Marketing Exam

Allison received a survey questionnaire from a public relations company, requiring information about her age, income level and educational background. What type of information would the PR company like to acquire from Allison?

Demographics

Carol opened a movie rental store a few years ago, and due to new, more convenient movie rental options, her business is failing. This is an example of a business owner failing due to which type of risk?

Economic risk

What term is used to describe the ability to cause a desired or intended result, for example, the ability to offer goods/services consumers want?

Effectiveness

What is the term used to describe the ability to achieve a desired result without wasted energy, for example producing goods/services quickly and at a low cost?

Efficiency

Which of the following is an example of a risk source?

Employees of a company

Efficiency can be improved by gathering information from customers.

FALSE

In 2010, the most common U.S. family household was married couples without children.

FALSE

Uncertainty is the possibility of loss, damage or any undesirable event.

FALSE

How many steps are in the risk management process?

Five

Josh was invited to a group interview where all the participants shared their opinions of a newly launched website. In which of following research events did Josh participate?

Focus group

Financial risk is necessary because sometimes greater financial risk equals which of the following?

Greater financial reward

An office supply company counted the actual sales before and after a public relations campaign in order to evaluate the effectiveness of the campaign. Which of the following methods did the company use?

Measurement for audience action

Which of the following measurements focuses on the quantity, not the quality, of the public relations effort?

Measurement for production

Which of the following is NOT a discussed method for evaluating a public relations campaign?

Measurement for public relations service

Which of the following statements defines media impression?

Number of potential audience members reached with a message

Which of the following is NOT one of the four types of risk?

Political

A public relations team is hired to launch a campaign to advocate the local residents to vote for a city council candidate. The campaign would be categorized as which of the following?

Political campaign

Which of the following is NOT one of the four categories of risk?

Practical

Implementing the plan does NOT include which of the following?

Prioritizing Risk

Risks can be assessed by which of the following equations?

Risk = probability x impact

Which of the following is the risk identification method which combines all of the other methods and creates an in-depth look at potential risks?

Risk charting

Which of the following is NOT one of the four risk management techniques?

Risk evasion

Installing security cameras is an example of which risk management technique?

Risk reduction

Marshall's business experiences a lot of theft so he has installed security cameras in his store and security devices in his merchandise. Which technique for dealing with risk is Marshall applying to his risk of theft?

Risk reduction

Which technique for dealing with risk is generally used when the known loss of a risk will be extremely small?

Risk retention

Which technique for dealing with risk often involves the purchasing of insurance?

Risk transfer

Which of the following is an example of risk avoidance?

Running a background check on employees

A fashion designer would like to receive feedback from her customers. Which of the following communication tactics would she choose to use?

Social media

Which category of risk can be predicted and occur when there is a change of either a profit or loss?

Speculative risks

Continuing immigration and higher birth rates among minority populations are causes for the increase in cultural diversity in the United States.

TRUE

Efficient companies have increased their specialization and technology.

TRUE

One reason for increased global competition is the industrialization of foreign countries.

TRUE

Risk identification which breaks down and groups risks into categories based on previous experience and knowledge is known as which of the following?

Taxonomy-based

Which of the following is the risk identification method which groups risks into categories based on previous experience and knowledge?

Taxonomy-based

Problem analysis identifies which of the following?

The effect of a risk

Which of the following statements is an example of an objective?

To increase the sales of our new product line by 15 percent

In 1910, the smallest percentage of Americans lived in the but in 2010, the smallest percentage of Americans lived in the

West; Northeast

You should review your risk management techniques every

Year

Risk identification involves source analysis and what?

problem

Which of the following is the most common risk management technique?

ristk transfer

The statement "To increase the click rate of our website by 25 percent by the end of the season" is an example of which of the following?

tactic

What percentage of businesses which close because of a natural disaster or incident never re-open?

At least one-fourth

Which of the following is a method for measuring message exposure?

Calculating the media impression

A local restaurant launched a public relations campaign to promote its new seasonal menu. The campaign should be categorized as which of the following?

Commercial campaign

A small town has a population of 12,000 people. Among them, 3,000 subscribe to a local newspaper. What is the media impression of the newspaper?

3,000

Which of the following is NOT a way workplace technology is changing the profile of today's workplace as mentioned in the presentation?

Increased uniformity of workers' abilities and strengths

Which of the following is NOT a discussed reason of neglecting the evaluation process?

Lack of awareness

Which of the following is not an effect of the changing population and social demands in the United States?

decreased workload

A real estate developer would like to publish a new project where the floor plan is presented. Which of the following communication tactics would be most appropriate?

news conference