id&qtp&qim&qil&qtx&qca&qia&qrm&qnxt&qprv&qalb&subj&wght&pts&flr&ded&layout&qfixed&qptsbyans&flags
xCPSMexa.001&mcs&0&&An incentive-based compensation system for marketing professionals requires companies to:&provide clearly defined objectives.&develop incentives for other managers.;allocate a portion of every project's costs to fund the incentive system.;schedule marketing managers' annual reviews after a firm's fiscal year.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.002&mcs&0&Y&One of the most important things clients want to see in a project interview is a:&review of their needs and concerns and how the team will deliver their project.&well orchestrated team that can work well together.;dramatic representation of similar past projects.;presentation of the firm's background and relevant experience to perform the job.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.003&mcs&0&&Enforceable contracts clearly state, in simple language, the responsibilities of both parties, the time frame for services, and the:&method of payment.&MBE firm utilization.;early completion incentives.;amount of withholding.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.004&mcs&0&&To ensure the integrity of a database system, information must be:&consistent.&numeric.;relational.;purged.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.005&mcs&0&&Mailings to current and past clients will have the greatest impact if they:&are tailored to the clients' needs.&are limited to one page.;contain a lot of white space.;are easy to read.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.006&mcs&0&&The primary purpose of a prebrief is to:&help the parties to get to know each other better.&discuss a firm's history.;formally present a firm's qualifications.;establish name recognition.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.007&mcs&0&Y&The best reason to attend trade/business association meetings is to:&meet people and develop relationships.&follow up on a lead and set an appointment.;introduce yourself and exchange business cards.;conduct research and assess the competition.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.008&mcs&0&Y&To be effective, business development efforts should be part of an integrated program.  The framework of the program should be the:&marketing plan.&business plan.;strategic plan.;public relations plan.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.009&mcs&0&Y&A marketing budget allocates:&time and money required to meet the firm's marketing goals.&money for the purpose of creating the firm's identity.;time and money to ensure the overall profitability of the firm.;dollars to the firm's overall budget for evaluating the success of the firm's marketing goals.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.010&mcs&0&&A firm must have a go/no-go process to evaluate an RFP so that the firm can:&honestly and objectively analyze the probability of successfully securing the job.&determine whether the client knows the competition.;evaluate whether the marketing budget includes the cost of proposal preparation.;successfully understand the firm's strengths and weaknesses.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.011&mcs&0&&If a decision is made not to pursue an RFP, it is important to:&respond promptly to the client with a clear explanation.&catalog and file the RFP for future reference.;notify the principals in the firm.;notify the marketing department as soon as the decision has been made.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.012&mcs&0&Y&The one essential component in preparing for a successful presentation is:&developing a strategy.&knowledge of the industry.;graphics.;experience with the firm.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.013&mcs&0&Y&The best way to set and monitor the proposal schedule, budget, and continuity is by:&selecting a proposal manager.&setting the cost to prepare the proposal.;selecting the right printer for the job.;selecting the right subconsultants for the project.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.014&mcs&0&Y&A cardinal rule of proposal development is:&never disregard any information requested in the RFP.&know who is on the selection committee.;the proposal must look professional.;never spend more than 10% of the marketing budget.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.015&mcs&0&Y&The professional references included in a proposal should be:&contacted each time a proposal including them is prepared.&listed in the front of the proposal.;listed in alphabetical order.;listed with their position.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.016&mcs&0&&Win or lose, a postmortem debriefing on a proposal is beneficial for determining:&the effectiveness of the proposal.&the client's view of the project.;whether the cost of the proposal generation was worthwhile.;whether the client liked the firm.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.017&mcs&0&Y&The key purpose of a marketing plan is to:&set targets and focus marketing dollars where they will be the most effective.&unite the principals in the firm.;analyze the strengths and weaknesses of the firm.;establish proposal format standards.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.018&mcs&0&Y&A good marketing plan is based on:&current and historical information about markets, clients, competitors, and the firm's resources.&the firm's staffing and ability to react to the marketplace.;the condition of the current economy.;the success of the firm's marketing director.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.019&mcs&0&Y&Marketing tools are used to move people to purchase the firm's professional services.  The sequence is commonly: unawareness,awareness, comprehension, conviction, and:&action.&satisfaction.;motivation.;comparison.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.020&mcs&0&Y&One purpose of marketing is to seek out prospects and turn as many as possible into clients.  This task focuses on two areas: exposure to the firm and:&persuasive education of the client.&strategy of the principals.;advancing awareness of the public.;understanding industry.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.021&mcs&0&Y&The four commonly described organizational structures are entrepreneurial, functional, matrix, and:&divisional.&participative.;pyramid.;vertical.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.022&mcs&0&Y&A formal written agreement between firm and client that develops team building,creates mutual trust and respect for each other's roles, and recognizes each other's risk is most commonly referred to as a/an:&partnering agreement.&joint venture.;consortium agreement.;alliance agreement.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.023&mcs&0&Y&When developing a strategic plan, the best sequence is to:&state the company's purpose, state the company's goals and objectives,develop a strategy, develop a marketing plan.&state the company's goals and objectives, state the company's purpose,develop a marketing plan, develop a strategy.;develop a mission statement for the firm, determine ROI, develop a marketing plan, develop strategies.;state the company's purpose, state company's goals and objectives, develop a marketing plan, develop strategies.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.024&mcs&0&Y&Which of the following types of clauses in a contract represents the <i>greatest</i> potential risk to a general contractor on a construction project?&Indemnity &Warranty;Contract administration;Insurance&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.025&mcs&0&Y&A marketing professional is interested in obtaining more specific information on a contractor regarding recent projects, financial statements, and licenses it holds.  Which of the following forms should the contractor submit?&Standard AIA 315 form for contractors&Standard AIA 255 form for contractors;Standard AGC 201 form for contractors;Standard AGC 315 form for contractors;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.026&mcs&0&&A construction firm has targeted several large industrial and manufacturing firms that work only with firms with successful safety programs.  The firm recently won a coveted national safety award.  Which of the following approaches would <i>most effectively</i> reach the targeted companies?&Developing a direct mail piece specifically for the targeted companies&Adding a tagline to existing advertising;Writing an article for a targeted trade publication;Sending a press release to current clients and the press;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.027&mcs&0&&The plan that states a company's mission(s), growth strategies, investment decisions, and current objectives and goals, and that may include details such as financial and personnel strategies, is typically called a/an:&business plan.&marketing plan.;long-range plan.;operations plan.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.028&mcs&0&&Information obtained from project debriefings:&is a form of market research.&aids in client retention.;is required for strategic planning.;should be included in a project database.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.029&mcs&0&Y&Market research should be:&conducted on an ongoing basis.&conducted on a need-to-know basis.;conducted by an unbiased outside consultant.;a primary function of MIS.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.030&mcs&0&Y&A marketing plan is most effective when based on:&current and historical information about markets, clients, and firm resources.&the principal's specific areas of expertise.;projected information on economic conditions and inflationary factors.;identified financial and staffing goals.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.031&mcs&0&Y&Target market selection is most effective when based on:&SWOT analysis and desires of principals.&acceptance within the industry structure.;financial potential for long-term stability and organizational growth.;political changes affecting an industry.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.032&mcs&0&Y&The marketing plan development sequence should be:&goals, strategies, action plan, schedule, budget.&strengths, weaknesses, opportunities, threats, financial.;markets, structure, costs, policies, goals, desires.;opportunities, threats, financial, review.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.033&mcs&0&Y&The best approach to finalizing a marketing plan is to:&outline responsibilities and get commitments.&modify the plan to meet each individual's goals.;communicate only small pieces of the process.;work with those who are receptive.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.034&mcs&0&&Before selecting a marketing information system, it is important to:&determine how the system will benefit the marketing effort.&identify trends in laptop technology.;use financial software review for cost input.;provide each user with a working knowledge of network design.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.035&mcs&0&&An effective contact network can save substantial time by:&validating information on clients and projects.&designing a firm's marketing strategy.;providing coverage when a firm is understaffed.;providing information on fees.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.036&mcs&0&Y&The purpose of the presentation is to:&sell the decision makers on why the firm is best for this job.&tell the client what they want to hear.;allow more people to participate in business development.;show that the firm is providing exceptional design services.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.037&mcs&0&&<i>Market segmentation</i> is the process of targeting:&prospects and clients with similar needs.&competitors with similar experience and processes.;firms with similar experience and processes.;consultants with similar needs.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.038&mcs&0&&The term <i>market position</i> refers to:&how the market perceives a firm compared with the firm's competition.&how a firm perceives itself compared with its competition. ;where a firm is geographically located within the market matrix.;how the market responds to economic fluctuations.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.039&mcs&0&&Value pricing is easiest to accomplish if a firm has:&a service that is in high demand.&many junior-level staff.;a large multiphased project.;a client who prefers cost plus fixed-fee contracts.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.040&mcs&0&Y&Successful implementation of a marketing plan depends upon the participation of people involved in plan development and:&who will implement the plan.&the persons controlling the money.;the executives in charge of implementing the plan.;the managers responsible for administering the plan.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.041&mcs&0&&The best way to develop a credible marketing budget is to base it on:&each item in the marketing plan.&a set percentage of a firm's projected gross revenue.;last year's budget.;a set percentage of a firm's projected fees.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.042&mcs&0&&Besides a firm's name and phone number, a contact name, and the date, press releases should begin with which of the following?&A descriptive title and a brief narrative describing why the subject is newsworthy&The history of the firm and a brief narrative describing why the subject is newsworthy;An eye-catching title and a complete narrative of the subject with supporting information;The key points of the subject in bulleted list form and a complete narrative of the subject with supporting information&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.043&mcs&0&&The most effective training programs are ongoing and:&combine in-house and out-of-house programs.&feature a series of in-house sessions.;are taught by outside facilitators.;use interactive presentation technology.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.044&mcs&0&&The <i>staff utilization ratio</i> is the ratio of total:&direct labor to total labor.&indirect labor to total labor.;direct labor to total indirect labor.;labor to total net profit.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.045&mcs&0&&Public information about an organization's capital improvement programs is an excellent source for:&determining upcoming projects and budgets.&obtaining information on industry building trends.;identifying key decision-makers in the organization.;gathering information on competitors' work.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.046&mcs&0&&Cold calling can be an effective marketing tool when a marketing professional:&has something unique to offer.&wants direct contact with clients.;offers services that are in great demand.;wants quick results.