超星 - Homework for Ch14 - 查题吧

单选题

Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?

A. events and experiences
B. publicity
C. direct marketing
D. sales promotion
E. interactive marketing

单选题

Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models?

A. cognitive stage — affective stage — behavioral stage
B. affective stage — cognitive stage — behavioral stage
C. behavioral stage — affective stage — cognitive stage
D. cognitive stage — behavioral stage — affective stage
E. affective stage — behavioral stage — cognitive stage

单选题

Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?

A. interest
B. evaluation
C. trial
D. awareness
E. adoption

单选题

According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

A. attention
B. exposure
C. reception
D. adoption
E. conviction

单选题

________ refers to the means by which firms attempt to inform, persuade, and remind consumers — directly or indirectly — about the products and brands they sell.

A. Human resource development
B. Marketing communications
C. Financial management
D. Operations management
E. Planning

单选题

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

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

单选题

Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.

A. a sales promotion
B. interactive marketing
C. word-of-mouth marketing
D. personal selling
E. events and experiences

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?

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

单选题

Which of the following is an example of a business and sales force promotion?

A. advertising allowance
B. free samples
C. contests for sales reps
D. display allowance
E. discount coupons

单选题

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

A. Publicity campaigns
B. Trade promotions
C. Advertisements
D. Public relations
Events and experiences

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