Deck 13: Business Marketing Communications

Question 1

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

A)Common
B)Specialty
C)horizontal
D)Vertical
E)Target

Answer 1

C

Question 2

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

A)discussion forums
B)blogs.
C)social networks.
D)Wiki
E)all of the above

Answer 2

E

Question 3

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

A)sales variables.
B)profit variables.
C)intervening variables in the buyer's purchase decision process.
D)all of the above
E)both (b) and (c)

Answer 3

C

Question 4

In formulating advertising messages,the business marketer should:

A)emphasize product and technical specifications.
B)identify general buying criteria of importance to a range of buying center members.
C)use color and illustrations sparingly.
D)both (a) and (b)
E)none of the above

Question 5

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

A)The creative strategy statement
B)The objective-task concept
C)Product position
D)Controlled circulation
E)Advertising objectives

Question 6

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

A)changes in the target market's purchase rate.
B)changes in the target market's product awareness.
C)changes in the target market's product knowledge.
D)both (b) and (c)
E)none of the above

Question 7

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

A)specialty publication.
B)target publication.
C)horizontal publication.
D)vertical publication.
E)common publication.

Question 8

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.

Question 9

Social media:

A)are more effective than traditional media at reaching hard-to-reach prospects.
B)are typically less expensive that print media.
C)facilitate targeted, personalized contact across the customer experience landscape.
D)enhance the impact of trade promotions.
E)all of the above

Question 10

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

A)the physical product.
B)product attributes.
C)product benefits.
D)indirect appeals to action.
E)the price of the advertised product.

Question 11

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

A)the objective-task method.
B)the percentage of sales approach.
C)the competitive parity approach.
D)the affordable approach.
E)the trend line approach.

Question 12

Advertising objectives are typically stated in terms of:

A)sales goals.
B)profit goals.
C)cost constraints.
D)communication goals.
E)market share goals.

Question 13

In designing advertising strategy,the business marketer should first:

A)determine the size of the advertising budget.
B)select appropriate media sources.
C)determine advertising objectives.
D)develop a series of responsive messages.
E)forecast sales.

Question 14

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

A)Affordable
B)percent-of-sales
C)match competitors
D)objective-task
E)Arbitrary

Question 15

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

A)The cost of reaching a prospect at a trade show less than the cost of making a personal sales call.
B)Over 83 percent of all trade show visitors have some buying authority.
C)The average company participates in 45 trade shows per year.
D)all of the above
E)(a) and (b) only

Question 16

An advertising evaluation program would include an assessment of:

A)target markets.
B)media and messages.
C)overall results.
D)buying motives.
E)all of the above

Question 17

Concerning the allocation of the publication budget among various journals,

A)the cost-per-thousand calculation should be based on circulation to the total audience.
B)the cost-per-thousand calculation should be based on circulation to the target audience.
C)the comparison of alternative journals can readily be made by examining their actual page rates (cost-per-page).
D)the comparison of alternative journals can readily be made by examining total circulation.
E)publications with low circulation levels should be avoided.

Question 18

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

A)integrating it with other business components.
B)formulating advertising objectives.
C)evaluating and selecting media.
D)evaluating the effectiveness of the campaign.

Question 19

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

A)Common
B)Specialty
C)Horizontal
D)Vertical
E)Target

Question 20

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:

A)Surveys of Industrial Purchasing Power.
B)Controlled Audience Index.
C)Total Buying Plans.
D)Buying Power Index.
E)Net Buying Influences.

Question 21

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

A)management provides them with the assistance and support needed to meet unusual and nonroutine problems.
B)they perceive themselves to have an active part in determining company policies and standards that affect them.
C)they perceive that their first-line supervisor closely directs and monitors their activities.
D)all of the above
E)(a) and (b) only

Question 22

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?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources; selectively eliminate resource coverage; possible elimination of PCU.
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.
D)Invest a moderate level of sales resources to maintain current position.

