Question 1

The number one reason consumers remain in permission marketing programs is:

Accepted Answer

A) they receive account status updates. 
B) contests and sweepstakes being offered. 
C) price bargains offered. 
D) the content is interesting. 
A) they receive account status updates. 
B) contests and sweepstakes being offered. 
C) price bargains offered. 
D) the content is interesting.

Question 2

During the knowledge acquisition stage of the selling process,a salesperson should gather all of the following information except:

Accepted Answer

A) identify the current price that the prospect is paying. 
B) know and understand the prospect's customers. 
C) identify the prospect's needs. 
D) understand the prospect's business. 
A) identify the current price that the prospect is paying. 
B) know and understand the prospect's customers. 
C) identify the prospect's needs. 
D) understand the prospect's business.

Question 3

While database marketing can be used for selling products,the primary benefit is the enhancement of customer loyalty.

Accepted Answer

A) True 
 B)False

Question 4

An operational database contains:

Accepted Answer

A) transactions and interactions individuals have with a firm. 
B) information about current customers and customers of the competition. 
C) customer transactions and follows accounting principles. 
D) information about current customers,former customers,and prospects. 
A) transactions and interactions individuals have with a firm. 
B) information about current customers and customers of the competition. 
C) customer transactions and follows accounting principles. 
D) information about current customers,former customers,and prospects.

Question 5

The most common method of direct marketing is:

Accepted Answer

A) direct mail. 
B) telemarketing. 
C) direct response mass media. 
D) emails. 
A) direct mail. 
B) telemarketing. 
C) direct response mass media. 
D) emails.

Question 6

In a sales presentation,which approach requires salespeople to analyze the buyer's business?

Accepted Answer

A) Mission-sharing 
B) Need-satisfaction 
C) Problem-solution 
D) Stimulus-response 
A) Mission-sharing 
B) Need-satisfaction 
C) Problem-solution 
D) Stimulus-response

Question 7

With a frequency program,consumers are more likely to put forth greater effort to obtain luxury goods as opposed to necessity items.

Accepted Answer

A) True 
 B)False

Question 8

Mailing direct offers to individuals who have purchased in the past,but not recently,will usually yield better results than a cold-call mailing list from a broker.

Accepted Answer

A) True 
 B)False

Question 9

With the "feel,felt,found" approach to handling objections,the salesperson:

Accepted Answer

A) will allow the customer to talk about his or her fears and worries,then relate how another customer had similar fears and how the product being sold met those fears or worries. 
B) answers the objection directly. 
C) will reply "yes,but ..." and then explain how the product's benefits will answer the customer's objection. 
D) avoids confrontation by sympathizing with the customer,then provides the correct information. 
A) will allow the customer to talk about his or her fears and worries,then relate how another customer had similar fears and how the product being sold met those fears or worries. 
B) answers the objection directly. 
C) will reply "yes,but ..." and then explain how the product's benefits will answer the customer's objection. 
D) avoids confrontation by sympathizing with the customer,then provides the correct information.

Question 10

Many companies that sell clothes over the internet will email messages or an email newsletter to customers who are interested in keeping up with the latest fashion news.This strategy is most successful if it is based on:

Accepted Answer

A) lifetime value and customer cluster analysis. 
B) data mining. 
C) customer profile information the customer has provided to the company. 
D) customer profile information obtained through cookies. 
A) lifetime value and customer cluster analysis. 
B) data mining. 
C) customer profile information the customer has provided to the company. 
D) customer profile information obtained through cookies.

Question 11

Common forms of database coding are:

Accepted Answer

A) data mining and cluster customer analysis. 
B) lifetime value analysis,customer cluster analysis,and location-data tracking. 
C) lifetime value analysis and data mining. 
D) geocoding,data mining and location-data tracking. 
A) data mining and cluster customer analysis. 
B) lifetime value analysis,customer cluster analysis,and location-data tracking. 
C) lifetime value analysis and data mining. 
D) geocoding,data mining and location-data tracking.

Question 12

List the tasks associated with databased marketing.

Accepted Answer

Successful database marketing

Question 13

If Amelia spends $300 per year at Gap and spends an average of $1500 per year on clothes,then the "share of customer" value for the Gap:

Accepted Answer

A) is 20 percent. 
B) is 50 percent. 
C) is $300. 
D) cannot be determined with the information provided. 
A) is 20 percent. 
B) is 50 percent. 
C) is $300. 
D) cannot be determined with the information provided.

