Exam 11: Database and Direct Response Marketing and Personal Selling

Many times demographic and psychographic information about customers are not available through internal company records. In these situations:

In permission marketing, permission is normally obtained from individuals in exchange for an incentive.

A permission marketing program means promotions are only sent to customers that ask for them.

Identify and describe the three primary types of data-driven marketing programs.

While database marketing can be used for selling products, the primary benefit of database marketing can be the enhancement of customer loyalty.

In using the need-satisfaction sales presentation approach, the needs of the customer should be determined in an initial sales call and then the solution to those needs should be presented in a follow-up sales call.

Identify the various forms of direct response marketing.

In handling objections during the sales call, Nevaeh (the salesperson) tries to avoid confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will sympathize with the customer and then provide the correct information. This approach is called the:

Trawling is the process of coding data files with lifetime values and customer cluster codes.

The fourth step in the selling process, after knowledge acquisition, is:

In terms of generating leads for sales, trawling and data analysis of a firm's database can generate leads with a high potential.

Purchase and website visit histories are sufficient to build a quality database.

Faith received an e-mail from Volkswagen exactly one year after she purchased her Volkswagen. The company thanked her for her purchase and encouraged her to access the company's website, which is an example of trawling.

Personalized communications with customers through database information builds relationships and leads to both repeat purchases and customer loyalty.

In terms of generating leads, the best method is referrals from other individuals.

With a permission marketing program, customer permission is normally obtained:

Catalogs are an essential selling tool for many business-to-business marketing programs.

Data mining can be used for each of the following purposes, except:

Destiny is getting ready to close her sales call. She assumes the customer will say "yes" so she just asks how many cases they would like shipped. This is an example of the:

In terms of generating leads for personal selling, the best referrals are from: