Exam 11: Database and Direct Response Marketing and Personal Selling

With a frequency program, consumers are more likely to put forth greater effort to obtain luxury goods as opposed to necessity items.

Gabriella is getting ready to close her sales call. She asks for the order outright. This would be a(n) ________ close.

The least popular form of direct marketing is:

Mailing addresses of individuals in a database should be updated at least once every two years and more often if they are used for frequent contacts.

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

Using geocoding, a company's marketing department can add which of the following to each customer's record?

Discuss the concept of data-driven communication.

The second step in the selling process, after generating leads, is:

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

The process of building profiles of customers from a firm's database is:

The third step in the selling process, after qualifying prospects, is:

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

A sporting goods store could use customer clustering to group customers based on the type of sporting goods they purchased, such as fishing supplies, hunting supplies, etc.

The need-satisfaction sales approach:

In terms of generating leads for personal selling, the best method is:

In a sales presentation, the ________ approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call.

In providing rewards for a frequency program, a variable ratio reward schedule is superior to regularly scheduled rewards.

A marketing database follows accounting rules.

In developing a customer relationship management (CRM) program, the "share" of customer term refers to the:

Customer clustering is attractive to marketers because it: