Review Questions for Exam 4

Chapter 11

Q: What are examples of direct marketing?
a. direct mail
b. catalogs
c. Internet
d. mass media
e. alternative media
f. email
g. telemarketing
h. all of the above
A: h. all of the above

Chapter 12

Q: What are the five public relation functions?
A: Identify stakeholders, Assess corporate reputation, Audit corporate social responsibility, Create positive image building activities, & Prevent or reduce image damage.

Q: What are the steps of an apology strategy? (in order)
A: 1.)Expression of guilt, embarrassment or regret 2.)Statement-recognizing inappropriate behavior & accepting sanctions of wrong doing 3.)Rejection of inappropriate behavior 4.)Approval of appropriate behavior 5.)Promise to engage in appropriate behavior 6.)Offer of compensation or penance

Chapter 13

Q: What are the functions of the Internet?
A: Advertising, sales support, customer service, PR, & E-commerce

Q: Which of the following are NOT security issues for the Internet?
a. False credit card charges
b. Fraud
c. Identity theft
d. History & advertising
e. None of the above
A: e. None of the above-all are security issues for the Internet

Chapter 15

Q: How many message evaluation techniques are they and what are they called?
A: 8-concept testing, copytesting, recall tests, recognition tests, attitude & opinion tests, emotional reaction tests, physiological tests, & persuasion analysis

Q: How can a company track marketing messages?
A: Changes in sales, telephone inquiries, response cards, Internet inquiries, direct marketing inquiries, & redemption rates of promotions