Exam 11: Database and Direct Response Marketing and Personal Selling

The most common database-driven marketing programs are permission marketing, frequency programs, and customer relationship management efforts.

(True/False)

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Question 161

An important key to success in permission marketing programs is to make sure participants have actually agreed to participate and not been tricked into participating or signed up without their knowledge.

(True/False)

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Question 162

Sales leads should be qualified and placed into categories based on:

(Multiple Choice)

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Question 163

The number one reason individuals remain loyal to a permission marketing program after they have joined is a chance to win prizes in a contest or sweepstakes.

(True/False)

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Question 164

Using identification IDs and passwords on a website for customers allow for each of the following benefits, except:

(Multiple Choice)

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Question 165

The key reason many CRM programs failed was:

(Multiple Choice)

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Question 166

Share of a customer measures a customer's potential value.

(True/False)

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Question 167

The primary reason for building a database, coding the information, and data mining is to use the output to build programs that will boost sales revenues.

(True/False)

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Question 168

A marketing database contains:

(Multiple Choice)

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Question 169

Catalogs offer the advantages of being long lasting, low-pressure, and can be viewed at a person's leisure.

(True/False)

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Question 170

Successful database marketing emphasizes two things: identifying customers and building relationships.

(True/False)

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Question 171

In developing a CRM program, the "share" of customer term refers to:

(Multiple Choice)

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Question 172

The first step in the selling process is:

(Multiple Choice)

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Question 173

In terms of the sales presentation, the ________ approach is often used by telemarketers, retail sales clerks, and new field salespeople.

(Multiple Choice)

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Question 174

To maintain positive attitudes toward permission marketing programs, rewards must be offered continually and not just at the beginning of the program.

(True/False)

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Question 175

In terms of the sales presentation, the ________ approach requires salespeople from the selling organization to analyze the buyer's business.

(Multiple Choice)

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Question 176

If Amelia spends $300 per year at The Gap and spends an average of $1500 per year on clothes, then the share of customer for The Gap:

(Multiple Choice)

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Question 177

The basic idea behind customer relationship management (CRM) is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.

(True/False)

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Question 178

With the head-on approach to handling objections, the salesperson answers the objection directly, using tact to not offend the customer.

(True/False)

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Question 179

The most common approach to direct mail is to:

(Multiple Choice)

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Question 180

Showing 161 - 180 of 200

The most common database-driven marketing programs are permission marketing, frequency programs, and customer relationship management efforts.

An important key to success in permission marketing programs is to make sure participants have actually agreed to participate and not been tricked into participating or signed up without their knowledge.

Sales leads should be qualified and placed into categories based on:

The number one reason individuals remain loyal to a permission marketing program after they have joined is a chance to win prizes in a contest or sweepstakes.

Using identification IDs and passwords on a website for customers allow for each of the following benefits, except:

The key reason many CRM programs failed was:

Share of a customer measures a customer's potential value.

The primary reason for building a database, coding the information, and data mining is to use the output to build programs that will boost sales revenues.

A marketing database contains:

Catalogs offer the advantages of being long lasting, low-pressure, and can be viewed at a person's leisure.

Successful database marketing emphasizes two things: identifying customers and building relationships.

In developing a CRM program, the "share" of customer term refers to:

The first step in the selling process is:

In terms of the sales presentation, the ________ approach is often used by telemarketers, retail sales clerks, and new field salespeople.

To maintain positive attitudes toward permission marketing programs, rewards must be offered continually and not just at the beginning of the program.

In terms of the sales presentation, the ________ approach requires salespeople from the selling organization to analyze the buyer's business.

If Amelia spends $300 per year at The Gap and spends an average of $1500 per year on clothes, then the share of customer for The Gap:

The basic idea behind customer relationship management (CRM) is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.

With the head-on approach to handling objections, the salesperson answers the objection directly, using tact to not offend the customer.

The most common approach to direct mail is to:

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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