Question 1

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

Accepted Answer

A) True 
 B)False

Question 2

With the head-on approach to handling objections, the salesperson:

Accepted Answer

A)  will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries. 
B)  answers the objection directly. 
C)  will reply "yes, but..." and then explain how the product's benefits will answer the customer's objection. 
D)  avoids confrontation by sympathizing with the customer, then provides the correct information. 
A)  will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries. 
B)  answers the objection directly. 
C)  will reply "yes, but..." and then explain how the product's benefits will answer the customer's objection. 
D)  avoids confrontation by sympathizing with the customer, then provides the correct information.

Question 3

With the "feel, felt, found" approach to handling objections, the salesperson:

Accepted Answer

A)  will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries. 
B)  answers the objection directly. 
C)  will reply "yes, but ..." and then explain how the product's benefits will answer the customer's objection. 
D)  avoids confrontation by sympathizing with the customer, then provides the correct information. 
A)  will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries. 
B)  answers the objection directly. 
C)  will reply "yes, but ..." and then explain how the product's benefits will answer the customer's objection. 
D)  avoids confrontation by sympathizing with the customer, then provides the correct information.

Question 4

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

Accepted Answer

A)  networking. 
B)  directories. 
C)  database-generated leads. 
D)  cold calls. 
A)  networking. 
B)  directories. 
C)  database-generated leads. 
D)  cold calls.

Question 5

In handling objections during a sales call, Brandon (the salesperson) normally answers the objection directly, an approach called the ________ method.

Accepted Answer

A)  compensation 
B)  "feel, felt, found" 
C)  head-on 
D)  indirect 
A)  compensation 
B)  "feel, felt, found" 
C)  head-on 
D)  indirect

Question 6

A marketing database contains:

Accepted Answer

A)  transactions and interactions individuals have with a firm. 
B)  information about current customers and customers of the competition. 
C)  customer transactions and follows accounting principles. 
D)  information about current customers, former customers, and prospects. 
A)  transactions and interactions individuals have with a firm. 
B)  information about current customers and customers of the competition. 
C)  customer transactions and follows accounting principles. 
D)  information about current customers, former customers, and prospects.

Question 7

Empowerment and reciprocity are important elements in a permission marketing program.

Accepted Answer

A) True 
 B)False

Question 8

Sales leads should be qualified and placed into categories based on:

Accepted Answer

A)  sales potential and probability of acquisition. 
B)  profit potential and probability of acquisition. 
C)  sales potential and profit potential. 
D)  the share of the customer currently held and the potential for increasing the share. 
A)  sales potential and probability of acquisition. 
B)  profit potential and probability of acquisition. 
C)  sales potential and profit potential. 
D)  the share of the customer currently held and the potential for increasing the share.

Question 9

Data mining can be used for each of the following purposes except:

Accepted Answer

A)  develop profiles of a firm's best customers. 
B)  develop profiles of customers who tend to purchase competing brands. 
C)  identify current customers who fit the profile of a firm's best customers. 
D)  identify current customers who would be good prospects for cross-selling other products. 
A)  develop profiles of a firm's best customers. 
B)  develop profiles of customers who tend to purchase competing brands. 
C)  identify current customers who fit the profile of a firm's best customers. 
D)  identify current customers who would be good prospects for cross-selling other products.

Question 10

Geocoding is adding geographic codes to customer records.

Accepted Answer

A) True 
 B)False

Question 11

Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of the ________ close.

Accepted Answer

A)  continuous "yes" 
B)  trial method 
C)  summarization 
D)  assumptive 
A)  continuous "yes" 
B)  trial method 
C)  summarization 
D)  assumptive

Question 12

Frequent flier miles in airline travel are a form of:

Accepted Answer

A)  direct marketing. 
B)  permission marketing. 
C)  frequency program. 
D)  ride-along program. 
A)  direct marketing. 
B)  permission marketing. 
C)  frequency program. 
D)  ride-along program.

Question 13

In purchasing a mailing list, a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.

Accepted Answer

A) True 
 B)False

Question 14

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

Accepted Answer

A) True 
 B)False

Question 15

While database marketing can be used for selling products, the primary benefit is the enhancement of customer loyalty.

Accepted Answer

A) True 
 B)False

Question 16

Through lifetime value analysis, a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

Accepted Answer

A) True 
 B)False

Question 17

What is a data warehouse and what type of data should it contain?

Accepted Answer

A data warehouse holds all of the custom

Question 18

Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process is:

Accepted Answer

A)  to make the sales presentation. 
B)  acquire knowledge of the client. 
C)  the sales closing. 
D)  the follow-up. 
A)  to make the sales presentation. 
B)  acquire knowledge of the client. 
C)  the sales closing. 
D)  the follow-up.

Question 19

The easiest part of building a data warehouse is:

Accepted Answer

A)  data coding through customer cluster analysis and lifetime value calculations. 
B)  the appended demographic and psychographic information. 
C)  obtaining the history of customer interactions and contact with a firm. 
D)  collecting customer names and addresses. 
A)  data coding through customer cluster analysis and lifetime value calculations. 
B)  the appended demographic and psychographic information. 
C)  obtaining the history of customer interactions and contact with a firm. 
D)  collecting customer names and addresses.

Question 20

Retaining current customers is more expensive than gaining new customers.

Accepted Answer

A) True 
 B)False

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

With the head-on approach to handling objections, the salesperson:

With the "feel, felt, found" approach to handling objections, the salesperson:

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

In handling objections during a sales call, Brandon (the salesperson) normally answers the objection directly, an approach called the ________ method.

A marketing database contains:

Empowerment and reciprocity are important elements in a permission marketing program.

Sales leads should be qualified and placed into categories based on:

Data mining can be used for each of the following purposes except:

Geocoding is adding geographic codes to customer records.

Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of the ________ close.

Frequent flier miles in airline travel are a form of:

In purchasing a mailing list, a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

While database marketing can be used for selling products, the primary benefit is the enhancement of customer loyalty.

Through lifetime value analysis, a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

What is a data warehouse and what type of data should it contain?

Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process is:

The easiest part of building a data warehouse is:

Retaining current customers is more expensive than gaining new customers.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 11: Database and Direct Response Marketing and Personal Selling

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

With the head-on approach to handling objections, the salesperson:

With the "feel, felt, found" approach to handling objections, the salesperson:

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

In handling objections during a sales call, Brandon (the salesperson) normally answers the objection directly, an approach called the ________ method.

A marketing database contains:

Empowerment and reciprocity are important elements in a permission marketing program.

Sales leads should be qualified and placed into categories based on:

Data mining can be used for each of the following purposes except:

Geocoding is adding geographic codes to customer records.

Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of the ________ close.

Frequent flier miles in airline travel are a form of:

In purchasing a mailing list, a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

While database marketing can be used for selling products, the primary benefit is the enhancement of customer loyalty.

Through lifetime value analysis, a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

What is a data warehouse and what type of data should it contain?

Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process is:

The easiest part of building a data warehouse is:

Retaining current customers is more expensive than gaining new customers.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters