Exam 11: Database and Direct Response Marketing and Personal Selling

Mailing direct offers to individuals who have purchased in the past, but not recently, will usually yield better results than a cold-call mailing list from a broker.

Catalogs are an essential selling tool for many business-to-business marketing programs.

A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.

For long-term success in permission marketing programs, customers should feel empowered, which means they are able to choose their incentive when they join the permission program.

During the knowledge acquisition stage of the selling process, a salesperson should gather all of the following information except:

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

With the indirect approach to handling objections, the salesperson:

In purchasing a mailing list, a response list consists of customers who have purchased the product before and have responded to direct mail offers for the product being advertised.

The most common database-driven marketing programs are permission marketing, frequency programs, and digital marketing.

In personal selling, it is important to have quality leads because not all prospects are of equal value.

For customers to maintain a positive attitude toward permission marketing programs, rewards must be offered continually and not just at the beginning of the program.

When customers in a permission marketing program receive rewards during the program in addition to at the beginning, it creates a feeling of empowerment.

The primary reason for building a database, coding the information, and mining the data is to use the output to:

If a company is using its own data list generated by its database for a direct mail campaign, it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.

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

Information about current customers, former customers, and prospects is contained within a firm's operational database.

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

The problem-solution sales approach:

When customers make contact with a company, the customer's profile, history, and other information contained in the database should be available to the company contact person at the time that he or she deals with the customer.

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.