself, you'll give the impression of not caring about the children.

Accepted Answer

A) True 
 B)False

Question 6

What are four good locations for placing copies of your center's brochure?

Accepted Answer

The answer of What are four good locations for placing...

Question 7

Consumers who are not very knowledgeable about child-care issues have the effect of:

Accepted Answer

A)  inspiring centers to offer high-quality programs.
B)  lowering incentives to offer high-quality programs.
C)  being less likely to send their children to child care.
D)  they have no effect on the quality offered by programs where they live.

Question 8

Your public relations are likely to be most successful if you think in terms of the widest audience possible.

Accepted Answer

A) True 
 B)False

Question 9

The parents of the children at your center can be some of your best public relations representatives.

Accepted Answer

A) True 
 B)False

Question 10

Measuring public perceptions and calculating how these perceptions might change in differing circumstances is known as ____________.

Accepted Answer

The answer of Measuring public perceptions and calculating how these...

Question 11

If you're good at public relations literacy but don't know how to apply what you discover, you aren't very good at public relations competency.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is a good principle of customer service?

Accepted Answer

A)  Focus on relationships.
B)  Understand what you are selling.
C)  Ensure that customers can reach the person who can solve their problems.
D)  All of the above

Question 13

Because a newsletter costs so much to produce, it is wise to send it only to the families of the children in your center.

Accepted Answer

A) True 
 B)False

Question 14

What does a CCR&R agency do?

Accepted Answer

A)  Creates customer recommendations and references them.
B)  Teaches first-aid techniques to be used in case of emergencies.
C)  Cross checks your reading and recreational activities.
D)  None of the above

Question 15

Thinking about the kind of person who is most likely to use your service and then tailoring your marketing to such a person is called creating a __________.

Accepted Answer

The answer of Thinking about the kind of person who...

Question 16

What are some good ways to market your center?

Accepted Answer

The answer of What are some good ways to market...

Question 17

Being accredited by an agency like NAEYC is a good thing to mention in the publicity for your center.

Accepted Answer

A) True 
 B)False

Question 18

How does a key claim differ from a key proof?

Accepted Answer

A)  A key proof provides some evidence to support a key claim.
B)  A key claim has to do with a center's security, while a key proof has to do with its curriculum.
C)  Only a well-established center needs a key claim.A new center needs only a key proof.
D)  The two terms are just different names for the same thing.

Question 19

What are four important marketing functions that a servicescape fulfills?

Accepted Answer

The answer of What are four important marketing functions that...

Question 20

In good marketing, it is important to know a lot about the programs that you are competing with.

Accepted Answer

A) True 
 B)False

Exam 14: Marketing and Public Relations

How does marketing differ from public relations?

What are the "journalist's questions" which a good press release answers in its first paragraph?

Many center directors view licensing representatives as government bureaucrats whose job is to watch child-care centers closely.In reality, though, it is best to:

The term "servicescape" means:

You should let an answering machine field all calls from prospective clients.If you answer yourself, you'll give the impression of not caring about the children.

What are four good locations for placing copies of your center's brochure?

Consumers who are not very knowledgeable about child-care issues have the effect of:

Your public relations are likely to be most successful if you think in terms of the widest audience possible.

The parents of the children at your center can be some of your best public relations representatives.

Measuring public perceptions and calculating how these perceptions might change in differing circumstances is known as ____________.

If you're good at public relations literacy but don't know how to apply what you discover, you aren't very good at public relations competency.

Which of the following is a good principle of customer service?

Because a newsletter costs so much to produce, it is wise to send it only to the families of the children in your center.

What does a CCR&R agency do?

Thinking about the kind of person who is most likely to use your service and then tailoring your marketing to such a person is called creating a __________.

What are some good ways to market your center?

Being accredited by an agency like NAEYC is a good thing to mention in the publicity for your center.

How does a key claim differ from a key proof?

What are four important marketing functions that a servicescape fulfills?

In good marketing, it is important to know a lot about the programs that you are competing with.