市场营销Quiz 10.doc

1. ? An advertising message should get attention, hold interest, arouse desire, and obtain action according to the model known as: A. communication. ? ? B. promotional. ? ? C. AIDA. ? ? D. ACTA. ? ? E. ADIA. ? ? 2. ? The sales force compensation plan that is the most commonly used is: A. straight commission. ? ? B. salary plus bonus. ? ? C. straight salary. ? ? D. salary plus commission plus bonus. ? ? E. salary plus commission. ? ? 3. ? Use of the Web in B2C ________ the use in B2B. A. is equal to ? ? B. is much lower ? ? C. is somewhat lower ? ? D. is slightly higher than ? ? E. far exceeds ? ? 4. ? The following is not a criterion to evaluate database performance. A. purchasing power of purchaser ? ? B. recency of purchase ? ? C. monetary value of purchase ? ? D. frequency of purchase ? ? E. none of the above ? ? 5. ? When Colgate-Palmolive wrap four bars of Palmolive soap together and offer it at a slightly reduced price (per bar of soap) , this product is termed a: A. self-liquidating offer. ? ? B. cents-off promotion. ? ? C. multi-pack. ? ? D. price pack. ? ? E. none of the above ? ? 6. ? When might a sales promotion lead to long-term adoption of a brand? A. when demand is inelastic for the product ? ? B. when the sale promotion is supported by online marketing ? ? C. when the promotion is extremely enticing ? ? D. when the sales promotion is used as an extension of image advertising ? ? E. when demand is elastic for the product ? ? 7. ? Which of the following statements about telemarketing is true? A. Telemarketing will one day eliminate expensive field sales calls. ? ? B. Telemarketing is used in both consumer marketing and business marketing. ? ? C. Effective telemarketing depends on the sales script not the individual reading it. ? ? D. Consumer privacy is not an important consideration for telemarketers. ? ? E. all of the above ? ? 8. ? From a market