Question 1

Empowerment and reciprocity are important elements in a permission marketing program.

Accepted Answer

A) True 
 B)False

Question 2

In terms of responding to a direct mail offer,a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

Accepted Answer

A) True 
 B)False

Question 3

To maintain positive attitudes in a permission marketing program,consumers must be given rewards along the way,not just at the beginning.Doing so creates the feeling of:

Accepted Answer

A) empowerment. 
B) reciprocity. 
C) loyalty. 
D) satisfaction. 
A) empowerment. 
B) reciprocity. 
C) loyalty. 
D) satisfaction.

Question 4

When a customer makes a purchase over the internet,the only communication that is important is sending them a thank you and acknowledgment of the order.

Accepted Answer

A) True 
 B)False

Question 5

Typical goals for frequency or loyalty programs include each of the following except:

Accepted Answer

A) build brand parity. 
B) induce cross-selling to existing customers. 
C) differentiate a parity brand. 
D) preempt the entry of a new brand. 
A) build brand parity. 
B) induce cross-selling to existing customers. 
C) differentiate a parity brand. 
D) preempt the entry of a new brand.

Question 6

Response rates are often higher for permission marketing programs because consumers:

Accepted Answer

A) receive marketing materials for which they gave permission. 
B) individuals who participate are high-frequency purchasers. 
C) are not contacted by competing firms. 
D) are contacted only by mail. 
A) receive marketing materials for which they gave permission. 
B) individuals who participate are high-frequency purchasers. 
C) are not contacted by competing firms. 
D) are contacted only by mail.

Question 7

To avoid a confrontation with a customer and to avoid telling the customer that he or she is wrong,a salesperson can use the head-on approach to handling objections.

Accepted Answer

A) True 
 B)False

Question 8

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

Accepted Answer

A) True 
 B)False

Question 9

With the head-on approach to handling objections,the salesperson answers an objection directly,using tact to not offend the customer.

Accepted Answer

A) True 
 B)False

Question 10

The value of the reward in a frequency program has no relationship on the effort individuals will expend to obtain the reward.

Accepted Answer

A) True 
 B)False

Question 11

The fourth step in the selling process,after knowledge acquisition,is:

Accepted Answer

A) handling objections. 
B) sales presentation. 
C) follow-up. 
D) qualifying prospects. 
A) handling objections. 
B) sales presentation. 
C) follow-up. 
D) qualifying prospects.

Question 12

Outbound direct response telemarketing is most successful when:

Accepted Answer

A) it is tied into a database and either customers or prospects are called. 
B) calls are made from a compiled list. 
C) individuals who have visited the company's website are called. 
D) it is used for cross-selling. 
A) it is tied into a database and either customers or prospects are called. 
B) calls are made from a compiled list. 
C) individuals who have visited the company's website are called. 
D) it is used for cross-selling.

Question 13

The easiest part of building a data warehouse is:

Accepted Answer

A) data coding through customer cluster analysis and lifetime value calculations. 
B) the appended demographic and psychographic information. 
C) obtaining the history of customer interactions and contact with a firm. 
D) collecting customer names and addresses. 
A) data coding through customer cluster analysis and lifetime value calculations. 
B) the appended demographic and psychographic information. 
C) obtaining the history of customer interactions and contact with a firm. 
D) collecting customer names and addresses.

Question 14

When developing a customer relationship management (CRM)program,the "share" of customer term refers to the:

Accepted Answer

A) potential value that could be added to a given customer's lifetime value. 
B) lifelong earnings of a customer. 
C) share of a customer's income that is spent on a particular product. 
D) percentage of time spent on acquiring the customer's loyalty. 
A) potential value that could be added to a given customer's lifetime value. 
B) lifelong earnings of a customer. 
C) share of a customer's income that is spent on a particular product. 
D) percentage of time spent on acquiring the customer's loyalty.

Question 15

Describe a customer relationship management (CRM)program.

