Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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Which
of the following is a key reason for the failure of an exhibition?
a. | Visitors are of
the wrong type. | c. | Visitors’
and exhibitors’ aims are incompatible. | b. | Exhibitors fail
to set out the stand properly. | | | | |
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2.
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Approximately what percentage of visitors to most exhibitions are
buyers?
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3.
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What
type of problem would you expect exhibitions to help with at the early-KAM
stage?
a. | Building a
social network between the partner companies. | c. | Finding new partners. | b. | Selling more
goods. | | | | |
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4.
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Which
of the following is NOT a stage in the planning of exhibitions?
a. | Decide on the
objectives.
| c. | Organize the
selling of the product on the stand. | b. | Plan support promotions. | | | | |
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5.
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Which
of the following is NOT an alternative to exhibitions?
a. | Road
shows. | c. | Private
exhibitions. | b. | Personal selling. | | | | |
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6.
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What
is a push strategy?
a. | One in which goods are heavily promoted to end
users. | c. | One in which
goods are heavily promoted to both end users and distributors. | b. | One in which
goods are heavily promoted to the distributors. | | | | |
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7.
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Which
of the following is not true?
a. | Sales promotions are less widely used in B2B markets than they
are in B2C markets. | c. | Sales promotions
can be used to motivate the salesforce.
| b. | Sales promotions
are less effective in B2B markets than in B2C markets. | | | | |
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8.
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Which
of the following is NOT a criterion for selecting which exhibition to attend?
a. | Visitor
profiles. | c. | Proportion of
advertising spend available. | b. | Timing of the exhibition relevant to the firm’s business
cycle. | | | | |
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9.
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What
is the approximate cost of a trade-show lead?
a. | $132 in the US, £30 in the UK.
| c. | $25 in the US,
£12 in the UK. | b. | $354 in the US, £85 in the UK. | | | | |
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10.
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Which
of the following is the least likely outcome of an exhibition?
a. | Sales from the
stand. | c. | Improve
relationships with existing customers. | b. | Create new contacts. | | | | |
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