Question 1

A global cosmetic company offers small containers of foundation cream so women can sample the product before purchasing the high-priced item. This is an example of
A) tryvertising.
B) mass customization.
C) delayed differentiation.
D) customer service.
E) customer loyalty incentive.

Accepted Answer

Tryvertising is a marketing strategy where consumers are given the opportunity to try a product before purchasing it, which is exactly what the cosmetic company is doing by offering small containers of foundation cream as samples.

Question 2

The warehouse manager of a shoe manufacturer notices in the monthly summary of customer complaints that retailers are dissatisfied with the condition of their shipments. He posts a memo on the bulletin board directing employees to be more careful as they assemble shoe shipments. The problem continues. The manager's next step is to meet with his department and emphasize that continued customer frustration will ultimately lead to order cancellations. The strategy the manager is using in this communication with his employees is
A) increasing his visibility.
B) seeking employee feedback.
C) informing employees about customer needs.
D) building mediating skills.
E) building employee engagement.

Accepted Answer

The manager is informing employees about customer needs by explaining the consequences of continued customer frustration, which is leading to dissatisfaction with the condition of their shipments. This approach is aimed at making employees aware of the importance of their role in meeting customer expectations.

Question 3

A petroleum company prepares a plan of action to follow when inclement weather may stymie oil distribution. This information is distributed to all affected employees. This is an example of
A) crisis communication.
B) issues management strategy.
C) a reactive communication plan.
D) an issue identification plan.
E) a situational analysis.

Accepted Answer

B

Question 4

Which of the following is not an advantage of issues management?
A) Management is proactive.
B) Management builds alliances with various publics.
C) Favourable media attention is more likely to occur.
D) Emerging issues are identified.
E) Management engages in reactive behaviour.

Accepted Answer

Issues management primarily focuses on proactive strategies rather than reactive behavior. It involves anticipating potential problems or opportunities and addressing them before they escalate, rather than responding to them after they have occurred.

Question 5

The human resources department manager is worried about the decrease in employee retention. She hires a research consultant to develop a questionnaire that would gather information from departing employees about their perception of the company. This would be called
A) a database of information.
B) issues management strategy.
C) exit strategy.
D) issue identification.
E) a reactive strategy.

Accepted Answer

Exit strategy is a plan to gather information from departing employees about their perception of the company.

Question 6

If you were evaluating your organization's vulnerability to risk, which of the following would not be of primary concern?
A) type of ownership.
B) your company's relationship with the media.
C) the nature of your products and services.
D) your country of origin.
E) the size of your company.

Accepted Answer

The answer of If you were evaluating your organization's vulnerability...

Question 7

A break-in at your company has resulted in the theft of various pharmaceutical products. The head chemist, slated as the company's designated spokesperson, is scheduled to appear at a media conference. This course of action illustrates one of the steps in crisis communication planning. Select the appropriate step:
A) implementing the action plan.
B) evaluating the effectiveness of your action plan.
C) identifying levels of vulnerability in your company.
D) assessing the possible risk to the organization.
E) notification of publics.

Accepted Answer

Implementing the action plan involves taking concrete steps to address the crisis, such as designating a spokesperson to communicate with the media and the public.

Question 8

Omega-3 has been added to Tropicana orange juice, Kellogg's cereal, and Unilever's I Can't Believe It's Not Butter and is scheduled to show up in infant formula as studies have shown that Omega-3 increases brain development. The additive is now in 250 products and that number is predicted to increase. If you are the manufacturer of Cheetah Shoes and, upon noticing this trend, you created an ad slogan: "Omega-3 makes you smarter, but Cheetah Shoes make you faster", you would be employing
A) tryvertising.
B) mass customization.
C) proactive trendwatching.
D) cocooning.
E) diversifying.

Accepted Answer

This is an example of proactive trendwatching, where the manufacturer of Cheetah Shoes is observing and reacting to the trend of Omega-3 being added to various products due to its benefits, and then leveraging this trend in their advertising strategy to promote a different benefit (speed) of their product.

Quiz 13: Emerging Issues Affecting Communication Strategy

A global cosmetic company offers small containers of foundation cream so women can sample the product before purchasing the high-priced item. This is an example of

A petroleum company prepares a plan of action to follow when inclement weather may stymie oil distribution. This information is distributed to all affected employees. This is an example of

Which of the following is not an advantage of issues management?

The human resources department manager is worried about the decrease in employee retention. She hires a research consultant to develop a questionnaire that would gather information from departing employees about their perception of the company. This would be called

If you were evaluating your organization's vulnerability to risk, which of the following would not be of primary concern?