MKT 571 Week 5 Quiz NEW
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MKT 571 Week 5 Quiz NEW
1.) What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?
Press relations
Product publicity
Corporate communications
Counseling
2.) Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates had been placed on the pillows and a flower arrangement on the table. The hotel's actions are an example of
customer lifetime value
customer value analysis
a customer touch point
customer perceived value
3.) Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of
a bypass attack
a frontal attack
an encirclement attack
guerilla warfare
4.) An insider trading crisis for an organization is what type of public relations crisis?
Intentional event
Unintentional event
Act of nature
Act of upheaval
5.) Which of the following circumstances are best suited for the use of personal selling?
When there is minimal risk involved in buying or using the products
When the market has fewer and larger sellers
When prospective customers are spread across a wide geographic area
When the products used are simple and easy-to-use
6.) ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.
Database marketing
Relationship marketing
Internet marketing
Permission marketing
7.) When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee, Starbucks was employing a ________ strategy.
new-market...