文档介绍：Chapter municating Customer Value Integrated munication Strategy
Chapter municating Customer Value:
Integrated munication Strategy
1) pany's total munications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that pany uses municate customer value and build customer relationships1>. 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: 402
AACSB: Communication
Skill: Concept
Objective: 14-1
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 promotions
C) personal selling
D) public relations
E) publicity
Answer: B
Diff: 2 Page Ref: 402
AACSB: Communication
Skill: Concept
Objective: 14-1
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
A) sales promotion
B) advertising
C) direct marketing
D) personal selling
E) public relations
Answer: B
Diff: 1 Page Ref: 402
AACSB: Communication
Skill: Concept
Objective: 14-1
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) advertising
Answer: D
Diff: 2 Page Ref: 402
AACSB: Communication
Skill: Concept
Objective: 14-1
5) Which of the following is NOT a major category in pany's promotion mix?
A) sales promotion
B) strategic positioning
C) direct marketing
D) public relations
E) advertising
Answer: B
Diff: 2 Page Ref: 402
AACSB: Communication
Skill: Concept
Objective: 14-1
6) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the ?
A) sales promotion
B) direct marketing
C) publicity
D) public rela