Question 1

Entitlings and enhancements are forms of:

Accepted Answer

Entitlings and enhancements are designed to be proactive prevention strategies for damage control, as they work to prevent damage or negative consequences from occurring in the first place.

Question 2

Reactive damage control strategies include each of the following,except:

Accepted Answer

Entitling strategies are not a type of reactive damage control strategy. The other options, internet interventions, crisis management programs, and impression management techniques are all examples of reactive damage control strategies.

Question 3

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is uneducated about environmental issues and cynical about their ability to effect change is called:

Accepted Answer

The group that is described as "uneducated about environmental issues and cynical about their ability to effect change" is known as "grousers" in the U.S. consumer segmentation of consumer attitudes toward green marketing.

Question 4

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is cynical about green marketing and believes green products are too expensive and inferior in quality is called:

Accepted Answer

The group that is cynical about green marketing and believes green products are too expensive and inferior in quality is called "grousers." The other options are not representative of this particular attitude towards green marketing. "True-blue greens" are highly committed to buying green products, "basic browns" are disinterested in environmental issues and unlikely to purchase green products, and "sprouts" are young, health-conscious consumers who value green products for their personal health.

Question 5

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the two groups that are heavy users of green products are:

Accepted Answer

According to the U.S. consumer segmentation of attitudes toward green marketing, the two groups that are heavy users of green products are "greenback greens" (who are motivated by economic and personal benefits of green products) and "true-blue greens" (who are motivated by environmental concerns and actively seek out green products). Option C includes both of these groups, making it the best choice.

Question 6

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that does not care about environmental issues or social issues is called:

Accepted Answer

According to the U.S. consumer segmentation of consumer attitudes toward green marketing, the group that does not care about environmental or social issues is called basic browns. The other groups are true-blue greens (care about both environmental and social issues), sprouts (care mainly about environmental issues), and grousers (skeptical about green claims and may actively resist green initiatives).

Question 7

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that is most willing to buy green marketing products and is politically active is called:

Accepted Answer

True-blue greens are the most environmentally conscious and politically active among the consumer segments, and are most willing to buy green products.

Question 8

The attempt to increase the desirable outcome of an event in the eyes of the public is called:

Accepted Answer

Enhancement refers to the attempt to increase the desirability or positive outcome of an event in the eyes of the public. Affirmative social responsibility refers to voluntary actions taken by a company to improve society and the environment, while acclaiming and entitling are not commonly used terms in relation to public relations.

Question 9

Proactive prevention strategies for damage control include:

Accepted Answer

Proactive prevention strategies for damage control include entitlements and enhancements, which are strategies that seek to prevent or minimize damage before it occurs.

Question 10

Reacting to negative events caused by a company error,consumer grievances,or exaggerated negative press is called:

Accepted Answer

Damage control refers to the actions taken by companies in response to negative events, such as addressing consumer grievances or responding to negative press. Companies may issue apologies, offer compensation, or take other steps to mitigate the damage caused by the negative event.

Question 11

A company that stops using Styrofoam containers because they hurt the environment and starts using recycled paper is an example of:

Accepted Answer

This is an example of green marketing, which involves promoting environmentally friendly products and practices. The company is changing its packaging material to be more sustainable and reduce its impact on the environment.

Question 12

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that believes in green products in theory,but not in practice,is called:

Accepted Answer

Sprouts are consumers who believe in the concept of green products but do not consistently purchase them, often due to perceived inconvenience or cost.

Question 13

Claiming responsibility for positive outcomes of events is called:

Accepted Answer

The answer of Claiming responsibility for positive outcomes of events...

Question 14

If negative publicity is combated in an Internet chat room,the approach being used is called:

Accepted Answer

Internet intervention refers to actively engaging in online platforms to address and manage negative publicity or misinformation.

Question 15

Which statement is true about green marketing?

Accepted Answer

Green marketing is not always advertised or promoted by companies involved. While some companies may actively market their environmentally friendly products and practices, others may make changes without necessarily promoting them as "green" initiatives. Additionally, the effectiveness of green marketing can vary depending on factors such as the target audience and product quality.

Question 16

Believing that Wheaties may help make you a champion,since so many successful athletes have endorsed the cereal,is the result of using which proactive prevention strategy for damage control?

Accepted Answer

Entitlings is a strategy where a brand associates itself with successful individuals or events to enhance its own image, as seen with Wheaties using athlete endorsements.

Question 17

In making the decision on how much emphasis a company should put on green marketing,managers should ask all of the following initial questions,except:

Accepted Answer

While profitability is an important consideration, it should not be the only factor driving a company's decision to adopt green marketing. The other three questions are more relevant to determining whether a green marketing approach is a good fit for a company.

Question 18

Damage control is:

Accepted Answer

Damage control refers to the strategies put in place by companies to react to negative events caused by a company error, consumer grievances, or negative press. It is not always effective, and it is not necessarily advertised or promoted by the company involved. Public relations programs designed to reach every purchasing group are typically called marketing campaigns.

Question 19

When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing,the proactive prevention strategy approach being used was:

Accepted Answer

Enhancement is the strategy being used here, as Tang is highlighting a positive aspect (being the official drink of NASA during the first moon landing) to improve its brand image and appeal.

Question 20

Based on U.S.consumer segmentation of consumer attitudes toward green marketing,the group that are heavy users of green marketing products,but is not politically active is called:

Accepted Answer

The group of heavy users of green marketing products, but not politically active are known as "greenback greens". They are primarily motivated to buy green products based on personal benefits, such as health and cost savings, rather than environmental concerns or activism.

Quiz 13: Public Relations and Sponsorship Programs