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.047&mcs&0&&The primary purpose of a contact management program is to:&consistently track business development pursuits.&monitor business development spending.;collect and organize project-related data about client contacts.;track economic information.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.048&mcs&0&&When choosing subconsultants for a project team, what is the most important question that should be asked?&Do they fit well with the team and the project?&Are they local?;Are they on other teams?;Have we worked with them before?&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.049&mcs&0&&The primary goal of a proposal cover letter is to:&inform a client why a marketing professional's team should be selected.&provide an executive summary.;describe the expertise of a marketing professional's team.;explain a marketing professional's understanding of a project.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.050&mcs&0&&Typically, the least profitable contracting method for professional services firms is:&hourly not to exceed.&lump sum.;time and materials.;hourly.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.051&mcs&0&Y&The principals in the firm have asked for assistance in determining the best way to reinforce the firm's values and culture.  A marketing professional's primary response should be to focus on:&behavior.&image.;the mission statement.;public relations.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.052&mcs&0&Y&The primary purpose of a publicity plan is to:&identify the most beneficial ways to promote the firm.&outperform the competition.;establish regular contacts with the media.;sell the company's services.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.053&mcs&0&&A firm is developing its strategic plan and the SWOT analysis is complete.  The marketing professional plans to hold a retreat during which participants will analyze the information collected.  The <i>primary</i> goal of this retreat should be to:&set an overall direction for the firm's future.&write the goals and objectives of the strategic plan.;assign action items for follow-up.;hold a brainstorming session for strategies.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.054&mcs&0&&If a firm's goal is to increase the amount of work it does for existing clients, the firm's marketing professional can achieve this most effectively by focusing on:&the technical staff.&promotional material.;proposals.;the production process.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.055&mcs&0&&Information such as a firm's earnings for the past 2 years and the firm's success ratio by project type would be gathered as part of a/an:&internal marketing audit.&SWOT analysis.;materials review analysis.;GAAP audit.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.056&mcs&0&Y&The firm's proposal has been shortlisted and the marketing professional has been asked to help develop the content for the presentation.  The most important element to focus on in the presentation will be the:&client's needs and concerns.&project's challenges.;technical expertise and credentials of the firm's team.;firm's special services.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.057&mcs&0&&In mentoring junior marketing professionals, it is most important to:&provide prompt and detailed appraisals of their performance.&grant them ample time to do their assignments well.;allow them to work with several different professionals within a firm.;encourage them to attend professional conferences and seminars.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.058&mcs&0&&A marketing professional is coaching the members of a project team who will be making a presentation to a client.  To improve their performance, the professional should:&be sure that the presenters know the material well and believe in its importance.&help the presenters memorize their parts.;encourage peer pressure from team members to motivate them to improve.;forego rehearsals and dry runs so that the presenters don't become nervous.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.059&mcs&0&&When revising a firm's written communication package (e.g., a brochure), the most important step is to:&develop a clear compelling message that differentiates the firm from its competition.&find a graphic designer whose work reflects the firm's image.;form a review and development committee that represents each segment of the firm.;review the firm's current materials and compile all useful items for possible reuse.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.060&mcs&0&Y&The purpose of a proposal cover letter is to:&communicate the team's unique competitive advantages.&summarize the project team's expertise.;express the firm's enthusiasm for the project.;clearly explain the proposal package being submitted.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.061&mcs&0&Y&In debriefing prospective clients who have not selected a proposal, it is most effective to:&ask what qualities they liked in the winning team.&find out who the real decision-makers were in the selection process.;present the strengths of the firm.;supply a check-off list from which they can choose the reasons the firm wasn't selected.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.062&mcs&0&&In a client-based marketing program, a firm targets clients on the basis of:&their ability to produce regular, ongoing work for the firm.&specific project opportunities.;contacts made by an in-house advocate.;past capital spending programs.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.063&mcs&0&&Firms that are adept in using a niche marketing strategy often earn greater profits than generalists because of:&the competitive advantage of having a focused expertise in the market.&their ability to be low-cost/high-volume producers.;better capitalization and higher visibility.;their knowledge of the regulatory climate in their niche.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.064&mcs&0&&The format of a brochure should evolve from considerations of the message, the budget, the expected shelf life, how the brochure will be used in the context of the firm's marketing program, and the:&audience.&photography that is available.;history of the firm.;number of projects to feature.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.065&mcs&0&N&A marketing professional is asked to develop a survey to determine client satisfaction.  Which of the following survey methods has the highest response rate?&Personal interviews&Mailed surveys;Telephone interviews;Interactive Web pages;&&&&a&01.0&1&1&&0&1&&&N.
xCPSMexa.066&mcs&0&Y&A marketing professional's market research has identified a new potential client for a niche service the firm offers.  Which of the following should <i>not</i> be included in the action plan?&Marketing budget allocated&Schedule for task completion;Task to be performed;Individual assigned;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.067&mcs&0&Y&A tip comes into the department about a company with a large facilities expansion program, and the marketing professional is asked to look into it.  Which one of the following is the best source to learn the financial history of a company?&Dun and Bradstreet&DataTimes Industry Trade Association;the company's web page;Lexis/Nexis;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.068&mcs&0&Y&Which of the following is the first step in developing a marketing plan?&Collecting and analyzing data&Setting goals for each market;Selecting target markets;Identifying strategies;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.069&mcs&0&Y&Before committing substantial company resources to respond to an RFP,a marketing professional must <i>first</i> understand:&whether the proposed project is a desirable one for the firm.&the cost of the competitive process.;the schedule and staffing requirements of the proposed project.;the client profile.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.070&mcs&0&Y&In preparing proposals, it is important to keep the client in mind by doing research on the client's desires and needs.  Material included in the marketing professional's submission should focus on:&issues meaningful to the client.&the firm's other client relationships.;the firm's past projects.;the firm's experience.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.071&mcs&0&&What are the most important considerations when selecting photography or graphics for proposals?&Relevance to the proposal, visual interest, and quality&Cost, print size, and visual interest;Copyright restrictions, visual impact, and simplicity;Visual impact, print size, and copyright restrictions;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.072&mcs&0&Y&What interview method for primary research has the highest response rate?&Personal&Telephone;E-mail;Mail;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.073&mcs&0&&Focus groups are best used to collect which type of information?&Qualitative&Research-proven;Quantitative;Statistical&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.074&mcs&0&&Which of the following is the biggest expense in a marketing budget?&Labor&Printing;Advertising;Proposals&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.075&mcs&0&&Having made a prospective client's shortlist, what is the most important step in creating a winning presentation?&Clarifying how the firm's approach to the project will benefit the client&Developing good presentation graphics;Selecting seasoned presenters;Rehearsing the presentation repeatedly over a period of time;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.076&mcs&0&&A firm's long-term position will most often be developed through a/an:&strategic plan.&corporate development plan.;operations plan.;sales plan.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.077&mcs&0&&One of the first steps in the proposal process is to determine:&the client's goals and objectives.&schedules and logistics.;market selection and penetration strategies.;the budget and the availability of staff.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.078&mcs&0&Y&Embarrassment at rehearsals often derives from:&ineffective critiquing.&intimidation by presentation technology.;lack of interest.;not being prepared.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.079&mcs&0&Y&The first paragraph of a press release should contain:&the five W's.&the CEO's name and title.;pertinent historical information.;quotes to create interest.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.080&mcs&0&Y&Many recent studies have confirmed that a critical factor in succeeding as a manager is:&delegation/supervisory skills.&motivation/salary level.;title/position in the firm.;professional status/knowledge.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.081&mcs&0&Y&The most valuable resource needed at a trade show is:&trained and personable staff members.&graphics that most effectively represent the firm's work.;at least one expert staff person to work the booth at all times.;an effective brochure to hand out.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.082&mcs&0&&When planning to launch a newsletter for a firm, the most important factor a marketing professional should consider is:&the target audience.&production schedules.;industry standards.;the competition.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.083&mcs&0&Y&A communications program may include a number of approaches, such as direct mail, seminars, and press coverage.  The advantage of press coverage over the other two strategies is that it:&provides third-party endorsement.&generates recognition of principals and staff.;generates interest from clients and prospects.;reduces the need for advertising.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.084&mcs&0&&In developing a firm's publicity plan, a marketing professional's first consideration should be:&the firm's business goals and marketing objectives.&the collateral materials production schedule.;key project milestones that offer opportunities for publicity.;the availability of technical staff for public relations events.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.085&mcs&0&Y&What is the most effective way for a marketing professional to prepare a presentation team for the question-and-answer part of a presentation?&Brainstorm answers to potentially difficult questions and practice the delivery of the answers.&Ask each presentation team member to prepare a list of questions and develop answers.;Have the marketing professional develop a list of questions and answers with review by presentation team members.;List potentially embarrassing questions and develop strategies to address them by referring to the firm's strengths.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.086&mcs&0&Y&The primary purpose of a cold call is to:&get the meeting.&make a positive impression.;get past the gatekeeper.;sell the firm's services.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.087&mcs&0&&Once a project has begun, a marketing professional can best determine a client's satisfaction by:&occasionally calling the client to inquire how the firm is doing and whether everything is going well with the project.&asking the project manager about the on-time performance of the project.;asking staff members whether there are any problems on the project that should be addressed with the client.;asking project subconsultants whether they have heard the client express any dissatisfaction.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.088&mcs&0&Y&Which of the following factors are considered in a go/no-go decision?&Is the project consistent with the firm's marketing plan?  &Is the firm's professional staff available to do the work if the project is won?;How much will the proposal preparation cost in time and expense?;Does the firm's marketing staff have the time to prepare the proposal to meet the deadline? ;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.089&mcs&0&Y&To create an effective lead-sharing network, marketing professionals must share and exchange information with:&a select group of colleagues and business associates.&a select group of community leaders.;as large and diverse a group as possible.;business associates within their industry.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.090&mcs&0&Y&In today's competitive marketplace, market research has become a vital tool for a professional service firm to plan its future.  Market research is most effective when it is:&decision-driven and involves problem definition, a research plan, an implementation plan, data analysis, and report preparation.&developed to quantify and qualify known answers and/or verify a favored direction.;organized and conducted on a project-by-project basis.;conducted by professional market-research specialists.;&&&&a&01.0&1&1&&0&1&&&N.
