大学国际营销Chapter12课程.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: Modera