Exam 11: Database and Direct Response Marketing and Personal Selling

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "C" leads would be:

To avoid a confrontation with a customer and to avoid telling the customer that he or she is wrong, a salesperson can use the head-on approach to handling objections.

In purchasing a direct mailing list, a compiled list consists of individuals who have:

Data mining and data coding of a firm's database can help develop more personalized marketing communications and marketing programs.

A digital marketing firm tracked the movement of individuals in downtown Chicago just prior and just after a Chicago Cub's baseball game to determine movement, restaurants visited, and stores visited. This illustrates the data analytics of:

To optimize permission marketing, firms must grant customers empowerment, which means customers have:

In general, customer relationship management programs should be designed to enhance customer loyalty.

Identify the various forms of direct response marketing.

Customer service representatives can use an individual's lifetime value to determine how to interact with a customer.

Ariana moved to a new apartment. She soon received a letter from Bed, Bath, and Beyond containing a coupon for merchandise she may need in her new apartment. This is an example of data mining.

Customers cite all of the following benefits to being a member of frequency or loyalty programs except:

The internet and email provide excellent, cost-effective channels of communication to build long-term relationships with customers.

The most important part of the sales call, and the most difficult for most salespeople, is handling objections.

The value of the reward in a frequency program has no relationship on the effort individuals will expend to obtain the reward.

The most cost-effective means of communicating with customers is:

Identify and describe the three primary types of data coding processes.

Geocoding allows for combining demographic information, geographic information, and purchase history data.

Faith received an email from Volkswagen exactly one year after she purchased her Volkswagen. The company thanked her for her purchase and encouraged her to access the company's website. This is an example of trawling.

In purchasing a direct mailing list, a hot list consists of individuals who have:

The process of searching a database for a specific piece of information, such as a birthday, for marketing purposes is: