大学国际营销Chapter12探讨.doc

Chapter 12—Marketing Communication TRUE/FALSE 1. In effective communication, there are four elements, the sender, the syncopator, the receiver, and the refractor. ANS: F PTS: 1 DIF: Easy REF: p. 382 2. The connector for the message between sender and receiver in communication is known as the pipeline. ANS: F PTS: 1 DIF: Easy REF: p. 382 3. The syncoptor needs to study receiver characteristics before encoding a message in order to achieve maximum impact. ANS: F PTS: 1 DIF: Moderate REF: p. 382 4. The international marketer should be most alert to social noise. ANS: F PTS: 1 DIF: Moderate REF: p. 384 5. Collection andobservation of feedback is necessary only for interpersonal situations ANS: F PTS: 1 DIF: Moderate REF: p. 384 6. Negotiator characteristics (e.g., gender, race, or age) always work against exporters in most cultures. ANS: F PTS: 1 DIF: Moderate REF: p. 386 7. With heavily contested markets, the level of spending will never increase over time. ANS: F PTS: 1 DIF: Moderate REF: p. 388 8. Because of cultural constraints that most exporters face, promotional efforts should be concentrated only on key markets. ANS: F PTS: 1 DIF: Moderate REF: p. 388 9. Governmental clients are typically serviced through sales promotion efforts. ANS: F PTS: 1 DIF: Moderate REF: p. 390 10. The two main concerns when selecting media are effectiveness in reaching the appropriate target market and placingthe advertising in a program that has dominance in strategy, participation, and destination. ANS: F PTS: 1 DIF: Moderate REF: p. 393 11. Direct marketing establishes a relationship with a customer in order to initiate immediate and measurable responses. ANS: T PTS: 1 DIF: Moderate REF: p. 394 12. Telemarketing is byfar the dominant direct-response medium. ANS: F PTS: 1 DIF: Moderate REF: p. 394 13. Database marketing allows the creation of an individual relationship witheach customer or prospect. ANS: T PTS: 1 DIF: Moderate REF: p. 395 14. Seminar missio