In Deciding Which Trade Shows to Attend, Some Business Marketing

question 53

Multiple Choice

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.

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Definitions:

Behavioral Learning

A theory that explains how people learn new behaviors through conditioning, either by associating two stimuli or by rewards and punishments.

Cue

A signal or stimulus that triggers a specific response or action, often used in behavior and perception.

Drive

An internal state that motivates an individual to satisfy needs or achieve goals.

Response

In the feedback loop, the impact the message had on the receiver’s knowledge, attitudes, or behaviors during the communication process.