and what measures to be taken.

答案：对

9、When handling claims, it is important to take a positive attitude and be polite.

答案：对

10、A claim can be settled in the following ways:

答案：Making a refund、compensating for the losses、Giving a discount、replacing the faulty goods

第16章 单元测试

1、4 Ps is defined by many marketers as “putting the right product in the right place, at the right price and right time.”

答案：对

2、Distribution channel is a way of selling a company’s product either directly or via distributors.

答案：B. 形式参数

3、Michael Dell was not a strong believer in the power of advertising and frequently stressed its importance in the company’s strategy.

答案：错

4、Marketing shows how to reach to the customers and build long lasting relationship while sales just means selling is the ultimate result of marketing.

答案：对

5、Marketing is more than sales.

答案：对

6、Segmentation means breaking the heterogeneous market into smaller, homogeneous markets.

答案：对

7、Market Targeting only means to develop measure of segment attractiveness.

答案：错

8、Marketing plan is a written document that acts as a guidebook of marketing objectives for the marketing manager.

答案：对

9、Promotion decisions involve________.

答案：Promotion Strategy、Advertising、Public Relations and Publicity、Marketing communication budget

10、This process involves___________.

答案：Market segmentation、Market targeting、Market positioning 第17章 单元测试

1、Advertising works best when it’s developed to meet one goal at a time.

答案：对

2、Internet advertising, once seen as the mainstay of media advertising, is facing numerous challenges from alternative media, especially interactive and social media.

答案：错

3、The television is the fastest growing advertising media

答案：错

4、Handheld devices, such as cellphones, smartphones, portable computers and other wireless devices, make up the growing mobile device market.

答案：对

5、Indoor billboards are large structures located near transportation points intending to attract the interest of people traveling on roads or public transportation.

答案：错

6、Advertising can serve as a reminder to consumers.

答案：对

7、Advertisement can differentiate the product from its competitors.

答案：对

8、Advertisement can induce consumers to try the product.

答案：对

9、Print publications such as magazines, books, newspapers and __ (such as annuals) offer a variety of advertising opportunities.

答案：Special Issue publications