which a customer simply repurchases a good or service that has performed satisfactorily in the past.

SaveQuestion 1 (1 point)

A straight re-buy is a recurring purchase decision in

which a customer simply repurchases a good or service that has performed satisfactorily in the past.

Question 1 options:

True

False

SaveQuestion 2 (1 point)

Select the scenario that best illustrates B2B marketing in action.

Question 2 options:

Joe is watching TV and sees a commercial for the new Ford truck.

Michelle is reading a whitepaper created by TXM Automation Co. titled “How Automation Can Save Your Company Money.”

Sarah drives to work and see a billboard for Tower Law Offices.

Matt is on Twitter and sees a Promoted tweet that reads: Dreaming of a Big Deal? Get any size coffee + donut for just $2!

SaveQuestion 3 (1 point)

B2B sales cycles are typically short because the purchasing decision is an emotional buy.

Question 3 options:

True

False

SaveQuestion 4 (1 point)

The executives personal brand is an important factor for B2B marketing.

Question 4 options:

True

False

SaveQuestion 5 (1 point)

Which statement is true?

Question 5 options:

B2B marketing is typically long sales cycle with high sales volumes, low value and short term relationships.

B2B marketing is typically short sales cycles with low sales volumes, high value and long term relationships.

B2B marketing is typically long sales cycles with low sales volumes, low value and long term relationships.

B2B marketing is typically long sales cycles with low sales volumes, high value and long term relationships.

SaveQuestion 6 (1 point)

When an organization is looking to reduce expenses, it is typically the marketing budget that gets cut first.

Question 6 options:

True

False

SaveQuestion 7 (1 point)

It’s most important to have a message that focuses on the features of your product when creating a campaign.

Question 7 options:

True

False

SaveQuestion 8 (1 point)

Perfectionism is very objective and all marketers should strive for perfect.

Question 8 options:

True

False

SaveQuestion 9 (1 point)

One of the best ways to prevent yourself from living in the past is to be a watchful consumer, paying attention to how companies are marketing and selling to you and emulating those best practices.

Question 9 options:

True

False

SaveQuestion 10 (1 point)

Measurement and data is not as important as brand awareness and obtaining awards for your creativity.

Question 10 options:

True

False

SaveQuestion 11 (1 point)

Every element of marketing campaigns can be tested including the target audience, offers, benefits, messaging, media, copy and graphics.

Question 11 options:

True

False

SaveQuestion 12 (1 point)

Select the item that best showcases an example of a company that is focusing on what doesn’t matter.

Question 12 options:

Jim’s Widgets are redesigning their website because they have a goal to increase the conversion rate of online orders by 15% this year.

Peterson & Phillips are preparing for their next trade show. Last year the booth was 10′ x 10′ and this year, they are considering expanding to a 20′ x 10′ booth.

Orbital Inc. is preparing an email campaign to upsell their current customers on the new accessories line that is available.

Elite Systems has evaluated the source of new business from the last 3 years and determined that paying for ads in Plastics Magazine did not generate any new opportunities, so they are cancelling the advertising contract.

SaveQuestion 13 (1 point)

The definition of business-to-business marketing is the organizational purchase of goods or services to support production of other goods and services for daily company operations or for resale.

Question 13 options:

True

False

SaveQuestion 14 (1 point)

Marketing and Sales are typically separate functions within a company and best practices are to keep the marketing people focusing on marketing while the sales people focus on sales. No need for the two functions to communicate.

Question 14 options:

True

False

SaveQuestion 15 (1 point)

ADS’s marketing team is focusing on content marketing for 2018. ADS creates custom point of purchase display systems for retail stores across the US. They also offer a catalog of prefabricated display systems. The goal of the content marketing strategy is both brand awareness and lead generation. Select the strategy that would best suit them.

Question 15 options:

The marketing team at ADS will focus on creating lots of blog posts (targeting 2 new posts a week) about the different products that they offer because the search engines love content. In addition, they will share each blog post on Facebook and Twitter on a weekly basis to keep pushing the message out.

The marketing team at ADS will focus on leveraging the CEO’s LinkedIn profile since he is well connected. Once a week the CEO will post an article on LinkedIn about the benefits of point of purchase displays.

The marketing team at ADS will focus on producing three quality whitepapers. Each topic will resonate with a pain that the industry faces and will be an educational tool. Once someone signs up for the whitepaper, they will then be part of a drip email campaign that nurtures the lead and has compounding value in its messaging.

The marketing team at ADS will make a lot of YouTube videos that demonstrate the display systems in use. These videos will then be shared on other social media channels including Facebook, Twitter and LinkedIn.

SaveQuestion 16 (1 point)

Thought leadership and education is typically how a relationship starts in B2B.

Question 16 options:

True

False

SaveQuestion 17 (1 point)

When asked, where do you typically start your research for a future business purchase, most respondents answered Google.

Question 17 options:

True

False

SaveQuestion 18 (1 point)

Which statement is true?

Question 18 options:

B2B buyers usually know a lot about your company before they even contact you.

B2B buyers typically make buying decisions based on the lowest price in the bidding process.

B2B buyers don’t use social media.

B2B buyers expect you to cold call them if you want to win their business.

SaveQuestion 19 (1 point)

Crowdsourcing is only effective in the B2C marketplace.

Question 19 options:

True

False

SaveQuestion 20 (1 point)

Consistency pays off in B2B marketing. Always-on B2B marketers see better results than discrete campaigns

Question 20 options:

True

False

SaveQuestion 21 (1 point)

How many people on average are now involved in the buying decision process in B2B organizations?

Question 21 options:

1

3

5

7

SaveQuestion 22 (1 point)

Which statement about a SWOT analysis is true?

Question 22 options:

Strengths and Weaknesses are external; Opportunities and Threats are internal.

Strengths and Opportunities are internal; Weaknesses and Threats are external.

Strengths and Weaknesses are internal; Opportunities and Threats are external.

Strengths and Opportunities are external; Weaknesses and Threats are internal.

SaveQuestion 23 (1 point)

Strengths within a SWOT analysis might include:

Question 23 options:

Expertise, financial security, reputation in the marketplace

List of competitors, resources your company does not have

A new market to target, market trends

Upcoming tradeshows, advertising metrics

SaveQuestion 24 (1 point)

Every B2B sales process is the same.

Question 24 options:

True

False

SaveQuestion 25 (1 point)

Content can have an impact on the buyer’s decision to purchase from the vendor.

Question 25 options:

True

False

SaveQuestion 26 (1 point)

Which statement is not a true statement about content marketing?

Question 26 options:

Content marketing engages prospects well before they are ready to buy.

Businesses should utilize content marketing to offer their expertise.

Content marketing should include product pitches and self-endorsement.

Businesses should identify the pain points with a customer and utilize content marketing to solve those pains.

SaveQuestion 27 (1 point)

Content marketing is only effective in the awareness stage of the buying process.

Question 27 options:

True

False

SaveQuestion 28 (1 point)

When creating content for your marketing, you should remain a generalist and only share information that will be attractive to the masses.

Question 28 options:

True

False

SaveQuestion 29 (1 point)

The definition of marketing research is any activity that involves gathering and/or evaluating information to be used to assist the business decision-making process.

Question 29 options:

True

False

SaveQuestion 30 (1 point)

The most effective content to create should always come from the CEO.

Question 30 options:

True

False