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Q:
A _______ is an organized approach for seeking, gathering, analyzing, and interpreting competitor data, and for disseminating the resulting information to guide decisions.
a. competitor analysis system
b. competitor intelligence system
c. sales potential forecast
d. market definition system
Q:
_____ is NOT a diagnostic component of Porter's framework for competitor analysis.
a. Market sensing
b. Future goals
c. Current strategy
d. Capabilities
Q:
_______ is NOT a criterion for judging the validity of a segmentation scheme.
a. Measurable
b. Profitable
c. Actionable
d. Applicable
Q:
The substantive facets of market sensing do NOT include _______.
a. defining the market
b. monitoring competition
c. knowledge gathering
d. assessing customer value
Q:
_______ is the process of generating knowledge about the market that individuals in the business use to inform and guide their decision making.
a. Market sensing
b. Market research
c. Information utilization
d. Information acquisition
Q:
Describe each of the following terms or phrases in your own words and give an example.
Business Process
Transactional Relationship
Collaborative Relationship
Gives & Gets
Business Network Actor
Business Network Activities
Business Network Resources
Network Identify
Lead Operator
Q:
Describe "customer incentive to purchase" and explain how a supplier firm can take action to increase it.
Q:
Briefly explain a business network.
Q:
Explain the role of correspondent banking units (CBUs) role in doing business across borders.
Q:
Explain how to choose what language to use in doing business across borders and issues with using an interpreter.
Q:
What are the four guiding principles of business market management?
Q:
Identify the nine business market processes in the text.
Q:
The value of a product can only be assessed relative to the next best alternative product.
Q:
"Price" and "cost" are the same thing.
Q:
A collaborative relationship between two firms is a kind of strategic alliance, which is simply a commercial agreement between two (or more) parties to work together in some mutually defined ways.
Q:
Reduction of trade barriers and tariffs makes the playing field for foreign suppliers to compete with domestic suppliers in their home-country markets far more difficult.
Q:
Gaining new business, sustaining reseller partnerships, and managing customers are business market process for delivering value.
Q:
Business channel management is the process of putting products that create the greatest value of the targeted market segments.
Q:
The three core business processes essential to customer value creation are product development management, supply chain management, and customer relationship management.
Q:
The process of studying how to exploit a firm's resources to achieve short-term and long-term marketplace success, deciding upon a course of action, and flexibly updating it as learning occurs during implementation is _______.
a. understanding firms as customers
b. crafting market strategy
c. customer relationship management
d. market sensing
Q:
The process of learning how companies rely on a network of suppliers to add value to their offerings, integrate purchasing activities with those functional areas and outside firms, and make purchase decisions is _______.
a. understanding firms as customers
b. supply chain development
c. customer relationship management
d. market sensing
Q:
The process of generating knowledge about the marketplace that individuals in the firm use to inform and guide their decision making is _______.
a. product development management
b. supply chain development
c. customer relationship management
d. market sensing
Q:
The process that addresses all aspects of identifying customers, creating customer knowledge, building customer relationships and shaping their perceptions of the organization and its products is _______.
a. product development management
b. supply chain development
c. customer relationship management
d. business management
Q:
The process that incorporates acquisition of all physical and informational inputs, as well as the efficiency and effectiveness with which they are transformed into customer solutions is _______.
a. product development management
b. supply chain development
c. customer relationship management
d. business management
Q:
The process of understanding customer requirements and preferences, anticipating how they will change, and then responsively constructing solutions to fulfill those requirements and preferences in a way that customers are willing to pay for is _______.
a. product development management
b. supply chain development
c. customer relationship management
d. business management
Q:
Estimates of a set of _______ such as sales growth rate, operating profit margin, working capital investment and cost of capital, are used to calculate the present value of forecasted cash flows and the residual value of the business after the forecast period.
a. value drivers
b. customer value
c. marketing value
d. shareholder value
Q:
A business creates _______ when the economic returns generated from realizing its business strategy exceeds the cost of capital employed to realize it.
