Question 1

Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

Accepted Answer

A) True 
 B)False

Question 2

The primary benefit of database marketing is:

Accepted Answer

A) the enhancement of customer loyalty. 
B) higher sales. 
C) greater profits. 
D) greater brand parity. 
A) the enhancement of customer loyalty. 
B) higher sales. 
C) greater profits. 
D) greater brand parity.

Question 3

Some customers do not have specific objections,but are worried about the consequences of switching vendors.In such situations,the best method to use would be the compensation method.

Accepted Answer

A) True 
 B)False

Question 4

The process of searching a database for a specific piece of information,such as a birthday,for marketing purposes is:

Accepted Answer

A) data mining. 
B) customer cluster analysis. 
C) data coding. 
D) trawling. 
A) data mining. 
B) customer cluster analysis. 
C) data coding. 
D) trawling.

Question 5

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

Accepted Answer

A) True 
 B)False

Question 6

A digital marketing firm tracked the movement of individuals in downtown Chicago just prior and just after a Chicago Cub's baseball game to determine movement,restaurants visited,and stores visited.This illustrates the data analytics of:

Accepted Answer

A) data mining. 
B) customer clustering. 
C) location data tracking. 
D) geocoding. 
A) data mining. 
B) customer clustering. 
C) location data tracking. 
D) geocoding.

Question 7

The primary reason for building a database,coding the information,and mining data is to use the output to build programs that will boost sales revenues.

Accepted Answer

A) True 
 B)False

Question 8

The most common form of direct marketing is email.

Accepted Answer

A) True 
 B)False

Question 9

According to the Direct Marketing Association,about 60 percent of a typical direct marketing budget targets:

Accepted Answer

A) former customers who have not purchased recently. 
B) prospecting for new customers. 
C) retaining current customers. 
D) individuals from an internal customer list. 
A) former customers who have not purchased recently. 
B) prospecting for new customers. 
C) retaining current customers. 
D) individuals from an internal customer list.

Question 10

A data warehouse contains customer information such as customer email addresses,purchase and communication histories,and personal preference profiles.

Accepted Answer

A) True 
 B)False

Question 11

While it is important for a database to record every transaction with a customer,recording of interactions that are unrelated to a purchase are not necessary.

Accepted Answer

A) True 
 B)False

Question 12

A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.

Accepted Answer

A) True 
 B)False

Question 13

Database and personal selling methods are not adaptable to international settings.

Accepted Answer

A) True 
 B)False

Question 14

In terms of generating leads for sales,trawling and data analysis of a firm's database can generate high potential leads.

Accepted Answer

A) True 
 B)False

Question 15

Jennifer is a salesperson and has just finished answering objections of a client.The next step in the selling process is:

Accepted Answer

A) to make the sales presentation. 
B) acquire knowledge of the client. 
C) the sales closing. 
D) the follow-up. 
A) to make the sales presentation. 
B) acquire knowledge of the client. 
C) the sales closing. 
D) the follow-up.

Question 16

Identify the steps in the selling process.

Accepted Answer

Generating leads,qualifying pr

Question 17

Selling products to customers without the use of other channel members is:

Accepted Answer

A) database marketing. 
B) direct marketing or direct-response marketing. 
C) indirect marketing. 
D) by-pass marketing. 
A) database marketing. 
B) direct marketing or direct-response marketing. 
C) indirect marketing. 
D) by-pass marketing.

Question 18

Kaylee is getting ready to close her sales call.She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy.The best close for her would be which type of close?

Accepted Answer

A) Continuous "yes" 
B) Direct 
C) Summarization 
D) Assumptive 
A) Continuous "yes" 
B) Direct 
C) Summarization 
D) Assumptive

Question 19

In terms of generating leads,the best method is purchasing response lists from database vendors.

Accepted Answer

A) True 
 B)False

Question 20

The least popular form of direct marketing is:

Accepted Answer

A) email. 
B) direct mail. 
C) inbound telemarketing. 
D) outbound telemarketing. 
A) email. 
B) direct mail. 
C) inbound telemarketing. 
D) outbound telemarketing.

Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

The primary benefit of database marketing is:

Some customers do not have specific objections,but are worried about the consequences of switching vendors.In such situations,the best method to use would be the compensation method.

The process of searching a database for a specific piece of information,such as a birthday,for marketing purposes is:

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

A digital marketing firm tracked the movement of individuals in downtown Chicago just prior and just after a Chicago Cub's baseball game to determine movement,restaurants visited,and stores visited.This illustrates the data analytics of:

The primary reason for building a database,coding the information,and mining data is to use the output to build programs that will boost sales revenues.

The most common form of direct marketing is email.

According to the Direct Marketing Association,about 60 percent of a typical direct marketing budget targets:

A data warehouse contains customer information such as customer email addresses,purchase and communication histories,and personal preference profiles.

While it is important for a database to record every transaction with a customer,recording of interactions that are unrelated to a purchase are not necessary.

A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.

Database and personal selling methods are not adaptable to international settings.

In terms of generating leads for sales,trawling and data analysis of a firm's database can generate high potential leads.

Jennifer is a salesperson and has just finished answering objections of a client.The next step in the selling process is:

Identify the steps in the selling process.

Selling products to customers without the use of other channel members is:

Kaylee is getting ready to close her sales call.She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy.The best close for her would be which type of close?

In terms of generating leads,the best method is purchasing response lists from database vendors.

The least popular form of direct marketing 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

Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

The primary benefit of database marketing is:

Some customers do not have specific objections,but are worried about the consequences of switching vendors.In such situations,the best method to use would be the compensation method.

The process of searching a database for a specific piece of information,such as a birthday,for marketing purposes is:

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

A digital marketing firm tracked the movement of individuals in downtown Chicago just prior and just after a Chicago Cub's baseball game to determine movement,restaurants visited,and stores visited.This illustrates the data analytics of:

The primary reason for building a database,coding the information,and mining data is to use the output to build programs that will boost sales revenues.

The most common form of direct marketing is email.

According to the Direct Marketing Association,about 60 percent of a typical direct marketing budget targets:

A data warehouse contains customer information such as customer email addresses,purchase and communication histories,and personal preference profiles.

While it is important for a database to record every transaction with a customer,recording of interactions that are unrelated to a purchase are not necessary.

A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.

Database and personal selling methods are not adaptable to international settings.

In terms of generating leads for sales,trawling and data analysis of a firm's database can generate high potential leads.

Jennifer is a salesperson and has just finished answering objections of a client.The next step in the selling process is:

Identify the steps in the selling process.

Selling products to customers without the use of other channel members is:

Kaylee is getting ready to close her sales call.She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy.The best close for her would be which type of close?

In terms of generating leads,the best method is purchasing response lists from database vendors.

The least popular form of direct marketing 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