Question 1

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

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Question 2

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

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Question 3

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

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Question 4

Briefly compare the production concept with the marketing concept.

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Question 5

Describe the social marketing concept and identify its inherent risk.

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Question 6

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

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Question 7

Briefly define economic logic.

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Question 8

What is brand culture?

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Question 9

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

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Question 10

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

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Question 11

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

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Question 12

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

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Question 13

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.

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Question 14

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

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Quiz 3: MPR and the Organizations IT Serves