Question 1

Which of the following is NOT true?&#10;A) B2B customers are more likely to seek out information than B2C customers.&#10;B) Mass media is important in B2B markets.&#10;C) Copy is frequently long in B2B communications.

Accepted Answer

Mass media is generally less important in B2B markets compared to B2C markets because B2B marketing often targets a narrower, more specific audience. B2B communications strategies typically focus on direct and personalized communication channels rather than mass media.

Question 2

What is a horizontal trade journal?&#10;A) One which is read by most members of the same industry.&#10;B) One which is read by different professionals from different industries.&#10;C) One which is read by people from one profession who work across different industries .

Accepted Answer

A horizontal trade journal is targeted at readers from one profession but who work across various industries, focusing on topics relevant to that profession regardless of the industry context.

Question 3

Which of the following is NOT true of databases?&#10;A) They can track responses.&#10;B) They can replace the salesforce.&#10;C) They can compare response levels from different media.

Accepted Answer

Databases are tools for organizing, storing, and managing data. They can indeed track responses and compare response levels from different media, which are tasks related to data analysis and reporting. However, they cannot replace the salesforce because the salesforce involves human elements such as customer interaction, negotiation, and relationship building, which are beyond the capabilities of databases.

Question 4

A database which stores data under a single criterion is called:&#10;A) A hierarchical database.&#10;B) A network database.&#10;C) A relational database.

Accepted Answer

A hierarchical database organizes data in a tree-like structure where each record has a single parent, making it based on a single criterion for organizing data.

Question 5

Which of the following is best for translating an advertisement into another language?&#10;A) Use a marketing person who has studied the target language.&#10;B) Use a native speaker of the target language.&#10;C) Use a machine translator.

Accepted Answer

Using a native speaker of the target language ensures that the translation will be culturally and linguistically accurate, capturing nuances and idioms that a non-native speaker or machine translator might miss.

Question 6

What is meant by &#34;Same product, same communication&#34;?&#10;A) An international communication for a product where the use and the need are the same as in the home market.&#10;B) A communication that has become stale through long use.&#10;C) A rule for advertising a product which has not been updated for many years.

Accepted Answer

"Same product, same communication" refers to an international marketing strategy where the product is marketed in the same way abroad as it is in the home market, assuming that the use and need for the product are the same across different markets.

Question 7

What is derived demand?&#10;A) A calculation of future demand based on current figures.&#10;B) Demand derived from marketing activities.&#10;C) Demand created in a B2B market as a result of increased B2C activity.

Accepted Answer

Derived demand occurs when the need for one product or service happens as a result of the demand for another. In this context, it refers to the demand in a business-to-business (B2B) market that arises from demand in the business-to-consumer (B2C) market.

Question 8

Which of these is true of a B2B communication?&#10;A) It is quickly forgotten.&#10;B) It is often saved for future reference.&#10;C) It often uses emotional appeals.

Accepted Answer

B2B communication is typically more information and detail-oriented, focusing on the value and utility of products or services for businesses. As such, it is often saved for future reference to aid in decision-making processes.

Question 9

What is de-duping?&#10;A) Telling the truth in advertising.&#10;B) Removing duplicate names from databases.&#10;C) Checking communications strategies for duplication of effort.

Accepted Answer

De-duping refers to the process of removing duplicate entries from databases to ensure data quality and accuracy.

Question 10

Which of the following is NOT an advantage of integrating marketing communications?&#10;A) Communications can reinforce each other.&#10;B) Greater consistency increases the impact of the message.&#10;C) Fewer salespeople will be needed.&#10;Frankfurt Pump question for Chapter Thirteen

Accepted Answer

Integrating marketing communications primarily focuses on creating a cohesive and consistent message across various marketing channels to strengthen the brand's message and impact. It does not directly relate to reducing the number of salespeople needed, as sales force requirements are determined by factors such as market coverage, customer service levels, and the complexity of the product or service being sold.

Deck 13: Business-To-Business Marketing Communications