Exam 11: Database and Direct Response Marketing and Personal Selling

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 "A" leads would be:

Response rates are often higher for permissions marketing programs because:

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

In handling objections during the sales call, Gavin (the salesperson) normally will say "yes, but ..." then proceed to explain his brand's benefits or features that will address the objection raised. This approach is called the:

Geocoding allows for combining demographic information, geographic information, and lifestyle data.

Many consumers believe online shopping has replaced catalogs, but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

To generate sales for 1400 Words, Paula Ramirez follows the classic selling steps of generating prospects, collecting information, qualifying prospects, making the sales call, and:

Gabriella is getting ready to close her sales call. She asks for the order outright. This would be a(n):

The primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

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

Paula Ramirez noted that word-of-mouth communications were a key element of the sales and marketing program for the 1400 Words Company.

Of the different types of mailing lists that can be purchased, the lowest cost list is a response list.

In terms of the sales presentation, the ________ approach uses specific statements, or stimuli, to elicit specific responses from customers.

The process of searching a database for a specific piece of information, such as a birthday, for marketing purposes is:

To optimize permission marketing, firms must feature empowerment and reciprocity.

Many companies that sell clothes over the Internet will send e-mail messages or an e-mail newsletter to customers who are interested in keeping up with the latest fashion news. This strategy is most successful if it is based on:

In closing a sales call, if the salesperson is not sure if the prospect is ready to close, then the trial method of closing can be used.

Vending products to customers without the use of other channel members is:

Identify the steps in the selling process.

The key figures in calculating the lifetime value of a consumer or set of consumers are revenues, costs, and retention rates.