Deck 3: MPR and the Organizations IT Serves

Question 1

Companies engage brand authors to

A) write best-selling books.
B) invent hot-selling products.
C) create a brand culture.
D) investigate cases of illegal brand copying.
E) sit for media interviews.

Answer 1

create a brand culture.

Question 2

What three internal constituencies does traditional public relations typically serve?

A) accounting, sales, and finance
B) marketing, human resources, and investor relations
C) purchasing, procurement, and retail
D) telecommunications, clerical, and purchasing
E) executive, management, and front office

Answer 2

marketing, human resources, and investor relations

Question 3

Company newsletters, informational e-mails, and message board postings are examples of

A) sales promotion literature.
B) brand culture development channels.
C) consumer-generated marketing.
D) employee relations communication.
E) product test marketing channels.

Answer 3

employee relations communication.

Question 4

A company's public image is important to its recruiting efforts because

A) the best firms assume that the best employees want to work for them.
B) public relations is the fastest growing department of most businesses.
C) most employees at some point in their careers carry out personal selling.
D) the media pay more attention to firms who spend more on recruitment advertising.
E) most firms have at some time violated federal ethics rules.

Question 5

Oliver Blanchard of the Brand Builder Blog believes employees

A) generally have little stake in a company's image.
B) often create internal conflict if they don't agree with their firm's marketing.
C) should regularly interact with the mass media.
D) who are unhappy should be fired in order to improve company morale.
E) are central to a company's identity and directly affect customer service.

Question 6

According to F. Leigh Branham of Keeping People Inc., the most effective employment branding

A) can only be accomplished by using conventional advertising media.
B) has been developed by executive head hunters.
C) occurs through word-of-mouth.
D) can be found in small, privately held companies.
E) is the result of high-cost public relations campaigns.

Question 7

Why do publicly traded companies rely on the positive opinion of shareholders?

A) The SEC is liable to investigate a firm for financial fraud on a moment's notice.
B) Firms need to keep demand for the company's stock high and the stock price strong.
C) Shareholders consume more of a company's products than non-shareholders.
D) Shareholders rarely, if ever, follow corporate business news.
E) The financial media are not legally allowed to recommend stocks to investors.

Question 8

Recommendations by analysts who monitor corporate performance

A) have a material impact on the business and all of its stakeholders.
B) are generally disregarded by the majority of investors.
C) are illegal under the Sarbanes-Oxley Act.
D) are the only drivers of public opinion about a firm.
E) typically have little impact on a company's viability.

Question 9

Why is it important that investor relations utilize MPR methods?

A) Firms receive a hefty tax deduction for promotional expenses.
B) Most corporate executives do not trust traditional public relations techniques.
C) The federal government does not allow corporate image advertising.
D) Firms need to sustain positive opinion about their financial viability.
E) All public trading of company shares is now performed online.

Question 10

By quickly getting information via analysts and financial media to investors,

A) firms can avoid explaining their financial operations to investigative reporters.
B) publicly traded companies can usually inflate their stock value at the same time.
C) firms are likely to come under government scrutiny less frequently.
D) shareholders are more likely to recommend a firm's products to ordinary consumers.
E) companies can help their shareholders make informed investment decisions.

Question 11

Demonstrating ________ will most likely help a company to achieve its business objectives.

A) a large promotional budget plus awards for creative advertising
B) good corporate governance and transparency
C) brief public communication and limited interaction with the media
D) an ability to pull off successful publicity stunts and media events
E) synergy and cooperation between public relations and legal staff

Question 12

A company's interplay among customers, vendors, and the general public

A) typically has little effect on public opinion and consumer behavior.
B) is only significant if a firm is publicly traded.
C) invariably influences opinions and instigates word-of-mouth.
D) is important when a company is spending heavily on mass media advertising.
E) is directly proportional to the effectiveness of a firm's employee relations.

Question 13

Managers need to recognize ways customers and other publics perceive their company because

A) messages shared by employees with the public have considerable impact on marketing.
B) most consumers do not trust private firms and the products they sell.
C) firms are obligated to report MPR information annually to the SEC.
D) a company's commitment to public relations determines the size of its advertising budget.
E) consumers will generally not share their feelings about a company or its products.

Question 14

What is the concept that assumes consumers will favor widely available and attractively priced products?

