国际市场营销学 （原书第18版）测试题 Chapter 16 — Integrated Marketing Communications and International Advertising.docx

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InternationalMarketing,18e(Cateora)

Chapter16IntegratedMarketingCommunicationsandInternationalAdvertising

1)Formostcompanies,tradeshowsanddirectsellingarethemajorcomponentsinthemarketingcommunicationsmix.

2)Salespromotionsaremarketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation.

3)Contests,sweepstakes,andsponsorshipofspecialeve