MKT 435 Wk 3 - Practice: Topic 8 Quick Check

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MKT 435 Wk 3 - Practice: Topic 8 Quick Check

1. What is a disaster?

• A planned day of loss
• A sudden breakthrough in an ongoing project
• A sudden, calamitous event bringing great damage, loss, or destruction
• A horrible marketing campaign

2. Which of the following are essential items? Select all that apply.

• Medical equipment and supplies
• Communication tools
• Toilet paper
• Food and water

3. Select the two key purchasing changes that consumers will make in order to adapt in a disaster.

• Essential
• Frequency
• Survival
• Compulsion

4. How should a brand adapt its messaging during presidential elections?

• Be abnormally repetitive in its message
• Ask consumers who they are voting for
• Make no adjustments
• Spend 50% of its annual budget

5. During a presidential election and the two weeks preceding it, what is the difference in consumer spending?

• Consumer spending increases slightly because of voter confidence
• Consumer spending increases significantly because of voter confidence
• Consumer spending decreases slightly because of fears of instability
• Consumer spending decreases significantly because of fears of instability

6. Which type of brands will consumers seek to gain a sense of stability during a crisis?

• Brands leading the path to innovation
• Brands used most often pre-crisis
• Brands with the most attractive advertisements
• Brands offering the most value

7. What should a brand do in order to attract and maintain customers during a recession?

• Decrease hold times for customer service
• Increase prices
• Decrease prices
• Increase employee wages

8. During a global event, what limitation does a brand have to meet consumer demand that would not otherwise exist?

• Insufficient capital
• Lower consumer need
• Expanded regional reliance
• Insufficient labor force

9. What must brands do to promote a message of stability to its consumers?

• Send an email
• Understand and engage
• Post on social media
• Launch a survey

1. Which two factors indicate whether a consumer will be influenced by a brand’s crisis communication?

• Timeliness and money
• Money and coupons
• Discounts and thoroughness
• Timeliness and thoroughness