B2B MCQ: B2B Chapter 13

Indices of trade show performance include:

a. attraction.

b. contact.

c. conversion efficiency.

d. All of the above.

e. Only (b) and (c).

Answer: D

Which of the following represent common trade-show objectives?

a. Identification of decision influencers.

b. Handling current customer problems.

c. Providing product, service, and company information.

d. All of the above.

e. Only (a) and (c).

Answer: D

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

a. The focus of the marketing efforts.

b. The appropriate show mix.

c. The functions performed by the trade show in the total marketing communications program.

d. All of the above.

e. Only (a) and (c).

Answer: D

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

a. the ability communicate with a large and interested audience.

b. free publicity.

c. the generation of sales leads.

d. All of the above.

e. Only (a) and (c).

Answer: D

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

a. increased word-of-mouth communications.

b. increased overall company reputation.

c. improved logistics performance.

d. All of the above.

e. Only (a) and (b).

Answer: E

Characteristics of effective B2B print ads include:

a. the use of a "rational approach."

b. a clear description of the product and its benefits.

c. a detailed listing of most pricing considerations.

d. All of the above.

e. Only (a) and (b).

Answer: E

Horizontal publications are more effective for business marketers when:

a. their product has applications in only a few industries.

b. many industries are potential users

c. well-defined functions are the principal buying influencers.

d. All of the above.

e. Only (b) and (c).

Answer: E

The important elements of perception include:

a. attention.

b. interpretation.

c. benefits.

d. Only (a) and (b).

e. Only (b) and (c).

Answer: A

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

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

b. Easy to use and familiar to management.

c. Must use instinct for identifying proper level of expenditures to reach goals.

d. All of the above.

e. Only (a) and (c).

Answer: A

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

a. Changed from a one-way to a two-way process.

b. Customization of advertising messages.

c. Improved customer service.

d. All of the above.

e. Only (a) and (b).

Answer: D

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

a. historical sales lead and lead conversion-to-sale data.

b. total number of sales booths at past shows.

c. gross margin.

d. all of the above.

e. (a) and (c) only.

Answer: E

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:

a. Surveys of Industry Purchasing Power.

b. Controlled Audience Index.

c. Total Buying Plans.

d. Buying Power Index.

e. Net Buying Influences.

Answer: C

An evaluation of an advertising campaign will usually measure:

a. awareness.

b. recall.

c. motivation.

d. all of the above.

e. (a) and (b) only.

Answer: D

An e-mail list can be created by:

a. offering an e-mail alert service.

b. asking for e-mail addresses in direct mail campaigns.

c. collecting e-mail addresses at trade shows.

d. all of the above.

e. (b) and (c) only.

Answer: D

Which of the following statements regarding direct mail is incorrect?

a. Direct mail is efficient when compared to other media.

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

c. A direct mail advertisement typically gains the full attention of the reader.

d. Direct mail can accomplish all of the major advertising functions.

Answer: B

Direct mail is commonly used for:

a. corporate image promotion.

b. sales force support.

c. distribution channel communication.

d. all of the above.

e. (a) and (b) only.

Answer: D

The formula for calculating adverting cost is:

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

b. Cost per thousand = Circulation in thousands / Cost per page.

c. Cost per page = Cost per thousands / Circulation in thousands.

d. Cost per page = Circulation in thousands / Cost per thousands

Answer: A

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

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

b. so that advertising is a consequence of those results.

c. because the manager does not have to have some knowledge or instinct for the proper relationship between expenditure level and communication response.

d. none of the above.

Answer: A

Which of the following statements regarding advertising expenditures is incorrect?

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).

b. The fundamental problem with percentage-of-sales rules is that they implicitly make advertising a consequence rather than a determinant of sales and profits.

c. Percentage-of-sales rules suggest that the business advertiser reduce advertising when sales volumes decline.

d. The decision to "match the competition's level of advertising spending" is an example of a rule of thumb philosophy.

Answer: A

An advertising objective must:

a. specify what is to be achieved and when.

b. be measurable.

c. be realistic.

d. all of the above.

e. (a) and (c) only.

Answer: D