Question 1

Important social media to be considered by B2B marketers would be focused on

Accepted Answer

[e] All of the above

Question 2

Social media

Accepted Answer

[c] facilitate targeted, personalized contact across the customer experience landscape.

Question 3

In designing advertising strategy, the business marketer should first:

Accepted Answer

[c] determine advertising objectives.

Question 4

Advertising objectives are typically stated in terms of:

Accepted Answer

[d] communication goals.

Question 5

____ provides the guidelines for company and advertising agency personnel on how the product is to be \"positioned\" in the marketplace.

Accepted Answer

[a] The creative strategy statement

Question 6

A useful method for determining the size of the business or industrial advertising budget is:

Accepted Answer

[a] the objective-task method.

Question 7

In formulating advertising messages, the business marketer should:

Accepted Answer

[e] none of the above

Question 8

The most successful advertisements directed at business customers tend to focus on:

Accepted Answer

[c] product benefits.

Question 9

Which method for determining advertising expenditures focuses on the communications effects of advertising, not on the sales effects?

Accepted Answer

[d] objective-task

Question 10

Concerning business-to-business advertising media, _____ publications are directed at a specific industry and may be read by everyone from foreman to company president.

Accepted Answer

[d] vertical

Question 11

Concerning business-to-business advertising media, the publications Purchasing, Advertising Age, and Materials Handling Engineering would be classified as a:

Accepted Answer

[c] Horizontal Publication

Question 12

Concerning business-to-business advertising media, _____ publications are directed at a specific task, technology, or function, whatever the industry.

Accepted Answer

[c] Horizontal

Question 13

Concerning the allocation of the publication budget among various journals,

Accepted Answer

[b] the cost-per-thousand calculation should be based on circulation to the target audience.

Question 14

In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:

Accepted Answer

[d] both (b) and (c) - awareness & knowledge

Question 15

Measuring industrial advertising effectiveness involves an assessment of advertising\'s impact on:

Accepted Answer

[c] intervening variables in the buyer\'s purchase decision process.

Question 16

An advertising evaluation program would include an assessment of:

Accepted Answer

[e] all of the above

Question 17

The cost of reaching a prospect at a trade show is approximately:

Accepted Answer

[c] $250

Question 18

Which of the following statements concerning trade shows is(are) accurate?

Accepted Answer

[d] all of the above

Question 19

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful measure that they provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:

Accepted Answer

[e] Net Buying Influences.

Question 20

The final, and critical, step for managing Business-to-Business advertising is:

Accepted Answer

[d] evaluating the effectiveness of the campaign

Question 21

An advertising objective must:

Accepted Answer

[d] all of the above

Question 22

Which of the following statements regarding advertising expenditures is incorrect?

Accepted Answer

[a] Because advertising is a relatively large part of the total marketing budget for business firms, managers tend to follow simple rules of thumb (e.g., allocate 1% of sales to advertising).

Question 23

The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:

Accepted Answer

[a] so that advertising is a determinant of those results.

Question 24

The formula for calculating adverting cost is:

Accepted Answer

[a] Cost per thousand = Cost per page / Circulation in thousands.

Question 25

Direct mail is commonly used for:

Accepted Answer

[d] all of the above.

Question 26

Which of the following statements regarding direct mail is incorrect?

Accepted Answer

[b] Direct mail is a viable medium when potential buyers cannot be clearly identified.

Question 27

An e-mail list can be created by:

Accepted Answer

[d] all of the above

Question 28

An evaluation of an advertising campaign will usually measure:

Accepted Answer

[d] all of the above

Question 29

In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful tool that they provide measures the percentage of the audience planning to buy the products being exhibited within the next 12 months. This is called:

Accepted Answer

[c] Total Buying Plans.

Question 30

A model of \"lead efficiency\" is calibrated using the firm\'s:

Accepted Answer

[e] a and c only

Question 31

Which of the following statements is (are) true about the Internet\'s impact on marketing communications?

Accepted Answer

[d] all of the above

Question 32

Which of the following are advantages of the objective-task method of setting advertising budgets?

Accepted Answer

[a] Advertising is determinant of results, not a consequence.

