Exam 01 Flashcards
(253 cards)
1
Q
What is the definition of marketing according to the AMA in 2007?
A
Marketing is a function involving institutions and processes for creating, communicating, delivering, and exchanging offerings with value to various stakeholders.
2
Q
How definition of marketing evoluted
A
back in 1960 marketing was seen as merely a process of directing the flow of goods and services to consumers. However, this definition didn’t account for marketing activities beyond the sale of tangible products. Now, the new definition sees marketing as a function involving institutions and processes for creating, communicating, delivering, and exchanging offerings with value to various stakeholder
3
Q
What is the Marketing Concept?
A
The idea that the consumer is at the center of marketing efforts, focusing on identifying and understanding consumer needs, desires, and behavior. The consumer is #01
4
Q
What is the Exchange Concept in marketing?
A
The foundation of marketing where two parties exchange something of value, such as goods, services, or information in return for money or other forms of value.
5
Q
Describe the Self-Sufficient Era in marketing history.
A
Before the Industrial Revolution, people were mostly self-sufficient, producing goods for personal consumption and using bartering as the method of exchange.
6
Q
What characterizes the Production Era?
A
Following the Industrial Revolution, the focus shifted to manufacturing large quantities of products to meet growing demand.
7
Q
What is the focus of the Sales Era?
A
During the 1920s-1950s, businesses focused more on selling existing products, often using aggressive sales tactics.
8
Q
What is the Marketing Era?
A
Starting in the 1950s, businesses recognized the importance of understanding consumer behavior and needs, becoming more consumer-focused.
9
Q
What is the New Era in marketing?
A
Marketers focus on personalizing experiences, using digital channels, and emphasizing sustainability and the ‘Experience Economy.’
10
Q
List the components of the Marketing Mix (4 P’s).
A
- Product
- Price
- Promotion
- Place (Distribution)
11
Q
What does the Product component of the Marketing Mix involve?
A
The design, features, packaging, and brand identity tailored to consumer needs.
12
Q
What is the significance of Price in the Marketing Mix?
A
Pricing strategies affect the perceived value of the product and can be influenced by competition, demand, and consumer willingness to pay.
13
Q
What does Promotion encompass in marketing?
A
All communication methods used to inform, persuade, and remind consumers about the product, including advertising and public relations.
14
Q
What is the role of Place (Distribution) in marketing?
A
Strategies focused on getting the product to the consumer in the right place and at the right time.
15
Q
What is Strategic Marketing?
A
The integration of marketing with overall business strategy, aligning marketing efforts with objectives and the external environment.
16
Q
Define Differential Advantage.
A
What makes a company’s products or services stand out from the competition.
17
Q
What are Environmental Opportunities in marketing?
A
Trends such as demographic shifts and technological advancements that provide opportunities for marketers.
18
Q
What are the four categories of the Growth-Share Matrix?
A
- Stars
- Question Marks
- Cash Cows
- Dogs
19
Q
What is Market Segmentation?
A
The process of dividing a broad market into sub-groups based on shared characteristics.
20
Q
Why is market segmentation important?
A
- Not all consumers are the same
- Efficiency in targeting specific groups
- Competitive advantage
21
Q
What is Geographic Segmentation?
A
Dividing the market by location such as country, region, or city.
22
Q
What does Demographic Segmentation involve?
A
Grouping consumers based on demographic variables like age, gender, income, and education.
23
Q
Define Psychographic Segmentation.
A
Grouping people based on their lifestyles, values, and interests.
24
Q
What is Benefit Segmentation?
A
Dividing the market based on the benefits consumers seek from the product.
25
What is Micro Marketing/Niche Marketing?
Tailoring products and marketing efforts to fit the unique needs of individual consumers.
26
What was the Tylenol Crisis Management response?
The company recalled all Tylenol bottles nationwide and introduced tamper-proof packaging.
27
What does the Duquesne Shooting case emphasize in marketing?
The importance of communication and handling negative publicity effectively.
28
True or False: The evolution of marketing reflects the shifting needs of consumers and society.
True
29
Fill in the blank: _______ is crucial for targeting audiences effectively in marketing.
Market segmentation
30
How does crisis management affect consumer perceptions?
It is key to maintaining consumer trust and brand loyalty.
31
What is the primary focus of marketing?