xCPSMexa.091&mcs&0&Y&What are the first steps in developing an effective marketing plan?&Define goals and create a structure.&Choose the principals in the firm who will be involved and develop a time line.;Research competitors' planning processes and create goals and objectives.;Define an action plan and vote on what direction to go.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.092&mcs&0&&A major shortcoming of developing a marketing budget based on the prior year's budget is that it:&overlooks the goals of the marketing plan for the coming year.&depends on an accounting of year-to-date costs for labor and expenses.;requires a projection of increases or decreases in each market-cost line item.;depends on a stable, established marketing effort.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.093&mcs&0&Y&The first step in developing a manual summarizing recently conducted business research is to:&develop an outline for the structure of the manual.&assign writing responsibilities.;design the cover and graphics.;identify the distribution list.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.094&mcs&0&Y&The marketing professional has conducted primary research on a specific market segment.  Secondary research will consist of:&Collecting demographic and economic statistics.&conducting personal interviews with clients, vendors, and community leaders.;writing the primary research evaluation.;Mailing written surveys to existing clients.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.095&mcs&0&&An electronic resource that allows quick retrieval of information from a variety of sources is commonly known as a/an:&online database.&business journal.;Web site.;data line.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.096&mcs&0&Y&The fundamental purpose of marketing is to improve:&quality and/or volume of business.&a firm's image in comparison to competing firms.;perception of a firm as a leader in innovation.;graphic quality of the marketing materials.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.097&mcs&0&Y&A marketing professional is preparing a proposal for a project and expects intense competition.  The most important factor in improving the content and effectiveness of the proposal is to:&address the client's key concerns and issues.&improve the graphic layout of the proposal pages.;include color photographs of key projects.;insert an organizational chart.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.098&mcs&0&&A marketing professional is asked to develop a script for use in cold calling a prospective client, including a list of questions and expected answers.  This method of cold calling works best when the:&marketing professional has done preliminary research and knows that the prospective client has upcoming business.&marketing professional knows that the prospective client will have no future business.;principals of a firm have a contact in the prospective client's organization.;marketing professional knows nothing about the prospective client or its projects.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.099&mcs&0&Y&The marketing professional's firm has submitted a proposal to Client A that is very similar to a project recently completed for Client B, but  the project was awarded to another team.  The most effective means of analyzing what happened is to:&conduct a debriefing with Client A.&have the in-house team analyze the internal proposal process for mistakes.;ask the marketing department to investigate Client B's project history.;hire an outside consultant to review the proposal and recommend an improved strategy.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.100&mcs&0&Y&The marketing professional's firm has recently learned that an RFP is due within a very short time period.  The team's first action should be to:&conduct a strategy session to gather all available information on the client and the project.&begin analyzing a similar experience.;develop a theme for the proposal.;select consultants.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.101&mcs&0&&In a midsized firm, one of the most significant components of the role of a marketing coordinator is to:&organize and maintain systems.&meet with clients.;develop the marketing plan.;select qualified consultants.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.102&mcs&0&&A highly specialized firm serves a very limited number of closely allied market segments.  The firm's greatest vulnerability in the marketplace would be:&a sharp decline in the target markets.&infiltration by other service providers.;significant growth in the market segments.;slow economic growth.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.103&mcs&0&&In a market audit questionnaire, the questions that often solicit the best qualitative information are those that:&are open-ended with room for comment.&request insight into market trends.;request statistics.;make comparisons with the competition.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.104&mcs&0&Y&A marketing professional has just completed updating the marketing plan.  Themost critical element in successfully implementing the plan is to:&make sure roles are clear and that people agree to achieve the goals.&request that staff let the marketing professional know what they are willing to do.;have principals direct staff to participate in the plan.;distribute copies to all staff and request a progress report in six months.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.105&mcs&0&Y&Results of a marketing professional's research show clearly that the goals outlined in the marketing plan are not supported by the conditions of the marketplace.  The next step would be to:&rewrite the marketing plan so goals reflect the conditions shown in the research.&conduct the research again.;determine how the marketing plan can overcome market conditions.;proceed with the plan and goals without revision.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.106&mcs&0&Y&A marketing professional analyzes what the firm has spent for all marketing activities during the past year and estimates a percentage increase by category based on data from the designated marketing activities.  This method works best for:&planning specific designated marketing activities for the upcoming year.&allowing more principal participation in client-based organizations.;setting priorities for future budget cuts.;setting a budget to enter a new market.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.107&mcs&0&Y&A marketing professional has been asked to develop a budget for communication tools.  Several brochures and newsletters will be generated in-house during the year.  The most appropriate way to budget for labor cost is to:&estimate the amount of time staff will spend on each type of tool.&ask the accounting department to determine a figure based on last year's budget.;withhold a proposed labor cost and amend the budget based on actual figures at year end.;propose a not-to-exceed labor cost for the project based on a percentage of the labor cost in the total budget. ;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.108&mcs&0&&The first step in being a good presentation team coach is to:&set expectations before the coaching session.&explain how important it is to the firm for the team to give a winning presentation.;assign speaking parts to each member of the presentation team.;give a pep talk to put the team in an appropriate frame of mind.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.109&mcs&0&Y&For the account executive service provider, an image survey must include current clients, potential clients, consultants, contractors, subcontractors,and:&lost clients.&trade/industry association representatives.;competitors.;media consultants.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.110&mcs&0&Y&If a marketing professional uses an opinion in a press release, it should be:&placed in quotes and attributed to someone.&stated simply and written clearly.;profound and add interest.;placed in the center of the press release.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.111&mcs&0&&When using copyrighted material for advertising or marketing purposes, it is always best to: &have the copyright owner define the extent of the rights granted in writing.&use the copyrighted material only once.;require users to sign waivers releasing the firm from liability.;limit the distribution of the copyrighted work.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.112&mcs&0&&Formal marketing training for technically oriented personnel should focus on communication skills, presentation skills, and:&group and individual dynamics.&cold calling techniques.;closing techniques.;trends in technology.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.113&mcs&0&&A marketing professional has been assigned responsibility for developing a firm's marketing database.  The first step would be to:&determine the firm's specific marketing information needs.&adapt existing company software to meet needs.;assign a specific staff person to develop the database.;evaluate the capabilities of commercial software.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.114&mcs&0&&A high-volume, production-oriented firm must have the ability to:&be selective in pursuing clients that meet the firm's criteria.&identify and respond to public sector work.;develop new strategic alliances and partners.;respond to the specialized needs of a building/market type.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.115&mcs&0&Y&When a marketing professional writes a resume, it is most appropriate to limit experience to projects that are:&relevant.&highly visible.;award winning.;large in scope.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.116&mcs&0&Y&Requiring all proposals needing a signature and/or special graphics to be completed 24 hours in advance of the proposal shipping date is an example of:&proposal planning.&using proposal resources.;primary decision making.;proposal tracking.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.117&mcs&0&Y&The primary purpose of a brainstorming session for the question-and-answer segment of the presentation is to:&prepare the presentation team to handle difficult or embarrassing questions appropriately.&help measure the length of the presentation.;make changes to the proposal.;build a list of questions for the debriefing.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.118&mcs&0&&The figure that most accurately reflects the effectiveness of a company's marketing efforts is the:&marketing costs versus revenues gained.&external rate of return.;revenues per employee.;'hit rate' of proposals.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.119&mcs&0&&A marketing professional is attempting to evaluate the feasibility of entering new markets.  Which of the following tools would be most appropriate for assessing new marketing opportunities?&A risk-analysis matrix&A client/prospect funnel;The Gantt chart;A go/no-go checklist;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.120&mcs&0&Y&A marketing professional calls a prospect who is high on a target list and is told by the prospect that there are no projects planned and that an in-person meeting would be a 'waste of time.'  The most appropriate course of action for the marketing professional would be to:&continue pursuing the prospect and try to set up a meeting.&eliminate the target from the list and pursue other prospects.;put a lower priority on the target and follow up at a later date.;try contacting someone else in the same organization.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.121&mcs&0&&If a firm's marketing efforts are focused on foreign companies planning to expand their United States operations, which of the following groups would be the highest priority on a networking list?&U.S. Department of State, State and county economic development representatives,and the U.S. Foreign Commercial Service &Office furniture and equipment sales personnel;University and college language instructors;Newspaper and magazine editors;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.122&mcs&0&Y&Which of the following methods is superior to all other methods of preparing an annual marketing budget?&Goal-based method&Top-down method;Percentage method;Projection method;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.123&mcs&0&&Knowledge of a firm's strengths and weaknesses, changes in the business environment, historical trends, and management goals is:&the basis for selecting target markets.&useful in assessing the firm's marketing budget.;the key to determining the firm's culture.;critical for developing a public relations plan.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.124&mcs&0&&Which of the following is the best way to provide quality service to clients?&Listening to and addressing clients' needs&Meeting deadlines and budgets;Asking questions and providing answers;Preparing responsive proposals&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.125&mcs&0&Y&A firm provides a full range of services to a select group of clients.  Which of the following would best describe the company's marketing approach?&Client driven&Market driven;Service driven;Project driven;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.126&mcs&0&&When a professional services firm sponsors special events, the goal is typically to:&familiarize prospective and current clients with the firm's unique characteristics and its personnel.&display the 'trophy' projects completed by the firm.;'give something back' to key clients.;impress prospective clients with the firm's services and clients.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.127&mcs&0&Y&Which of the following statements is a common misperception about the value of publicity?&When a firm receives publicity, that in itself will bring in new business.&A firm can only garner publicity by regularly issuing press releases on new projects.;Publicity cannot be developed by in-house staff.;A firm seeking publicity must accept work that is newsworthy.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.128&mcs&0&Y&A firm's image in the marketplace is generally best characterized by which of the following statements?&Image is a sum of impressions accumulated over time.&Image cannot be developed or enhanced.;Image defines the competitive advantage of a firm in the marketplace.;Image is one specifically defined perception.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.129&mcs&0&&The chances that a storybline or press release will be published will <i>increase</i> if:&it is linked to a theme that is currently significant to a publication's audience.&a principal in a firm attaches a personal note.;significant quotes from a principal in a firm are included in the press release.;a firm's marketing professional sends a comprehensive press release and media package to a publication's editor.