解密市场营销（双语）第八章测试_智慧树知到答案2021年

第八章 Marketing Mix: Promotion 营销组合详谈：营销沟通：如何让营销信息更高效地传递到目标受众是今天的营销管理者面对的最大挑战。我们常说“顾客是上帝”，那么“能否说服你的上帝”就取决于是否拥有高效的营销沟通。本章首先对营销沟通、整合营销沟通进行了界定，然后从营销沟通组合的四个要素：广告、公共关系、销售促进以及人员推销入手，分别介绍了每个要素在营销沟通中的重要作用、常见形式、设计过程等。【学习目标】1. 解释营销沟通（promotion）的含义，明确其在市场营销中的重要作用；2. 阐释营销沟通组合中的四个要素的优缺点；3. 探究营销沟通的四个要素的适用条件和操作方法，并能够根据沟通目标制定整合营销沟通战略。【重点&难点】1. 阐释营销沟通过的本质以及常见形式、比较营销沟通组合中四个要素的优缺点是本章的重点；2. 探究营销沟通组合四个要素的具体设计原则和操作方法，能够针对统一的沟通目标设计整合营销沟通方案是本章的难点。8.1Integrated Marketing Communication（IMC） 如何说服上帝？：整合营销沟通（1）:本节介绍了整合营销沟通的概念及其重要性，并对营销沟通组合中四个要素的优缺点进行了比较分析。
8.2Advertising 如何说服上帝？：整合营销沟通（2）——广告:本节介绍了广告活动设计的九个步骤。
8.3Public Relationship 如何说服上帝？：整合营销沟通（3）——公共关系:本节通过“网易云乐评专列”、“腾讯小朋友画廊”、“杜蕾斯感恩节大秀”等热点案例讲解了公共关系的重要性，并介绍了公共关系常见的六种形式。
8.4Sales Promotion 如何说服上帝？：整合营销沟通（4）——销售促进:本节介绍了销售促进的多种常见形式。
8.5Personal Selling 如何说服上帝？：整合营销沟通（5）——人员推销:本节主要分析了如何通过INPLCF模型进行销售人员的管理。

[多选题]Which of the following statements are correct?
Public relations campaigns are generally high cost.
The choice of media in which to advertise can positively or negatively impact on a brand's image.
Choosing appropriate media makes it possible to aim advertising at potential target markets.
Public relations activities can be used as a tool to combat negative perceptions or events.
答案：Mark Twain is unique in his use of vernacular.
Mark Twain’s words are colloquial, concrete and direct.
Mark Twain’s characters sometimes speak with a strong accent.
[多选题]Which of the following are disadvantages of personal selling over other promotional activities?
Personal selling is relatively expensive.
The marketing message can be tailored to suit the potential buyer's needs.
Personal selling is time-consuming. 
Personal selling has a more limited reach. [多选题]A public relations campaign could potentially be used by an organisation for which of the following reasons?
As part of crisis management
To counter negative publicity
To build and sustain good relationships with stakeholders
To generate positive publicity and goodwill[多选题]A public relations professional would likely engage in which of the following activities?
Lobbying
Media liaison
Product pricing
Event promotion[多选题]Which of the following statements are correct in relation to post-purchase dissonance?
A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer's post-purchase dissonance.
A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.
A consumer feeling they have purchased what they expected after a shopping trip is an example of post-purchase dissonance.
A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.