Question 1

Successful cataloging requires data mining that allows for targeting of recipients.

Accepted Answer

A) True 
 B)False  False

Question 2

Gabriella is getting ready to close her sales call. She asks for the order outright. This would be which type of close?

Accepted Answer

A) Continuous "yes" 
B) Direct 
C) Summarization 
D) Assumptive 
A) Continuous "yes" 
B) Direct 
C) Summarization 
D) Assumptive B

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

Discuss the concept of data-driven communication.

Accepted Answer

Data-driven communication should build r

Question 5

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 6

In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are:

Accepted Answer

A) retention rates. 
B) fixed and variable costs. 
C) database costs and acquisition costs. 
D) marketing and advertising costs. 
A) retention rates. 
B) fixed and variable costs. 
C) database costs and acquisition costs. 
D) marketing and advertising costs.

Question 7

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be which type of close?

Accepted Answer

A) Continuous "yes" 
B) Direct 
C) Summarization 
D) Assumptive 
A) Continuous "yes" 
B) Direct 
C) Summarization 
D) Assumptive

Question 8

The most common method of direct marketing is:

Accepted Answer

A) direct mail. 
B) telemarketing. 
C) direct response mass media. 
D) emails. 
A) direct mail. 
B) telemarketing. 
C) direct response mass media. 
D) emails.

Question 9

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

Accepted Answer

A) met a specific demographic profile. 
B) responded to previous direct mail offers made by the company purchasing the list. 
C) made purchases or responded to direct mail offers in the past. 
D) responded to a direct mail offer within the last 30 days. 
A) met a specific demographic profile. 
B) responded to previous direct mail offers made by the company purchasing the list. 
C) made purchases or responded to direct mail offers in the past. 
D) responded to a direct mail offer within the last 30 days.

Question 10

Successful database marketing emphasizes two things:

Accepted Answer

A) sales and contribution margin. 
B) identifying customers and building relationships. 
C) lifetime value of customers and data mining. 
D) data mining and data coding. 
A) sales and contribution margin. 
B) identifying customers and building relationships. 
C) lifetime value of customers and data mining. 
D) data mining and data coding.

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

Typical goals for frequency or loyalty programs include each of the following except:

Accepted Answer

A) build brand parity. 
B) induce cross-selling to existing customers. 
C) differentiate a parity brand. 
D) preempt the entry of a new brand. 
A) build brand parity. 
B) induce cross-selling to existing customers. 
C) differentiate a parity brand. 
D) preempt the entry of a new brand.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The first step in the selling process is:

Accepted Answer

A) generating leads. 
B) sales presentation. 
C) knowledge acquisition. 
D) qualifying prospects. 
A) generating leads. 
B) sales presentation. 
C) knowledge acquisition. 
D) qualifying prospects.

Question 16

When developing a customer relationship management (CRM)program, the "share" of customer term refers to the:

Accepted Answer

A) potential value that could be added to a given customer's lifetime value. 
B) lifelong earnings of a customer. 
C) share of a customer's income that is spent on a particular product. 
D) percentage of time spent on acquiring the customer's loyalty. 
A) potential value that could be added to a given customer's lifetime value. 
B) lifelong earnings of a customer. 
C) share of a customer's income that is spent on a particular product. 
D) percentage of time spent on acquiring the customer's loyalty.

Question 17

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 which type of close?

Accepted Answer

A) Continuous "yes" 
B) Trial method 
C) Summarization 
D) Assumptive 
A) Continuous "yes" 
B) Trial method 
C) Summarization 
D) Assumptive

Question 18

Customer clustering is attractive to marketers because it:

Accepted Answer

A) creates clusters from names purchased from a direct marketing vendor. 
B) allows marketers to identify external data lists that match the firm's target customers. 
C) creates clusters of a firm's actual customers based on important purchase criteria. 
D) creates clusters based on the profile of a firm's best customers. 
A) creates clusters from names purchased from a direct marketing vendor. 
B) allows marketers to identify external data lists that match the firm's target customers. 
C) creates clusters of a firm's actual customers based on important purchase criteria. 
D) creates clusters based on the profile of a firm's best customers.

Question 19

When purchasing a direct mailing list, a response list consists of individuals who have:

Accepted Answer

A) met a specific demographic profile. 
B) responded to previous direct mail offers made by the company purchasing the list. 
C) made purchases or responded to direct mail offers in the past. 
D) responded to a direct mail offer within the last 30 days. 
A) met a specific demographic profile. 
B) responded to previous direct mail offers made by the company purchasing the list. 
C) made purchases or responded to direct mail offers in the past. 
D) responded to a direct mail offer within the last 30 days.

Question 20

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

Accepted Answer

A) True 
 B)False

Successful cataloging requires data mining that allows for targeting of recipients.

Gabriella is getting ready to close her sales call. She asks for the order outright. This would be which type of close?

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

Discuss the concept of data-driven communication.

A marketing database contains:

In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are:

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be which type of close?

The most common method of direct marketing is:

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

Successful database marketing emphasizes two things:

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.

Typical goals for frequency or loyalty programs include each of the following except:

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

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

The first step in the selling process is:

When developing a customer relationship management (CRM)program, the "share" of customer term refers to the:

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 which type of close?

Customer clustering is attractive to marketers because it:

When purchasing a direct mailing list, a response list consists of individuals who have:

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

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

Successful cataloging requires data mining that allows for targeting of recipients.

Gabriella is getting ready to close her sales call. She asks for the order outright. This would be which type of close?

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

Discuss the concept of data-driven communication.

A marketing database contains:

In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are:

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be which type of close?

The most common method of direct marketing is:

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

Successful database marketing emphasizes two things:

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.

Typical goals for frequency or loyalty programs include each of the following except:

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

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

The first step in the selling process is:

When developing a customer relationship management (CRM)program, the "share" of customer term refers to the:

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 which type of close?

Customer clustering is attractive to marketers because it:

When purchasing a direct mailing list, a response list consists of individuals who have:

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

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