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.130&mcs&0&&The Brooks Act (Public Law 92-852) requires the federal government to procure architectural, engineering, and related services through which of the following processes?&Qualification-based selection&Negotiated fee;Competitive bidding;Request for proposals (RFP);&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.131&mcs&0&Y&Strategic planning is the first step in creating a plan for marketing professional services.  Which of the following techniques is the basic tool of strategic planning?&Analysis of the firm's strengths, weaknesses, and opportunities, as well as threats to the firm&Development of goals and objectives;Analysis of competitors;Development of an operations and budget plan;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.132&mcs&0&&<i>Internal marketing</i> refers to the activities:&that a professional service firm undertakes to train and motivate client-contact employees and support staff to work as a team, thereby ensuring client satisfaction.&of a professional service firm's staff that are related to marketing, business development, and sales.;of a marketing director or principal who is responsible for ensuring that all key decision-makers in a client's organization are fully informed of a firm's capabilities.;of staff members who use the telephone, computer databases, and the Internet to sell additional services to a professional service firm's existing clients.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.133&mcs&0&&Which of the following approaches is likely to be most effective for making a formal presentation to a prospective client?&Describe how the firm will approach and execute the client's project&Use preprinted brochures and other marketing materials to describe the firm's approaches to project management and delivery;Explain how the firm conducts project management and project delivery,using examples of completed projects similar to the client's project;Use a specially designed computer slide show to describe the firm's ability to accomplish the assignment;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.134&mcs&0&&Marketing goals are most effective when they are:&specific, measurable, and achievable.&quantifiable and flexible.;related to a firm's profitability.;qualitative and related to a firm's goals.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.135&mcs&0&&For a marketing professional to develop new business with a particular prospective client, it would be <i>most effective</i> to: &schedule an in-person meeting with the client.&send the client an e-mail describing the firm's experience.;research the client through published articles.;send the client relevant material on the firm.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.136&mcs&0&Y&Which of the following methods will provide the best response rate to a client satisfaction survey?&Personal interview&Mailed survey;Phone interview;E-mail survey;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.137&mcs&0&&The component of a marketing plan that relates directly to marketing research is the:&SWOT analysis. &objectives.;mission statement.;strategies.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.138&mcs&0&&If a marketing professional needs information about the United States Department of Energy, which of the following Internet sites would be the best place to begin?&doe.gov&doe.tem;doe.com;doe.org;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.139&mcs&0&Y&The primary purpose of market research is to:&provide information on the firm's current and potential clients.&establish competitive rate sheets.;plan the content of promotional materials.;identify locations for new offices.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.140&mcs&0&Y&A marketing professional has been asked by the firm to start looking for current federal agency opportunities that fit the company's capabilities.  Which of the following publications would be the best place to look?&Commerce Business Daily&The Washington Post;The Federal Register;Engineering News Record;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.141&mcs&0&&A firm's marketing professional is responsible for compiling information to complete a Standard Form 254, which was requested by a federal government agency.  The necessary information consists of:&a list of personnel and a description of the capabilities of the firm.&a list of all minority employees broken down by discipline.;an audited financial statement.;a fee proposal for the agency's project.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.142&mcs&0&&The primary purpose of an SOQ is to:&demonstrate a firm's ability to meet clients' needs.&win prizes for excellence in communication.;list the state in which a firm is licensed.;educate clients about a firm's awards.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.143&mcs&0&&In a design/build contract, the prime contractor is responsible for:&acting as the single source for delivering the project.&reducing the total liability insurance costs for the team.;delivering a design that can be built.;hiring people with the skills to build the facility.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.144&mcs&0&Y&The marketing professional has been asked by the firm's principals to establish a set of go/no-go criteria for the firm to use in evaluating opportunities.  Which of the following represents the best set to use?&Project characteristics, client characteristics, project schedule, project staffing requirements, financial and contract features, competitive setting, cost of proposal versus expected revenue&Price check bidding, schedule requirements, CBD listings, gut feelings, terms and conditions, plan room listing;Repeat client, client location, client D and B rating, market niche of client, client stock price, client ownership;Public knowledge of project, total revenue, nearness of office location, terms and conditions, client's marketing plan, CBD listing, SF 254/255 status;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.145&mcs&0&&A marketing professional is asked to manage a proposal for a new project.  Which of the following shows the correct sequence of activities that should be scheduled to complete the proposal?&Review the RFP, establish the RFP requirements, prepare a proposal outline and compliance matrix, draft the graphics, write the text, review and revise, submit for final production&Review the RFP, prepare the graphics, prepare a proposal outline and compliance matrix, write the text, review and revise, establish the RFP requirements, submit for final production;Prepare a proposal outline and compliance matrix, review the RFP, write the text, draft the graphics, review and revise, establish the RFP requirements, submit for final production;Prepare the graphics, write the text, review the RFP, prepare a proposal outline and compliance matrix, review and revise, establish the RFP requirements, submit for final production;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.146&mcs&0&&Federal agencies are required to send notifications of procurement activities greater than $25,000 to which of the following publications?&The Commerce Business Daily&The Congressional Record;F. W. Dodge Reports;The Federal Register;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.147&mcs&0&Y&Which of the following element groups best establishes a document as a proposal?&Scope of work, schedule, cost&Billable rates, schedule, reimbursables;Terms, reimbursables, proposed project team;Proposed project team, fee schedule, guaranteed maximum price;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.148&mcs&0&Y&Cold calls are most effective for:&collecting client information.&requesting a specific RFP.;presenting the firm's qualifications for a specific project.;presenting a detailed description of the firm.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.149&mcs&0&Y&A marketing professional has been asked to qualify a potential client.  Which of the following information sources would be best for providing needed data?&Dun and Bradstreet Service&Chamber of Commerce;Better Business Bureau;The client's Web page;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.150&mcs&0&Y&A marketing professional is aware that having an effective network increases chances of obtaining work for the firm.  To expand the network,it is most important to choose individuals:&with business contacts who can help the marketing professional.&whose firms don't compete with the marketing professional's firm.;who share the marketing professional's interests and values.;whose positions are similar to the marketing professional's.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.151&mcs&0&Y&The first step in developing an automated marketing information system is to:&conduct an internal audit of marketing needs.&assess market and sales potential.;define database fields.;identify who will have access.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.152&mcs&0&Y&The primary benefit of an automated lead tracking system is that it allows a marketing professional to quickly:&assess sales potential.&track sales performance.;organize data.;identify leads.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.153&mcs&0&&The selection of target markets should be based on:&SWOT analysis.&demographic trends.;Internet research.;geographic location.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.154&mcs&0&&The deciding factor between closing or not closing on a sale is:&persistence.&sincerity.;personal connections.;principal involvement.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.155&mcs&0&Y&The primary purpose of market research is to:&help decision-makers make decisions.&make decisions obvious.;analyze trends.;gather data.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.156&mcs&0&Y&The most common failure of marketing planning is the lack of:&clear vision.&principal involvement.;staff involvement.;sufficient research.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.157&mcs&0&Y&The primary connection between the marketing plan and the strategic plan is that:&the strategic plan drives the marketing plan.&the marketing plan drives the strategic plan.;there is no connection.;each contains action plans.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.158&mcs&0&&For a successful trade show, which of the following is the <i>most important</i> factor that a marketing professional can control?&Booth staff&Booth location;Audience attendance;Pre trade-show production;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.159&mcs&0&Y&A firm's corporate identity program can be most widely applied using: &graphics standards.&name recognition.;presentation materials.;visual images.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.160&mcs&0&&When team members share a photo shoot, it is most important to:&negotiate usage rights at the beginning of the process.&agree to divide costs equally.;have representatives from each of the involved firms at the shoot.;hire a well-known commercial photographer.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.161&mcs&0&&The best way to decide whether a firm should participate in a trade show is to:&obtain a list of attendees from previous years.&determine the number of attendees.;identify the anticipated costs.;research what the competition has done.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.162&mcs&0&Y&A cardinal rule in creating proposals is to:&address the solicitation requirements.&select the project team based on staff availability.;identify the areas of the firm's expertise.;include the fee.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.163&mcs&0&&After a project ends, clients often document the experience and the performance of a firm.  This information is valuable to the firm in order to:&improve quality control for future projects.&justify the firm's fees for future projects.;acquire staff for future projects.;justify budget requests for future projects.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.164&mcs&0&&Which of the following determines the services that a market-driven firm provides?&The market segment or project types&The type of client;The technical disciplines available within the firm;The firm's marketing plan&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.165&mcs&0&Y&Closing a sale is best handled by:&a senior staff person who can commit the firm and is trained in negotiation techniques.&a senior manager with the title of vice president or above.;the project manager who will work with the new client's project.;the staff member most trusted by the new client.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.166&mcs&0&Y&Which of the following does the Brooks Act, Public Law 92-582, do?&It establishes a process for selecting architectural and engineering services.&It mandates the selection of firms offering design services to federal, state,and local government agencies.;It defines the regulation of foreign firms offering design and construction services in the United States.;It gives the United States Environmental Protection Agency authority to prevent pollution of streams and rivers.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.167&mcs&0&&The acronym <i>QBS</i> stands for which of the following?&Qualifications-based selection&Quality-based service;Quality-based selection;Quantity-based selection;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.168&mcs&0&&A marketing plan should be built within the framework of a strategic plan because:&it translates company vision into everyday activities of marketing.&most strategic plans fail to include an evaluation of the competition.;most strategic plans fail to include an assessment of current market conditions.;most strategic plans fail to include a projection into future markets.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.169&mcs&0&Y&It is important for the marketing function to constantly seek new ways to improve because it will:&prevent a firm from becoming complacent.&increase costs.;direct a firm away from static business.;direct a firm away from target markets.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.170&mcs&0&Y&The best reason for conducting a debriefing after a project presentation is to:&find out the real reason, besides price, why your firm wasn't selected.&reestablish your qualifications and interest in working for the client.;make one more attempt at getting the project before the client's final decision has been made.;find out what other projects the client may have planned and show an early interest in them.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.171&mcs&0&&One common method of measuring a marketing program's effectiveness is to compare the number of:&engagements with the number of SOQs/proposals produced.&repeat assignments with the number of 'go' decisions made.;'no-go' decisions with the number of RFQs/RFPs received.;RFQs/RFPs with the number of contacts made.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.172&mcs&0&Y&When selecting a marketing consultant, it is best for a marketing professional to do which of the following?