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Multiple Choice Quiz
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1
Responsibilities of consumer relations units may be
A)disseminating consumer information.
B)advising management on consumer opinion.
C)dealing with outside consumer advocate groups.
D)all of the above.
2
Satisfied customers will tell how many people about their experiences?
A)12-15
B)1-4
C)5-8
D)9-11
3
Consumers affairs specialists
A)actively solicit consumer opinion.
B)protect management from irate consumers.
C)do not take an active role in company decision-making.
D)are the lowest paid employees.
4
The role of the consumer affairs specialist has become that of
A)consumer spokesperson to the media.
B)consumer liaison to special interest groups.
C)consumer spokesperson to management.
D)all of the above.
5
Integrated marketing, public relations and advertising has become the norm in contemporary consumer relations because:
A)there is a shift from mass marketing and merchandising to customized products.
B)there is an increased emphasis on relationship marketing.
C)product placement is increasing over traditional advertising because of personal video recording programs offered through a consumer's television (such as TIVO and DVR).
D)all of the above
6
Consumers usually value a message more if it comes from
A)top management.
B)the media.
C)head of the consumer affairs unit.
D)the government.
7
Which of the following is the most highly charged consumer concern?
A)product defects
B)not honoring product warranties
C)unfair and deceptive advertising
D)all of the above
8
Which of the following is more concerned with quality, availability and affordability of a product or service?
A)public relations
B)integrated communications
C)marketing
D)consumer relations
9
Guerilla tactics are which of the following?
A)wartime maneuvers
B)illegal
C)nontraditional communication vehicles
D)never successful
10
Consumers have begun using which method for offering their assessments of company products?
A)marketing
B)calling the CEO directly
C)boycotting
D)sharing via online chats or blogs





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