Exam 11: Database and Direct Response Marketing and Personal Selling

Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process for Jennifer is:

Through search engine optimization, brands can place direct response ads before consumers who are searching the Internet to either purchase a product or to obtain additional information.

In terms of the sales presentation, the ________ approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call.

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A leads the best and D leads the worst. Using this method of categorization, the appropriate strategy for "C" leads would be:

Outbound direct response telemarketing is most successful when:

Companies develop frequency programs to encourage customer loyalty and to match or preempt the competition.

Direct mail is a primary tool for promoting Internet websites and online sales.

The most cost-effective means of communicating with customers and in building a data warehouse is:

If a company is using its own data list generated by its database, it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.

Successful database marketing requires a quality data warehouse.

Frequent flier miles in airline travel are a form of:

The mission-sharing sales approach:

With the compensation approach to handling objections, the salesperson:

When analyzing the reasons for the failures of CRM programs, the overarching theme was that the CRM programs were focused on sales rather than enhancing relationships with customers.

An operational database contains:

In developing data-driven communications with customers through Web visits, identification codes allow a visitor to register with the site through an ID name or number and a password.

In trying to convince a prospect to switch vendors, the lower the switching costs, the more difficult it will be to convince them to switch to a new vendor.

The primary benefit of database marketing is:

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

Mailing addresses of individuals in a database should be updated at least once every two years and more often if they are used for frequent contacts.