Exam 11: Database and Direct Response Marketing and Personal Selling

The internet has not been a successful medium for direct response advertising.

For a company developing a loyalty program, the most attractive group of individuals is ________ users.

To optimize permission marketing programs, firms feature:

In CRM the share of a customer refers to a customer's potential value.

In a sales presentation, the ________ approach uses specific statements, or stimuli, to elicit specific responses from customers.

With the compensation approach to handling objections, the salesperson:

A permission marketing program means promotions are only sent to customers who grant permission to receive them.

Successful cataloging requires data mining that allows for targeting of recipients.

The most common method of direct marketing is:

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "B" leads would be:

Maintaining customer profile information is important because the information helps the marketing team create personalized communications.

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

With location-data tracking, the term "hashing" refers to the process of:

An online database is a key element for Paula Ramirez as a sales representative for Strativa Pharmaceuticals.

Identify the steps in the selling process.

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

Successful cataloging requires:

When promotional materials are only sent to customers who have given their approval, the program is called:

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

While it is important for a database to record every transaction with a customer, recording of interactions that are unrelated to a purchase are not necessary.