- Description
MKT 435 Wk 3 – Practice: Topic 8 Quick Check
- What is a disaster?
o A planned day of loss
o A sudden breakthrough in an ongoing project
o A sudden, calamitous event bringing great damage, loss, or destruction
o A horrible marketing campaign
- Which of the following are essential items? Select all that apply.
o Medical equipment and supplies
o Communication tools
o Toilet paper
o Food and water
- Select the two key purchasing changes that consumers will make in order to adapt in a disaster.
o Essential
o Frequency
o Survival
o Compulsion
- How should a brand adapt its messaging during presidential elections?
o Be abnormally repetitive in its message
o Ask consumers who they are voting for
o Make no adjustments
o Spend 50% of its annual budget
- During a presidential election and the two weeks preceding it, what is the difference in consumer spending?
o Consumer spending increases slightly because of voter confidence
o Consumer spending increases significantly because of voter confidence
o Consumer spending decreases slightly because of fears of instability
o Consumer spending decreases significantly because of fears of instability
- Which type of brands will consumers seek to gain a sense of stability during a crisis?
o Brands leading the path to innovation
o Brands used most often pre-crisis
o Brands with the most attractive advertisements
o Brands offering the most value
- What should a brand do in order to attract and maintain customers during a recession?
o Decrease hold times for customer service
o Increase prices
o Decrease prices
o Increase employee wages
- During a global event, what limitation does a brand have to meet consumer demand that would not otherwise exist?
o Insufficient capital
o Lower consumer need
o Expanded regional reliance
o Insufficient labor force
- What must brands do to promote a message of stability to its consumers?
o Send an email
o Understand and engage
o Post on social media
o Launch a survey
- Which two factors indicate whether a consumer will be influenced by a brand’s crisis communication?
o Timeliness and money
o Money and coupons
o Discounts and thoroughness
o Timeliness and thoroughness