Question 14

During the knowledge acquisition stage of the selling process,a salesperson should gather all of the following information except:

Accepted Answer

A) evaluate the risk factors. 
B) identify the product users. 
C) evaluate the switching costs. 
D) identify the decision makers and influencers. 
A) evaluate the risk factors. 
B) identify the product users. 
C) evaluate the switching costs. 
D) identify the decision makers and influencers.

Question 15

Maintaining customer profile information is important because the information helps the marketing team create personalized communications.

Accepted Answer

A) True 
 B)False

Question 16

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

Accepted Answer

A) the products are too costly. 
B) the marketing pieces are not relevant any more. 
C) they can no longer win prizes or receive free gifts. 
D) the person has moved and did not leave a forwarding address or email. 
A) the products are too costly. 
B) the marketing pieces are not relevant any more. 
C) they can no longer win prizes or receive free gifts. 
D) the person has moved and did not leave a forwarding address or email.

Question 17

Most marketing experts believe the most accurate method to calculate lifetime value is to calculate the lifetime value of a single customer rather than a market segment.

Accepted Answer

A) True 
 B)False

Question 18

In a sales presentation,which approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call?

Accepted Answer

A) Mission-sharing 
B) Need-satisfaction 
C) Problem-solution 
D) Stimulus-response 
A) Mission-sharing 
B) Need-satisfaction 
C) Problem-solution 
D) Stimulus-response

Question 19

In purchasing a mailing list,a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.

Accepted Answer

A) True 
 B)False

Question 20

The first step in the selling process is:

Accepted Answer

A) generating leads. 
B) sales presentation. 
C) knowledge acquisition. 
D) qualifying prospects. 
A) generating leads. 
B) sales presentation. 
C) knowledge acquisition. 
D) qualifying prospects.

The number one reason consumers remain in permission marketing programs is:

During the knowledge acquisition stage of the selling process,a salesperson should gather all of the following information except:

While database marketing can be used for selling products,the primary benefit is the enhancement of customer loyalty.

An operational database contains:

The most common method of direct marketing is:

In a sales presentation,which approach requires salespeople to analyze the buyer's business?

With a frequency program,consumers are more likely to put forth greater effort to obtain luxury goods as opposed to necessity items.

Mailing direct offers to individuals who have purchased in the past,but not recently,will usually yield better results than a cold-call mailing list from a broker.

With the "feel,felt,found" approach to handling objections,the salesperson:

Many companies that sell clothes over the internet will email messages or an email newsletter to customers who are interested in keeping up with the latest fashion news.This strategy is most successful if it is based on:

Common forms of database coding are:

List the tasks associated with databased marketing.

If Amelia spends $300 per year at Gap and spends an average of $1500 per year on clothes,then the "share of customer" value for the Gap:

During the knowledge acquisition stage of the selling process,a salesperson should gather all of the following information except:

Maintaining customer profile information is important because the information helps the marketing team create personalized communications.

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

Most marketing experts believe the most accurate method to calculate lifetime value is to calculate the lifetime value of a single customer rather than a market segment.

In a sales presentation,which approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call?

In purchasing a mailing list,a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.

The first step in the selling process is:

Integrated Marketing Communications

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

Filters

Exam 11: Database and Direct Response Marketing and Personal Selling

The number one reason consumers remain in permission marketing programs is:

During the knowledge acquisition stage of the selling process,a salesperson should gather all of the following information except:

While database marketing can be used for selling products,the primary benefit is the enhancement of customer loyalty.

An operational database contains:

The most common method of direct marketing is:

In a sales presentation,which approach requires salespeople to analyze the buyer's business?

With a frequency program,consumers are more likely to put forth greater effort to obtain luxury goods as opposed to necessity items.

Mailing direct offers to individuals who have purchased in the past,but not recently,will usually yield better results than a cold-call mailing list from a broker.

With the "feel,felt,found" approach to handling objections,the salesperson:

Many companies that sell clothes over the internet will email messages or an email newsletter to customers who are interested in keeping up with the latest fashion news.This strategy is most successful if it is based on:

Common forms of database coding are:

List the tasks associated with databased marketing.

If Amelia spends $300 per year at Gap and spends an average of $1500 per year on clothes,then the "share of customer" value for the Gap:

During the knowledge acquisition stage of the selling process,a salesperson should gather all of the following information except:

Maintaining customer profile information is important because the information helps the marketing team create personalized communications.

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

Most marketing experts believe the most accurate method to calculate lifetime value is to calculate the lifetime value of a single customer rather than a market segment.

In a sales presentation,which approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call?

In purchasing a mailing list,a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.

The first step in the selling process is:

Integrated Marketing Communications

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

Filters