Principles of Marketing 15th Global Edition - TB chapter 14

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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter14CommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategy1)Acompany'stotalmarketingcommunicationsmixconsistsofaspecialblendofadvertising,salespromotion,publicrelations,personalselling,anddirect-marketingt

2、oolsthatthecompanyusestocommunicatecustomervalueandbuildcustomerrelationships.Whichofthefollowingtermsbestdescribesthiscommunicationsmix?A)theproductmixB)productlinefillingC)thepromotionmixD)thepricemixE)horizontaldiversificationAnswer:CPageRef:408AACSB:CommunicationAbilit

3、iesSkill:ConceptObjective:14-1Difficulty:Easy2)Whichofthefollowingisoneofthefivemajorpromotiontools?A)marketpenetrationB)strategicpositioningC)productlinefillingD)marketdiversificationE)directmarketingAnswer:EPageRef:408AACSB:CommunicationAbilitiesSkill:ConceptObjective:14

4、-1Difficulty:Easy3)Anypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsoriscalled________.A)salespromotionB)advertisingC)directmarketingD)personalsellingE)publicrelationsAnswer:BPageRef:408AACSB:CommunicationAbilitiesSkill:ConceptObje

5、ctive:14-1Difficulty:Easy46Copyright©2014PearsonEducation,Inc.4)Theuseofshort-termincentivestoencouragethepurchaseorsaleofaproductorserviceiscalled________.A)directmarketingB)salespromotionC)personalsellingD)publicrelationsE)publicityAnswer:BPageRef:408AACSB:CommunicationA

6、bilitiesSkill:ConceptObjective:14-1Difficulty:Easy5)Whichofthefollowingpromotiontoolsinvolvesbuildingupagoodcorporateimageandhandlingunfavorablestoriesandevents?A)salespromotionB)personalsellingC)directmarketingD)publicrelationsE)advertisingAnswer:DPageRef:408AACSB:Communi

7、cationAbilitiesSkill:ConceptObjective:14-1Difficulty:Easy6)Whichofthefollowingpromotioncategoriesismostlikelytoincludetheuseofdisplays,discounts,coupons,anddemonstrations?A)salespromotionB)directmarketingC)horizontaldiversificationD)publicrelationsE)advertisingAnswer:APage

8、Ref:408AACSB:CommunicationAbilitiesSkill:ConceptObjective:14-1Difficulty:Easy46Copyright©