Press conferences can be strong public relations tools, because in using a news format to present information, they lend an air of credibility.
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Question 2The role of promotion is to communicate.
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Question 3You recently raised your prices on the products you sell to your business customers. To your surprise, these customers did not change the amount of units they purchase from you. It was as if the price increase did not matter to these customers. Which of the following types of business demand most accurately describes this situation?
A) Constant demand
B) Inelastic demand
C) Joint demand
D) Elastic demand
E) Derived demand
Question 4A company that specializes in community recycling opens a recycling center in a town that has never had access to a such a program before. The company invites a reporter from the local newspaper to do an exclusive story on the center. The disadvantage to this approach is that the company has less control over the story than if it were to issue a press release.
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Question 5A television advertisement that transmits several types of audio messages and visual materials may be ineffective.
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Question 6When marketing to business customers, marketers have to understand the key characteristics of the business customer, and alter their marketing mix accordingly. For example, a business customer views _________ as the amount of investment necessary to obtain a desired level of return or savings. Moreover, the business customer demands ______________ before buying to be sure their needs are being met with the product.
A) price; good service
B) product; price discounts
C) place; product samples
D) distribution; product guarantees
E) price; detailed information
Question 7In general, press releases are preferred over other forms of public relations because it is an unwritten rule, widely accepted throughout the industry, that the news media will not edit them.
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