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c12
1. _________ is one of the most powerful ingredients in any organization's marketing mix.
2. What did Carnival Cruise Lines use to deal with the crisis when one of its ships was damaged by fire?
3. What focuses on the long-term process of building trust that enhances the selling of products and services?
4. What focuses on the long-term goals of building positive relationships with consumers, suppliers,
competitors and other publics?
5. According to Mini-Case 12.1, who did Dreyer's Ice Cream partner with to bring the campaign, "A Taste of
Recovery" to life?
6. ________ is concerned with the quality, availability and affordability of the product.
7. After negative publicity about a certain brand of tires, Ford Motor Company severed its ties with what tire
manufacturer in 2000?
8. What is it called when you embed a logo of a new Chevrolet Impala in five network primetime TV shows?
9. During the market growth stage of the product life cycle, companies typically have __________ promotional
costs and __________ profits.
10. What happens when a company has achieved almost universal name recognition?
11. Haagen-Dazs advertising agency discovered a problem and championed its cause. What cause-marketing
problem did they find?
12. In the product life cycle, what helps increase consumer awareness during the growth stage of a product?
13. What media organization was granted an exclusive news scoop about 1-800-Flowers "World's Greatest
Love Stories" promotion?
14. During a crisis, who is the ideal spokesperson?
15. What should be the most important consideration when selecting a spokesperson?
16. ______________ is a social media phenomenon in which citizens share experiences, knowledge and
feelings about a brand.
17. What element of public relations is not addressed by marketing?
18. What is branded social media?
19. What acts as the bridge between the consumer and the manufacturer?
20. What is the major tenet of consumer advocacy?
21. Social media platforms include all but which
22. Dreyer's Ice Cream's campaign, "A Taste of Recovery" was the second time that it had launched a new ice
cream in a period of financial crisis. What ice cream was begun in the 1929 depression?
23. Why do most household goods like computers, electronics and appliances receive so many consumer
complaints?
24. According to the Council of Better Business Bureaus, what industry was the leader in terms of the most
complaints?
25. Soliciting consumer opinion and making management aware of the effects of corporate decisions on
consumers is characterized as a ________________.
