Multiple Choice
Identify the
choice that best completes the statement or answers the question.
|
|
|
1.
|
Rumours are running rampant through an organisation that a competitor is going
to buy out the organisation and fire more than half of its workers. To reduce the anxiety of the
workforce, the company should embark on a public relations effort with the objective of:
a. | giving advice and counsel. | b. | preparing and disseminating internal
communications. | c. | promoting goodwill. | d. | promoting a product or
service. |
|
|
|
2.
|
Increasingly, consumers judge quality and value in terms of:
a. | the purchase (item/service) and the exchange experience | b. | the purchase
(item/service) itself | c. | the effort involved in making the
purchase | d. | the exchange experience |
|
|
|
3.
|
Employee accumulated know-how is often referred to as ____.
a. | knowledge transfer | b. | knowledge partnership | c. | knowledge
capital | d. | accumulated knowledge | e. | knowledge
reserve |
|
|
|
4.
|
Non-marketing staff who are crucial to the companies marketing efforts are
termed ____.
a. | specialist marketers | b. | occasional marketers | c. | temporary
marketers | d. | part time marketers | e. | partial
marketers |
|
|
|
5.
|
At a tactical level, internal marketing might include ____.
a. | ongoing training | b. | planning procedures | c. | customer service
training | d. | supportive management styles | e. | all of the
above |
|
|
|
6.
|
Downward communication is a term user to represent _____.
a. | management-employee relationships | b. | employee-management
relationships | c. | management-management relationships | d. | employee-employee
relationships | e. | employee-customer relationships |
|
|
|
7.
|
Sideways communication is a term used to represent ____.
a. | management-employee relationships | b. | employee-management
relationships | c. | management-management relationships | d. | employee-employee
relationships | e. | employee-customer relationships |
|
|
|
8.
|
Using middle management to provide front- line feedback is an ____.
a. | effective way of speeding up the feedback process | b. | efficient way of
getting good feedback | c. | ineffective strategy for getting effective
feedback | d. | cost effective and worthwhile |
|
|
|
9.
|
Which of the following is NOT one of the primary objectives for public
relations?
a. | promoting goodwill | b. | increasing sales | c. | preparing internal
communications | d. | counteracting negative publicity | e. | All of the above are primary objectives of
public relations. |
|
|
|
10.
|
Which of the following is an objective for corporate advertising?
a. | boost employee morale | b. | attract new employees | c. | communicate an
organisation's views on social, political, or environmental issues | d. | All of the above can
be an objective for corporate advertising. |
|