Exam 11: Database and Direct Response Marketing and Personal Selling

In handling objections during the sales call, Gavin (the salesperson) normally will say "yes, but..." then proceed to explain his brand's benefits or features that will address the objection raised. This approach is called the ________ method.

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.

A database-driven marketing program starts with assigning IDs and passwords to individual internet customers that:

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

To maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way, not just at the beginning. Doing so creates the feeling of:

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.

Successful database marketing emphasizes two things: identifying customers and producing sales.

According to the Direct Marketing Association, about 60 percent of a typical direct marketing budget targets:

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

Adding geographic codes to customer records to plot them on a map is called:

Direct sales are not an attractive method for selling products to consumers.

An effective database contains:

In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are:

Customer relationship management programs are built on two primary metrics: lifetime value of customers and data mining.

Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be the ________ close.

Key figures in calculating the lifetime value of a consumer or set of consumers are revenues, costs, and purchase history.

Typical goals for frequency or loyalty programs include all of the following except:

Telemarketers, retail sales clerks, and new field salespeople often use the need-satisfaction approach during the initial sales presentation.

The first step in the selling process is: