Exam 11: Database and Direct Response Marketing and Personal Selling

For long-term success in permission marketing programs,customers should feel empowered,which means they are able to choose their incentive when they join the permission program.

A marketing database follows accounting rules.

Describe trawling.

Retaining current customers is more expensive than gaining new customers.

Identify the various forms of direct response marketing.

Purchase and website visit histories are sufficient to build a quality database.

When purchasing a direct mailing list,a compiled list consists of individuals who have:

A database marketing program provides the tools to personalize messages and track the effectiveness of personalized marketing communications.

The problem-solution sales approach:

Customer contact personnel should not allow the lifetime value of individual customers affect the way they deal with customers because every customer should be treated equally.

Each of the following is an example of data mining except:

Successful loyalty programs include the two principles of:

Sales leads should be qualified and placed into categories based on:

For customers to maintain a positive attitude toward permission marketing programs,rewards must be offered continually and not just at the beginning of the program.

In calculating the lifetime value of a market segment,the figures that are the most difficult to obtain are:

Data mining can be used for each of the following purposes except:

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products,it is which method of direct response marketing?

When qualifying sales prospects,Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst.Using this method of categorization,the appropriate strategy for "B" leads would be:

Retail stores can use data mining to determine when to mark merchandise down and how much to mark it down.

In handling objections during the sales call,Nevaeh (the salesperson)tries to avoid confrontation and never wants to tell the customer he or she is wrong.Instead,Nevaeh will sympathize with the customer and then provide the correct information.This approach is which method?