&Ask for and check references.&Compare the consultant's fees with the fees charged by other consultants.;Require a statement of qualifications.;Evaluate the consultant's national reputation.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.173&mcs&0&&Image studies provide which of the following?&Quantifiable data on how clients and prospects view a firm&Hard information on which prospects will purchase a firm's services;Insight into market segmentation;Data analysis on a firm's standing with existing clients;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.174&mcs&0&Y&Conducting an image study is most suitable in:&assessing how a market segment compares the firm with the competition.&creating a list of high-demand, low-satisfaction services.;measuring client loyalty.;developing a list of potential clients.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.175&mcs&0&&The best strategy for writing proposals is to:&keep the language simple and make sure that each paragraph covers only one concept.&use technical language above a prospective client's level.;state key concepts at least three times, using different wording.;use only proper formal language to convey a professional image.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.176&mcs&0&&To avoid legal problems, which of the following sets of words is safest to use in proposals and other sales documents?&Performance will be timely, probable costs&Immediately, thoroughly;To your satisfaction, guaranteed;As you require, highest standards;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.177&mcs&0&Y&Which of the following would be a reasonable cost for marketing services for a large professional services firm?&10 percent of net revenues&20 percent of net revenues;25 percent of net revenues;30 percent of net revenues&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.178&mcs&0&Y&A basic principle of a professional services firm's marketing/sales program can best be described as:&a trusting relationship with clients is foremost in obtaining work.&being on time and on budget wins work.;the key to making sales is with highly regarded technical employees.;attention to details wins repeat business.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.179&mcs&0&&The <i>most effective</i> marketing strategy for maintaining client loyalty is to:&seek and respond to client feedback.&provide reduced-cost services after a specified dollar threshold has been met.;provide add-on services at little or no cost.;implement a technical quality control process.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.180&mcs&0&&A prerequisite for creating a strong corporate identity in the professional services market is a/an:&uniform consistent image.&aggressive public relations program.;sincere memorable name.;functional attractive symbol.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.181&mcs&0&Y&To attract buyers who accept bids for services, the most effective advertisements will: &emphasize technical skills and on-time delivery.&emphasize location and organization.;promote name recognition.;explain what a firm is about and what it does.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.182&mcs&0&&Client-driven professional services firms do which of the following?&Seek client input and feedback regularly.&Spend less time marketing to existing clients.;Realize less profit as service customization increases.;Organize sales staff around technical disciplines.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.183&mcs&0&Y&An effective strategic plan should list detailed goals for:&two years.&five years.;seven years.;ten years.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.184&mcs&0&Y&Which of the following statements best describes a component of a viable marketing plan?&Net revenue dollar goals and number and type of projects projected to sell&A statistical analysis of past profitability performance by type of project;A list of net revenue near-term sales goals;A detailed analysis of technical staff time available for the planning period;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.185&mcs&0&Y&An advantage of marketing planning is that it:&focuses an organization's resources.&reduces organizational opportunities.;assures higher profitability.;mitigates internal crises.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.186&mcs&0&&Which of the following best describes an effective Web site for a professional services firm?&Information is easy to find and useful to the reader, site is visually appealing, information is current&Information is brief, visuals show project photos and key leaders in the firm;Information is technically thorough, language is simple, visuals are animated, colors are bold;Visuals are memorable, data are charted, site offers many hyperlinks to other sites&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.187&mcs&0&&Which of the following is the <i>most effective</i> management tool that supervisors can use to motivate subordinates?&Providing frequent feedback&Giving gifts;Assigning difficult tasks;Promising future rewards&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.188&mcs&0&Y&Former clients can be a professional services firm's best source of future revenue for all the following reasons except that:&satisfaction with past service is assured.&client concerns are easier to define.;relationships are established.;marketing costs are lower.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.189&mcs&0&Y&In face-to-face communications, which of the following conveys most of the message?&Nonverbal signals&Choice of visuals;Tone of voice;Words;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.190&mcs&0&&After a marketing plan has been developed, if market research identifies a new market niche opportunity, the marketing professional should:&inform management about the opportunity, and with management concurrence, bring about a new focus in the firm's marketing materials.&prepare a news release identifying the market niche and announcing the firm's intent to enter the new area of practice.;announce the firm's intent to enter the new area of practice to employees in an in-house newsletter.;conduct additional research to identify other market niche opportunities before acting on the first one.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.191&mcs&0&&The purpose of market research is to:&obtain information that will assist in making informed decisions.&assign a peer group to work with a predetermined client base.;create an environment in which a firm can work more profitably.;introduce a firm's capabilities into the marketplace.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.192&mcs&0&&The best sources of information about market opportunities include:&the business press, trade journals, and networking.&telephone surveys of association executives, college professors, and business authors.;mail surveys of college professors, business authors, and senior marketing professionals.;radio, television, and popular periodicals.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.193&mcs&0&&Secondary research about market trends involves which of the following?&Gathering information and data from published sources&Networking with clients, potential clients, competitors, and trade organizations;Reviewing competitors' brochures for leads on their strategic planning;Interviewing economic development forecasters;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.194&mcs&0&&Sales and revenue data on any industry can be obtained from which of the following sources?&The United States Department of Commerce&The Small Business Administration;Federal or state departments of labor;The Federal Public Information Office &&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.195&mcs&0&&Tracking market trends can benefit a firm by enabling it to:&better direct the future of the firm.&validate the profitability of its services in the markets it serves.;identify services provided by its competitors.;obtain information on job opportunities for principals of the firm.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.196&mcs&0&&Primary market research on market trends involves which of the following?&Networking with clients, potential clients, competitors, and trade organizations&Collecting data from economic development forecasters;Gathering information and data from published sources;Reviewing competitors' brochures for leads on their strategic planning;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.197&mcs&0&Y&One key to a strong business plan is the ability to predict market demand and potential niches.  Current demographic trends indicate that three of the big markets during the next 20 years will be:&health care, education, and recreation.&justice facilities, hospitality, and pharmaceuticals.;office, manufacturing, and retail.;housing, life care, and infrastructure.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.198&mcs&0&&Which of the following branches of state government is responsible for appropriating funds for state building programs?&Legislative&Judicial;Transportation;Executive;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.199&mcs&0&&General information on state and local political events, government statistics, legislative analysis, and the business community can best be obtained from:&the local business press.&Internet bulletin boards.;state economic summary reports.;industry trade publications.&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.200&mcs&0&&Which of the following is the best basic tactic for a firm to position itself for the future?&Conduct a workshop on business issues with clients to review industry changes.&Study its competitors to see what they know about the market.;Retain a public relations firm to improve the company's image.;Subscribe to market reports published regularly by the United States Department of Labor.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.201&mcs&0&&Which of the following is the best source for identifying contacts regarding specific industry trends?&Trade associations&Dunn and Bradstreet;Government agencies;The Commerce Business Daily&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.202&mcs&0&Y&Which of the following is the best source for the most current information about a particular market?&Leaders of local or national associations related to the market&Periodicals related to the market;Colleagues in other firms that are working in the market;Annual surveys published by market research organizations;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.203&mcs&0&&Besides participating in speaking engagements, which of the following networking techniques is likely to be the most effective for reaching potential clients?&Participating in client associations&Exchanging business cards;Cold calling;Publishing articles in trade publications&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.204&mcs&0&Y&Literature searches and case studies are data-collection methods typically used in:&exploratory research.&causal research.;descriptive study research.;primary research.;&&&&a&01.0&1&1&&0&1&&&
xCPSMexa.205&mcs&0&&ABC Engineering, a company with solid expertise in hospital and healthcare facilities, has particularly strong and unique experience in hospital energy savings, having done many energy audits and mechanical/electrical designs for six local hospitals.  ABC seeks <i>rapid but controlled growth</i>, but the local market, while solid, offers few opportunities.  Which of the following strategies would be the best for ABC?&Research healthcare facilities within a 250-mile radius, concentrating on larger hospitals and clinics occupying older facilities, then develop a mail and personal visit campaign aimed toward these facilities.&Research national healthcare architectural firms, then develop a mail and personal visit campaign aimed toward these firms with the goal of becoming an affiliated subconsultant.;Identify local businesses occupying older facilities that could benefit from energy upgrades, then develop a mail and personal visit campaign aimed toward these businesses.;Employ a mechanical/electrical engineer with a specialization in retail and commercial energy audits and associated design work, then develop a mail and personal visit campaign aimed toward local and commercial facilities.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.206&mcs&0&&The primary advantage of using outside public relations consultants is that they:&have a working relationship with media writers, editors, and reporters.&understand a firm's position in the marketplace.;can express a firm's corporate goals and objectives.;can write a firm's communications plan.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.207&mcs&0&&The three chronological steps in implementing a marketing plan are establishing standards, measuring performance, and:&correcting deviations from the plan.&setting reasonable objectives.;selecting appropriate tactics.;obtaining the approval of principals.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.208&mcs&0&&Which of the following is a basic principle of managing a marketing plan?&Make staff responsible for specific outcomes and hold them accountable for producing results.&Develop rigid control systems.;Review schedules and control outcomes on a continuous basis.;Establish an incentive-based performance management system.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.209&mcs&0&&A midyear evaluation of a marketing plan is essential because it:&facilitates making adjustments based on tactics that have achieved the greatest level of success.&gets senior management more directly involved in the marketing process.;provides a benchmark for measuring proposal success in existing and new markets.;offers a means by which to assess the effectiveness of various public relations activities.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.210&mcs&0&&In many professional service firms, territorial boundaries that hinder communication exist between the marketing department and the operations department.  Which of the following would be the most effective way to balance the responsibilities for a strategic marketing plan and establish open communications between these departments?&Marketing staff should regularly attend operational meetings and operations managers should regularly attend marketing meetings to share information about profitability, backlog requirements, and industry trends.&Marketing and operations staff should spend an equal amount of time developing and adjusting marketing strategies to ensure flexibility in meeting the market conditions exclusively.;Marketing staff should outline market conditions and growth trends, hot markets, and competitors' activities to operations managers, and operations managers should adjust personnel, operational procedures, and budget allocations to address only those market conditions.;Operations staff should outline the services that are the most profitable to the marketing staff and request that the marketing staff concentrate only on these services, thus assuring operational funding and the firm's growth.