3、What is the third step in the AIDA cycle？

A.decision

B.determination

C.desire

D.destination

正确答案：desire

4、Which of the following guidelines is important to remember for collateral development？

A.Use line art whenever possible.

Use line art whenever possible.

Use line art whenever possible.

Use line art whenever possible.

Use line art whenever possible.

Use line art whenever possible.

Use line art whenever possible.

B.Less is more.

C.Keep it simple.

D.Put the customer in the product.

正确答案：Put the customer in the product.

5、Branding is a collection of（）in the mind of visitors.

A.feedback

B.perceptions

C.images

D.motivations

正确答案：perceptions

第四章单元测试

1、In which stage of the product life cycle are distribution channels added as demand for a product increases？

A.Growth

B.Decline

C.Maturity

D.Introduction

正确答案：Growth

2、What benefit does participating in a community visioning process have for CVBs？

A.The process gives CVBs greater direct control over the products it is expected to sell.

B.The process helps the CVB to set its budget for the next year.

C.The process helps the CVB raise awareness of the value of tourism to the community.

D.CVBs recruit new employees from the process.

正确答案：The process helps the CVB raise awareness of the value of tourism to the community.

3、A product can experience rebirth instead of decline if the firm：

A.recreates the product by adding new features or using innovative marketing.

B.allows another company to take over the marketing of the product.

C.sells the product for an extremely low price.

D.significantly increases the advertising budget for the product.

正确答案：recreates the product by adding new features or using innovative marketing.

4、The CVB product marketing dilemma is：

A.Accountability without authority.

B.Destination development.

C.Motivation.

D.Private-sector competition.

正确答案：Accountability without authority.

5、Over which of the traditional four Ps of marketing do CVBs usually have some control？

A.Product

B.Promotion

C.Price

D.Place

正确答案：Promotion

第五章单元测试

1、An activity refers to the physical action taken by the CVB functional area.It helps the CVB and its staff to know whether the activity taken reaches its goal.。