Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The easiest part of building a data warehouse is:

Accepted Answer

A)  data coding through customer cluster analysis and lifetime value calculations 
B)  the appended demographic and psychographic information 
C)  obtaining the history of customer interactions and contact with a firm 
D)  collecting customer names and addresses 
A)  data coding through customer cluster analysis and lifetime value calculations 
B)  the appended demographic and psychographic information 
C)  obtaining the history of customer interactions and contact with a firm 
D)  collecting customer names and addresses

Question 4

CRM is built on two primary metrics: lifetime value of customers and data mining.

Accepted Answer

A) True 
 B)False

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 second step in the selling process, after generating leads, is:

Accepted Answer

A)  handling objections 
B)  sales presentation 
C)  knowledge acquisition 
D)  qualifying prospects 
A)  handling objections 
B)  sales presentation 
C)  knowledge acquisition 
D)  qualifying prospects

Question 7

The most likely individuals to be enticed to join a frequency or loyalty program are:

Accepted Answer

A)  light users 
B)  moderate users 
C)  heavy users 
D)  new users 
A)  light users 
B)  moderate users 
C)  heavy users 
D)  new users

Question 8

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of the individual's personal data to the website.

Accepted Answer

A) True 
 B)False

Question 9

Successful cataloging requires an enhanced database that allows for targeting of recipients.

Accepted Answer

A) True 
 B)False

Question 10

In calculating the lifetime value of a market segment, the figures that require an accurate database are:

Accepted Answer

A)  retention rates 
B)  fixed and variable costs 
C)  database costs and acquisition costs 
D)  marketing and advertising costs 
A)  retention rates 
B)  fixed and variable costs 
C)  database costs and acquisition costs 
D)  marketing and advertising costs

Question 11

In developing data-driven communications with customers, maintaining customer profile information is important because the information helps the marketing team create personalized communications.

Accepted Answer

A) True 
 B)False

Question 12

An effective database contains:

Accepted Answer

A)  all transactions a customer has with a firm and interactions that resulted in purchases 
B)  all transactions and all interactions a customer has with a firm 
C)  transactions and interactions of customers that have a high lifetime value 
D)  all transactions of customers 
A)  all transactions a customer has with a firm and interactions that resulted in purchases 
B)  all transactions and all interactions a customer has with a firm 
C)  transactions and interactions of customers that have a high lifetime value 
D)  all transactions of customers

Question 13

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

Accepted Answer

A)  direct mail flyer 
B)  e-mail 
C)  catalog 
D)  telemarketing call 
A)  direct mail flyer 
B)  e-mail 
C)  catalog 
D)  telemarketing call

Question 14

Successful database marketing emphasizes two things:

Accepted Answer

A)  sales and contribution margin 
B)  identifying customers and building relationships 
C)  lifetime value of customers and data mining 
D)  data mining and data coding 
A)  sales and contribution margin 
B)  identifying customers and building relationships 
C)  lifetime value of customers and data mining 
D)  data mining and data coding

Question 15

When customers make contact with a company, the customer's profile, history, and other information contained in the database should be available to the company contact person as he or she deals with the customer.

Accepted Answer

A) True 
 B)False

Question 16

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

Accepted Answer

A) True 
 B)False

Question 17

Customers today value a low price over personalized marketing efforts.

Accepted Answer

A) True 
 B)False

Question 18

A retailer can use data mining to determine when to mark merchandise down and how much to mark it down.

Accepted Answer

A) True 
 B)False

Question 19

What is a data warehouse and what type of data should it contain?

Accepted Answer

The data warehouse holds all of the cust

Question 20

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Accepted Answer

A)  is a larger number 
B)  is more stable than an individual 
C)  adds costs that cannot be allocated per individual 
D)  sums costs across a market segment 
A)  is a larger number 
B)  is more stable than an individual 
C)  adds costs that cannot be allocated per individual 
D)  sums costs across a market segment

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

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

The easiest part of building a data warehouse is:

CRM is built on two primary metrics: lifetime value of customers and data mining.

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

The second step in the selling process, after generating leads, is:

The most likely individuals to be enticed to join a frequency or loyalty program are:

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of the individual's personal data to the website.

Successful cataloging requires an enhanced database that allows for targeting of recipients.

In calculating the lifetime value of a market segment, the figures that require an accurate database are:

In developing data-driven communications with customers, maintaining customer profile information is important because the information helps the marketing team create personalized communications.

An effective database contains:

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

Successful database marketing emphasizes two things:

When customers make contact with a company, the customer's profile, history, and other information contained in the database should be available to the company contact person as he or she deals with the customer.

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

Customers today value a low price over personalized marketing efforts.

A retailer can use data mining to determine when to mark merchandise down and how much to mark it down.

What is a data warehouse and what type of data should it contain?

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital 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 and Personal Selling

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

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

The easiest part of building a data warehouse is:

CRM is built on two primary metrics: lifetime value of customers and data mining.

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

The second step in the selling process, after generating leads, is:

The most likely individuals to be enticed to join a frequency or loyalty program are:

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of the individual's personal data to the website.

Successful cataloging requires an enhanced database that allows for targeting of recipients.

In calculating the lifetime value of a market segment, the figures that require an accurate database are:

In developing data-driven communications with customers, maintaining customer profile information is important because the information helps the marketing team create personalized communications.

An effective database contains:

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

Successful database marketing emphasizes two things:

When customers make contact with a company, the customer's profile, history, and other information contained in the database should be available to the company contact person as he or she deals with the customer.

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

Customers today value a low price over personalized marketing efforts.

A retailer can use data mining to determine when to mark merchandise down and how much to mark it down.

What is a data warehouse and what type of data should it contain?

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters