A) collecting addresses and zip codes of customers B) reviewing past purchases of a product by customers C) building profiles of customer segments and preparing models that predict their future purchase behavior D) selecting cities for data analysis A) collecting addresses and zip codes of customers B) reviewing past purchases of a product by customers C) building profiles of customer segments and preparing models that predict their future purchase behavior D) selecting cities for data analysis

Exam 11: Database and Direct Response Marketing

Direct response advertising on mass media by pharmaceuticals prompted almost one-third of Americans to ask their doctors about the advertised brand of medicine.

(True/False)

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Question 101

In coding data using RFM analysis,a value of "5" for the "M" would indicate:

(Multiple Choice)

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Question 102

In using RFM codes,companies know that recency is the best predictor of future purchases.

(True/False)

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Question 103

In purchasing a mailing list,a "hot list" is individuals that have responded to a direct mail offer within the last 30 days.

(True/False)

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Question 104

In terms of online sales,in many cases receiving which of the following is the first step in the buying process?

(Multiple Choice)

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Question 105

To code data using RFM analysis,the first step is to sort the data by the date of the last purchase and then code the most recent purchase with a 1 and the most distant purchase with a 5.

(True/False)

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Question 106

Adding geographic codes to customer records to plot them on a map is called:

(Multiple Choice)

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Question 107

Data mining and data coding of a firm's database can help a firm develop more personalized marketing communications and marketing programs.

(True/False)

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Question 108

Using geocoding,a company's marketing department can add which to each customer's record?

(Multiple Choice)

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Question 109

A company uses lifetime value to segment their customers into five different segments.The marketing approach that should be used for the top segment,which has the highest lifetime value,is:

(Multiple Choice)

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Question 110

The data warehouse holds all of the customer data.

(True/False)

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Question 111

The least popular form of direct marketing is:

(Multiple Choice)

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Question 112

Data mining is:

(Multiple Choice)

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Question 113

For long-term success in permission marketing programs,customers should feel empowered,which means they have the power to choose the incentive they want to join the permission program.

(True/False)

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Question 114

Lifetime value is a figure that represents revenues and profits received from a customer throughout the lifetime of a relationship.

(True/False)

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Question 115

The central key to the many failures of CRM programs was that the CRM program was focused on sales rather than enhancing relationships with customers.

(True/False)

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Question 116

In a RFM analysis,the R stands for recency,which is the date of the last purchase.

(True/False)

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Question 117

Record and book clubs that send out monthly mailings of books and records to purchase are using a permissions marketing program.

(True/False)

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Question 118

Many consumers believe online shopping has replaced catalogs,but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

(True/False)

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Question 119

The direct marketing technology that allows for customized printing of material is called:

(Multiple Choice)

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Question 120

Showing 101 - 120 of 195

Direct response advertising on mass media by pharmaceuticals prompted almost one-third of Americans to ask their doctors about the advertised brand of medicine.

In coding data using RFM analysis,a value of "5" for the "M" would indicate:

In using RFM codes,companies know that recency is the best predictor of future purchases.

In purchasing a mailing list,a "hot list" is individuals that have responded to a direct mail offer within the last 30 days.

In terms of online sales,in many cases receiving which of the following is the first step in the buying process?

To code data using RFM analysis,the first step is to sort the data by the date of the last purchase and then code the most recent purchase with a 1 and the most distant purchase with a 5.

Adding geographic codes to customer records to plot them on a map is called:

Data mining and data coding of a firm's database can help a firm develop more personalized marketing communications and marketing programs.

Using geocoding,a company's marketing department can add which to each customer's record?

A company uses lifetime value to segment their customers into five different segments.The marketing approach that should be used for the top segment,which has the highest lifetime value,is:

The data warehouse holds all of the customer data.

The least popular form of direct marketing is:

Data mining is:

For long-term success in permission marketing programs,customers should feel empowered,which means they have the power to choose the incentive they want to join the permission program.

Lifetime value is a figure that represents revenues and profits received from a customer throughout the lifetime of a relationship.

The central key to the many failures of CRM programs was that the CRM program was focused on sales rather than enhancing relationships with customers.

In a RFM analysis,the R stands for recency,which is the date of the last purchase.

Record and book clubs that send out monthly mailings of books and records to purchase are using a permissions marketing program.

Many consumers believe online shopping has replaced catalogs,but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

The direct marketing technology that allows for customized printing of material is called:

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

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