0133850730_tb chapter 14

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1、PrinciplesofMarketing,16e(Kotler)Chapter14EngagingCustomersandCommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategy1)Theaffordablemethodofsettingadvertisingbudgetstakesintoconsiderationtheeffectsofpromotiononsales.Answer:FALSESkill:ConceptObjective

2、:LO14.4:Explainthemethodsforsettingthepromotionbudgetandfactorsthataffectthedesignofthepromotionmix.Difficulty:Moderate2)Acompany'stotalmarketingcommunicationsmixconsistsofaspecialblendofadvertising,salespromotion,publicrelations,personalselling,anddirect-marketi

3、ngtoolsthatthecompanyusestocommunicatecustomervalueandbuildcustomerrelationships.Whichofthefollowingtermsbestdescribesthissetofcommunicationstools?A)theproductmixB)productlinefillingC)thepromotionmixD)thepricemixE)horizontaldiversificationAnswer:CAACSB:Analytical

4、thinkingSkill:ConceptObjective:LO14.1:Definethefivepromotionmixtoolsforcommunicatingcustomervalue.Difficulty:Easy3)Whichofthefollowingisoneofthefivemajorpromotiontools?A)marketpenetrationB)strategicpositioningC)productlinefillingD)marketdiversificationE)directmar

5、ketingAnswer:EAACSB:AnalyticalthinkingSkill:ConceptObjective:LO14.1:Definethefivepromotionmixtoolsforcommunicatingcustomervalue.Difficulty:Easy46Copyright©2016PearsonEducation,Inc.4)Anypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanident

6、ifiedsponsoriscalled________.A)salespromotionB)advertisingC)directmarketingD)personalsellingE)publicrelationsAnswer:BAACSB:AnalyticalthinkingSkill:ConceptObjective:LO14.1:Definethefivepromotionmixtoolsforcommunicatingcustomervalue.Difficulty:Easy5)Theuseofshort-t

7、ermincentivestoencouragethepurchaseorsaleofaproductorserviceiscalled________.A)directmarketingB)salespromotionC)personalsellingD)publicrelationsE)publicityAnswer:BAACSB:AnalyticalthinkingSkill:ConceptObjective:LO14.1:Definethefivepromotionmixtoolsforcommunicating

8、customervalue.Difficulty:Easy6)Whichofthefollowingpromotiontoolsinvolvesbuildingupagoodcorporateimageandhandlingunfavorablestoriesandevents?A)salespromotionB)p