The consumer
## Footnote
The consumer is considered the most important element in marketing.
32
Define marketing according to the AMA in 1985.
A process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives.
33
What are the four conditions for exchange in marketing?
* Need 2 or more parties
* Each must have something of value
* Each must be willing to give up its thing of value
* There must be some type of communication
34
What characterizes the Self-Sufficient Era?
Barter, grow, hunt
## Footnote
This era lasted from the beginning of time until the 1800s.
35
What is the time frame of the Production Era?
1800s - 1920s
36
What was the focus of the Sales Era?
Companies tried to push products on consumers through hard selling.
37
What does the Marketing Era emphasize?
Determining who the consumer is & what she wants.
38
What is the current trend referred to as?
The Experience Economy
39
In economics, what does utility equate to?
Satisfaction
40
In marketing, what does utility represent?
Value Added
## Footnote
It refers to the additional value provided through marketing efforts.
41
List the four elements of the Marketing Mix (4 P's).
* Product
* Price
* Promotion
* Distribution (Place/Placement)
42
What is the role of strategic marketing?
Integration of strategic planning and marketing to align with consumer desires.
43
What are the three tiers of objectives in strategic marketing?
* Organization’s mission statement
* Strategic Business Units (SBU) goals
* Marketing strategy
44
What does the Boston Consulting Group's Growth Share Matrix help determine?
What companies should do with their Strategic Business Units (SBUs).
45
What characterizes a 'Star' in the Growth Share Matrix?
Market Share HI, Growth HI – Market leader in a growth industry.
46
What is a 'Cash Cow' in the Growth Share Matrix?
Market Share HI, Growth LO – loyal customers in a mature industry.
47
What should be done with 'Dogs' in the Growth Share Matrix?
Divest – sell it and get out fast!
48
What is Market Penetration?
Selling the same product to the same consumer.
## Footnote
Example: Arm & Hammer baking soda used for new applications.
49
What is Product Development?
New product sold to the same customers.
50
Define Market Development.
Selling the same product to a new market.
51
What is the riskiest growth opportunity?
Diversification – new product sold to a new market.
52
Fill in the blank: In the marketing mix, 'Promotion' refers to _______.
[marketing communications strategies]
53
What is market segmentation?
Process of dividing the market up into groups
## Footnote
Market segmentation helps marketers target specific groups effectively.
54
What is a target market?
Homogeneous segment of the market to which a marketer directs a specific marketing program
## Footnote
Target markets are essential for effective marketing strategies.
55
True or False: There are universal products that everyone buys.
False
## Footnote
No product can be marketed the same way to everyone.
56
Why is market segmentation necessary?
1. Heterogeneous needs
2. Can’t service all people; too many customers
3. Competitive edge
## Footnote
Segmentation allows marketers to focus on specific consumer needs.
57
What are the first three bases for market segmentation?
1. Geographic
2. Demographic
3. Psychographic
## Footnote
These bases help understand the market better.
58
What does geographic segmentation involve?
Dividing market by different geographic regions such as globally, country, regions, state, city, neighborhood, population
## Footnote
Geographic preferences can vary significantly.
59
What are some reasons for using geographic segmentation?
1. It’s easy
2. Different regions use products differently
3. Climate and seasonality
## Footnote
Geographic segmentation can reveal regional preferences.
60
What is demographic segmentation?
Used the most by marketers, involves segmenting based on variables like age, sex, occupation, and income
## Footnote
Demographic data is often readily available.
61
List some demographic variables.
* Age
* Sex
* Occupation
* Educational level
* Marital status
* Religion
* Race/Ethnic group
* Income
## Footnote
These variables help marketers understand consumer needs.
62
What is psychographic segmentation?
Involves the psychology of consumer, including values, importance, attitude, and interests
## Footnote
Psychographics provide deeper insights into consumer behavior.
63
What does the VALS I system categorize consumers into?
* Outer driven
* Inner driven
* Need driven
## Footnote
VALS helps in understanding consumer motivations.
64
What is benefit segmentation?
Consumers grouped based on their reasons for using products
## Footnote
It focuses on the benefits consumers seek.
65
Give an example of benefit segmentation for toothpaste.
Benefits such as fresh breath, whiter teeth, fights cavities, taste, tartar control
## Footnote
Different brands may emphasize different benefits.
