题目内容

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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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

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

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

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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