国际市场营销练习题16章节

Chapter 16

Integrated Marketing Communications and International

Advertising

True / False Questions

1.For most companies, advertising and personal selling are the major components in the marketing communications mix.

2.Sales promotions are short-term efforts directed to the consumer or retailer to achieve such objectives as consumer-product trial or immediate purchase.

3.Of all the elements of the marketing mix, decisions involving advertising are those most often affected by cultural differences among country markets.

4.A market offering is a bundle of satisfactions that the buyer receives.

5.If the message from the source is converted into effective symbolism for transmission to a receiver, the message is decoded.

Multiple Choice Questions

1. ___________ communications are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations.

A. International

B. Integrated marketing

C. Public

D. Management

E. Advertising

2.For most companies, which of the following are the major components in the marketing communications mix?

A. public relations and advertising

B. advertising and trade shows

C. advertising and personal selling

D. advertising and sales promotions

E. direct selling and sales promotions

3.Sales promotions are _____________ efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase.

A. long-term

B. medium-length

C. annual

D. short-term

E. bi-annual

4.Public relations efforts are generally directed toward which of the following?

A. international advertisers

B. foreign competition

C. exchange students

D. international lawyers

E. customers

5.The role of ____________ is to create good relationships with the popular press and other media to help companies communicate messages to their publics.

A. advertising

B. trade shows

C. direct selling

D. sales promotion

E. public relations

Essay Questions

1.Describe the components of integrated marketing communications (IMC).

2.What are sales promotions?