66
What is micro marketing?
Not large groups, but targeting one individual
## Footnote
Examples include custom-made products and personalized services.
67
Fill in the blank: The fastest growing age group is _______.
[Older people]
## Footnote
This demographic trend is significant for marketers.
68
What was the primary goal of the emergency executive committee during the Tylenol crisis?
To correct false beliefs about the tampering incidents and provide adequate information to the public.
69
How did Johnson & Johnson's media strategy portray the company during the crisis?
As an innocent victim and emphasized that the tampering was an industry-wide threat.
70
What significant announcement did Dr. Thomas Gates make regarding Tylenol?
The impending return of Tylenol capsules and reminded consumers of their trust in the product.
71
How much did Johnson & Johnson spend on the prime-time ad campaign during the crisis?
$2.8 million.
72
What tactic did Johnson & Johnson use to encourage consumers to try Tylenol again?
Coupon promotion offering a $2.50 certificate for free or discounted Tylenol products.
73
What was established by the executive committee in response to the tampering incidents?
A tamper-resistant package and a task force to study the issue.
74
What was the predicted increase in packaging sales due to the Tylenol crisis?
One billion dollars in 1983.
75
What innovative method was used during the news conference to unveil the new Tylenol packaging?
Satellite-linked video transmission to 30 cities.
76
What was the cost of the new Tylenol packaging per unit, and who absorbed this cost?
2.4 cents per package, absorbed by Johnson & Johnson.
77
How much did Johnson & Johnson lose in recall costs and lost sales during the crisis?
$100 million each for recall costs and lost sales.
78
What was the market share of Tylenol after the first week of the crisis?
7%.
79
What percentage of regular Tylenol users indicated they would buy Tylenol again by the fifth week of the crisis?
59%.
80
What was the market share of Tylenol tablets by the end of November 1982?
Surpassed prepoisoning share of 22.2% in controlled markets.
81
What significant product reappeared on retail shelves in December 1982?
Tylenol capsules with triple-protection packaging.
82
Fill in the blank: The coupon sales accounted for ______% of purchases during week nine.
30%.
83
True or False: Datril began a major ad campaign during the Tylenol crisis.
True.
84
What role did the TYline serve during the crisis?
A toll-free hotline to answer public questions and arrange exchanges of Tylenol capsules.
85
What historical document is inscribed on a plaque at Johnson & Johnson's headquarters?
The company's credo handed down by General Robert Wood Johnson.
86
What event triggered the Tylenol crisis in 1982?
The poisoning of several individuals by cyanide-tainted Extra-Strength Tylenol capsules.
87
Who was James Murray and what was his role during the Tylenol crisis?
James Murray was the assistant director of public relations at Johnson & Johnson.
88
What was the immediate response of Johnson & Johnson after learning about the poisonings?
They announced a nationwide recall of all bottles bearing the lot number MC2880.
89
How many people died as a result of the Tylenol poisonings?
Seven people died.
90
What was the significant finding about the cyanide in the capsules?
The cyanide was present in quantities thousands of times a fatal dosage and could not have been in the capsules for long.
91
Fill in the blank: The Tylenol products were recalled due to concerns over _____ contamination.
cyanide
92
What was the impact on Tylenol's brand loyalty after the crisis?
Brand loyalty appeared to be dying as consumers shunned all varieties of Tylenol products.
93
What was the public relations strategy adopted by Johnson & Johnson during the crisis?
They decided to answer every single press inquiry and opened themselves up to the press.
94
True or False: Johnson & Johnson had a large public relations department before the Tylenol crisis.
False
95
What percentage of people were aware of the Tylenol poisonings according to a study conducted in October 1982?
94%
96
What was one major consequence for Johnson & Johnson's stock after the Tylenol crisis?
The stock dropped 18% in one week.
97
What did James Burke do in response to the Tylenol crisis?
He took charge of the company's response and centralized operations.
98
How many bottles of Tylenol were ultimately destroyed due to the crisis?
22 million bottles.
99
Fill in the blank: The Tylenol crisis began on _____, September 30, 1982.
Thursday
100
What was the initial reaction of consumers towards Tylenol products after the poisonings?
There was a nationwide panic among consumers.
101
What critical element did Johnson & Johnson executives believe was necessary to regain consumer trust?