A) product concept
B) production concept
C) selling concept
D) marketing concept
E) societal marketing concept

Question 15

The marketing approach that differentiates an organization's products through quality, performance, and features is known as the

A) product concept.
B) production concept.
C) selling concept.
D) marketing concept.
E) interaction concept.

Question 16

Companies focusing on large-scale promotional efforts to gain market share are adhering to the

A) interaction concept.
B) societal marketing concept.
C) selling concept.
D) production concept.
E) product concept.

Question 17

The philosophy of centering an organization's goal on satisfying customer needs is the

A) selling concept.
B) interaction concept.
C) product concept.
D) marketing concept.
E) societal marketing concept.

Question 18

The societal marketing concept is integral to the practice of

A) integrated marketing communication.
B) brand authoring.
C) economic logic.
D) word-of-mouth.
E) corporate social responsibility.

Question 19

An enhanced level of two-way multimedia communication between firms and consumers has been successful in

A) helping firms to scale down their public relations efforts.
B) allowing companies to operate with lower profit margins.
C) shifting businesses away from the production concept to the marketing concept.
D) facilitating the shift from marketing orientation to interaction orientation.
E) boosting advertising revenues for mass media organizations.

Question 20

What do marketers call a forward-looking document that defines a firm's mission and vision?

A) strategic plan
B) operating plan
C) copy platform
D) direction sheet
E) program brief

Question 21

The Business Strategy Diamond

A) allows firms to bypass the MPR process.
B) helps managers to identify critical elements of strategic planning.
C) is an early management philosophy recently replaced by the marketing mix.
D) emphasizes the use of conventional media rather than non-media connectors.
E) is a business model that saves managers from asking questions about strategy.

Question 22

How a firm will realize a return on its investment is the main strategic question of

A) triple-bottom line economics.
B) the production concept.
C) economic logic.
D) corporate governance.
E) brand relationship marketing.

Question 23

Product offerings, distribution channel choices, and target market selection are all part of

A) arena decisions.
B) vehicle decisions.
C) staging decisions.
D) programmatic strategies.
E) interaction strategies.

Question 24

Product and place elements of the marketing mix are

A) identical to key differentiators.
B) similar to strategic plan sequencing.
C) related to stakeholder analysis in public relations.
D) analogous to arena decisions.
E) synonymous with the marketing vehicle mechanisms.

Question 25

In business, what does the term "vehicle" mean?

A) the specific transportation used in moving products into the marketplace
B) marketing research that companies use to determine consumer needs
C) the speed at which a strategic plan is developed, carried out, and evaluated
D) the marketing conduits between company management and consumers
E) the means companies use to get from their present state to some desirable future position

Question 26

Decisions about entering into joint ventures and licensing agreements or acquiring other firms are examples of

A) arenas.
B) staging.
C) vehicles.
D) differentiators.
E) connectors.

Question 27

The attributes that establish the competitive advantage of a company or its products are known as

A) arenas.
B) stagers.
C) aligners.
D) differentiators.
E) channels.

Question 28

Making sure all stakeholders are aware of the timing of phases in a strategic plan is crucial to the notion of

A) channeling.
B) selling.
C) attributing.
D) researching.
E) staging.

Question 29

Research has shown that information flow is

A) responsible for the presence of conflicting messages in the market.
B) a critical component in brand authoring.
C) generally unrelated to maintaining a strategic advantage.
D) one of the building blocks of organizational effectiveness.
E) important only for formal communication.

Question 30

Products that have a place in our everyday conversations are commonly known as

A) artifacts.
B) brands.
C) core competencies.
D) collections.
E) perceptual frames.

Question 31

Which of the following best describes brand culture?

A) name, logo and design of a certain product
B) manner in which executives market their firm's products
C) information gained by marketers about the history of media
D) manner in which consumers understand the value and experience of a product
E) general term for advertising, marketing, sales promotion, and public relations

Question 32

Many of the associations between products and popular culture are examples of

A) ROI.
B) the Business Strategy Diamond.
C) economic logic.
D) the marketing mix.
E) MPR.

Question 33

Stories that consumers create and share about how they use products

A) typically are a large part of traditional advertising campaigns.
B) are inconsistent and unreliable, and therefore should be ignored.
C) help to fuel word-of-mouth communication.
D) are generally considered to be outside of customers' brand experience.
E) spread more efficiently using low-tech sales tactics.

Question 34

How has web-based technology helped firms with brand authoring?

