B2B chap 15,16

B2B chap 15,16

University

44 Qs

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B2B chap 15,16

B2B chap 15,16

Assessment

Quiz

English

University

Practice Problem

Medium

Created by

Linh Khánh

Used 1+ times

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44 questions

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1.

MULTIPLE CHOICE QUESTION

20 sec • 1 pt

Business-to-business advertising provides a means

reaching inaccessible buying influences

covering unidentified and often unknown buying influences

enhancing the effectiveness of personal selling efforts

all

2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Bussiness-to-bussiness advertising has many benefits. It:

provides an excellent subtitute for personal selling

often creates products preference

a primarily used to heighten a buyer's conviction

enhances sales effectiveness and efficiency

all

3.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

In designing advertising strategy, the business marketer should first

determine the size of the advertising budget

select appropriate media sources

determine advertising objectives

develop a series of responsive messages

4.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

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

common

specialty

horizontal

vertical

5.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

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

changes in the target market's purchase rate.

changes in the target market's product awareness.

changes in the target market's product knowledge.

both (b) (c)

6.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

An advertising evaluation program would include an assessment of

target markets

media and messages

buying motives

overall results

all

7.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

In deciding which trade shows to attend, some business marketing strategies turn to reports pubished by Exhibit Surveys, a company that surveys trade show audiences. Once useul measure that tey provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:

Surveys of industrial purchasing power

Controlled Audience Index

Total Buying Plans

buying Powers Index

Net Buying Influences

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