Rapid dissemination of accurate information.
102
What did the poisoning crisis reveal about the relationship between brand loyalty and consumer psychology?
Loyalty erodes much quicker than it can be recaptured.
103
True or False: Johnson & Johnson's reputation before the crisis was associated with gentleness and safety.
True
104
What was the long-term concern for Johnson & Johnson regarding Tylenol users?
Whether Tylenol users would change brands permanently.
105
Fill in the blank: The Tylenol brand was primarily marketed to women aged _____ to _____ years.
18, 49
106
Who were the first victims associated with the Tylenol poisoning?
Adam Janus and his relatives.
107
What was the significance of the tampering incidents being linked to two different plants?
It marked the end of the initial fact-finding phase and the beginning of damage assessment.
108
What percentage of regular Tylenol users said they would buy Tylenol again after the incident?
40%
109
What is the determining factor in the comeback of Tylenol after the poisoning incidents?
How the consumer ultimately feels about the product and the conflicts posed in her mind.
## Footnote
This highlights the psychological aspect of brand loyalty.
110
What is brand loyalty described as in the context of Tylenol?
More a psychology than a science, eroding quicker than it can be recaptured.
## Footnote
Emotional trauma can affect consumer behavior.
111
When was Tylenol first sold as a prescription drug?
1955.
## Footnote
McNeil began selling Tylenol in that year.
112
What significant change occurred in 1960 regarding Tylenol?
The FDA approved the sale of Tylenol without a prescription.
113
How did McNeil promote Tylenol during the 1960s?
Carefully promoted among doctors and pharmacists as an alternative pain reliever.
114
What marketing strategy did Johnson & Johnson adopt in response to competition from Datril?
They cut the price, formed a sales force, and spent eight million dollars to advertise Tylenol.
115
What was introduced by McNeil in 1976 to address consumer concerns?
Extra-Strength Tylenol, containing 500 milligrams of painkiller per tablet.
116
What market share did Tylenol capture by the end of 1981?
35% share of the total analgesic market.
117
What percentage of Johnson & Johnson's net earnings in 1981 did Tylenol account for?
15% of $468 million.
## Footnote
This highlights Tylenol's significance to the company.
118
What is the active ingredient in Tylenol?
Acetaminophen.
119
What is the competitive landscape for over-the-counter pain relievers?
Fierce competition with over 130 million pills consumed daily, primarily aspirin and acetaminophen.
120
How much do major brands spend on advertising annually?
More than $130 million per year, amounting to 20% of their sales.
121
What role did lawsuits play in the marketing strategy of pain reliever companies?
They sued each other over alleged false claims in advertising.
122
What was the official decision regarding Tylenol after the poisoning incidents?
To remarket Tylenol was announced by James Burke.
123
What emotional challenge did Burke face in restoring Tylenol's image?
Restoring the image of a product linked in the public mind with death.
124
What is one question marketers should consider regarding the Tylenol recall?
For what reasons did Johnson & Johnson recall all Extra-Strength Tylenol from the market?
125
True or False: Emotional states of consumers do not affect their decision to try Tylenol.
False.
126
What should Johnson & Johnson take into consideration when presenting facts to consumers?
To reduce fear levels of the consumer.
## Footnote
This relates to handling public perception effectively.
127
What is attribution theory?
A theory that describes people as naive scientists seeking information to explain causes of events.
128
What marketing strategy should Burke consider for the re-marketing of Tylenol?
Changes in the marketing mix.
## Footnote
This may include pricing, promotion, and distribution strategies.
129
How has the Tylenol tragedy affected American consumers?
It has created lasting impacts on consumer trust and perceptions of safety.
130
Is a company ever fully prepared for a major disaster?
No, but they should be prepared.
131
What event occurred at Duquesne University in September 2006?
Five key basketball players were shot on campus by an outside visitor.
132
What educational activities did students engage in after the Duquesne shootings?
Writing journals, discussions of the university's strategies, interaction with university administrators.
133
What was one of the main strategies Duquesne University implemented during the crisis?
A strategic marketing plan.
134
What safety measures did Duquesne University add after the shootings?
Setting goals, adding new safety measures, increasing advertising, stressing the importance of the mission statement, managing the media.
135
True or False: The Duquesne University shootings were the worst crime-related tragedy experienced by a major NCAA sports program.
