Deck 10: A: Strategic Organizational Communication: Professional Applications of Organizational Communication

Question 1

A current marketing trend is toward increased advertising and other forms of mass marketing.

Answer 1

False

Question 2

In one very real sense,evaluation is not the end of the change process,but how the process begins again.

Answer 2

True

Question 3

Crisis management efforts are usually directed at minimizing damage to the organization's reputation and limiting its legal liability.

Answer 3

True

Question 4

Systematic environmental scanning is related to higher organizational growth and greater profitability.

Question 5

A competitive strategy is a statement of why customers should choose a company's products or services over those of competitors.

Question 6

Marketing is usually directed at bringing about an exchange between an organization and a customer.

Question 7

Marketing and public relations are interchangeable terms.

Question 8

Almost all organizational change efforts are directly linked to quantifiable measures of performance.

Question 9

Telemarketing is a form of direct marketing.

Question 10

Today's highly competitive business environment has contributed to increased customer focus and an outside-in marketing orientation.

Question 11

Environmental scanning often involves monitoring an organization's internal environment,as well as its external one.

Question 12

An outside-in approach to strategic communication uses environmental data as part of the strategic planning process.

Question 13

An organization's reputation is determined by many complex factors,many of which are not under the control of the organization.

Question 14

Integrated Marketing Communications proponents support two-way communication processes to identify and track customer needs,wants,and buying behaviors.

Question 15

Since crises are rare and hard to predict,it is not cost-effective to plan in advance for crisis management.

Question 16

When experiencing an organizational crisis,it is generally better to avoid the press.

Question 17

James Grunig contends the most effective public relations programs are based on asymmetrical suppositions.

Question 18

Effective organizations identify the most important publics and concentrate on communications with this group.

Question 19

Strategic organizational communication tends to be one-way,from management to employees or other stakeholders.

Question 20

Long-term customer retention is a cost-effective strategy for most businesses.

Question 21

Advertising messages are creative but are not concerned with specific target publics.

Question 22

Global influences change responsibilities for public relations and marketing.

Question 23

Socal media are important but not the responsibility of public relations and advertising professionals.