Which of the following statements correctly ref

23 Jun  Which of the following statements correctly ref

Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

Public relations can reach prospects who prefer to avoid mass media and targeted promotions.

They incorporate some concession, inducement, or contribution that gives value to the consumer.

Given their live, real-time quality, public relations tools are more actively engaging for consumers.

Public relations communications can be prepared to appeal to the addressed individual.

2. When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest

customer-perceived value

customer equity

customer lifetime value

customer-perceived cost

3. Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of

guerilla warfare

a bypass attack

an encirclement attack

a frontal attack

4. Total customer satisfaction is measured based on the relationship of

advertised outcomes and real outcomes

perceived performance and expectation

past experience and present experience

expected value and total customer benefit

5. TBS Bikes has recently introduced a series of bikes called Surami. The core positioning of TBS Bikes is “speed”. Surami is a five-gear bike and, apart from speed, the company promises to include other features such as safety, good performance, and pollution control features. This describes the ________ of the bike.

value proposition

total customer cost

value-delivery system

customer-perceived value

6. What function does a companys public relations department perform when it promotes understanding of the organization through internal and external communications?

Product publicity

Corporate communications

Press relations

Counseling

7. Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as

quality programs

benefit programs

frequency programs

satisfaction programs

8. An insider trading crisis for an organization is what type of public relations crisis?

Act of upheaval

Act of nature

Unintentional event

Intentional event

9. When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.

public site

crisis site

white site

dark site

10. Which of the following benefits is offered by sales promotion tools?

They allow buyers personal choices and encourage them to respond directly.

They can reach prospects who prefer to avoid mass media and targeted promotions.

They incorporate some concession, inducement, or contribution that gives value to the consumer.

They are typically an indirect form of soft-sell and hence, better received by customers.

11. Which of the following circumstances are best suited for the use of personal selling?