True.
136
What was the immediate aftermath of the Duquesne shootings in terms of media coverage?
More than 27,000 media stories covered the tragedy.
137
What tragic events occurred shortly before the Duquesne shootings?
Dawson College shooting in Montreal, a pellet-gun incident at the University of Ottawa, and a foiled shooting attempt in Green Bay, Wisconsin.
138
How many people were killed in the Virginia Tech shooting in April 2007?
32 people were killed.
139
What unique crisis management considerations should schools and universities have?
Quick and necessary steps to alleviate the calamity and strategic marketing tools.
140
What is Duquesne University known for regarding campus safety?
Promoted as one of the safest campuses in the United States.
141
What is the location of Duquesne University?
An urban campus close to Pittsburgh's Hill District.
142
How many acts of violent crime were reported in Duquesne's area according to the 2010 annual report?
26 acts of violent crime.
143
What type of police force does Duquesne University have?
A full-time police force that is highly trained and carries guns.
144
What is the enrollment size of Duquesne University?
More than 10,000 graduate and undergraduate students.
145
What designation does Duquesne University hold from the Carnegie Foundation?
High research activity institution.
146
What is the mission of Duquesne University?
To serve God by serving students.
147
What is Duquesne University's tagline?
Education for the heart, the mind, and the spirit.
148
Who was the first African American drafted to play professional basketball?
Chuck Cooper.
149
Fill in the blank: Duquesne University was founded by the _______ fathers.
[Spiritan]
150
What was Duquesne's ranking among NCAA Division I Football in scoring defense in 2002?
Led NCAA Division I Football in scoring defense.
151
What was the outcome of Duquesne's football season in 1941?
Finished the season undefeated and untied.
152
In what year did Duquesne first open its doors?
1878.
153
What was the original name of Duquesne University?
Pittsburgh Catholic College of the Holy Ghost.
154
What significant event happened in 1947 regarding Duquesne basketball?
Chuck Cooper became the first African American drafted to play professional basketball.
155
What is the significance of the Duquesne men's basketball team in the 1950s?
Played twice in national championship games and won the NIT championship in 1955.
156
What tournament did Duquesne win in 1955?
National Invitation Tournament (NIT) championship
157
Who was the first African American drafted to play professional basketball?
Chuck Cooper
158
In what year did Duquesne enter the Atlantic 10 Conference?
1976
159
How many winning seasons did Duquesne experience since entering the Atlantic 10 Conference until the time of the text?
4 winning seasons
160
What was Duquesne's basketball record for the 2005-06 season?
3 and 24
161
Who was the new coach brought in to turn the Duquesne basketball team around?
Ron Everhart
162
What event occurred at Duquesne University on September 17, 2006?
Shooting of five basketball players
163
What time did the shooting incident occur?
About 2:15 A.M.
164
Which student group sponsored the dance during which the shooting occurred?
Black Student Union
165
What triggered the gunfire during the incident?
An argument involving a woman and the basketball players
166
Fill in the blank: Five players suffered _______ during the shooting.
gunshot wounds
167
True or False: The shooters were students at Duquesne University.
False
168
What did Stephen Wood do to help Stuart Baldonado after he was shot?
Applied a tourniquet using his shirt
169
Who carried Baldonado to the car after he was shot?
Aaron Jackson
170
What instinct did students display during the shooting incident?
Ran toward the shooting to help
171
What was the position of Bridget Fare during the aftermath of the shooting?
Public Affairs Director
172
How many hours did Bridget Fare work in the week following the shooting?
Approximately 115 hours
173
What was the nature of the press conference held by Duquesne's president after the shooting?
Unscriped and sympathetic
174
What did Duquesne's president, Charles Dougherty, emphasize about campus safety after the incident?
The campus had a very outstanding safety record
175
What type of security was present at the dance event?
Six armed police officers and two security officers
176
Fill in the blank: The shooting occurred outside the _______ after the dance.
dance venue
177
What was the reaction of the basketball coach, Ron Everhart, regarding his players after the shooting?
They were in shock
178
What type of violence is referred to as 'dastardly cowardly'?
Violence that is unjustifiable and reprehensible
## Footnote
This phrase emphasizes the moral condemnation of the violence witnessed.
179
Who expressed pride in the camaraderie of students following the shooting incident?
