A) collecting addresses and zip codes of customers B) reviewing past purchases of a product by customers C) building profiles of customer segments and preparing models that predict their future purchase behavior D) selecting cities for data analysis A) collecting addresses and zip codes of customers B) reviewing past purchases of a product by customers C) building profiles of customer segments and preparing models that predict their future purchase behavior D) selecting cities for data analysis

Exam 11: Database and Direct Response Marketing and Personal Selling

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.

(True/False)

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Question 121

Data mining is:

(Multiple Choice)

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Question 122

If the salesperson has answered all of the objections and feels confident that the prospect is ready to buy, then using the direct close works well.

(True/False)

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Question 123

The following are examples of data mining, except:

(Multiple Choice)

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Question 124

Ariana moved to a new apartment. She soon received a letter from Bed, Bath, and Beyond containing a coupon for merchandise she may need in her new apartment, which is an example of trawling.

(True/False)

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Question 125

The problem-solution sales approach:

(Multiple Choice)

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Question 126

The most common approach to direct mail campaigns is to purchase a list of names.

(True/False)

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Question 127

The direct marketing technology that allows for customized printing of material is called:

(Multiple Choice)

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Question 128

Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

(True/False)

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Question 129

In purchasing a mailing list, a response list consists of customers who have purchased the product before and have responded to direct mail offers for the product being advertised.

(True/False)

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Question 130

Lifetime value can be calculated in two ways. Most marketing experts believe the most accurate method is calculating the lifetime value of a single customer.

(True/False)

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Question 131

A program designed to build long term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management (CRM) program.

(True/False)

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Question 132

The two primary metrics of CRM are:

(Multiple Choice)

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Question 133

Direct response marketing or direct marketing is vending products to customers without the use of other channel members.

(True/False)

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Question 134

When customers in a permission marketing program receive rewards during the program as well as at the beginning, it creates a feeling of reciprocity.

(True/False)

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Question 135

Identify and describe the two primary types of data coding processes.

(Essay)

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Question 136

In purchasing a direct mailing list, a compiled list consists of individuals who have:

(Multiple Choice)

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Question 137

Consumers often ignore marketing information sent to them after joining a permissions marketing program because:

(Multiple Choice)

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Question 138

Retaining current customers is more expensive than gaining new customers.

(True/False)

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Question 139

In terms of providing members of a frequency program with rewards, research indicates the best method is to provide rewards:

(Multiple Choice)

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Question 140

Showing 121 - 140 of 200

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.

Data mining is:

If the salesperson has answered all of the objections and feels confident that the prospect is ready to buy, then using the direct close works well.

The following are examples of data mining, except:

Ariana moved to a new apartment. She soon received a letter from Bed, Bath, and Beyond containing a coupon for merchandise she may need in her new apartment, which is an example of trawling.

The problem-solution sales approach:

The most common approach to direct mail campaigns is to purchase a list of names.

The direct marketing technology that allows for customized printing of material is called:

Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

In purchasing a mailing list, a response list consists of customers who have purchased the product before and have responded to direct mail offers for the product being advertised.

Lifetime value can be calculated in two ways. Most marketing experts believe the most accurate method is calculating the lifetime value of a single customer.

A program designed to build long term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management (CRM) program.

The two primary metrics of CRM are:

Direct response marketing or direct marketing is vending products to customers without the use of other channel members.

When customers in a permission marketing program receive rewards during the program as well as at the beginning, it creates a feeling of reciprocity.

Identify and describe the two primary types of data coding processes.

In purchasing a direct mailing list, a compiled list consists of individuals who have:

Consumers often ignore marketing information sent to them after joining a permissions marketing program because:

Retaining current customers is more expensive than gaining new customers.

In terms of providing members of a frequency program with rewards, research indicates the best method is to provide rewards:

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

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