a. business process
b. customer value
c. marketing value
d. shareholder value
Q:
_______ is a set of activities that takes one or more kinds of input and creates an output that is of value to the customer.
a. Business market management
b. Business process
c. Shareholder value
d. Customer value in business markets
Q:
A _______ by a team that assesses a market offering's attributes in terms of their functionality or performance, calculates the total costs associated with providing this specific functionality or performance, and attempts to identify lower-cost alternatives.
a. customer incentive to purchase
b. customer value management
c. value analysis
d. concept of value in the business markets
Q:
The comprehensive, practical approach for demonstrating and documenting the value of present and prospective market offerings is _______.
a. customer incentive to purchase
b. customer value management
c. estimate of value changes
d. concept of value in the business markets
Q:
The difference between value and price is the_______
a. customer incentive to purchase
b. fundamental value equation
c. estimate of value changes
d. concept of value in the business markets
Q:
The fundamental value equation is _______.a. (Pricef - Valuef) > (Pricea-Valuea)b. (Valuef - Pricef) > (Pricea-Valuea)c. (Valuef - Pricef) > (Valuea - Pricea)d. (Valuef - Pricef) < (Pricea-Valuea)
Q:
We can capture the essence of the concepts in our definition of value in a _______
a. customer value in business markets
b. fundamental value equation
c. estimate of value
d. estimate of value changes
Q:
The worth in monetary terms of the economic, technical, service, and social benefits a customer firm receives in exchange for the price it pays for a market offering is (a) _______.
a. business market management
b. business market
c. business marketing
d. customer value in business markets
Q:
We _______ because of the predominant role that functionality or performance plays in business markets.
a. Regard value as the cornerstone
b. Focus on business market processes
c. Manage business channels
d. Stress doing business across borders
Q:
_______ is NOT a guiding principle of business market management.
a. Regard value as the cornerstone
b. Focus on business market processes
c. Business channel management
d. Stress doing business across borders
Q:
_______ (is) are firms, institutions, or governments that acquire goods and services either for their own use, to incorporate into the products or services that they produce, or for resale along with other products and services to other firms, institutions, or governments.
a. Business market management
b. Business markets
c. Business marketing
d. Customer value in business markets
Q:
_______ provide(s) a means of gaining an equitable return on the value delivered and of enhancing a supplier firm's present and future profitability.
a. Business market management
b. Business market
c. Business marketing
d. Customer value in business markets
Q:
_______ is (are) the process of understanding, creating, and delivering value to targeted business markets and customers.
a. Business market management
b. Business market
c. Business marketing
d. Customer value in business markets
Q:
In his book on mass customization, consultant Joe Pyne instructs managers that "when constructing market offerings, managers must realize that sometimes moreis better while other times lessis better." How does Mr. Pyne's admonition relate to our class discussions and the textbook chapter "Managing Market Offerings"?
Q:
Describe one value assessment method and discuss under what circumstances you would likely use it when assessing the value of a market offering to customers.
Q:
During class and in the textbook, we defined the Fundamental Value Equation as:
Vf- Pf> Va- Pa.
Explain the equation and discuss its implications for business marketing strategy.
Q:
Write a value proposition for the Precision 2000.
Q:
Would you recommend that Zeus use a skimming or penetration pricing strategy for the Precision 2000? Why?
Q:
What products and/or services might be added to the Precision 2000 to convert it from a product to a solution?
Q:
To test the reliability and validity of its benefit and cost estimates, Zeus management has proposed conducting a series of field value-in-use assessments featuring side-by-side tests. What will those assessments likely involve?
Q:
Identify one point of contention between the Precision 2000 and the GLM 7Z84.
Q:
What points of difference favor the Zeus Precision 2000?
Q:
What points of difference favor the GLM 7Z84?
Q:
List the key points of parity between the Precision 2000 and the GLM 7Z84.
Q:
What is the value-in-use price of the Zeus Precision 2000 relative to the GLM 7Z84? (Note: To simplify your calculations for this exam, please disregard the "time value of money".)
