________ is defined as being a short-term strategy that can be positive or negative, and is outside of the firm's control.

a. marketing

b. personal selling

c. advertising

d. publicity

A retailer has acquired another company and is expanding to Europe. Which of the following tools would it be LEAST likely to use to announce the news and gain positive publicity?

a. corporate advertisement

b. press conference

c. newspaper editorial

d. press release

Crisis management refers to a companys attempt to:

a. Provide an immediate incentive to purchase

b. Counteract negative publicity

c. Advance a social cause

d. Expand its customer base