Exam 11: Database and Direct Response Marketing and Personal Selling

Data mining and data coding of a firm's database can help develop more personalized marketing communications and marketing programs.

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(True/False)

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Question 1

Correct Answer:

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True

The third step in the selling process,after qualifying prospects,is:

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(Multiple Choice)

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Question 2

Correct Answer:

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Identify and describe the three primary types of data coding processes.

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(Essay)

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Question 3

Correct Answer:

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Lifetime value-which represents the amount of profit an individual will generate in his/her lifetime with a firm.It is normally calculated for a market segment,but can be calculated for an individual.Customer clusters-can be based on a wide variety of criteria.Location-data tracking-uses cell phone GPS data to track the consumer's location then ties the location with demographic data available.

If a company is using its own data list generated by its database for a direct mail campaign,it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.

(True/False)

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Question 4

If the salesperson has answered all of the objections and feels confident that a prospect is ready to buy,then using the summarization close works the best.

(True/False)

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Question 5

Customer service representatives can use an individual's lifetime value to determine how to interact with a customer.

(True/False)

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Question 6

When a customer's objections are partially true,a salesperson can use the indirect approach to handle the objection.

(True/False)

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Question 7

Information about current customers,former customers,and prospects is contained within a firm's operational database.

(True/False)

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Question 8

In personal selling,it is important to have quality leads because not all prospects are of equal value.

(True/False)

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Question 9

The most cost-effective means of communicating with customers is:

(Multiple Choice)

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Question 10

In terms of generating sales leads,networking and using directories produces superior leads to using a firm's internal database.

(True/False)

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Question 11

Geocoding allows for combining demographic information,geographic information,and purchase history data.

(True/False)

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Question 12

Successful cataloging requires:

(Multiple Choice)

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Question 13

Adding geographic codes to customer records to plot them on a map is called:

(Multiple Choice)

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Question 14

In handling objections during the sales call,Gavin (the salesperson)normally will say "yes,but..." then proceed to explain his brand's benefits or features that will address the objection raised.This approach is called which method?

(Multiple Choice)

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Question 15

With the head-on approach to handling objections,the salesperson:

(Multiple Choice)

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Question 16

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

(True/False)

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Question 17

Catalogs offer the advantages of being long lasting,low-pressure,and viewed at a person's leisure.

(True/False)

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Question 18

To optimize permission marketing,firms must grant customers empowerment,which means customers have:

(Multiple Choice)

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Question 19

A permission marketing program means promotions are only sent to customers who grant permission to receive them.

(True/False)

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Question 20

Showing 1 - 20 of 207

Data mining and data coding of a firm's database can help develop more personalized marketing communications and marketing programs.

The third step in the selling process,after qualifying prospects,is:

Identify and describe the three primary types of data coding processes.

If a company is using its own data list generated by its database for a direct mail campaign,it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.

If the salesperson has answered all of the objections and feels confident that a prospect is ready to buy,then using the summarization close works the best.

Customer service representatives can use an individual's lifetime value to determine how to interact with a customer.

When a customer's objections are partially true,a salesperson can use the indirect approach to handle the objection.

Information about current customers,former customers,and prospects is contained within a firm's operational database.

In personal selling,it is important to have quality leads because not all prospects are of equal value.

The most cost-effective means of communicating with customers is:

In terms of generating sales leads,networking and using directories produces superior leads to using a firm's internal database.

Geocoding allows for combining demographic information,geographic information,and purchase history data.

Successful cataloging requires:

Adding geographic codes to customer records to plot them on a map is called:

In handling objections during the sales call,Gavin (the salesperson)normally will say "yes,but..." then proceed to explain his brand's benefits or features that will address the objection raised.This approach is called which method?

With the head-on approach to handling objections,the salesperson:

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

Catalogs offer the advantages of being long lasting,low-pressure,and viewed at a person's leisure.

To optimize permission marketing,firms must grant customers empowerment,which means customers have:

A permission marketing program means promotions are only sent to customers who grant permission to receive them.

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Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

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