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.211&mcs&0&&Periodic tracking of marketing and business development expenses is important to:&compare expenditures with the progress made toward goals.&keep cost reports current.;comply with accounting standards.;ensure profitability.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.212&mcs&0&&The purpose of reviewing a marketing budget monthly is to:&permit the reassignment of funds to previously unforeseen opportunities.&allow public relations activities to be evaluated.;give the marketing professional a break from a steady stream of proposal deadlines.;provide a comparison of the 'hit rates' with the year's stated objectives.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.213&mcs&0&&Companies that do business internationally may find it more difficult to maintain ethical behavior, since accepted business practices vary among countries with different cultural values and levels of economic development.  Which of the following would be the best approach for a company with United States and international offices to do business in an ethical manner?&Allow the company's international offices to help formulate ethical standards and interpret ethical issues.&Advise managers to use their best judgment for each situation, rather than relying on company-issued written guidelines.;Direct United States employees working abroad to behave as they would at home,regardless of the cultural traditions of the country in which they are based.;Avoid setting standards, recognizing that international ethics are relative and that no culture's ethics are better than any others.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.214&mcs&0&&Micromarketing, which is one component of a business development tactic for pursuing clients and/or projects, is:&contacting clients to learn what is personally important to their decision-makers.&discovering a client's program and special needs.;an activity designed to position a firm in the marketplace.;best done after the RFP is issued.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.215&mcs&0&&A prospective client is adamant about hiring a general contractor with an excellent safety record, and has asked a marketing professional to recommend a way to quickly and effectively find out who is the safest among the contractors who have expressed an interest in the job.  The marketing professional should recommend asking the contractors to provide the client with their:&experience modifier rate for the past 3 years.&Occupational Safety and Health Administration (OSHA) incident rates for the past 3 years.;workers' compensation claims for the past 3 years.;OSHA logbooks for the past 3 years.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.216&mcs&0&&In developing an effective cold call program, a marketing professional should do research to discover as much as possible about the prospective client, develop an ally relationship with the client's gatekeeper, and when the prospect is reached: &stay alert, be pertinent, and be brief.&immediately outline the firm's services.;quickly ask for an appointment to introduce the firm.;talk nonstop to cover the planned objectives.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.217&mcs&0&&One of a firm's <i>most valuable</i> weapons in a competitive marketplace is a:&comprehensive mailing list/database.&library of high-quality project photos.;computer-based time-management program.;general, four-color brochure. ;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.218&mcs&0&&Principals and senior managers should actively lead the contact management process because:&it sends the message that making contacts and maintaining personal relationships are important.&clients would rather talk to senior staff than to the people doing the work.;otherwise they do not have a way to get involved in the day-to-day activities of clients.;lower-level managers and technical staff cannot commit to this level of scheduled activity.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.219&mcs&0&&A well-developed marketing information system will result in:&more effective marketing efforts and increased success.&less marketing research and more qualified leads.;more profitable decision-making from the principals of a firm.;less time in developing proposals and presentations for projects.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.220&mcs&0&&Which of the following is the most essential element in the selling process?&Clearly defined target markets&Current information about competitors;A dedicated sales staff;A direct marketing program&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.221&mcs&0&&When looking for an effective lead-generating method, a firm should begin by:&defining who uses the firm's services, how frequently they use the services, and how they can be reached.&surveying the professionals in the firm to find out which methods they prefer to use.;setting a budget that includes labor and direct costs for lead generation. ;studying the competition's methods of generating leads and selling their services.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.222&mcs&0&&Two basic strategies for developing an effective client relations program are:&relationship building, because clients prefer to work with people they know, intelligence gathering on clients and upcoming projects.&encouraging technical staff members to participate in professional organizations, mentoring new support staff, to enhance motivation. ;networking, to gather intelligence on prospective clients, criticizing competitors, to instill less confidence in the competition's ability to perform.;networking, to gain referrals to clients with solid payment performance, advertising, to effectively communicate new services and project accomplishments. ;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.223&mcs&0&&To be an effective business developer, it is most important to be:&systematic in one's approach to finding new business.&extroverted and to enjoy being with people.;a good public speaker who appears regularly.;able to hand off one's established relationships to others in the firm.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.224&mcs&0&&When meeting with a prospective client for the first time, a professional services firm representative should:&spend 70% of the time listening, maintain eye contact, and take notes.&attempt to get as much background information as possible in the allotted time by using a script with priority-ranked questions.;invest no more than 20 minutes establishing a cordial personal relationship, then immediately follow with questions about future projects.;spend 50% of the time describing the firm's services, garner key impressions from the prospect's environment, and immediately seek a second meeting.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.225&mcs&0&&In order to successfully sell to people who are extremely busy and who don't readily make appointments with consultants, a marketing professional should:&bring them a new idea.&ask open-ended questions about their needs.;invite them to a social outing.;accompany them to a professional organization's event.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.226&mcs&0&&If a firm's clients are unhappy because of project management inefficiencies, the marketing department should:&work hand in hand with management to identify specific areas of improvement.&concentrate on the pursuit of new clients and ignore the past project management inefficiencies.;develop a project management training program.;conduct a market survey to determine which clients are unhappy.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.227&mcs&0&&If a debriefing about an unsuccessful proposal highlights a need for training, the marketing department should:&inform the firm's markets about the new or improved skills and abilities of the staff after training has taken place.&assume that the need for training is only a perception and concentrate on other details of the debriefing.;include the names of persons who received additional training in the firm's in-house newsletter after training has taken place.;arrange for a focus group of other clients to verify the training need.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.228&mcs&0&&A marketing manager for a struggling professional services firm knows that word of mouth is a highly effective method of promoting a firm.  Which of the following strategies should the manager use to increase the chances of positive word-of-mouth promotions?&Host a reception for sector-specific clients and prospects and show samples of work products.&List all the contact names for clients' organizations and distribute the list through direct mail.;Develop and distribute a concise brochure for each market segment that lists services, recent clients, and the clients' phone numbers.;Ask present and past clients if they can be used as references in future marketing efforts.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.229&mcs&0&Y&When responding to a fee-based proposal request from a client, a good strategy is to:&include as many items as possible in a lump-sum fee, making added features seem standard.&add a 15% to 20% contingency factor into the price, because clients are seldom sure about what they want in terms of services.;respond with a 'low-ball' bid and hope to make up the difference in 'extras.';graciously decline to submit a proposal and suggest that the client use a qualifications-based selection process instead.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.230&mcs&0&Y&Once a 'go' decision has been made, an A/E proposal strategy generally requires researching: &technology and/or special expertise requirements and competition.&whether the project has been funded and where the client is located.;the level of effort needed to prepare the proposal, and technology and/or special expertise requirements.;where the client is located and the level of effort needed to prepare the proposal.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.231&mcs&0&Y&The most difficult aspect of preparing a storyboard is:&developing the opening and closing sequences.&starting early enough in the presentation planning process.;finding the right material from which to build the images.;developing high-concept ideas.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.232&mcs&0&&The close of a presentation should be:&a brief memorable review of strategic selling points, presented energetically.&an expression of thanks to the client and an invitation for the client to visit the firm's projects.;conducted by the marketing director.;conducted by the principal in charge of the project.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.233&mcs&0&&The <i>most effective</i> presentation handout: &supports and expands upon the presentation.&reflects the project team's integrity and expertise.;repeats information exactly as discussed in the presentation.;details the project team's qualifications and its project approach.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.234&mcs&0&&One of the advantages of having a firm's marketing professional conduct client debriefings is that:&feedback filtered through others is subject to personal interpretation before it reaches the marketing professional. &marketing professionals are goal-centered and can defend the approach.;feedback can be inflammatory and should be kept from technical staff.;technical staff represent billable hours, while the marketing professional is an overhead expense.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.235&mcs&0&&Post-award debriefings should be conducted regardless of the outcome of an award, because:&the clients' feedback can be used to improve future proposals and presentations.&the competition probably does so.;they provide an opportunity to refocus on objectives.;senior management wants people with diverse marketing skills.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.236&mcs&0&&For 3 years, an A/E firm has actively marketed to a local office park developer.  Although the firm has been consistently shortlisted and interviewed, it has not won any work.  A post-award debriefing is scheduled.  Which of the following should the firm's marketing representative do during the debriefing?&Create a neutral nonjudgemental atmosphere, ask direct questions, and gather facts leading to the client's decision.&Focus questions on the technical elements of the project and evaluate the firm's ability accordingly.;Ask the client to compare the winning firm's interview techniques with the A/E firm's techniques, probe deeply about the language and visuals used in the interview.;Diplomatically explain that interviewing is expensive and bluntly ask what it will take for the firm to get a job.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.237&mcs&0&Y&Client feedback indicates that a primary reason proposals fail is because the proposals:&underestimate the knowledge base of the client.&target the wrong decision-maker.;are handled by too complex a team.;try to include too much information.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.238&mcs&0&&The value of a promotional campaign is best evaluated by:&balancing the return value with the cost/value equation.&determining how many clients or prospects received a promotional piece.;counting the number of comments received from clients, friends, or employees.;calculating the cost per promotional piece.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.239&mcs&0&Y&In a budget for printed promotional material, which of the following would cost the most?&Labor&Printing;Travel;Postage;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.240&mcs&0&&In professional settings involving clients or prospective clients, the principals of a firm should participate only in activities that:&provide high visibility, such as chairing an important committee.&can be easily delegated to other staff members if necessary.;require a minimal time commitment.;afford opportunities to network with suppliers.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.241&mcs&0&&A <i>search engine</i> is a:&type of software that uses titles of files, key words, or file content to find and index Internet sites.&specialized software package that integrates word processing with database management software.;database program that allows optimal sorting and organizing of data fields.;type of software that automatically indicates a data transmission to a Web client based on predefined fields.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.242&mcs&0&N&Consistent use of color throughout a presentation is <i>most likely</i> to help the audience:&easily categorize and process the information.&stay awake.;keep up with the presenter.;remember the firm's name.;&&&&a&05.0&1&1&&0&1&&&N.