Question 23

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

A)A "critical mass" of demand is required to offset the associated costs.
B)Compared to other ways of organizing the sales force, the salesperson has the greatest degree of latitude in choosing which products and customers to emphasize.
C)Several salespersons may be required to meet the diverse product requirements of a single customer.
D)all of the above
E)both (a) and (c)

Question 24

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

A)their time on the job
B) their ability to recruit desired ad hoc members on to their sales team
C)their past experience in new task selling situations
D)all of the above
E)none of the above

Question 25

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."

A)esteem-based
B)behavior-based
C)satisfaction-based
D)outcome-based
E)none of the above

Question 26

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:

A)potential.
B)critical mass.
C)concentration.
D)workload.

Question 27

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

A)potential, workload, dispersion
B)potential, concentration, dispersion
C)potential, competition, concentration
D)potential, workload, competition
E)potential, dispersion, competition

Question 28

The best practices of high-performing salespeople can provide

A)relational adaptiveness to a sales effort
B)Improved role definition to the sales job
C)the opportunity to create relationship congruity
D)relationship quality to the sales team
E)a template for improving the client management process.

Question 29

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

A)Geographical
B)product oriented
C)market centered
D)none of the above

Question 30

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

A)employs objective measures to evaluate performance.
B)emphasizes a compensation system with a large incentive component.
C)monitors and directs the activities of salespeople.
D)indirectly supervises salesperson activities.
E)measures the self-esteem of each salesperson.

Question 31

Expertise coordination is the process of

A)integrating the functions of finance and operations with sales
B) working with top management to help engage the top level managers in the sales process
C)diagnosing customer requirements and assembling an ad hoc team of internal experts who possess the skills to deliver a superior customer solution.
D)evaluating competitive offers and developing plausible approaches for surpassing those offers in the mind of prospective customers
E)All of the above

Question 32

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

A)monitor and direct the activities of salespeople.
B)use subjective measures of salesperson behavior.
C)emphasize a compensation system with a large fixed component.
D)consider the knowledge and presentation skills of the salesperson.
E)all of the above

Question 33

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:

A)a customer basis.
B)a market-centered basis.
C)a geographical basis.
D)a product basis.
E)a cluster basis.

Question 34

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

A)esteem-based
B)behaviour-based
C)satisfaction-based
D)outcome-based
E)none of the above

Question 35

Effective sales training:

A)builds the confidence and motivation of the salesperson.
B)keeps the personal selling function aligned with marketing program objectives.
C)reduces the costs associated with recruiting.
D)all of the above
E)(a) and (b) only

Question 36

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:

A)employs objective measures (sales results, market share gains) to evaluate performance.
B)directly monitors the activities of salespeople.
C)uses subjective measures of salesperson performance.
D)emphasizes a compensation system with a large fixed component.
E)measures the self-esteem and verbal intelligence of each salesperson.

Question 37

The primary objective of the organizational selling center include:

A)acquisition and processing of pertinent marketing-related information.
B)execution of selling strategies.
C)designing the channel structure.
D)all of the above.
E)(a) and (b) only.

Question 38

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

A)Each salesperson requires substantial product and customer knowledge.
B)This is the most costly form of sales organization.
C)Sales personnel may have a tendency to emphasize those products and end-use applications with which they are most familiar.
D)all of the above
E)(a) and (c) only

Question 39

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

A)Geographical
B)Product
C)market-centered
D)Territory
E)national accounts

Question 40

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?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources; selectively eliminate resource coverage; possible elimination of PCU.
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.
D)Invest a moderate level of sales resources to maintain current position.

Question 41

If the territory is geographically dispersed,sales will probably be lower due to time wasted in travel by the salesperson.

Question 42

A key account represents a customer who buys for an organization with geographically concentrated units.

Question 43

The final phase for selecting key accounts centers on the profit potential of a customer.

Question 44

Frequent contact between the salesperson and sales manager is instrumental to the job satisfaction of the salesperson.

