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Multiple Choice
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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

A satisfied customer will tell how many people about their experience?
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

The major tenet of consumer advocacy is that consumers lack
A)corporate cooperation.
B)media outlets to tell the consumer's story.
C)adequate information for making purchasing decisions.
D)federal regulations.
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

Branded news is which of the following?
A)live
B)internet-based
C)narrowly focused
D)all of the above





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