A) Online sites have enabled consumers to share their consumption stories.
B) Companies can publish anything about their products without concern for FCC regulation.
C) Companies can put all their advertising on the Internet and abandon broadcast media.
D) All stakeholders become equally important in a brand's message creation.
E) People who only shop online will not be excluded when firms conduct sales promotions.

Question 35

Influencers generally do not come across as selling anything to consumers, but are perceived as

A) celebrities pitching other celebrities' products.
B) marketers offering sales promotions and other incentives.
C) official, paid spokespersons talking up nationally known brands.
D) publicity seekers looking for a moment's fame in the media.
E) experts and mavens providing opinion about products.

Question 36

An important role of MPR professionals is

A) writing memorable advertising copy.
B) tracking product sales trends.
C) creating and cultivating brand value.
D) protecting the personal reputation of corporate managers.
E) developing quantitative, public opinion research tools.

Question 37

Increasing consumer confidence in the perceived quality of a product fosters the product's

A) reputation value.
B) relationship value.
C) experiential value.
D) symbolic value.
E) economic value.

Question 38

When consumers make purchase decisions based on particular benefits delivered by a product, they are relying on the product's

A) symbolic value.
B) reputation value.
C) tactical value.
D) objective value.
E) experiential value.

Question 39

The social aspirations of the customer are often expressed in a product's

A) social value.
B) experiential value.
C) community value.
D) symbolic value.
E) sales value.

Question 40

MPR works tactically as part of a firm's marketing function in order to sustain an organization's

A) risk assessment capabilities.
B) advertising investment.
C) sales volume and profitability.
D) relationship with its employees.
E) adherence to ethical and legal behavior.

Question 41

Traditional public relations basically serves one constituency within an organization: corporate executives.

Question 42

Communication from human resources directly intersects with marketing in the recruiting function.

Question 43

According to F. Leigh Branham, the most effective employment branding is word-of-mouth.

Question 44

Investor relations is mainly concerned with keeping information about publicly traded companies as private as possible.

Question 45

Marketers rarely have any authority or control over the opinions that employees share with people outside the organization.

Question 46

A company's mission and vision only need to be communicated to external stakeholders.

Question 47

In general, businesses have not altered their marketing management philosophies much since the eighteenth century.

Question 48

A primary concern about corporate social responsibility is whether firms are genuinely sincere about committing to it.

Question 49

Amazon.com is an example of a company that has avoided embracing customer interaction.

Question 50

When marketing activities are tightly aligned with corporate strategy, they drive growth.

Question 51

Economic logic is at the heart of the five critical elements of strategic planning identified in the Business Strategy Diamond.

Question 52

Arena, vehicles, differentiators, and staging are the four components of the media mix.

Question 53

Companies, popular culture, customers, and influencers are forms of brand authors.

Question 54

Brand culture has an insignificant effect upon how consumers perceive the products they purchase.

Question 55

A consumption story refers to integrating brands into the scenes of reality television shows.

Question 56

MPR creates relationships with influencers - people, groups, and organizations who reach the ultimate customers.

Question 57

Reputation value, relationship value, experiential value, and symbolic value are the four components of brand value.

Question 58

Unfortunately for businesses, there is no proven method of translating customer experience into product promotion.

Question 59

In large organizations, MPR functions may be distributed according to individual brands and product lines.

Question 60

Effective MPR goals and objectives are specific, measurable, attainable, realistic, and tangible.

Question 61

What three constituencies within an organization does traditional public relations serve?

Question 62

Why do publicly traded companies rely on the positive opinion of shareholders?

Question 63

In addition to employee relations and investor relations, how do other business functions affect a firm's marketing?

Question 64

Briefly compare the production concept with the marketing concept.

Question 65

Describe the social marketing concept and identify its inherent risk.

Question 66

In what way does the interaction concept constitute a new business philosophy?

Question 67

Briefly define economic logic.

Question 68

What is brand culture?

Question 69

In what ways do MPR professionals create and cultivate brand value?

Question 70

Explain in some detail how Red Bull has used MPR to maintain a sizeable share of the energy drink market.

Question 71

While MPR typically serves the marketing function of an organization, what other two internal constituencies of an organization does MPR serve?

Question 72

What is the role of MPR in the Business Strategy Diamond?

Question 73

Companies, as brand authors, generally manage their brands through a variety of product-related activities using traditional marketing and other tools. Describe how MPR helps firms manage three other types of brand authors.

Question 74

What is the importance of MPR in building and supporting brand value?