第十一章单元测试
- A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.
- Sales promotion may damage brand image.
- Database marketing is ideal when a company does not have direct contact with its customers.
- Implication questions ask about the consequences of a buyer's problems, difficulties, or dissatisfactions.
- 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?
- An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
- ________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.
- Which of the following is a form of mass communications channel?
- A salesperson who relies on creative methods for selling a company's tangible or intangible offerings is called a(n) ________.
- Reinforcement advertising aims to stimulate repeat purchase of products and services.
- 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.
- Direct mail permits target market selectivity and allows early testing and response measurement.
- 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.
- Which of the following beloing to sales promotion?
A:对 B:错
答案:对
A:错 B:对
A:错 B:对
A:对 B:错
A:sales promotion B:advertising C:personal selling D:direct marketing
A:channel B:medium C:budget D:objective
A:Public relations B:Sales promotion C:Advertising D:Personal selling
A:word-of-mouth marketing B:personal selling C:interactive marketing D:public relations
A:demand creator B:solution vendor C:missionary D:order taker
A:错 B:对
A:对 B:错
A:对 B:错
A:对 B:错
A:Coupons B:Free gifts C:Free Trials D:Prizes
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