超星 - Homework for Ch14

单选题

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

A. direct marketing
B. public relations and publicity
C. personal selling
D. advertising
E. sales promotion

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单选题

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit(请求) response or dialogue from specific customers and prospects?

A. advertising
B. personal selling
C. direct marketing
D. public relations
E. sales promotion

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单选题

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

A. Personal selling
B. Direct marketing
C. Sales promotion
D. Interactive marketing
E. Public relations

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单选题

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

A. Personal selling
B. Sales promotion
C. Word-of-mouth marketing
D. Public relations
E. Advertising

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单选题

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

A. advertising
B. sales promotion
C. word-of-mouth marketing
D. public relations
E. personal selling

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单选题

Which of the following is an example of an advertising platform?

A. posters and leaflets
B. company magazines
C. fairs and trade shows
D. sales presentations
E. continuity programs

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单选题

Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?

A. enhancing brand awareness
B. developing brand attitude
C. increasing brand purchase intention
D. encouraging repeat purchases
E. establishing category need

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单选题

When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?

A. developing brand awareness
B. building customer traffic
C. enhancing purchase actions
D. establishing product category
E. enhancing firm image

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单选题

Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?

A. comparative-parity method
B. objective-and-task method
C. affordable method
D. competitive-parity method
E. percentage-of-sales method

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单选题

Creative strategies refer to the ________.

A. way marketers translate their messages into a specific communication
B. amount of creative content in a communications message
C. degree of innovation involved in the marketing of a product
D. novelty of a marketing communication
E. type of medium used to deliver a marketing communication

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