chap12marketing_an introuduction 课后习题答说明.docVIP

PAGE PAGE 1 Marketing: An Introduction, 10e (Armstrong/Kotler) Chapter 12 Communicating Customer Value: Advertising and Public Relations 1) A companys total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing Answer: C Diff: 1 Page Ref: 377 Skill: Concept AACSB: Communication Objective: 12-1 2) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity Answer: B Diff: 2 Page Ref: 377 Skill: Concept AACSB: Communication Objective: 12-1 3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations Answer: C Diff: 2 Page Ref: 377 Skill: Concept AACSB: Communication Objective: 12-1 4) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) direct marketing Answer: D Diff: 2 Page Ref: 377 Skill: Concept AACSB: Communication Objective: 12-1 5) Which of the following is NOT a major category in the promotion mix? A) advertising B) sales promotion C) public relations D) strategic positioning E) direct marketing Answer: D Diff: 2 Page Ref: 377 Skill: Concept AACSB: Communication Objective: 12-1 6) The promotion mix is the companys primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT includ