xCPSMexa.243&mcs&0&Y&An accepted standard for the number of slides used during a presentation is:&one slide for every minute of presenting.&two slides for every thirty seconds of presenting.;two slides for every minute of presenting.;one slide for every three minutes of presenting.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.244&mcs&0&&When choosing colors for the lettering on a slide presentation, bright red and orange should be used:&to highlight one or two words.&for headlines and long sentences.;for graphics only.;for all of the text.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.245&mcs&0&&A photographer is hired to produce project photographs for a firm.  The photographer will own the copyright for the photos.  This means that the firm will have:&limited rights to the photos.&the right to photocopy the photos.;unlimited rights to the photos.;no rights to the photos.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.246&mcs&0&&Which of the following is essential to do when hiring a marketing consultant?&Check references.&Select the least expensive consultant.;Determine the number and experience of the consultant's staff.;Judge the creativity of the consultant's staff.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.247&mcs&0&&Which of the following is an essential component of an awards submittal package?&Addressing all elements of the submission guidelines with clarity and precision&Including project photography with appropriate quotes from the owner and architect;Describing the key elements of the project, using technical terms and cost performance data;Reviewing last year's submittals and incorporating successful techniques;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.248&mcs&0&&To determine whether a firm's work is award-winning and competitive, the firm's marketing professional should:&collect published articles on winning projects from the past 2 years.&hire a student to do research on winning projects in the firm's category.;hire a consultant to complete the entry form.;collect copies of all entry forms submitted during the past 4 to 5 years.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.249&mcs&0&&When planning for a special event such as an owner's building dedication, a marketing professional should:&include in the media kits credit and background information on the design and construction firms and key consultants.&use the opportunity to showcase the firm's capabilities and past projects.;make press releases available to the media as quickly as possible, so that they are not overshadowed by the client's media information.;let the client take the lead, offering support only if asked.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.250&mcs&0&&Which of the following is the first step in planning a special event?&Defining goals&Determining the availability of key staff;Establishing a budget;Talking to clients to see what kind of event they prefer&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.251&mcs&0&&The key to the success of a firm's internal marketing program is to:&obtain buy-in for the program from principals and key managers.&prepare an annual report listing statistics, shortlist rates, and wins.;meet monthly with the firm's president or executive vice-president. ;provide a periodic e-mail to update all employees.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.252&mcs&0&Y&In a multioffice professional services firm, collaboration among the offices can be <i>best</i> enhanced by:&building ongoing personal relationships.&clearly stating management expectations regarding cooperation.;sharing common software and having well-defined responsibilities.;reminding staff periodically of the firm's goals and mission.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.253&mcs&0&&If top management is committed to building a firm that is reliable, credible, trustworthy, and responsible, which of the following steps would be most critical?&Monitoring behavior and implementing consequences&Including updates on ethical issues in all management reports;Publicizing the firm's philosophy and intent, both internally and externally;Incorporating ethical behavior into the firm's mission statement&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.254&mcs&0&&Sharing information from a firm's marketing plan with employees:&is a good practice, because it will help foster their commitment to goals and strategies.&is a good practice, because it will minimize the number of inappropriate questions.;is a waste of time, because they probably won't understand it anyway.;should be avoided, because important information and insights could be lost if employees leave the firm.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.255&mcs&0&&A marketing professional's participation in professional associations should be viewed <i>primarily</i> as:&an investment in personal development.&an incidental marketing expense.;another forum in which to market himself or herself.;an opportunity to showcase his or her talents.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.256&mcs&0&Y&For a marketing professional, the <i>primary</i> purpose of participating in professional associations is to:&provide for his or her professional development.&gain name recognition and industry exposure.;develop personal and business relationships.;promote the services of his or her firm.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.257&mcs&0&Y&To develop a human resource base that can best serve the needs of a firm's clients, it is a good strategic move to:&hire non-design employees with credibility in the industry.&hire highly skilled architects/engineers with in-depth experience in the industry.;form a joint venture with another firm in the industry.;create a strategic alliance with another firm with experience in the industry.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.258&mcs&0&&In addition to knowing a client's needs, which of the following steps should a firm's marketing professional take to ensure the effective selection and use of specialized subconsultant services?&Review potential subconsultants with the client if possible, and include the subconsultants in the presentation, as appropriate.&Select only subconsultants who have worked for the firm before and include them in the presentation.;Select subconsultants based on experience alone and sell the firm's team on the strength of the subconsultants.;Select subconsultants based on experience alone and include them in the question-and-answer part of the interview.;&&&&a&06.0&1&1&&0&1&&&
xCPSMexa.259&mcs&0&Y&Relationship marketing is the process of:&Focusing on customer retention&Focusing on the single sale;Dealing with service as a product;Developing the marketing theory;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.260&mcs&0&Y&Three key ingredients to effective employee recruitment and retention are financial rewards, identifying why employees leave, and:&a good working environment.&a well-run human resources department.;accepting electronic resumes.;providing on-time performance appraisals.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.261&mcs&0&Y&You have researched five companies you believe are good prospects for your firm. Now you want to learn about the key people in these firms.  Your best source for this information is:&Dun and Bradstreet.&FW Dodge.;CAP Online.;MAG Online.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.262&mcs&0&Y&Before committing to an exhibit presence at a show or convention, it is most important to:&know exactly the target audience you expect to reach.&ask the organizers how long they have been in business.;have your key staff available.;find out if your competitors are also exhibiting.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.263&mcs&0&Y&A marketing professional is asked to develop a survey to determine client satisfaction.  Which of the following survey methods has the highest response rate?&Telephone interviews&Mailed surveys;Interactive web pages;Focus groups&&&&a&01&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.264&mcs&0&Y&Use of storyboarding in a presentation enables you to:&coordinate the verbal and visual messages.&take control of presentation preparation.;significantly reduce presentation costs.;reduce the time needed to prepare.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.265&mcs&0&Y&In responding to RFP questions, the best strategy is to answer:&as directly and straightforwardly as possible.&only those questions that put your firm in the best light.;in detail with your interpretation on the answer.;by referring the reader to other areas for the answer.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.266&mcs&0&Y&When using a project photograph, it is ethically acceptable to digitally enhance an image by changing:&the color of the sky.&the location of rooftop equipment.;the color of the window glass.;imperfections in the masonry.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.267&mcs&0&Y&In setting up an appointment to be debriefed by a client on a project your firm did not get, it is important to let the client know:&that you accept the client's decision.&that you will send a complete list of questions prior to the interview.;how long the debriefing will take.;the reputation of your firm in this design area.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.268&mcs&0&Y&Which of the following questions should you consider first when planning a special event?&What do we want attendees of the event to remember about our firm?&How much money and staff time can be allocated for the event?;Whom, how many, and what categories of people do we want to attend?;What is a suitable time and location for the event?;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.269&mcs&0&Y&The primary purpose of attending trade association meetings should be to:&meet fellow professionals and develop relationships.&become familiar with the issues facing the association.;exhibit your firm's services.;assess the association's viability for your firm's business.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.270&mcs&0&Y&When writing and submitting an article for journal publication, it is most important to:&address the audience in a manner consistent with the journal's editorial policy.&develop the article around a case study.;send the article to numerous journals to ensure publication.;write the article without a specific journal in mind, in order to allow for more flexibility.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.271&mcs&0&Y&What is the basic concept behind networking?&Helping people&Doing lunch;Asking people you know to help you get business;Using your friends to get business;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.272&mcs&0&Y&The fundamental principle implicit in the concept of networking is:&How can I help this person?&With whom do my competitors network?;How can I best gather information about a prospective client?;How can this person help me? &&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.273&mcs&0&Y&The most important consideration in writing an article for publication is:&knowing your audience.&generating leads.;targeting a journal.;gaining prestige.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.274&mcs&0&Y&Analysis of marketing expenditures is an important consideration when implementing a marketing plan.  Successfully producing these analyses depends primarily on the:&details contained within the marketing budget.&firm's accounting and reporting systems.;input of principals and key staff members into the marketing process.;principals' willingness to discuss the marketing plan.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.275&mcs&0&Y&To retain its promising young professionals, a firm decides to initiate a formal coaching and mentoring program.  An effective program will increase the firm's:&long-term profitability.&number of principals.;billable hours.;short-term profitability.&&&&a&06&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.276&mcs&0&Y&You have created a communications plan for your firm and want to be sure you do not overspend the amount budgeted for your promotional program.  The most effective way to monitor expenditures is to:&assign job numbers to each marketing effort you have budgeted.&assign percentages of the overall marketing budget to each promotional program.;analyze the previous year's expenditures and allot a similar budget for each program.;meet with marketing staff and principals monthly to identify and discuss expenditures.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.277&mcs&0&Y&A debriefing interview after your proposal has not made the short list provides a good opportunity to:&increase your understanding of the client's needs.&clarify or add points that may have been unclear or omitted from your proposal.;share with the client the tremendous effort your firm made in putting together the proposal.;open discussion with the client about future opportunities.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.278&mcs&0&Y&Your team has been shortlisted for a state-of-the-art building project.  Your main selling point is that your team has a leading-edge technological advantage.  Which of the following visuals would best support your presentation strategy?&Computer projections/animations&A site plan and model;A team video;A combination of boards and sketches created during the presentation&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.279&mcs&0&Y&You are working on a proposal with an uncertain schedule that requires the project team to work late nights and weekends as the due date approaches.  The best strategy to assure that the proposal runs as smoothly as possible is to:&authorize an effective proposal manager.&appoint the designated project manager to lead the proposal effort.;involve all members of the designated project team in the proposal process.;assign additional staff to handle the process.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.280&mcs&0&Y&In surveying your client base, you are likely to get the most accurate information if which of the following sources conducts the survey?&A third party&A project manager who knows the market base well;Your firm's president;Your firm's senior marketing professional;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.281&mcs&0&Y&You are interested in learning how you can improve your client services.  You will get the most accurate and detailed information from which of the following research methods?&Telephone survey&Written survey;Series of focus groups;E-mail survey&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.282&mcs&0&Y&Which of the following statements reflects a good budgeting strategy?&If you are trying to diversify into new markets, your budget should be higher.&If your client base is homogeneous, your budget should be larger.;If you have a low percentage of repeat business, your budget should be smaller.;If your firm is large, you should devote a lower percentage of billings to the marketing budget.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.283&mcs&0&Y&Public relations is a valuable part of any market program primarily because:&it builds a firm's reputation.&mass distribution of press releases increases probability of coverage.;publishers are constantly looking for stories.;it has an attractive cost/benefit ratio.