课后练习:

1.Sales promotion consists of those promotional activities _____ advertising, personal selling, and publicity.

A other than B would rather C rather than D more than

2.As such, any promotional activities that do not _____the other three activities of the promotion mix are considered as sales promotion.

A fall down B fall behind C fall under D fall back on

3.For purpose here, promotion is a broad term that _____ sales promotion as well as the other three promotional activities.

A company B encompassed C encompasses D camp

4._____ self-sustaining, its function is to supplement advertising, personal selling, and publicity.

A Not being B Not to be C Not have been D Not having been

5.Its TV commercials on the 4th of July and Thanksgiving Day were spots _____ in California with American actors.

A film B filmed C filming D to film

6.To _____its advertising effort, the company used a variety of sales-promotion techniques.

A supply B supplement C sample D implement

7. It made posters, bunting, flags, pennants, T-shirts, and sweatshirts _____ to pubs and discos for promotional parties.

A avail B availability C available D availably

8.Moreover, American disc jockeys were _____to program American music nights.

A brought about B bought in C ought to D brought in

9. Sales promotion is not _____ to the stimulation of demand at the consumer level.

A restricted B restrict C strict D restriction

10.In order to get Thai middlemen to carry Foremost's dairy products, the company used ______ and conditional sales contracts to provide small retail outlets and restaurants with freezers for $1 if contract terms were met.

A leaving B leasing C leaf D leader

11.Foremost also had to convince these resellers_____ other products in the freezers and _____freezer units at night to save electricity.

A not to store, not to unplug B not store, not unplug

C to store, to unplug D not to store, to unplug

12.A survey of executives conducted by Stimulus, Canada's ______ advertising journal, revealed a shift from media advertising to sales promotion.

A lead B leaving C leading D left

13._____ five years ago, three of five firms had moved to spend more of their advertising budget on such non-media alternatives as trade shows, point-of-purchase displays, and publicity.

A Compared with B Compare with C Comparing with D To compare with

14.If the same decision-making pattern is prevalent outside the United States, sales promotion should prove to be just as _____.

A dispensable B indispensable C disputable D independent

15.A Japanese firm created a great deal of excitement in Thailand by including game cards in its detergent boxes, and consumers could not resist _____ more and more in search of the winning cards.

A to buy B buy C buying D bought

16.Stores _____ the display, and their salespeople or sales clerks were made _____the program and benefits.

A were informed of, aware of B informed of, aware of C informing of, unaware of D were informed of, unaware of

17.The effectiveness of sales promotion can be _____ by psychological barriers, and this fact is _____ middlemen as well as consumers.

A tempered, supplied to B temper, applicable to

C tempered, applicable to D tempered, apply to

18.Much like many other marketing aspects, sales-promotion methods may _____.

A have modified B have to be modified C to modify D have be modified

19. The techniques employed, to be effective, should be _____ local preference.

A insist on B considered as C consist of D consistent with

20. Philips offered a set of dominoes as a _____ for electricity purchase in Brazil, where the game is national pastime and electrical products are treated as commodities.

A premium B principle C prime D promise

21.Since the company's name was on the back of every domino, electricians were often _____ of the brand.

A reminded B remembered C memorized D minded

答案：1A 2C 3C 4A 5B 6B 7C 8D 9A 10B 11A 12C 13A 14B 15C 16A 17C 18B 19D 20A 21 A