Q:
If Zeus marketing managers use the projected cost-plus price, what will be the value-in-use per year of the Zeus Precision 2000 relative to the GLM 7Z84? (Note: To simplify calculations for this exam, please disregard the "time value of money".)
Q:
What has led to the growth and popularity of green marketing? What cautions should potential advertisers take before launching it since a number of corporations, manufacturers, and service industries have issued "green" messages?
Q:
What common goal does corporate image advertising, advocacy advertising, and cause-related advertising share? Outline the unique features of each of these types of corporate advertising.
Q:
Describe the objectives and features of influencer marketing. Define, at least, three types that are in use today.
Q:
How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.
Q:
There are six main objectives of public relations efforts. List any three and give an example by identifying a company that sells a product or service that you purchase.
Q:
Public relations is the one tool that can accomplish a tough and often unpleasant task of damage control for a company. Explain and give at least two real-life examples of this process.
Q:
Scenario 18-5An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity. The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies. In 2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales. Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee. These high-profile stars actually thrived after receiving substantial amounts of negative publicity. However, in many low profile cases, negative publicity hurt sales and product reception. The three colleagues conducted an analysis of The New York Times"reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors. After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity. But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness.(Ned Smith, "Can Bad Buzz Be Good?" BusinessNewsDaily, November 1, 2010)One way to help firms implement a reactive public relations strategy, and prepare for possible negative publicity is to:a. prepare a public relations audit. b. promote goodwill.c. prepare internal communications.d. increase corporate advertising efforts.
Q:
Scenario 18-5An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity. The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies. In 2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales. Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee. These high-profile stars actually thrived after receiving substantial amounts of negative publicity. However, in many low profile cases, negative publicity hurt sales and product reception. The three colleagues conducted an analysis of The New York Times"reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors. After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity. But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness.(Ned Smith, "Can Bad Buzz Be Good?" BusinessNewsDaily, November 1, 2010)Although it is sometimes unavoidable, one way to prevent negative publicity is to develop a public relations strategy that focuses on opportunities to accomplish something positive.a. reactiveb. damage-control c. proactived. situational
Q:
Scenario 18-5An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity. The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies. In 2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales. Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee. These high-profile stars actually thrived after receiving substantial amounts of negative publicity. However, in many low profile cases, negative publicity hurt sales and product reception. The three colleagues conducted an analysis of The New York Times"reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors. After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity. But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness.(Ned Smith, "Can Bad Buzz Be Good?" BusinessNewsDaily, November 1, 2010)When publicity is positive it tends to:a. carry heightened credibility. b. create more skepticism.c. create competition amongst brands.d. polarize individuals within a company.
Q:
Scenario 18-5An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity. The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies. In 2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales. Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee. These high-profile stars actually thrived after receiving substantial amounts of negative publicity. However, in many low profile cases, negative publicity hurt sales and product reception. The three colleagues conducted an analysis of The New York Times"reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors. After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity. But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness.(Ned Smith, "Can Bad Buzz Be Good?" BusinessNewsDaily, November 1, 2010)Publicity often increases the awareness of a particular brand. The concept of creating an event or experience that yields casual conversations which include the brand is referred to as ____ marketing.a. viralb. publicityc. influencer d. buzz
Q:
Scenario 18-5An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity. The colleagues studied the relationship between bad publicity and its impact on music albums, books, and movies. In 2010, they published their findings in a journal called Marketing Science.After studying cases involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues concluded that negative publicity can increase product sales. Michael Jackson sold more albums after receiving negative media attention, and films starring Russell Crowe received higher rankings following an incident in which he allegedly threw a cell phone at a hotel employee. These high-profile stars actually thrived after receiving substantial amounts of negative publicity. However, in many low profile cases, negative publicity hurt sales and product reception. The three colleagues conducted an analysis of The New York Times"reviews and book sales, and found that negative reviews hurt sales of books by well-established authors, but helped sales of books by relatively unknown authors. After conducting the study, the authors found that conventional wisdom is wrong: not all publicity is good publicity. But they did show that negative publicity can sometimes be positive; it all depends on existing-product awareness.(Ned Smith, "Can Bad Buzz Be Good?" BusinessNewsDaily, November 1, 2010)Which of the following factors contributes to the fact that we have entered a new era of public relations?a. Increased media coverage of company advertisingb. Aggressive efforts to catch firms acting in an improper mannerc. Sophisticated and connected consumers who talk more about brandsd. Increased focus on public relations and its applications rather than other marketing processes
Q:
Scenario 18-4In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hourlong spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA.LeBron James was widely criticized for his decision because he refused to attend a traditional press conference. Press conferences are often a good way to announce important decisions, scientific breakthroughs, and new product details because they:a. offer a chance to see that an organization is dedicated to supporting its community. b. use a news format to present salient information.c. offer a single journalist exclusive rights to the information.d. ensure that a company gets the appropriate amount of publicity following their announcement.
