国际市场营销（山东交通学院）答案2023

第十一章测试

1.A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.
A:错 B:对
答案:B
2.Sales promotion may damage brand image.
A:对 B:错 3.Database marketing is ideal when a company does not have direct contact with its customers.
A:错 B:对 4.Implication questions ask about the consequences of a buyer's problems, difficulties, or dissatisfactions.
A:对 B:错 5.Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?
A:advertising B:direct marketing C:personal selling D:sales promotion 6.An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
A:medium B:channel C:objective D:budget 7.________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.
A:Advertising B:Sales promotion C:Public relations D:Personal selling 8.Which of the following is a form of mass communications channel?
A:public relations B:personal selling C:word-of-mouth marketing D:interactive marketing 9.A salesperson who relies on creative methods for selling a company's tangible or intangible offerings is called a(n) ________.
A:solution vendor B:order taker C:missionary D:demand creator 10.Reinforcement advertising aims to stimulate repeat purchase of products and services.
A:对 B:错 11.Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.
A:对 B:错 12.Direct mail permits target market selectivity and allows early testing and response measurement.
A:错 B:对 13.Although it varies with product category, price, and the nature of the offering, in general, average response rates for e-mails is higher than order-response rates for letter-sized direct mail.
A:错 B:对 14.Which of the following beloing to sales promotion?
A:Free Trials B:Prizes C:Coupons D:Free gifts