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1) A company's total marketing communications mix consists of a

Question : 1) A company's total marketing communications mix consists of a : 1408433

 

1) A company's 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. Which of the following terms best describes this communications mix?

A) the product mix

B) product line filling

C) the promotion mix

D) the price mix

E) horizontal diversification

2) Which of the following is one of the five major promotion tools?

A) market penetration

B) strategic positioning

C) product line filling

D) market diversification

E) direct marketing

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

4) 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

5) Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

A) sales promotion

B) personal selling

C) direct marketing

D) public relations

E) advertising

6) Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

A) sales promotion

B) direct marketing

C) horizontal diversification

D) public relations

E) advertising

7) ________ includes sales presentations, trade shows, and incentive programs.

A) Direct marketing

B) Sales promotion

C) Personal selling

D) Public relations

E) Advertising

8) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

A) sales promotion

B) personal selling

C) public relations

D) direct marketing

E) advertising

9) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?

A) sales promotion

B) direct marketing

C) horizontal diversification

D) public relations

E) advertising

10) Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

A) sales promotion

B) direct marketing

C) advertising

D) public relations

E) horizontal diversification

 

 

 

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