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Exam 4 Study Guide
| Question | Answer |
|---|---|
| Without the use of trade shows to first qualify the sale, how many field sales calls are necessary to close a B2B sale on average? | 3.7 |
| Your trade show visitor wants to create a new direction for her firm. You need to ensure that your booth staff includes___ | Upper Management and Technical Staff |
| Which of the following would be most imprtant to you if your primary trade show objctive was to increase sales 12%? | Conversion efficiancy |
| On average, across all industries and product types, the cost of a field sales call is ____ | $357 |
| Which of the following would be most important to you if your primary trade show objective is to increase brand awareness by 10%? | Attraction Efficiancy |
| You are starting a trade show program. What is the first question that you should ask yourself? | What do you want to achieve by exhibiting? |
| Your trade show prospect is likely to buy within the next 4 months. How should you follow up with this lead? | A telemarketer, or inside sales call |
| The # 1 reason firms exhibit at trade shows is to | Develop qualified sales leads |
| The ability to modify the trade show booth to fit different trade show environments and square footage relates to the booths ___ | Flexibility |
| How much square footage do you need to rent for your trade show booth? (Round up to nearest 10) | 230 |
| How much will your firm save by exhibiting at this trade show? | 51450 |
| What is your contact efficiancy? (enter as a percentage) | 100% |
| What is your conversion efficiancy? (enter as a percent) | 2.8% |
| How much will it cost the firm to rent the necessary floor space at the show? | $1050 |
| What is your attraction efficiancy? (enter as a percent) | 83.3% |
| How much will it cost the firm to construct the booth? | $26,250 |
| 5/8: What is your contact efficiancy? (enter your answer as a percentage) | 90 |
| How many additional sales calls would be necessary to close the new sales? | 100 |
| 5/8: What is your conversion efficiency? (enter your answer as a percentage) | 27.8 |
| ___ provides guidelines for company and advertising agency personnel on how the product is to be positioned in the market place | The creative strategy statement |
| The most successful advertisements directed at business customers tend to focus on | Product benefits |
| The objective task method addresses the major problem of the rule of thumb methods by applying funds to accomplish a specific goal: | So that advertising is a determinant of those results |
| Concerning the allocation of the publication budget among various journals, | The cost per thousand calculation should be based on circulation to the largest audience |
| The formula for calculating advertising cost is | Cost per thousand=cost per page/circulation in thousands |
| In designing advertising strategy, the business marketer should first | Determine advertising objectives |
| Social media | Facilitate targeted, personalized contact across the customer experience landscape |
| Expertise coordination is the process of | Diagnosing customer requirements and assembling an ad hoc team of internal experts who possess the skills to deliver a superior customer solution |
| A key account represents a customer who | Purchases a significant volume as a percentage of a sellers total sales |
| When each industrial salesperson performs all of the selling tasks associated with all of the firms products, and performs these tasks for all customers in a particular territory, the sales force is organized one | A geographical basis |
| ___ is the amount of effort a sales person desires to expend on each of the activities or tasks with his or her job | Motivation |
| By organizing its sales force around retailing, financial services, and the petroleum industry, HP is employing the ___ approach in structuring its sales force | Market-centered |
| 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___ | Employs objective measures (sales results, market share gains) to evaluate performance |
| The ___ measurement approach of salesperson performance is best suited for the emerging emphasis on relationship selling | Behavior based |
| The ___ is a comprehensive, periodic, and systematic evaluation of the firm's marketing operation which analyzes the market environment and the firm's internal marketing activities | Marketing audit |
| The purpose of annual plan control is to | Examine whether the planned performance standards are being achieved |
| The ___ perspective of the balanced scorecard describes the human capital, information capital, and organizational capital that must be aligned with strategy | Learning and growth |
| The process that translates marketing plans into action assignments are executed in a manner to accomplish a plans defined objectives is called | Marketing implementation |
| ___ cost system reveals the links between performing particular activities and the demands that those activities make on the organizations resources | Activity based |
| If a business marketer is particularly concerned with over or under spending on a particular marketing strategy element, such as advertising, which of the following tools would be most useful? | Expense to sales ratio analysis |
| ___ analysis is an assessment of how the firm is doing relative to competition | Market share |
Created by:
m.r.gray
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