Q&A Hero

Q: An apology strategy is: A) an impression management technique. B) a form of defense of innocence used to counter bad publicity. C) another form of reactive crisis management and damage control. D) another form of proactive damage control.

Q: PepsiCo reacted to negative claims about hypodermic needles being found in its products with photographs and videos of the production processing showing such an event could not occur in the company's factories is an example of which approach? A) Impression management B) Crisis management C) Enhancement D) An apology strategy

Q: Accepting blame for an event, offering an apology, or forcefully refuting the charges is: A) impression management. B) crisis management. C) an entitling. D) an enhancement.

Q: If negative publicity is combated in a chat room on the internet, the approach being used is an: A) impression management. B) entitling. C) enhancement. D) internet intervention.

Q: Reactive image damage control strategies include each of the following except: A) internet interventions. B) entitling strategies. C) crisis management programs. D) impression management techniques.

Q: Proactive prevention strategies for image damage include: A) entitlings and enhancements. B) crisis management and impression management. C) justifications and excuses. D) defense of innocence and apologies.

Q: Entitlings and enhancements are forms of: A) reactive damage control strategies. B) acclaiming. C) proactive prevention strategies for image damage. D) crisis management.

Q: 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: A) impression management. B) crisis management. C) enhancement. D) entitling.

Q: The attempt to increase the desirable outcome of an event in the eyes of the public is: A) affirmative social responsibility. B) acclaiming. C) entitling. D) enhancement.

Q: Believing that Wheaties may help make you a champion, because so many successful athletes have endorsed the cereal, is the result of using which proactive prevention strategy for image damage? A) Impression management B) Acclimation C) Entitlings D) Reinforcement

Q: Claiming responsibility for positive outcomes of events is: A) affirmative social responsibility. B) acclaiming. C) entitling. D) an enhancement.

Q: Reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press is called: A) affirmative social responsibility. B) acclaiming. C) entitling. D) damage control.

Q: Damage control is: A) almost always effective. B) reacting to negative events caused by a company error, consumer grievances, or exaggerated negative press. C) a public relations program designed to reach every purchasing group. D) not always advertised or promoted by companies involved.

Q: What is green marketing and what approaches can a firm use in green marketing?

Q: What is cause-related marketing and why is it important?

Q: Damage control and greenwashing are essentially the same public relations practices.

Q: Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

Q: Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.

Q: Practically every company actively promotes its environmentally safe products in some manner.

Q: While Coca-Cola is involved in pro-environmental activities, the company does not widely publicize these activities because company leaders believe they will not gain more customers from the publicity.

Q: In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.

Q: Greenback Green consumers are less committed to environmentally safe products.

Q: True Blue Greens and Sprouts are heavy users of green products.

Q: The consumer segment called Environmental Browns is the most likely to buy environmentally safe products.

Q: While consumers favor green marketing and environmentally safe products, actual purchases only occur when all things are considered equal, such as price, quality, convenience, and performance.

Q: Most consumers will purchase green products even when the quality is slightly lower.

Q: Green marketing is the development and promotion of products that are environmentally safe.

Q: Cause-related marketing and green marketing are essentially the same activity.

Q: Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

Q: In choosing a cause-related program, the marketing team should focus on causes that relate to the company's business.

Q: The key to cause-related marketing is finding a cause that resonates with consumers, whether or not that cause matches a particular company's business.

Q: Cause-related marketing can reduce the problem of brand equity by helping consumers feel more loyal to a brand.

Q: The majority of consumers have indicated they will switch brands to support a particular cause they care about.

Q: Cause-related marketing is an internal program working with company employees.

Q: Cause-related marketing integrates a marketing program with some type of charity in order to generate goodwill.

Q: The danger with greenwashing is that it can: A) affect a company's ability to produce additional new products. B) result in losing the grousers and sprouts segments of the market. C) damage a company's reputation by bloggers pointing out a company is not truly green. D) require investing in cause-related marketing to correct the situation.

Q: Claiming to be environmentally-friendly when a company is not is: A) greenwashing. B) green marketing. C) brown washing. D) green entitlement.

Q: A company that stops using styrofoam containers due to harm of the environment and starts using recycled paper provides an example of: A) event marketing. B) green marketing. C) altruistic effort. D) cause-related marketing.

Q: Which statement is true about green marketing? A) It almost always is effective. B) It will work even when product quality is lower. C) It reaches every purchasing group equally. D) It is not always advertised or promoted by companies involved.

Q: Based on U.S. consumer segmentation of consumer attitudes toward green marketing, all of the following groups are not committed to green marketing or have little commitment except: A) Sprouts. B) Grousers. C) True-Blue Greens. D) Basic Browns.

Q: Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the two groups that are heavy users of green products are: A) True-Blue Greens and Sprouts. B) Greenback Greens and Basic Browns. C) Greenback Greens and True-Blue Greens. D) Grousers and Sprouts.

