第十一章A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.
答案:对
Sales promotion may damage brand image.
答案:对
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.
答案:对
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.
答案:对
Direct mail permits target market selectivity and allows early testing and response measurement.
答案:对
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?
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