Ron Everhart, the new basketball coach
## Footnote
He noted the support students showed for each other during the crisis.
180
What event preceded the shooting at Duquesne University?
College Bash 106
## Footnote
This was a sponsored event by the Black Student Union attended by students from various universities.
181
What was the percentage of black students enrolled at Duquesne University in 2005?
4 percent
## Footnote
This statistic highlights the demographic makeup of the student body.
182
What actions did Duquesne University take to address student welfare after the shooting?
Notified students via e-mails and sent letters to parents
## Footnote
This was part of the university's response to ensure safety and communication.
183
How many people attended the candlelight prayer vigil held by Duquesne University?
About 1,000 people
## Footnote
This included students, faculty, and staff showing community support.
184
What was the opinion of students regarding Duquesne's safety after the shooting?
They believed Duquesne was a safe campus
## Footnote
Students expressed confidence in the university's handling of the situation.
185
Fill in the blank: President Dougherty emphasized the importance of a _______ during a crisis.
sense of community
## Footnote
He stated that community is the most important asset during trouble.
186
What role did The Duke, the student newspaper, play during the crisis?
Served as headquarters for the national media
## Footnote
The editor became a liaison between the media and the university.
187
True or False: Members of the Black Student Union felt they were treated fairly after the shooting.
False
## Footnote
They felt they were unfairly blamed and criticized in the aftermath.
188
What was the condition of Sam Ashaolu after the shooting?
He suffered a severe gunshot wound to the head
## Footnote
He was initially in critical condition but later improved.
189
What did Coach Everhart do to support the injured players?
Visited them every day
## Footnote
He expressed compassion and concern for their recovery.
190
What was the initial reaction of students to the media presence after the shooting?
They welcomed the media and were happy to talk
## Footnote
However, this changed as they felt their privacy was violated.
191
Fill in the blank: The university's public affairs director stated that image and reputation are cemented by _______.
initial reactions of the institution
## Footnote
This highlights the importance of crisis management in maintaining public perception.
192
What did many faculty members do regarding the shooting incident in their classes?
Ignored the issue
## Footnote
This indicates a lack of engagement with the topic among some faculty.
193
What was the main sentiment expressed by students regarding Duquesne University after the shooting?
They felt safe and supported by the university
## Footnote
This was a consistent message from students interviewed by the media.
194
What is crisis marketing?
An important topic for classroom learning and part of a university's curriculum.
195
What event forced students at Duquesne University into a real-life case study?
A campus shooting.
196
What did marketing students learn from the Duquesne University shooting?
How to survive and thrive during and after a crisis.
197
How did students document their experiences of the crisis?
By writing journal entries.
198
What were some of the emotions expressed by students in their journal entries?
Shock, fear, and a sense of community.
199
What was one of the first actions taken by Duquesne University after the crisis?
To control the message and flow of information.
200
What was the strategic message conveyed by Duquesne University following the incident?
Duquesne has compassion for the victims, the event was unprecedented, and Duquesne is safe.
201
Who was Bridget Fare?
The Director of Public Affairs who played a key role in restoring the university's image.
202
What was the second goal of Duquesne University after the crisis?
To protect the institution's image and reputation.
203
What did Duquesne University do to enhance security after the shooting?
Increased the amount of security and took every precaution necessary.
204
Fill in the blank: Duquesne's mission statement is '_______'.
serves God by serving students.
205
How did students initially feel about media intrusion following the crisis?
They were open but later became angry with the intrusion into their lives.
206
What did students learn about the role of the public relations director during a crisis?
The phases and strategies implemented during the crisis.
207
True or False: The media was initially allowed to interview any student on campus.
True.
208
What was the third goal of Duquesne University after the crisis?
To be strategic and efficient.
209
How did Duquesne University ensure a good flow of information?
By having key personnel know what was going on and conveying that information consistently.
210
What kind of discussions took place in the marketing classes after the incident?
Class discussions analyzing the university's crisis management strategy.
211
What was a common sentiment expressed by students about their safety at Duquesne after the shooting?
They felt safe and proud to be students at Duquesne.
212
Fill in the blank: Students related completely to this real-life, real-time case study because it was on the front page of _______.
local and national newspapers.
213
What did students who witnessed the shooting often experience afterward?
Nightmares and emotional distress.
