Question 1

Which of the following is a key reason for the failure of an exhibition?&#10;A) Visitors are of the wrong type.&#10;B) Exhibitors fail to set out the stand properly.&#10;C) Visitors' and exhibitors' aims are incompatible.

Accepted Answer

The key reason for the failure of an exhibition is often the incompatibility between the aims of visitors and exhibitors, leading to a lack of engagement and satisfaction for both parties.

Question 2

Approximately what percentage of visitors to most exhibitions are buyers?&#10;A) 70%&#10;B) 40%&#10;C) 10%

Accepted Answer

Typically, only about 10% of visitors to most exhibitions are actual buyers, with the majority being there to browse, gather information, or for other purposes not directly related to making a purchase.

Question 3

What type of problem would you expect exhibitions to help with at the early-KAM stage?&#10;A) Building a social network between the partner companies.&#10;B) Selling more goods.&#10;C) Finding new partners.

Accepted Answer

Exhibitions are a great way to build a social network between partner companies. They provide an opportunity for companies to meet face-to-face, learn about each other's products and services, and build relationships. This can lead to increased collaboration and business opportunities.

Question 4

Which of the following is NOT a stage in the planning of exhibitions?&#10;A) Decide on the objectives.&#10;B) Plan support promotions.&#10;C) Organise the selling of the product on the stand.

Accepted Answer

Organising the selling of the product on the stand is not typically considered a stage in the planning of exhibitions. Planning stages usually focus on setting objectives, designing the exhibition space, and promotional activities rather than the direct selling process.

Question 5

Which of the following is NOT an alternative to exhibitions?&#10;A) Road shows.&#10;B) Personal selling.&#10;C) Private exhibitions.

Accepted Answer

Personal selling is a direct approach to selling where salespeople interact with potential customers on a one-on-one basis, rather than through a public or semi-public event like an exhibition or road show. Exhibitions and road shows are public or semi-public events where products or services are displayed, whereas personal selling involves direct, individual interaction.

Question 6

What is a push strategy?&#10;A) One in which goods are heavily promoted to end users.&#10;B) One in which goods are heavily promoted to the distributors.&#10;C) One in which goods are heavily promoted to both end users and distributors.

Accepted Answer

A push strategy focuses on promoting products to the next entity in the distribution channel, typically wholesalers or retailers, rather than directly to consumers. This approach aims to "push" the product down the distribution channel.

Question 7

Which of the following is not true?&#10;A) Sales promotions are less widely used in B2B markets than they are in B2C markets.&#10;B) Sales promotions are less effective in B2B markets than in B2C markets.&#10;C) Sales promotions can be used to motivate the salesforce.

Accepted Answer

Sales promotions can indeed be effective in both B2B and B2C markets, although the strategies and objectives might differ. The effectiveness of sales promotions in B2B markets can depend on various factors such as the nature of the product, the sales cycle, and the relationship between businesses. Therefore, stating that sales promotions are less effective in B2B markets than in B2C markets is not accurate.

Question 8

Which of the following is NOT a criterion for selecting which exhibition to attend?&#10;A) Visitor profiles.&#10;B) Timing of the exhibition relevant to the firm's business cycle.&#10;C) Proportion of advertising spend available.

Accepted Answer

The proportion of advertising spend available is not a criterion for selecting which exhibition to attend. Selection is typically based on factors like the relevance of visitor profiles and the timing of the exhibition in relation to the firm's business cycle, rather than the budget allocated for advertising.

Question 9

What is the approximate cost of a trade-show contact?&#10;A) $96 in the US.&#10;B) $354.&#10;C) $25.

Accepted Answer

The approximate cost of a trade-show contact in the US is generally considered to be around $96. This figure can vary based on the specific industry, location, and scale of the trade show, but it serves as a common benchmark for estimating the cost of acquiring a contact through trade show participation.

Question 10

Which of the following is the least likely outcome of an exhibition?&#10;A) Sales from the stand.&#10;B) Create new contacts.&#10;C) Improve relationships with existing customers.

Accepted Answer

Sales from the stand are generally less likely compared to creating new contacts or improving relationships with existing customers, as the primary focus of exhibitions is often networking and showcasing rather than direct selling.

Deck 15: Sales Promotion, Exhibitions and Trade Fairs