Question 1

An incentive program designed to encourage repeat purchases is called:

Accepted Answer

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

Question 2

Typically,loyal customers make more purchases and also increase the amounts they spend on each visit.

Accepted Answer

A) True 
 B)False

Question 3

The process of building profiles of customers from a firm's database is called:

Accepted Answer

A)  data warehousing 
B)  direct marketing 
C)  a commercial database service 
D)  data mining 
A)  data warehousing 
B)  direct marketing 
C)  a commercial database service 
D)  data mining

Question 4

In developing a CRM program,the "share" of the customer refers to:

Accepted Answer

A)  the value of the customer over his or her lifetime 
B)  the share of the firm's revenue the customer generates 
C)  the share of expenditure the customer spends compared to his or her total income 
D)  the percentage of expenditures a customer makes with one particular firm compared to total expenditures in the product category 
A)  the value of the customer over his or her lifetime 
B)  the share of the firm's revenue the customer generates 
C)  the share of expenditure the customer spends compared to his or her total income 
D)  the percentage of expenditures a customer makes with one particular firm compared to total expenditures in the product category

Question 5

The Internet and e-mail provide excellent,cost-effective channels of communication to build long-term relationships with customers.

Accepted Answer

A) True 
 B)False

Question 6

The primary advantage of segmenting customers by lifetime value is:

Accepted Answer

A)  the opportunity to develop a different marketing program for each segment 
B)  knowing how much each segment is worth 
C)  its ability to increase sales and profits 
D)  the opportunity to develop personalized communications with each customer 
A)  the opportunity to develop a different marketing program for each segment 
B)  knowing how much each segment is worth 
C)  its ability to increase sales and profits 
D)  the opportunity to develop personalized communications with each customer

Question 7

The greater the value of the reward in a frequency program,the more effort individuals will expend in the program to obtain the reward.

Accepted Answer

A) True 
 B)False

Question 8

Participants in a frequency program at a hardware store are the most likely to participate if the reward is:

Accepted Answer

A)  a 10 percent coupon for any item in the store 
B)  a 10 percent coupon for a specific item in the store 
C)  a $25 gift certificate for a meal at a restaurant 
D)  a $30 voucher for hardware in the store 
A)  a 10 percent coupon for any item in the store 
B)  a 10 percent coupon for a specific item in the store 
C)  a $25 gift certificate for a meal at a restaurant 
D)  a $30 voucher for hardware in the store

Question 9

The number one reason individuals join an e-mail permission marketing programs is a chance to win prizes or cash in sweepstakes or contests.

Accepted Answer

A) True 
 B)False

Question 10

Frequency programs target all of the following goals,except:

Accepted Answer

A)  develop customer loyalty 
B)  attract new customers 
C)  match or preempt the competition 
D)  gain higher income individuals 
A)  develop customer loyalty 
B)  attract new customers 
C)  match or preempt the competition 
D)  gain higher income individuals

Question 11

When calculating the lifetime value for a market segment,it should be calculated over a 3-year period.

Accepted Answer

A) True 
 B)False

Question 12

Placing marketing materials in order fulfillment packages is the alternative form of direct marketing known as:

Accepted Answer

A)  infomercials 
B)  package insert programs 
C)  ride-alongs 
D)  card packs 
A)  infomercials 
B)  package insert programs 
C)  ride-alongs 
D)  card packs

Question 13

Digital direct-to-press is used only in business-to-business marketing due to its costs.

Accepted Answer

A) True 
 B)False

Question 14

The first 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 15

When customers in a permission marketing program are given rewards during the program as well as at the beginning,it creates a feeling of reciprocity.

Accepted Answer

A) True 
 B)False

Question 16

Typical objectives for frequency programs include all 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 17

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

Accepted Answer

A)  develop profiles of a firm's best customers 
B)  develop profiles of customers who tend to purchase competing brands 
C)  identify current customers who fit the profile of a firm's best customers 
D)  identify current customers who would be good prospects for cross-selling other products 
A)  develop profiles of a firm's best customers 
B)  develop profiles of customers who tend to purchase competing brands 
C)  identify current customers who fit the profile of a firm's best customers 
D)  identify current customers who would be good prospects for cross-selling other products

Question 18

Catalogs offer the advantages of being long lasting,low-pressure,and can be viewed at a person's leisure.

Accepted Answer

A) True 
 B)False

Question 19

By segmenting customers into lifetime value segments,a company's marketing department can personalize a different marketing program for each customer within the segments.

Accepted Answer

A) True 
 B)False

Question 20

The program designed to build long-term loyalty and bonds with customers,facilitated by technology,is known as:

Accepted Answer

A)  permission marketing 
B)  direct marketing 
C)  customer relationship management 
D)  frequency marketing 
A)  permission marketing 
B)  direct marketing 
C)  customer relationship management 
D)  frequency marketing

An incentive program designed to encourage repeat purchases is called:

Typically,loyal customers make more purchases and also increase the amounts they spend on each visit.

The process of building profiles of customers from a firm's database is called:

In developing a CRM program,the "share" of the customer refers to:

The Internet and e-mail provide excellent,cost-effective channels of communication to build long-term relationships with customers.

The primary advantage of segmenting customers by lifetime value is:

The greater the value of the reward in a frequency program,the more effort individuals will expend in the program to obtain the reward.

Participants in a frequency program at a hardware store are the most likely to participate if the reward is:

The number one reason individuals join an e-mail permission marketing programs is a chance to win prizes or cash in sweepstakes or contests.

Frequency programs target all of the following goals,except:

When calculating the lifetime value for a market segment,it should be calculated over a 3-year period.

Placing marketing materials in order fulfillment packages is the alternative form of direct marketing known as:

Digital direct-to-press is used only in business-to-business marketing due to its costs.

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

When customers in a permission marketing program are given rewards during the program as well as at the beginning,it creates a feeling of reciprocity.

Typical objectives for frequency programs include all of the following,except:

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

Catalogs offer the advantages of being long lasting,low-pressure,and can be viewed at a person's leisure.

By segmenting customers into lifetime value segments,a company's marketing department can personalize a different marketing program for each customer within the segments.

The program designed to build long-term loyalty and bonds with customers,facilitated by technology,is known as:

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

An incentive program designed to encourage repeat purchases is called:

Typically,loyal customers make more purchases and also increase the amounts they spend on each visit.

The process of building profiles of customers from a firm's database is called:

In developing a CRM program,the "share" of the customer refers to:

The Internet and e-mail provide excellent,cost-effective channels of communication to build long-term relationships with customers.

The primary advantage of segmenting customers by lifetime value is:

The greater the value of the reward in a frequency program,the more effort individuals will expend in the program to obtain the reward.

Participants in a frequency program at a hardware store are the most likely to participate if the reward is:

The number one reason individuals join an e-mail permission marketing programs is a chance to win prizes or cash in sweepstakes or contests.

Frequency programs target all of the following goals,except:

When calculating the lifetime value for a market segment,it should be calculated over a 3-year period.

Placing marketing materials in order fulfillment packages is the alternative form of direct marketing known as:

Digital direct-to-press is used only in business-to-business marketing due to its costs.

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

When customers in a permission marketing program are given rewards during the program as well as at the beginning,it creates a feeling of reciprocity.

Typical objectives for frequency programs include all of the following,except:

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

Catalogs offer the advantages of being long lasting,low-pressure,and can be viewed at a person's leisure.

By segmenting customers into lifetime value segments,a company's marketing department can personalize a different marketing program for each customer within the segments.

The program designed to build long-term loyalty and bonds with customers,facilitated by technology,is known as:

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