Deck 12: B2B Communication Strategies: Retaining Customers and Connecting With Potential Buyers

Question 1

What is the purpose of inbound marketing?

A) Wholesaler find retailer
B) Companies find customers
C) Retailers find wholesales
D) Customers find companies
E) Customers find retail stores

Answer 1

D

Question 2

Which one statement best summarizes the purpose of vertical media?

A) Industry specific information
B) General business reports
C) Consulting documents
D) None of the above
E) All of the above

Answer 2

A

Question 3

Are industry trade shows important? Who attends and what do they expect to happen during the show?
Who typically attends or participates in an industry trade show?

A) Wholesalers and retailers
B) Manufactures and distributors
C) Retailers and consumers
D) Only a and b
E) All of the above

Answer 3

D

Question 4

Do you think that a virtual trade show will accomplish the same as a live show?
Which are the most popular methods currently used for inbound marketing?

A) Video tutorials
B) Industry reports
C) Visual Infograms
D) Only a and b
E) All of the above

Question 5

Who benefits financially the most from Co-op advertising programs?

A) Retailers
B) Consumers
C) Wholesalers
D) Sales agents
E) Intermediaries

Question 6

Who benefits the most from a discontinued model allowance?

A) Manufacturers
B) Sales agents
C) Intermediaries
D) Consumers
E) Wholesalers

Question 7

Which one of the following is not an example of a B2B psychological reward?

A) Certificate of achievement
B) Lunch with a famous athlete
C) Membership in advisory panel
D) Performance spiffs
E) VIP tickets to a concert

Question 8

What are the dangers and obstacles involved with international B2B marketing?

Question 9

Explain how inbound marketing works and why it is so effective for B2B companies?

Question 10

How is B2B marketing different than consumer marketing? What are the greatest challenges involved with using IMC?
IMC P

Question 11

What is the first section in an Integrated Marketing Communications plan?

A) Introduction
B) Executive Summary
C) Table of Contents
D) Synopsis
E) None of the above

Question 12

What type of marketing research is included in the final IMC plan?

A) Market research
B) Consumer research
C) Industry research
D) IMC research
E) All of the above

Question 13

Examples of creative concepts for the advertising in the IMC plan can include:

A) Storyboards
B) Scripts
C) Wireframes
D) Layouts
E) All of the above

Question 14

Segmentation strategies in an IMC Plan must include the following categories:

A) Demographic
B) Geographic
C) Psychographic
D) Only a and b
E) All of the above

Question 15

Which of the following is not normally include in an IMC Plan:

A) Marketing objectives
B) Communication strategies
C) Financial statements
D) Sales forecasts
E) Budget recommendations

Question 16

Which is the best type of metric to propose for part of an Integrated Marketing Communication Plan?

A) Social media analytics
B) Market share analysis
C) Funnel model with numbers
D) Algorithm with sales forecast
E) Profit and loss statements

Question 17

Which of the following is also part of the media portion of an IMC Plan?

A) Cost
B) Schedule
C) Specifications
D) Only a and b
E) Only b and c

Question 18

What do corporations need an IMC plan? Do small companies and entrepreneurs need them, too? Explain why.

Question 19

What should be included in a PowerPoint presentation for an IMC plan? How do you keep it interesting, informative, and inspirational?

Question 20

After the IMC plan is approved, then implemented, what is the next challenge?