国际市场营销（山东交通学院）_智慧树知到答案2021年

第十一章 promotion strategy：This chapter is about promotion strategy. Firstly, the term integrated marketing communications (IMC) is introduced as well as  the five promotion tools. Then, Mass communication is discussed, specially advertising, sales promotion and public relations.Finally, personal communication is covered. Mainly the four types of personal communication are involved:direct marketing,database marketing, interactive marketing and personal selling.11.1promotion strategy：Managing Integrated Marketing Communications促销策略：管理整合营销传播:Managing integrated marketing communications
11.2Mass communication: advertising大众广播：广告:Mass communication: advertising
11.3Mass communication：sales promotion and public relations大众传播：促销和公共关系:Mass communication: sales promotion and pubulic relations
11.4Managing personal communication:Managing personal communication

[单选题]A salesperson who relies on creative methods for selling a company's tangible or intangible offerings is called a(n) ________.

选项:[order taker, demand creator, missionary, solution vendor]
[单选题]Sales promotion may damage brand image.

选项:[对, 错]
[多选题]Which of the following beloing to sales promotion?

选项:[Free Trials, Prizes, Free gifts, Coupons]
[单选题]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.

选项:[错, 对]
[单选题]A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.

选项:[错, 对]
[单选题]Which of the following is a form of mass communications channel?

选项:[public relations, personal selling, interactive marketing, word-of-mouth marketing]
[单选题]Direct mail permits target market selectivity and allows early testing and response measurement.

选项:[错, 对]
[单选题]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.

选项:[对, 错]
[单选题]Reinforcement advertising aims to stimulate repeat purchase of products and services.

选项:[错, 对]
[单选题]Database marketing is ideal when a company does not have direct contact with its customers.

选项:[错, 对]
[单选题]Implication questions ask about the consequences of a buyer's problems, difficulties, or dissatisfactions.

选项:[错, 对]
[单选题]________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

选项:[Personal selling, Advertising, Public relations, Sales promotion]
[单选题]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?

选项:[personal selling, direct marketing, sales promotion, advertising]
[单选题]An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

选项:[channel, budget, objective, medium]