Question 33

The important elements of perception include:

Accepted Answer

[a] attention

Question 34

Horizontal publications are more effective for business marketers when:

Accepted Answer

[e] only b and c

Question 35

Characteristics of effective B2B print ads include:

Accepted Answer

[e] only a and b

Question 36

Recent research has indicated that the indirect communication effects of advertising include:

Accepted Answer

[e] only a and b

Question 37

The benefits of having a trade show exhibit to business marketers include:

Accepted Answer

[d] all of the above

Question 38

Which of the following factors should be considered when planning an effective trade show communications strategy?

Accepted Answer

[d] all of the above

Question 39

Which of the following represent common trade-show objectives?

Accepted Answer

[d] all of the above

Question 40

Indices of trade show performance include:

Accepted Answer

[d] all of the above

Question 41

High-performing salespeople are generally set apart from low performing sales people on the basis of:

Accepted Answer

[b] their ability to recruit desired ad hoc members on to their sales team

Question 42

Expertise coordination is the process of

Accepted Answer

[c] diagnosing customer requirements and assembling an ad hoc team of internal experts who possess the skills to deliver a superior customer solution.

Question 43

The best practices of high-performing salespeople can provide

Accepted Answer

[e] a template for improving the client management process.

Question 44

The product-oriented sales organization presents which of the following disadvantages?

Accepted Answer

[e] both and c

Question 45

When each industrial salesperson performs all of the selling tasks associated with all of the firm\'s products, and performs these tasks for all customers in a particular territory, the sales force is organized on:

Accepted Answer

[c] a geographical basis

Question 46

The geographical sales organization structure presents which of the following disadvantages?

Accepted Answer

[e] a and c only

Question 47

By organizing its sales force around retailing, financial services, and the petroleum industry, Hewlett-Packard is employing the _____ approach in structuring the sales force.

Accepted Answer

[c] market-centered

Question 48

Effective sales training:

Accepted Answer

[d] all of the above

Question 49

Salespersons tend to have a high level of job satisfaction when:

Accepted Answer

[d] all of the above

Question 50

Sales managers use a variety of measures to evaluate salesperson performance. When the measurement system is behavior-based, the sales manager:

Accepted Answer

[c] monitors and directs the activities of salespeople.

Question 51

Both behavior-based and outcome-based measures are used by sales managers to evaluate salesperson performance. When the system is outcome-based, the sales manager:

Accepted Answer

[a] employs objective measures (sales results, market share gains) to evaluate performance.

Question 52

In the sales performance literature, recent evidence suggests that a strict reliance on the ____ measurement approach may not produce the desired sales or marketing results because it \"has lulled some sales executives into thinking that important sales outcomes could be reasonably accomplished without intense management reinforcement.\"

Accepted Answer

[d] outcome-based

Question 53

The _____ measurement approach of salesperson performance is best suited for the emerging emphasis on relationship selling.

Accepted Answer

[b] behavior-based

Question 54

Using the behavior-based measurement approach to salesperson performance, sales managers:

Accepted Answer

[e] all of the above

Question 55

Concerning the level of sales that a salesperson might achieve in a particular territory, which specific territory traits appear to be most important?

Accepted Answer

[b] potential, concentration, dispersion

Question 56

The characteristic of a sales territory that refers to the degree to which potential is available in the larger accounts in a particular territory is called:

Accepted Answer

[c] concentration

Question 57

The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity but low sales organization strength. This suggests which of the following sales resource assignments?

Accepted Answer

[c] Either direct a high level of sales resources to improve position and take advantage of opportunity or shift resources to other planning and control units.

Question 58

The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity but high sales organization strength. This suggests which of the following sales resource assignments?

Accepted Answer

[d] Invest a moderate level of sales resources to maintain current position.

Question 59

The primary objective of the organizational selling center include:

Accepted Answer

[d] all of the above

Question 60

A _____ sales organization is especially appropriate when the product line is large or diverse.

Accepted Answer

[b] product oriented

Question 61

A key account represents a customer who:

Accepted Answer

[c] involves several organizational members in the purchasing process.

Question 62

Responsibility for recruiting salespersons may lie with:

Accepted Answer

[d] all of the above

Question 63

Motivation to perform is thought to be related strongly to:

Accepted Answer

[d] a and b only

Question 64

Job satisfaction is theorized to decline when the salesperson\'s perception of his/her role is:

Accepted Answer

[e] b and c only

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