Exam 11: Database and Direct Response Marketing and Personal Selling

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

In a sales presentation, the ________ approach requires salespeople to analyze the buyer's business?

The program designed to build long-term loyalty and bonds with customers through the use of a database is:

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 ________ close.

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

A data warehouse contains customer information such as customer email addresses, purchase and communication histories, and personal preference profiles.

Lifetime value is a figure that represents revenues and profits received from a customer throughout the lifetime of a relationship.

Online sales are often spurred through offline direct response marketing approaches. The most likely direct response marketing source is a(n):

All of the following are examples of data mining except:

Successful database marketing requires a quality data warehouse.

In terms of generating sales leads, networking and using directories produces superior leads to using a firm's internal database.

Haley often purchases clothes from the VF Corporation online. On her birthday, the company sends her an email birthday card with a voucher for $20 off on her next online purchase. This is an example of:

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.

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 ________ method.

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

Common forms of database coding are:

Most marketing experts believe the most accurate method to calculate lifetime value is to calculate the lifetime value of a single customer rather than a market segment.

A lifetime value analysis creates a figure that represents the:

Successful database marketing emphasizes two things:

In determining lifetime value for individual customers, customer acquisition costs are determined by dividing: