Meeting 5 - Corporate Communication and Reputation

What is the origin of the word 'reputation'?

• French

• Latin

• Spanish

• Greek

According to Graham Dowling, what is a company's reputation?

• A fixed asset

• A marketing strategy

• A legal requirement

• The set of meanings by which a company is known

What does Watson (2007) define reputation as?

• A public relations strategy

• A marketing tool

• The sum of predictable behaviors and relationships

• A financial asset

What is one reason why managing reputation is considered difficult?

• It is easy to control

• It is a marketing strategy

• It is an outcome of a process

• It is a legal requirement

What is a key element in managing reputation according to the text?

• Increasing advertising

• Environmental scanning

• Hiring more staff

• Reducing costs

Why is communication important for reputation?

• It is not important

• It increases costs

• It complicates relationships

• It helps in building trust

What does the Signaling Theory suggest about reputation?

• It is irrelevant

• It informs about quality and performance

• It is only about marketing

• It is a financial concept

What is one operational value of a good corporate reputation?

• Decreased employee satisfaction

• Reduced market access

• Increased trust in products

• Increased costs

What is a key factor in building a company's reputation?

• High advertising costs

• Ignoring stakeholder feedback

• Limited communication

• Consistent corporate culture

What does the text suggest about the relationship between reputation and consumer trust?

• Reputation decreases trust

• Trust is more important than reputation

• They are unrelated

• Reputation increases trust