Q:
Scenario 18-4In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hourlong spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA.One reason LeBron James and his team did not expect such negative backlash following "The Decision" was because he donated the $3 million generated by the television spot to a number of children's charities. Although it may not have been effective in this instance, through this sponsorship; James and his team hoped to:a. completely erase any negative public image. b. increase the sales for his company.c. give positive visibility to his brand.d. leverage their investment and attract future sponsors.
Q:
Scenario 18-4In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hourlong spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA.Judging by his recent apology and television commercial, LeBron James is apparently trying to repair his image. This effort is known as:a. damage control. b. situation analysis. c. proactive strategy.d. public relations audit.
Q:
Scenario 18-4In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hourlong spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA.There are six primary objectives of public relations. Which of the following objectives were ineffectively portrayed by LeBron James' management team?a. Promoting goodwill b. Lobbyingc. Preparing a program rationale d. Giving advice and counsel
Q:
Scenario 18-4In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hourlong spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA.This is an unfortunate case of negative public relations. Which of the following is the classic role of public relations?a. To foster goodwill between a firm and its many constituent groups b. To promote new forms of marketing such as green marketingc. To boost employee morale or attract new employeesd. To better position the firm's products against foreign competition
Q:
Scenario 18-3For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.A garment manufacturer emphasizes on designing clothes using sustainable practices. Recently, it launched a Facebook page to gather signatures of people in favor of planting three trees when one is felled. This is a form of _____.a. corporate image advertising. b. advocacy advertising.c. buzz marketing.d. influencer marketing.
Q:
Scenario 18-3For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.The makers of a well-known Tennessee whiskey, release a very funny three-minute video on their website. It gradually gets noticed and distributed to friends and family by loyal consumers, and by people who just want to share a funny video. With very little effort, the word gets out and people start talking about this old- fashioned brand in a new way. The company is benefiting from the success of:a. corporate image marketing. b. lobbying.c. green marketing. d. viral marketing.
Q:
Scenario 18-3For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.A high-tech firm creates special effects and computer-generated content for Hollywood movies. Its PR people prepare intriguing 60-second videos about its role in three blockbuster action movies released this year and posts them on YouTube. The firm is using a type of ____ aimed at the movie trade as well as consumers.a. advocacy marketing b. buzz marketingc. green marketingd. influencer marketing
Q:
Scenario 18-3For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.A medium-sized, family-owned organic farm in California packages its fresh produce and distributes it to grocers around the country. It is now rumored to be part of an E. Coli outbreak that is destroying spinach in nearby farms. This is absolutely false, so the family acts fast by clarifying the situation through Twitter releases, blog responses, and announcements on its home page. This kind of activity focuses on problems to be solved rather than opportunities to be considered, and requires that a company take defensive measures. Which of the following measures would it take?a. Reactive public relations strategy b. Lobbying campaignc. Corporate image marketingd. Proactive public relations strategy
Q:
Scenario 18-3For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.An athletic supply manufacturer is about to launch a new sports sock made of an innovative fabric that cushions the foot, reduces impact, absorbs moisture, and supports high-intensity sports. It creates short video spots and posts them on its home page, Facebook page, YouTube, and other sites for viewing and downloading. Since this video is generated by the company, intends to gain positive publicity, and hopes for free exposure of a new product, it works in much the same way that the more traditional ______ does.a. company newsletter b. sponsored eventc. press release d. feature story
Q:
Scenario 18-2A young man decides to become a mass producer of T-shirts. His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping. Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relations issues too.After 35 years, he looks back to his beginnings. He had little money for a public relations agency early on so he had to create carefully worded messages, and strategically placed ads that the public would perceive in a very positive light. In essence, he was using a type of:a. influencer marketing. b. free publicity.c. corporate advertising. d. reactive strategy.
