26. Giving out samples of ZAMZAM products in combination with the Business Market event that was sponsored by ZAMZAM at Bethlehem University is an example of a) a cross-promotion b) event marketing c) sponsorship marketing d) social responsibility 27. X Company is using marketing public relations to let the public know of its support for the blaze happened in Palestine. Company leaders have been on several morning talk show programs discussing the money and aid they ve provided to the affected areas and victims of this catastrophe. X Company is asing public relations. a) reactive b) proactive c) defensive d) green e) strategic 28. When planning a sponsorship or event marketing program, after the marketing team establithes promoticns of the event of sponsorship, the next step would be to: a) creafe objectives. b) monitor the event c) identify key publics. d) include the company in all brochures and advertising. Q2. True de False 1. Communication efforts aimed at informing employers about marketing programs and cocouraging their support are known as a) media relations b) pablic aftairs c) cause marketing d) enployec marketing c) internal marketing 2. a) Internal media b) External media c) Planned contact point d) Unplanned contact point e) Semi-planned contact point 3. When the iPod was released, there was speculation in the marketplace that the sales of Apple's Mac laptops would increase because of the success of the iPod. This phenomenos is referred to as a) brand loyalty b) brand spiraling c) brand cquity d) halo effect c) viral marketing 4. When PSQ formulates and implements marketing activities that are characterired by contributing a speciffe amount to a selected nonprofit effort that, in turn, causes customers to engage in revenue providing cochanget. This is known as a) Social responsibility b) Cause-related marketing c) Green marketing d) Charitable contribution 5. While consumers favor green marketing and cnvironmentally safe products, most consumers are not willing : to: a) purchase these products because of higher prices. b) support companics that are not pro-environment. c) take time to decide which causes to suppert d) sacrifice price, quality, coevenicnce, availability, or performance. 6. The CEO of X Cornpany said, "we didn't cause the pollution in this country to happen, it was some other companies" is as example of using the imprestion management techaique of: a) an cxcuse b) a justification c) an cxpression of innocence d) cther explanation The CEO of X Coenpany said, "we could not have prevented this pollotion from happening* in an cuample of using the impression management tochinique of: a) an excuse b) a justification c) an expression of innosctice d) other explanation X Covplany ases finarcially, based incentives to encourage cuiliomers to make celine purchases. Ooce those Customers switch to purchusing conline, X Comptony should a) stop the financially-based incentrues and start the convenicnce-basod and value based incertives c) give gifts to its customers. d) start the convenicnce hased and value hased inceatives Free shipping wath orders, discounts on price, and free gifs are. a) financial incentives b) convenience incentives c) value-based incentives d) cyberbait 10. When the customer can check on the status of an order that he has made online, is an eremple of a that can be ancentive a) financial incenti c) convenicnce incentive d) value-bssed incentive 11. Which of the following is a benefi of canserclated maricting? a) Enhancing the corporate or brand image b) Preventing nceative publicity c) Gencrating incremental sales d) Increasing brand awareness c) All of these are correct. 12. MacDonald has different games on its wobsite to aftract isdividuals to it, this is an example of: a) value-added incentives b) viral marketing c) cybcrbair d) convenicace inccutive e) brand spiraling 13. As a marketing manager, which of the following c-comimerse incentives you will ese ao cenvince a ace buyer to make an online purchase? a) convenience incentives b) value-based incentives c) financial incentives d) all of the above 20. XYZ Compuny is a chain of clothing utores. It recently nepped carrying a line of clothing because maty. customiers complained about the working conditions of the fastories where that particular brand is conditions around the world. This is an er carries that line and has become an advocate of humane working . This is an example of a(n) b) cause-related c) offensive d) reactive e) proactive 21. In terms of IMC, we say that it should "ipeak with a single voice," What does this mean? a) Carefully select those tools that are most appropriate for the communications objective at hand. b) Reach the target audience effelisntly and effectively using whatever touch points are most approptiate. c) Successful marketing communications requires building relationships between brands and their consumerv/customers. d) All marketing communication clements should use the same endorser so that consumers do not get confused. c) Coordination of messages and nedia is absolutely critical to achieving a strong and unified brand image and moving consumers to action. 22. The main goal of integrated marketing communications is to a) increase brand awareness b) affect the behavior of the targeted audicnce c) increasing sales d) lower production costs 23. Samer is a car driver who will be participating in the Rally race. Samer decides to display advertising on his car, in this casc, he is involving in: a) event marketing b) sponsorship marketing c) mobile marketing d) cause-related marketing 24. Usually a marketing database contains: a) transactions and interactions individuals have with a firm. b) information about current customers, former customers, and prospects. c) information about current customers and customers of the competition. d) customer transactions and follows accounting principies. 25. Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to: a) produce reactive damage control mechanisms. b) boost sales and profits. c) reach consumers on a one-to-one basis. d) accelerate new product development. 14. When a B2B website offers tips on how to become a successful leader, which type of incentive is being used? a) financial b) convenience c) value-added d) education incentives 15. What distinctive feature separates cause-related marketing from event marketing? a) Targeting of specific groups b) The amount of moncy involved c) Both are the same in terms of targeting a niche market d) Contribution to a designated cause is link.d to consumers performing a behavior that benefits the firm's image 16. Kellogg's, a manufacturer of breakfast cereals, wants to help educate children about healthy lifeityles. The company has developed a teaching resource for elementary school teachers to use in their classrooms to help children learn the basics of a healthy diet and how breakfast (which includes cercal, of cource) fits into that lifestyle. This is an example of a) proactive marketing public relations. b) reactive c) defensive d) outplacement c) offensive 17. The marketing public relations strategy describes the conduct of public relations in response to outside influences. a) proactive b) reactive c) offensive d) cause-related c) green 18. The process of building profiles of customers from a firm's database is: a) data warehousing. b) data mining. c) direct marketing. d) location-data tracking. 19. Walmart has been criticized as being discriminatory in its cmployment practices. Walmart has developed a concerted public relations effort to counter this criticism. This public relations effort is an example of marketing public relations. a) proactive b) reactive c) offensive d) cause-related c) social responsibility