第八章测试2.Which of the following statements are correct?
A:An organisation can implement sales promotion strategies to offer extra value to consumers in a bid to increase sales. B:An organisation can implement sales promotion strategies to offer extra value to retailers in a bid to increase sales. C:An organisation can implement sales promotion strategies to offer extra value to salespeople in a bid to increase sales. D:An organisation can implement sales promotion strategies to smooth demand.
答案:ABCD
3.
Which of the following are disadvantages of personal selling over other promotional activities?
A:
The marketing message can be tailored to suit the potential buyer's needs.
B:Personal selling is relatively expensive.
C:Personal selling is time-consuming.
D:Personal selling has a more limited reach.
4.Which of the following statements are correct?
A:
Advertising in magazines can be effective in reaching niche target markets.
B:Advertising in newspaper can be effective in reaching niche target markets.
C:The overall effectiveness of advertising can be difficult to measure.
D:Advertising via television can be effective in targeting a geographically concentrated audience.
5.A public relations campaign could potentially be used by an organisation for which of the following reasons?A:To build and sustain good relationships with stakeholders B:As part of crisis management C:To counter negative publicity D:To generate positive publicity and goodwill 6.
Which of the following statements are correct?
A:
Advertising in newspaper can be effective in reaching niche target markets.
B:Advertising in magazines can be effective in reaching niche target markets.
C:Advertising via television can be effective in targeting a geographically concentrated audience.
D:The overall effectiveness of advertising can be difficult to measure.
7.A public relations professional would likely engage in which of the following activities?A:Media liaison B:Event promotion C:Product pricing D:Lobbying 8.Which of the following statements are correct?
A:Loyalty programs can be a form of consumer sales promotion. B:Loyalty programs reward consumers for the amount they spend. C:Loyalty programs include signage and displays in stores, and free product trials of demonstrations in stores. D:Loyalty programs are designed to encourage repeat purchases. 10.Which of the following statements are correct?
A:Sponsorship is a public relations tool. B:A sponsor must legally ensure that an event or person they are sponsoring has some form of relationship with their products or activities. C:Consumers are beginning to pay less attention to corporate sponsorships. D:In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person.