Q:
Scenario 18-2A young man decides to become a mass producer of T-shirts. His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping. Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relations issues too.Over the years, he has learned that positive word-of-mouth advertising helps. He now enlists the testimony of seamstresses who have been with him for years, customers who won"t buy any casual clothing but his, and even high-end designers who praise his business integrity and product quality. Which of the following is he currently involved in?a. Publicity marketingb. Influencer marketingc. Sponsorship marketing d. Internal marketing
Q:
Scenario 18-2A young man decides to become a mass producer of T-shirts. His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping. Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relationsissues too.The conflict passes, things settle down, and he goes on to build his businessknowing that a rash of bad publicity could have done him wrong even before he got started. Now, he knows that he is part of an industry with many questionable players. He is also aware that the chance of being associated with sweatshops, illegal hiring, or other unsavory aspects of business is high. Therefore, he prepares a____ in order to be in a better position to issue public statements based on current and accurate data.a. reactive strategy b. press conference c. publicity stuntd. public relations audit
Q:
Scenario 18-2A young man decides to become a mass producer of T-shirts. His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping. Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relations issues too.He feels he did a good job in his press release by describing the positive aspects of his company. However, he is aware that his press release:a. can only promote positive news, but not combat negative information. b. cannot be integrated with other communication efforts.c. can do well in communicating information internally, but not externally. d. can be edited, misconstrued, or not run at all by media organizations.
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Scenario 18-2A young man decides to become a mass producer of T-shirts. His small factory located in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant working environment, decent salaries, and giving the public an opportunity to buy clothes that are truly "made in America." The company eventually adds other clothing items, opens three brick-and-mortar retail stores in several large cities, and expands to online shopping. Over the years, the firm grows and prospers due to its reputation as an American manufacturer, a fair employer, and an opponent of the traditional view of "sweatshops." However, along the way, it deals with a few public relations issues too.Shortly after this young man launched his business, a local newspaper runs a series of investigative reports on crowded, dimly lit, and unventilated sweatshops along the West Coast that hire illegal immigrants. His business is mentioned, though only in a list of firms that employ seamstresses, not in the list of those accused of wrongdoing. Still, he feels the need to write a letter to the editor as well as put out press releases to clarify his position and describe his business ethics. In terms of public relations, which of the following is he doing?a. Promoting productsb. Preparing internal communications c. Counteracting negative publicityd. Lobbying
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Scenario 18-1The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations.The brewing company with the interactive website full of facts and games is moving beyond the Web and into the community. It sends stories to media outlets announcing that all the fun on its website will continue at its beer gardens to be set up at summer and fall festivals around the country. It would feature more games, puzzles, and trivia contests. The two PR tools that the company is using is:a. press conference and lobbying.b. press release and sponsored event. c. buzz marketing and publicity.d. feature story and viral marketing.
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Scenario 18-1The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations.One beer producer has sent the press an expensive, attractive, eight-page press release that explains the organization's new educational program on the dangers of teenage drinking. However, the beer producer has failed to anticipate that:a. the press release will be more expensive to run than a typical advertising spot. b. his planning is not adequate for a press release.c. the story may not be effective since it was not used as part of a proactive strategy. d. he has little control over how and when the final story will run.