214
What was the reaction of the university's public affairs department to the crisis?
They opened up freely to the media.
215
What did students report seeing that indicated the severity of the situation?
Blood, chaos, and victims being dragged into cars.
216
What was the immediate emotional reaction of the speaker after the incident?
The speaker felt scared but knew they were on a safe campus and believed everything would be fine.
217
What was one of Duquesne's strategic goals during the crisis?
To be strategic and efficient in their response.
218
Who was designated as the face of Duquesne during the crisis?
President Dougherty.
219
What role did President Dougherty play in the media strategy?
He was available for countless interviews and conveyed compassion and caring.
220
True or False: Duquesne's public relations department was large and well-resourced.
False.
221
What was one of the key actions included in Duquesne's strategic plan?
Strengthening its safety measures.
222
Fill in the blank: Duquesne implemented immediate safety actions such as using a _______ for events that non-students were to attend.
metal detector.
223
What change was made to the Duquesne police presence after the shootings?
Increased visibility and presence of officers, including those on bikes and foot duty.
224
What system did Duquesne establish to communicate with students and parents during a crisis?
A communication system through e-mail, text, and telephone.
225
What controversial decision did Duquesne make regarding advertising after the crisis?
They significantly increased their advertising expenditures.
226
How did Duquesne's mission statement influence their crisis response?
It became the guiding theme throughout the crisis.
227
What type of media access was allowed on campus after the shootings?
Media needed special permission and a university escort to be on campus.
228
What was the impact on applications to Duquesne following the crisis?
Applications to enter Duquesne increased the following year.
229
Fill in the blank: Enrollment for the fall 2007 semester was the largest in the history of _______.
the school.
230
What did incoming students attribute their choice to attend Duquesne to?
The positive way the university was portrayed throughout the crisis.
231
What were the students' feelings one year after the shootings?
The shooting still bothered them and they couldn't believe it had been a year.
232
What was the outcome for the injured players from the shooting?
All five fully recovered and four played basketball for Duquesne that season.
233
What did the community rally around following the crisis?
The basketball team that had survived a near tragedy.
234
What was the final outcome for Duquesne's basketball team in the season following the crisis?
They faced a three-game losing streak and did not receive an invitation to postseason play.
235
What was the dream invitation for Duquesne's basketball team?
An invitation to the NIT or the NCAA Men's Division I Basketball Championship
## Footnote
NIT stands for National Invitation Tournament, a prestigious college basketball tournament.
236
What award did the Duquesne basketball team receive for their perseverance?
Most Courageous Award from the United States Basketball Writers Association
237
What legal action did the injured players take against Duquesne University?
All the injured players sued Duquesne University
238
What incident led to increased security measures for social events at Duquesne?
A shooting incident involving an unaffiliated gunman
239
In what year did Coach Ron Everhart step down as head coach?
2012
240
What were the four C's of crisis management identified by Pearson and Clair?
* Causes
* Consequences
* Caution
* Coping
241
How did Duquesne respond to the causes of the crisis?
Duquesne increased its spending on advertising immediately after the shooting incident
242
Fill in the blank: Duquesne University is a _______ university.
[Catholic]
243
What was the public's perception of Duquesne University after the shooting incident?
The perception was affected by the stepping in of President Charles Dougherty as spokesperson
244
True or False: The shooter was a student at Duquesne University.
False
245
What did the President's statement emphasize regarding the students involved?
The students were the victims and had no weapons
246
What did the Black Student Union express frustration over?
They felt they were not given the opportunity to speak and did not get a fair deal
247
What measures did Duquesne take following the shooting to ensure safety?
* Increased police presence on campus
* Made crisis counseling available
248
What was the impact of the shooting incident on Duquesne's basketball team?
It put Duquesne on the national map but raised concerns about long-term effects
249
What did the President request from the parents of Duquesne students in his statement?
Prayers and support for the injured and for Duquesne University
250
What was the nature of the incident that led to the shooting?
A verbal conflict at a Saturday evening social event
251
What did the President of Duquesne University say about the campus police?
They are trained and reliable professionals with many years of campus experience
252
What should universities implement during a campus crisis according to strategic planning?
Elements of a strategic plan that includes crisis management protocols
253
Fill in the blank: Duquesne University was founded by members of the _______.
[Congregation of the Holy Spirit]