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.284&mcs&0&Y&Which of the following is a key ingredient for effective cold calling?&Persistence&Training;Assignments;Planning&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.285&mcs&0&Y&A primary rule when speaking with a reporter is to:&say nothing 'off the record.'&respond with 'no comment' on controversial issues.;explain things clearly and in detail.;ask for a promise that your name/firm will be mentioned.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.286&mcs&0&Y&A common misconception about public relations articles is that:&the process starts with a press release.&they have to be of interest to the audience.;they generate leads.;they build your reputation.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.287&mcs&0&Y&The sales process starts with establishing rapport and is followed by:&getting information, giving information, responding to concerns.&responding to concerns, giving information, getting information.;giving information, responding to concerns, getting information.;giving information, getting information, responding to concerns.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.288&mcs&0&Y&To be considered newsworthy, a public relations article should be: &current, informative, and urgent.&informative, people orientated, and substantive.;current, event driven, and statistical.;informative, humorous, and short.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.289&mcs&0&Y&The primary requirement for a successful relationship marketing program is to:&assign an account (or client) manager.&have a large cold calling program.;divide the responsibility equally among the principals.;involve as many people as possible.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.290&mcs&0&Y&To have a successful teaming experience, it is most important for team partners to:&share similar core values.&be willing to be exclusive.;be in an easily accessible location.;be known to the client.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.291&mcs&0&Y&The order of the sales process is:&establish a rapport, obtain info, give info, respond to concerns.&qualify the prospect, meet face-to-face, present info, respond to questions.;make appointment, give info, obtain info, set next step.;establish rapport, make presentation, overcome objections, close the sale.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.292&mcs&0&Y&The best time to prepare presentation visuals is:&after you have developed the strategy.&once you have identified the competition.;at least 3 days before the interview.;after you have had your first dry run.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.293&mcs&0&Y&A winning presentation should focus primarily on:&the benefits to the client.&why yours is the best firm for the job.;your team's unique qualifications.;how much you want the project.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.294&mcs&0&Y&The best way to successfully track your marketing budget is to:&assign job numbers to all tasks.&create a detailed spreadsheet to track expenditures.;meet monthly with firm principals to review their activities.;divide your budget into 12 equal segments and review monthly.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.295&mcs&0&Y&A public relations program is budgeted as:&an indirect marketing activity.&a direct marketing activity.;a sales activity.;a project development activity.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.296&mcs&0&Y&A 'bottom-up' method of assigning costs to each item in a marketing plan is known as:&goal-based budgeting.&the cost-plus method.;scenario planning.;the percentage method.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.297&mcs&0&Y&A marketing budget is most meaningful if it is based on:&the marketing plan.&current market research.;the firm's practice areas.;sound financial planning.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.298&mcs&0&Y&The first step in developing a marketing information system is to:&conduct a needs assessment.&establish a budget for implementation.;make sure that your software is compatible with your hardware.;make sure the principals will use it.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.299&mcs&0&Y&According to Pareto's rule, 80% of your profits come from:&20% of your clients.&10% of your clients.;50% of your clients.;80% of your clients.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.300&mcs&0&Y&Bringing two or more firms together to form a separate legal entity to pursue a project is known as a:&joint venture.&strategic partnership.;teaming alliance.;project-teaming agreement.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.301&mcs&0&Y&The first step in providing unity and continuity to a proposal is to:&develop an effective theme.&decide on a graphics scheme.;select the typeface.;write the executive summary.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.302&mcs&0&Y&You have decided to hire an outside consultant to manage your PR efforts.  Thekey to successfully managing this consulting relationship is:&a well-written contract.&detailed invoices.;documentation through a clipping service.;weekly progress meetings.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.303&mcs&0&Y&Professional/service firms strive to provide superior client service in order to:&maximize positive referrals.&have a smaller client base composed of larger client entities.;build staff expertise.;increase staff size.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.304&mcs&0&Y&Marketing plans should parallel the firm's:&financial objectives.&service capabilities.;overhead functions.;stockholders' equity.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.305&mcs&0&Y&In the marketing planning process, two key components of action plans are cost and:&schedule.&evaluation.;staff.;organization charts.&&&&a&02&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.306&mcs&0&Y&Your firm is considering entering the global market.  Key areas you need to evaluate are:&what the clients expect and need.&your exit strategy.;forms of payment you will accept.;ways to incorporate U.S. technology.;&&&&a&02.0&1&1&&0&1&&&
xCPSMexa.307&mcs&0&Y&Which of the following is the most effective prospecting strategy? &Carefully research, then select a few prospects that have high potential for several years' work, call each and establish a meeting to learn more of their needs.&Join the local Chamber of Commerce, become a leader within the organization, and become known for civic improvements.;Select a group of prospects that have similar backgrounds and send each a newsletter on a monthly basis.;Identify a large group of potential service purchases, invite them to an educational seminar.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.308&mcs&0&Y&In professional services, client satisfaction is defined by:&the client's perceptions of expectations met.&the client's goals in light of the service provider's accomplishments.;the client's anticipation of problem solving in light of design costs.;directly proportional to the technical work product.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.309&mcs&0&Y&The best reason for conducting probing interviews with prospects prior to submitting a proposal is to:&gather information to determine the approach to be taken.&explain previous projects of a similar nature.;establish a rapport with the key decision maker.;promote name recognition for your firm.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.310&mcs&0&Y&Key steps in the process of developing an international business alliance include establishing criteria for the type of alliance you need, identifying and evaluating prospective partners, and:&creating realistic expectations.&minimizing expensive face-to-face contact.;focusing on the competition.;understanding business protocol.&&&&a&03&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.311&mcs&0&Y&In making a go/no-go decision, which of the following key criteria are typically defined with a strategic plan?&Type and size of project, geographic location, client type&Human resources, accounting, management;Market segment, staffing, prestige;Building type, zoning, core competency;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.312&mcs&0&Y&The decision to pursue a project should fall within the boundaries established by a firm's:&strategic plan.&client mix.;geographic location.;financial plan.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.313&mcs&0&Y&Your firm is selectively bidding on lump-sum projects, targeting specific clients.  You are not the selected bidder.  You should:&conduct a client debrief to gather information.&move on to the next opportunity since it was a lump sum.;conduct an internal debrief.;hand it off to the principals.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.314&mcs&0&Y&The primary reason for conducting a debrief after a proposal is won or lost is to learn:&why the firm was or was not selected.&the client's selection process.;what the competitors are doing.;who won the project.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.315&mcs&0&Y&Once a client has received proposals from firms submitting a large pool of proposals, the first task is to:&eliminate proposals from the pool.&identify the three or four most technically sound proposals.;select the most responsive proposal from the pool.;numerically evaluate each proposal in the pool.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.316&mcs&0&Y&One method to achieve a clear writing style for proposals is to use:&short sentences with language that is simple and familiar.&third-person voice.;technical terms frequently to show your expertise.;language tailored after a typical college term paper.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.317&mcs&0&Y&Go/no-go instruments should be used:&to evaluate a project's profitability.&to determine how a client will pay.;prior to developing a marketing plan for specific prospects.;only for projects prospected by non-principals.;&&&&a&03.0&1&1&&0&1&&&
xCPSMexa.318&mcs&0&Y&Management just designated you spokesperson for your firm in the event of a crisis.  Key elements in developing your crisis communication plan include gathering home phone numbers for the firm's leadership, lining up a public relations firm for added firepower, and:&developing a method to produce and get stories out quickly.&establishing the policy to always follow the client's lead.;encouraging all staffers to communicate with the press.;instructing leadership to respond with 'no comment.';&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.319&mcs&0&Y&To make advertising successful, you need to:&pick the right media for your audience.&tell the truth.;compress the time frame.;hire an agency.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.320&mcs&0&Y&To select an appropriate advertising agency, you should define your needs, make an agency shortlist, select finalists for presentations, and:&check their references.&conduct a design competition.;select the low bidder.;review their awards and broadcast samples.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.321&mcs&0&Y&Photographers who specialize in photographing buildings have equipment that:&eliminates visual distortion.&produces clear images.;compensates for poor lighting.;captures creative angles.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.322&mcs&0&Y&The best way to ensure that colors are correct in a printed piece is to do a:&press proof.&blue-line proof.;chromalin proof.;Fuji proof.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.323&mcs&0&Y&A key advantage of using direct mail in a communications campaign is:&ability to reach a targeted audience.&credibility of message.;high response rate.;low cost.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.324&mcs&0&Y&The primary advantage of advertising is its ability to:&control the message.&establish credibility.;be cost-effective.;target small groups.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.325&mcs&0&Y&When creating a computer-generated slide show presentation, it is best to use:&no more than six bullet items per slide.&one slide per 3 minutes of presentation.;animation as often as possible.;at least four colors to differentiate levels of importance.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.326&mcs&0&Y&Of the following, the best way for a firm to maintain a positive reputation is to:&provide exceptional client service.&secure the services of a public relations firm.;advertise in professional journals.;use a distinctive and memorable name and logo.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.327&mcs&0&Y&There are newly completed projects you would like to photograph.  Your photographer must travel because the projects are located in different cities and regions.  Project shoots are limited to one per day because of the travel time involved.  The most effective strategy would be to: &use a different local photographer for each shoot.&obtain a lower rate by using the same photographer for multiple projects.;eliminate a difficult location.;wait until you have multiple projects in the same location.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.328&mcs&0&Y&Obtaining the approval of the client to photograph a project is:&always recommended.&sometimes recommended.;never necessary.;often unnecessary.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.329&mcs&0&Y&The primary purpose of a debrief after a loss is to:&find out the client's views of the firms they hire.&ask the client direct questions about the process.;ask directly why your firm did not get the project.;arrange face-time with the client so that the client might reconsider your firm.;&&&&a&04.0&1&1&&0&1&&&
xCPSMexa.330&mcs&0&Y&In planning for a photo shoot, you should first:&decide how you will use the images.&establish the budget for the photo shoot.;select the format.;ask the project team for its input on the shoot.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.331&mcs&0&Y&When selecting a photographer for a shoot, it is most important to:&make sure you are talking to the person who will take the photos.&use a photographer who specializes in your project type.;have all involved parties make a site visit.;get the project team and the client to agree on the selection of the photographer.;&&&&a&05.0&1&1&&0&1&&&
xCPSMexa.332&mcs&0&Y&Debriefing after a loss, should be seen as an opportunity to:&demonstrate your interest to the client.&impress the client for the next job.;ask the client to reconsider your firm for the project.;find out what the interviewing team did wrong.&&&&a&04&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.333&mcs&0&Y&Your firm is undertaking a new communications program.  The first step is to:&perform initial research to benchmark the firm's recognition factor.&send a test mailer to advertise your web site and track the increase in hits.;call several major clients to ask if they read your announcements.;keep a log of how often your name appears in the local press.&&&&a&05&1&1&&0&1&N&0&N.N.N.N
xCPSMexa.334&mcs&0&Y&To successfully help technical staff participate in marketing and sales efforts, a firm should provide:&in-house selling skills training and support.&a contact list and in-house contracts training.;training in presentation techniques and lead-tracking software.;sales goals and an expense account.&&&&a&06&1&1&&0&1&N&0&N.N.N.N