Q: Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that includes heavy users of green marketing products, but is not politically active is called: A) True-Blue Greens. B) Greenback Greens. C) Sprouts. D) Basic Buyers.

Q: Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group most willing to buy green marketing products and is politically active is: A) True-Blue Greens. B) Greenback Greens. C) Sprouts. D) Basic Buyers.

Q: While consumers favor green marketing and environmentally safe products, most consumers are not willing to: A) purchase these products because of higher prices. B) support companies that are not pro-environment. C) sacrifice price, quality, convenience, availability, or performance. D) take time to decide which causes to support.

Q: Biodegradable laundry detergent is an example of: A) cause-related marketing. B) event marketing. C) green marketing. D) positive public relations.

Q: Green marketing is: A) a form of cause-related marketing. B) an internet intervention focused on money-making. C) developing and selling environmentally friendly products. D) a type of apology strategy in which money is paid to the victim.

Q: Developing products that are environmentally-friendly is: A) cause-related marketing. B) event marketing. C) green marketing. D) positive public relations.

Q: With regard to the public relations aspect of cause-related marketing, a company wishing to benefit should: A) make sure the public is always aware of any cause-related marketing they support. B) spend some money to publicize causes, but the amount should not be significant. C) not publicize causes because the public will think any effort to do so is shameless self-aggrandizement. D) spend approximately 25 percent of whatever is given to a cause on publicizing the cause.

Q: In choosing a cause-related program, a company should focus on causes that: A) employees are involved with. B) the local community supports. C) are not supported by the company's primary competitors. D) relate to the company's business.

Q: When a dentist provides free services to women living in a shelter, it is: A) event marketing. B) a form of entitling. C) cause-related marketing. D) altruism.

Q: All of the following are possible benefits of cause-related marketing except: A) additional customers. B) counter competitive actions. C) reduced negative public opinion. D) consumer goodwill for the future.

Q: Marketers use cause-related marketing for all of the following reasons except: A) help develop stronger brands. B) help move consumers toward brand loyalty. C) encourage consumers to switch brands. D) increase the level of brand parity.

Q: Cause-related marketing is based on the idea that: A) it enhances brand parity. B) it has a direct impact on sales and profits. C) consumers are more likely to make purchases from companies that support a good cause. D) social responsibility is a critical part of every company's operation.

Q: Cause-related marketing is: A) a type of internet intervention. B) a program that ties marketing to a charity or non-profit organization. C) the same thing as green marketing. D) causing buyers to want to buy a product due to an effective cross-promotion.

Q: A program that ties marketing to a charity in order to generate goodwill is called: A) cause-related marketing. B) social responsibility marketing. C) social media marketing. D) sponsorship marketing.

Q: Who are the major external stakeholders for a public relations department to consider?

Q: Who are the major internal stakeholders for a public relations department to consider?

Q: What are the five key public relations functions?

Q: A new trend in corporate social responsibility, purpose marketing, focuses ads on values, behaviors, and beliefs of the company's high-ranking officers.

Q: A code of ethics for a profession or company is one element of a social responsibility program.

Q: The marketing or social media department makes sure internal publics and the general public are both aware of a corporation's social responsibility efforts.

Q: Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

Q: Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

Q: Most companies in the United States have someone assigned to monitor corporate reputation.

Q: Most company leaders do a thorough job of understanding the corporation's reputation.

Q: Financial analysis has found that socially responsible firms are less likely to thrive and survive in the long term.

Q: Strong corporate and brand names can enhance a business during good times and protect it during a crisis or when problems arise.

Q: The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

Q: The key to managing external stakeholders is for the public relations department to constantly send out positive information about the company to all external stakeholder groups.

Q: A company has little influence on what external stakeholders should think or say about the company.

Q: The human resource department of a company plays a vital role in preparing effective internal public relations messages.

Q: It is easier for the public relations department to access internal stakeholders than external stakeholders.

Q: Labor unions and shareholders are external stakeholders.

Q: Employees are external stakeholders of an organization.

Q: While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of various audiences.

Q: A stakeholder is a person or group with a vested interest in an organization's well-being.

Q: It is not important for a public relations firm to understand a company's integrated marketing campaign theme, because a public relations firm primarily deals with non-customer stakeholders.

Q: Advertising that focuses on the values, behaviors, and beliefs of a company is: A) image enhancing marketing. B) cause-related marketing. C) purpose or pro-social marketing. D) corporate social responsibility.

Q: Corporate social responsibility is: A) less of a concern due to better quality governmental oversight of business. B) a form of marketing based on sponsorships and events. C) the obligation consumers have to shop from companies engaged in green marketing. D) the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

Q: The obligation an organization has to be ethical, accountable, and reactive to the needs of society is: A) public relations. B) corporate social responsibility. C) marketing myopia. D) sponsorship marketing.