Exam 11: Database and Direct Response Marketing and Personal Selling

When promotional materials are only sent to customers who have given their approval, the program is called:

The marketing database contains the transactions individuals have with a firm and follows accounting rules.

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

In purchasing a direct mailing list, a "hot" list consists of individuals who have:

During the knowledge acquisition stage of the selling process, a salesperson should gather all the following information, except:

Kathy is getting ready to close her sales call. She is not sure the prospect is quite ready so she goes over the benefits of the product and how it meets the customer's needs prior to asking for the order. This is an example of the:

With a frequency program, consumers are more likely to put forth greater effort to obtain luxury goods as opposed to necessity items.

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:

Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of the

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

The Internet has not been a successful medium for direct response advertising.

The data warehouse holds all of the customer data.

The primary reason for building a database, coding the information, and mining the data is to use the output to:

To optimize permission marketing programs, firms must feature:

According to Direct Marketing, the number one reason consumers remain in a permission marketing program is:

In providing rewards for a frequency program, a variable ratio reward schedule is superior to regularly scheduled rewards.

Customer contact personnel with a company should not allow the lifetime values of individual customers to affect the way they deal with a customer since every customer should be treated equally.

Successful cataloging today requires:

According to the Direct Marketing Association, about 60 percent of direct marketing expenditures are spent on retaining current customers.

In purchasing a direct mailing list, a response list consists of individuals who have: