Question 1

If the salesperson is not sure if the prospect is ready to close, the trial method of closing can be used to close the sale.

Accepted Answer

A) True 
 B)False

Question 2

Trawling is the process of coding data files with lifetime values and customer cluster codes.

Accepted Answer

A) True 
 B)False

Question 3

In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used?

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 4

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

Accepted Answer

A) True 
 B)False

Question 5

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Accepted Answer

A)  is a larger number. 
B)  is more stable than an individual. 
C)  adds costs that cannot be allocated per individual. 
D)  sums costs across a market segment. 
A)  is a larger number. 
B)  is more stable than an individual. 
C)  adds costs that cannot be allocated per individual. 
D)  sums costs across a market segment.

Question 6

Of the different types of mailing lists that can be purchased, the least expensive is a response list.

Accepted Answer

A) True 
 B)False

Question 7

Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

Accepted Answer

A) True 
 B)False

Question 8

Companies develop frequency programs to encourage customer loyalty and to generate sales.

Accepted Answer

A) True 
 B)False

Question 9

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

Accepted Answer

A) True 
 B)False

Question 10

Heavy users of a good or service are the best segment to target with a frequency program.

Accepted Answer

A) True 
 B)False

Question 11

A program designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management program.

Accepted Answer

A) True 
 B)False

Question 12

Response rates are often higher for permission marketing programs because consumers:

Accepted Answer

A)  receive marketing materials for which they gave permission. 
B)  individuals who participate are high-frequency purchasers. 
C)  are not contacted by competing firms. 
D)  are contacted only by mail. 
A)  receive marketing materials for which they gave permission. 
B)  individuals who participate are high-frequency purchasers. 
C)  are not contacted by competing firms. 
D)  are contacted only by mail.

Question 13

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

Accepted Answer

A) True 
 B)False

Question 14

Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.

Accepted Answer

A) True 
 B)False

Question 15

In a sales presentation, the ________ approach is often used by telemarketers, retail sales clerks, and new field salespeople.

Accepted Answer

A)  mission-sharing 
B)  need-satisfaction 
C)  problem-solution 
D)  stimulus-response 
A)  mission-sharing 
B)  need-satisfaction 
C)  problem-solution 
D)  stimulus-response

Question 16

In a frequency program, research indicates the best method is to provide rewards:

Accepted Answer

A)  only when requested. 
B)  with every person. 
C)  using a fixed ratio schedule. 
D)  using a variable ratio schedule. 
A)  only when requested. 
B)  with every person. 
C)  using a fixed ratio schedule. 
D)  using a variable ratio schedule.

Question 17

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

Accepted Answer

A)  the products are too costly. 
B)  the marketing pieces are not relevant any more. 
C)  they can no longer win prizes or receive free gifts. 
D)  the person has moved and did not leave a forwarding address or email. 
A)  the products are too costly. 
B)  the marketing pieces are not relevant any more. 
C)  they can no longer win prizes or receive free gifts. 
D)  the person has moved and did not leave a forwarding address or email.

Question 18

Identify and evaluate the methods of generating sales leads.

Accepted Answer

Referrals are the best method, especiall

Question 19

An operational 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 20

In terms of generating leads, the best method is purchasing response lists from database vendors.

Accepted Answer

A) True 
 B)False

If the salesperson is not sure if the prospect is ready to close, the trial method of closing can be used to close the sale.

Trawling is the process of coding data files with lifetime values and customer cluster codes.

In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used?

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Of the different types of mailing lists that can be purchased, the least expensive is a response list.

Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

Companies develop frequency programs to encourage customer loyalty and to generate sales.

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

Heavy users of a good or service are the best segment to target with a frequency program.

A program designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management program.

Response rates are often higher for permission marketing programs because consumers:

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.

In a sales presentation, the ________ approach is often used by telemarketers, retail sales clerks, and new field salespeople.

In a frequency program, research indicates the best method is to provide rewards:

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

Identify and evaluate the methods of generating sales leads.

An operational database contains:

In terms of generating leads, the best method is purchasing response lists from database vendors.

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

If the salesperson is not sure if the prospect is ready to close, the trial method of closing can be used to close the sale.

Trawling is the process of coding data files with lifetime values and customer cluster codes.

In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used?

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it:

Of the different types of mailing lists that can be purchased, the least expensive is a response list.

Customer clustering involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

Companies develop frequency programs to encourage customer loyalty and to generate sales.

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

Heavy users of a good or service are the best segment to target with a frequency program.

A program designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management program.

Response rates are often higher for permission marketing programs because consumers:

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.

In a sales presentation, the ________ approach is often used by telemarketers, retail sales clerks, and new field salespeople.

In a frequency program, research indicates the best method is to provide rewards:

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

Identify and evaluate the methods of generating sales leads.

An operational database contains:

In terms of generating leads, the best method is purchasing response lists from database vendors.

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