Question 1

A marketing database contains:

Accepted Answer

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

Question 2

The majority of customers enrolled in an e-mail permissions marketing program stop reading the permission e-mails because they are shoddy or irrelevant.

Accepted Answer

A) True 
 B)False

Question 3

The key technology for database-driven customer communications is the cell phone.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

1)Lifetime value which represents the am

Question 5

Frequent flier miles in airline travel are a form of:

Accepted Answer

A)  direct marketing 
B)  permission marketing 
C)  frequency program 
D)  ride-along program 
A)  direct marketing 
B)  permission marketing 
C)  frequency program 
D)  ride-along program

Question 6

Share of a customer is a term that means the potential value that could be added to a given customer's value based on his or her percentage of purchases of a product with a particular vendor .

Accepted Answer

A) True 
 B)False

Question 7

An operational database contains:

Accepted Answer

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

Question 8

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

Accepted Answer

A)  have power to choose why they want grant permission 
B)  have control over when and what material is sent to them 
C)  control when they opt-in and when they opt-out of the program 
D)  believe they have power throughout the entire relationship, not just at the beginning 
A)  have power to choose why they want grant permission 
B)  have control over when and what material is sent to them 
C)  control when they opt-in and when they opt-out of the program 
D)  believe they have power throughout the entire relationship, not just at the beginning

Question 9

Successful database marketing emphasizes two things:

Accepted Answer

A)  sales and contribution margin 
B)  identifying customers and building relationships 
C)  lifetime value of customers and data mining 
D)  data mining and data coding 
A)  sales and contribution margin 
B)  identifying customers and building relationships 
C)  lifetime value of customers and data mining 
D)  data mining and data coding

Question 10

Successful cataloging requires an enhanced database that allows for targeting of recipients.

Accepted Answer

A) True 
 B)False

Question 11

RFM analysis is a useful tool for monitoring frequency programs.

Accepted Answer

A) True 
 B)False

Question 12

In a RFM analysis,the R stands for recency.

Accepted Answer

A) True 
 B)False

Question 13

To optimize permission marketing,firms must feature empowerment and reciprocity.

Accepted Answer

A) True 
 B)False

Question 14

Data mining normally involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

Accepted Answer

A) True 
 B)False

Question 15

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 16

Faith received an e-mail from Volkswagen exactly one year after she purchased her Volkswagen.The company thanked her for her purchase and encouraged her to access the company's Web site.This is an example of the database marketing technique of trawling.

Accepted Answer

A) True 
 B)False

Question 17

In calculating the lifetime value,the cost of acquiring a customer is determined by dividing the total marketing and advertising costs by the firm's total number of customers.

Accepted Answer

A) True 
 B)False

Question 18

Many companies that sell clothes over the Internet will send e-mail messages or an e-mail 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 RFM analysis 
B)  customer profile information obtained from analysis of Web behavior 
C)  customer profile information the customer has provided to the company 
D)  customer profile information obtained through cookies 
A)  lifetime value and RFM analysis 
B)  customer profile information obtained from analysis of Web behavior 
C)  customer profile information the customer has provided to the company 
D)  customer profile information obtained through cookies

Question 19

When customers make contact with a company,the customer's profile,history,and other information contained in the database should be available to the company contact person as he or she deals with the customer.

Accepted Answer

A) True 
 B)False

Question 20

The secrets to developing loyalty include recognition,rewards,and responsibility.

Accepted Answer

A) True 
 B)False

A marketing database contains:

The majority of customers enrolled in an e-mail permissions marketing program stop reading the permission e-mails because they are shoddy or irrelevant.

The key technology for database-driven customer communications is the cell phone.

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

Frequent flier miles in airline travel are a form of:

Share of a customer is a term that means the potential value that could be added to a given customer's value based on his or her percentage of purchases of a product with a particular vendor .

An operational database contains:

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

Successful database marketing emphasizes two things:

Successful cataloging requires an enhanced database that allows for targeting of recipients.

RFM analysis is a useful tool for monitoring frequency programs.

In a RFM analysis,the R stands for recency.

To optimize permission marketing,firms must feature empowerment and reciprocity.

Data mining normally involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

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.

Faith received an e-mail from Volkswagen exactly one year after she purchased her Volkswagen.The company thanked her for her purchase and encouraged her to access the company's Web site.This is an example of the database marketing technique of trawling.

In calculating the lifetime value,the cost of acquiring a customer is determined by dividing the total marketing and advertising costs by the firm's total number of customers.

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

When customers make contact with a company,the customer's profile,history,and other information contained in the database should be available to the company contact person as he or she deals with the customer.

The secrets to developing loyalty include recognition,rewards,and responsibility.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

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

A marketing database contains:

The majority of customers enrolled in an e-mail permissions marketing program stop reading the permission e-mails because they are shoddy or irrelevant.

The key technology for database-driven customer communications is the cell phone.

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

Frequent flier miles in airline travel are a form of:

Share of a customer is a term that means the potential value that could be added to a given customer's value based on his or her percentage of purchases of a product with a particular vendor .

An operational database contains:

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

Successful database marketing emphasizes two things:

Successful cataloging requires an enhanced database that allows for targeting of recipients.

RFM analysis is a useful tool for monitoring frequency programs.

In a RFM analysis,the R stands for recency.

To optimize permission marketing,firms must feature empowerment and reciprocity.

Data mining normally involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

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.

Faith received an e-mail from Volkswagen exactly one year after she purchased her Volkswagen.The company thanked her for her purchase and encouraged her to access the company's Web site.This is an example of the database marketing technique of trawling.

In calculating the lifetime value,the cost of acquiring a customer is determined by dividing the total marketing and advertising costs by the firm's total number of customers.

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

When customers make contact with a company,the customer's profile,history,and other information contained in the database should be available to the company contact person as he or she deals with the customer.

The secrets to developing loyalty include recognition,rewards,and responsibility.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters