Question 1

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

Accepted Answer

The current marketing trend is actually moving away from mass marketing and toward more personalized and targeted marketing efforts. This includes utilizing data and technology to analyze consumer behavior and preferences in order to create more customized advertising and messaging.

Question 2

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

Accepted Answer

Evaluation serves as a tool to determine the success of a change process, identify areas for improvement, and inform any necessary adjustments or modifications to the plan. Therefore, evaluation is not the end of the process but rather the beginning of a new cycle of change and improvement.

Question 3

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

Accepted Answer

Crisis management plans are put in place to take control of a situation and minimize damage to the organization's reputation as well as limit legal liability. Therefore, the statement is true.

Question 4

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

Accepted Answer

Systematic environmental scanning allows organizations to anticipate and respond to market changes and opportunities, leading to better decision-making and ultimately, higher growth and profitability.

Question 5

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

Accepted Answer

A competitive strategy is indeed a statement that describes why customers should choose a company's products or services over those of its competitors. It outlines the unique value proposition of the company and sets it apart from others in the market.

Question 6

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

Accepted Answer

Marketing is the process of identifying, anticipating, and satisfying customer needs and wants through the exchange of goods or services. It is aimed at bringing about a transaction or exchange between an organization and a customer.

Question 7

Marketing and public relations are interchangeable terms.

Accepted Answer

While marketing and public relations both involve the promotion of a business or organization, they have distinct approaches and goals. Marketing is focused on promoting products or services and driving sales, while public relations is focused on building and maintaining relationships with various stakeholders, including customers, employees, investors, and the media.

Question 8

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

Accepted Answer

While many organizational change efforts aim to improve quantifiable measures of performance, such as productivity or profitability, not all changes are directly linked to these metrics. Some changes focus on qualitative improvements like employee satisfaction, corporate culture, or innovation, which may not be immediately quantifiable.

Question 9

Telemarketing is a form of direct marketing.

Accepted Answer

Telemarketing is a form of direct marketing that involves contacting potential customers by phone to sell products or services.

Question 10

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

Accepted Answer

The statement is true. Businesses are placing greater emphasis on understanding and meeting the needs of their customers in order to stand out in a crowded market. This approach is referred to as an outside-in marketing orientation, where the focus is not on what the company wants to sell, but on what the customer wants to buy.

Question 11

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

Accepted Answer

Environmental scanning involves analyzing both internal and external factors that may impact an organization's performance and success. Internal factors can include factors such as company culture, resources, and operations, while external factors may include economic, social, technological, and political factors. An effective environmental scanning process requires analyzing and monitoring both internal and external environments.

Question 12

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

Accepted Answer

An outside-in approach to strategic communication utilizes information and data from the external environment, such as market trends, competitor analysis, and customer insights, to inform strategic planning and decision making. This approach acknowledges the importance of understanding and responding to the external factors that can impact an organization's communication goals and objectives.

Question 13

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

Accepted Answer

An organization's reputation is influenced by a variety of variables, such as its performance, products, services, customer service, employee conduct, media exposure, industry trends, and even external factors like economic conditions or social and political events. While an organization can influence some of these factors, many of them are beyond its direct control. Therefore, an organization's reputation may be affected by a variety of internal and external factors, making it difficult to predict and manage.

Question 14

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

Accepted Answer

Integrated Marketing Communications emphasizes the importance of listening and engaging in two-way communication with customers to understand their needs, wants, and behaviors.

Question 15

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

Accepted Answer

While crises may be rare and hard to predict, it is still important and cost-effective to plan in advance for crisis management. Failing to plan for a crisis can result in significant financial and reputational damage to a company or organization. Therefore, it is generally recommended to invest in crisis preparedness and response planning.

Question 16

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

Accepted Answer

In most cases, it is not advisable to avoid the press during an organizational crisis. It is important to address the issue and communicate with the public to gain their trust and prevent any further damage to the organization's reputation. Being transparent and proactive in addressing the crisis is the best strategy.

Question 17

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

Accepted Answer

James Grunig actually contends that the most effective public relations programs are based on symmetrical suppositions, where both the organization and the public have the opportunity to communicate and influence each other. Asymmetrical suppositions, on the other hand, assume that the organization's goals are superior to those of the public, and communication is largely one-way.

Question 18

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

Accepted Answer

The answer of Effective organizations identify the most important publics...

Question 19

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

Accepted Answer

Strategic organizational communication is a two-way process that involves listening to and responding to the needs and concerns of employees and other stakeholders. It is not just about top-down communication from management. Effective communication requires active engagement and participation from all parties involved.

Question 20

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

Accepted Answer

Long-term customer retention typically requires less marketing and advertising expenses, as repeat customers are likely to bring in consistent revenue. Additionally, it may cost more to acquire new customers than to retain existing ones. Therefore, it can be a cost-effective strategy for most businesses.

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