Question 45

Salespersons appear to be able to accept authority and direction from a number of different departments in the organization without a significant negative impact on job satisfaction.

Question 46

Business-to-business advertising objectives are usually stated in terms of a specific sales goal.

Question 47

Internally mediated rewards are those controlled and offered by managers or customers.

Question 48

The most common form of sales organization found in the industrial market is the market-centered organization.

Question 49

Although certain mechanical aspects help create awareness and interest in the advertisement,its ultimate success will depend on how well the message is targeted to the benefits sought by the buying influential.

Question 50

The planning and budgeting for trade shows must focus on specific objectives to be accomplished.

Question 51

Most industrial firms spend roughly the same amount of money on advertising as they do on personal selling.

Question 52

From the business marketer's perspective,the cost-per-thousand calculations for various media options should be based on circulation to the target audience,not the total audience.

Question 53

A successful training effort will increase the cost of recruiting.

Question 54

Organizational buyers tend to retain messages that clash with their attitudes,needs,and beliefs.

Question 55

Internet marketing costs far less than direct mail marketing.

Question 56

An example of a planning and control unit or PCU is a sales territory.

Question 57

Generally,social media can augment an offering to expand the value proposition,thereby changing what people buy and how they relate to a brand

Question 58

The organizational buyer may read every word of the ad copy,and find a meaning in it quite opposite from that intended by the advertiser.

Question 59

Measuring advertising effectiveness means assessing advertising's impact on sales.

Question 60

Relationship quality is composed of at least two dimensions: trust in the salesperson and satisfaction with the salesperson.

Question 61

Dell Computer has been developing closer relationships with its corporate customers by setting up Web sites on internal company networks.The system enables individual employees at customer locations to easily order from a pre-approved line of Dell Computers.Discuss how Dell might use direct e-mail advertising to reach employees at these companies and reinforce its Web strategy.

Question 62

While key accounts possess buying power,they are also very demanding customers that are often more costly to serve.If the business marketing firm can have close and important relationships with a rather small set of customers and if these relationships each require a large investment,key accounts must be chosen wisely.Describe the process,along with the specific criteria that the business marketing strategist should use,in selecting the right key accounts.

Question 63

The structure of the buying center in a traditional selling focus is indicated by the ____________________ and a few other individuals are involved in the buying decision.

Question 64

The ____________________statement provides guidelines for the company and advertising agency on how to position the product in the marketplace.

Question 65

Externally mediated rewards are controlled and offered by ____________________or____________________,such as financial incentives,pay,or recognition.

Question 66

Describe the steps that a business marketing manager should follow in developing an appropriate advertising message for a new high-speed packaging system targeted for the food industry.

Question 67

Key account management strategies are emphasized by top-tier business marketing firms like 3M,IBM,and Dow Chemical.Compare and contrast a key account with a regular account.Next,describe how the sales strategy for a key account differs from the traditional selling focus used for regular accounts.

Question 68

For most business marketers,the amount of the promotional budget spent on personal selling far exceeds expenditures on advertising.In addition,it is nearly impossible to evaluate the impact of advertising on industrial sales.Given this situation,should business marketers advertise,and how can they justify advertising if they cannot measure its impact on sales?

Question 69

IBM is reorganizing its marketing and sales operations into 14 worldwide industry groups such as banking,retail,and insurance.In moving away from an organization based on geography,IBM hopes to eliminate turf wars and make itself more responsive to customers.Explain the cost/benefit trade-offs of a market-centered sales organization.What is the nature of the turf wars that plague firms that are organized around products or geographical territories?

Question 70

Relationship marketing activities influence three important drivers of relationship marketing effectiveness including relationship____________________,____________________,and ____________________.

Question 71

The initial stage of developing the business-to-business advertising program entails setting ____________________and defining the____________________.

Question 72

The communications process attempts to take potential buyers sequentially from unawareness of a product to____________________,to brand preference,to conviction that a particular purchase will fulfill their requirements,and ultimately to____________________.