Exam 11: Database and Direct Response Marketing and Personal Selling

Retail stores can use data mining to determine when to mark merchandise down and how much to mark it down.

Information about a prospect should always be collected in advance to making a sales call.

What are the two types of data mining?

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

According to the Direct Marketing Association, about 60 percent of direct marketing expenditures are spent on retaining current customers.

Kathy is getting ready to close her sales call. She is not sure the prospect is quite ready so she goes over the benefits of the product and how it meets the customer's needs prior to asking for the order. This is an example of the ________ close.

Permission is normally obtained from individuals in exchange for an incentive in permission marketing programs.

Through search engine optimization, brand managers can place direct response ads before consumers who are searching the internet to either purchase a product or to obtain additional information.

In calculating lifetime value, the cost of acquiring a customer is typically determined by dividing the total marketing and advertising costs by the firm's total number of customers.

The most common form of direct marketing is email.

Outbound direct response telemarketing is most successful when:

Identify and define the four types of sales presentation.

Personalized communications with customers through database information builds relationships and leads to both repeat purchases and customer loyalty.

Typically, customer relationship management (CRM) programs should be designed to:

A database marketing program provides the tools to personalize messages and track the effectiveness of personalized marketing communications.

In the selling process, which step follows the sales presentation?

Many consumers believe online shopping has replaced catalogs, but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

The two primary metrics in customer relationship management (CRM) programs are:

The primary benefit of database marketing is:

Morgan is the marketing manager for a small auto parts retailer. She wants to purchase a list that has the highest probability of producing sales. The best list for her to purchase would be a(n) ________ list.