Accepted Answer

Customer relationship manageme

Question 16

With a permission marketing program,customer permission is normally obtained:

Accepted Answer

A) through third-party marketing research firms. 
B) when customers make an online purchase. 
C) by providing an incentive,such as a free gift,a coupon,or entry into a sweepstakes. 
D) by using cookies obtained from the individual's visit to the website. 
A) through third-party marketing research firms. 
B) when customers make an online purchase. 
C) by providing an incentive,such as a free gift,a coupon,or entry into a sweepstakes. 
D) by using cookies obtained from the individual's visit to the website.

Question 17

To optimize permission marketing programs,firms feature:

Accepted Answer

A) prizes and price discounts. 
B) regular newsletters. 
C) entertaining content and account information. 
D) empowerment and reciprocity. 
A) prizes and price discounts. 
B) regular newsletters. 
C) entertaining content and account information. 
D) empowerment and reciprocity.

Question 18

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Accepted Answer

A) is a larger number. 
B) is more stable than an individual. 
C) adds costs that cannot be allocated per individual. 
D) sums costs across a market segment. 
A) is a larger number. 
B) is more stable than an individual. 
C) adds costs that cannot be allocated per individual. 
D) sums costs across a market segment.

Question 19

Gabriella is getting ready to close her sales call.She asks for the order outright.This 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 20

Destiny is getting ready to close her sales call.She assumes the customer will say "yes" so she just asks how many cases they would like shipped.This is an example of which type of close?

Accepted Answer

A) Continuous "yes" 
B) Trial method 
C) Summarization 
D) Assumptive 
A) Continuous "yes" 
B) Trial method 
C) Summarization 
D) Assumptive

Empowerment and reciprocity are important elements in a permission marketing program.

In terms of responding to a direct mail offer,a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

To maintain positive attitudes in a permission marketing program,consumers must be given rewards along the way,not just at the beginning.Doing so creates the feeling of:

When a customer makes a purchase over the internet,the only communication that is important is sending them a thank you and acknowledgment of the order.

Typical goals for frequency or loyalty programs include each of the following except:

Response rates are often higher for permission marketing programs because consumers:

To avoid a confrontation with a customer and to avoid telling the customer that he or she is wrong,a salesperson can use the head-on approach to handling objections.

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

With the head-on approach to handling objections,the salesperson answers an objection directly,using tact to not offend the customer.

The value of the reward in a frequency program has no relationship on the effort individuals will expend to obtain the reward.

The fourth step in the selling process,after knowledge acquisition,is:

Outbound direct response telemarketing is most successful when:

The easiest part of building a data warehouse is:

When developing a customer relationship management (CRM)program,the "share" of customer term refers to the:

Describe a customer relationship management (CRM)program.

With a permission marketing program,customer permission is normally obtained:

To optimize permission marketing programs,firms feature:

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Gabriella is getting ready to close her sales call.She asks for the order outright.This would be which type of close?

Destiny is getting ready to close her sales call.She assumes the customer will say "yes" so she just asks how many cases they would like shipped.This is an example of which type of close?

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

Empowerment and reciprocity are important elements in a permission marketing program.

In terms of responding to a direct mail offer,a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

To maintain positive attitudes in a permission marketing program,consumers must be given rewards along the way,not just at the beginning.Doing so creates the feeling of:

When a customer makes a purchase over the internet,the only communication that is important is sending them a thank you and acknowledgment of the order.

Typical goals for frequency or loyalty programs include each of the following except:

Response rates are often higher for permission marketing programs because consumers:

To avoid a confrontation with a customer and to avoid telling the customer that he or she is wrong,a salesperson can use the head-on approach to handling objections.

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

With the head-on approach to handling objections,the salesperson answers an objection directly,using tact to not offend the customer.

The value of the reward in a frequency program has no relationship on the effort individuals will expend to obtain the reward.

The fourth step in the selling process,after knowledge acquisition,is:

Outbound direct response telemarketing is most successful when:

The easiest part of building a data warehouse is:

When developing a customer relationship management (CRM)program,the "share" of customer term refers to the:

Describe a customer relationship management (CRM)program.

With a permission marketing program,customer permission is normally obtained:

To optimize permission marketing programs,firms feature:

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Gabriella is getting ready to close her sales call.She asks for the order outright.This would be which type of close?

Destiny is getting ready to close her sales call.She assumes the customer will say "yes" so she just asks how many cases they would like shipped.This is an example of which type of close?

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