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Multiple Choice Quiz
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1
Many marketers are increasing their use of event marketing because:
A)It engages producers hands-on
B)It can reach hard-to-reach audience
C)It is fashionable
D)It is allows multiple media touch points
E)All of the above
2
Brand experiences consist of which of the following activities?
A)Sponsorships
B)Events
C)Customer service
D)All of the above
E)Only B and C above
3
The advantage of events is they:
A)Can involve customers
B)Are memorable
C)Attract homogeneous audiences
D)Create publicity
E)All of the above
4
Kyle has just returned from exhibiting at a trade show. He will assess the value of the trade show using:
A)The number of customers who visited the booth
B)The number of prospects who visited the booth
C)The amount of orders written at the show
D)The number of qualified leads generated
E)All of the above
5
Which of the following can be sponsored by a company?
A)News hour
B)Team
C)Cultural organization
D)Social cause
E)All of the above
6
Which of the following is an example of customer service?
A)Soliciting customer feedback
B)Maintaining customer contact
C)Addressing complaints
D)All of the above
E)A and B above
7
Which of the following reasons describe why companies are paying more attention to customer service today?
A)Expectations for good customer-service are higher.
B)As products become more technologically sophisticated, customers need more help in using and caring for these products.
C)Good customer service can be a competitive advantage.
D)It is very important in retaining customers.
E)All of the above
8
The two overriding objectives for customer service are increasing customer retention and:
A)Reduce customer service personnel turnover
B)Increase sales
C)To make customers' interactions with the company a positive experience
D)Improve stakeholder relations
E)All of the above
9
Of the following statements, which best describes a brand sponsorship?
A)An event at which customers in a specific industry gather to attend training sessions and visit suppliers and vendors to review innovations and product offerings.
B)The financial support of an organization, person, or activity for brand publicity and association.
C)A major situation or promotional happening that has a central focus and captures the attention and involvement of the target audience.
D)A brand-created event including celebrations or other types of happenings.
E)A program in which a brand promises to donate money or other support to a nonprofit organization or social activity when a customer buys or uses the brand.
10
Of the following statements, which best describes mission marketing?
A)An event at which customers in a specific industry gather to attend training sessions and visit suppliers and vendors to review innovations and product offerings.
B)The financial support of an organization, person, or activity for brand publicity and association.
C)A major situation or promotional happening that has a central focus and captures the attention and involvement of the target audience.
D)A program that ties an organization's sponsorship or support to its reason for existence.
E)A program in which a brand promises to donate money or other support to a nonprofit organization or social activity when a customer buys or uses the brand.





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