Exam 11: Database and Direct Response Marketing and Personal Selling

Outbound direct response telemarketing is most successful when it is tied into a database and either customers or prospects are contacted.

The need-satisfaction sales approach:

In terms of generating leads for personal selling, the best method is:

Information about current customers, former customers, and prospects is contained within a firm's operational database.

In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. This approach is called the:

With the indirect approach to handling objections, the salesperson:

A data warehouse contains information including customer e-mail addresses, purchase and communication histories, and personal preference profiles.

Telemarketers, retail sales clerks, and new field salespeople often use the need-satisfaction approach during the initial sales presentation.

Moderate users of a good or service are most likely to be enticed by a frequency program.

A lifetime value analysis creates a figure that represents the:

When a customer makes a purchase over the Internet, the only communication that is important is sending them a thank you and acknowledgment of the order.

The third step in the selling process, after qualifying prospects, is:

In terms of generating leads for personal selling, the worst method is:

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 "B" leads would be:

Digital direct-to-press is used only in business-to-business marketing due to its costs.

What are the two types of data mining?

Through data mining a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

The stimulus-response sales approach:

Using geocoding, a company's marketing department can add which to each customer's record?

The most important part of the sales call, and the most difficult for most salespeople, is handling objections.