Exam 11: Database and Direct Response Marketing and Personal Selling

The most common method of direct-marketing is:

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

Geocoding is adding geographic codes to customer records.

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

The least popular form of direct marketing is:

The following are principles for building a successful frequency or loyalty program, except:

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.

In handling objections during the sales call, Brandon (the salesperson) normally answers the objection directly. This approach is called the:

While information about a prospect should be collected in advance, it can be collected during the first sales call.

Direct sales are not an attractive method for selling products to consumers.

The most common form of direct marketing is e-mail.

Customers cite the following benefits to be a member of frequency or loyalty programs, except:

The program designed to build long-term loyalty and bonds with customers that are facilitated by technology is:

With the head-on approach to handling objections, the salesperson:

In personal selling, it is important to have quality leads because not all prospects are of equal value.

Customer service representatives can use an individual's lifetime value to determine how he/she should interact with the customer.

When the customer's objections are partially true, a salesperson can use the indirect approach to handle the objection.

In determining lifetime value for individual customers, customer acquisition costs are determined by:

A database-driven marketing program starts with assigning individual Internet customers IDs and passwords that:

Identify and define the four types of sales presentation.