Question 1

Successful database marketing emphasizes two things: identifying customers and producing sales.

Accepted Answer

A) True 
 B)False

Question 2

The basic idea behind customer relationship management is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.

Accepted Answer

A) True 
 B)False

Question 3

For customers to maintain a positive attitude toward permission marketing programs, rewards must be offered continually and not just at the beginning of the program.

Accepted Answer

A) True 
 B)False

Question 4

Purchase and website visit histories are sufficient to build a quality database.

Accepted Answer

A) True 
 B)False

Question 5

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 8

Describe a customer relationship management (CRM)program.

Accepted Answer

Customer relationship manageme

Question 9

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

Accepted Answer

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

Question 10

In a sales presentation, which approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call?

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 11

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 12

Identify and define the four types of sales presentation.

Accepted Answer

1.Stimulus-response uses specific stimul

Question 13

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 14

Describe the four types of referral marketing.

Accepted Answer

Experience referrals directly result of

Question 15

Describe a permission marketing program.

Accepted Answer

Permission marketing

Question 16

In handling objections during the sales call, Nevaeh (the salesperson)tries to avoid confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will sympathize with the customer and then provide the correct information. This approach is which 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 17

Geocoding is adding geographic codes to customer records.

Accepted Answer

A) True 
 B)False

Question 18

For long-term success in permission marketing programs, customers should feel empowered, which means they are able to choose their incentive when they join the permission program.

Accepted Answer

A) True 
 B)False

Question 19

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 20

To optimize permission marketing programs, firms feature:

Accepted Answer

A) prizes and price discounts. 
B) regular newsletters. 
C) entertaining content and account information. 
D) empowerment and reciprocity. 
A) prizes and price discounts. 
B) regular newsletters. 
C) entertaining content and account information. 
D) empowerment and reciprocity.

Successful database marketing emphasizes two things: identifying customers and producing sales.

The basic idea behind customer relationship management is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.

For customers to maintain a positive attitude toward permission marketing programs, rewards must be offered continually and not just at the beginning of the program.

Purchase and website visit histories are sufficient to build a quality database.

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.

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

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

Describe a customer relationship management (CRM)program.

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

In a sales presentation, which approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call?

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

Identify and define the four types of sales presentation.

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

Describe the four types of referral marketing.

Describe a permission marketing program.

In handling objections during the sales call, Nevaeh (the salesperson)tries to avoid confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will sympathize with the customer and then provide the correct information. This approach is which method?

Geocoding is adding geographic codes to customer records.

For long-term success in permission marketing programs, customers should feel empowered, which means they are able to choose their incentive when they join the permission program.

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

To optimize permission marketing programs, firms feature:

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 database marketing emphasizes two things: identifying customers and producing sales.

The basic idea behind customer relationship management is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.

For customers to maintain a positive attitude toward permission marketing programs, rewards must be offered continually and not just at the beginning of the program.

Purchase and website visit histories are sufficient to build a quality database.

Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.

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

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

Describe a customer relationship management (CRM)program.

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

In a sales presentation, which approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call?

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

Identify and define the four types of sales presentation.

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

Describe the four types of referral marketing.

Describe a permission marketing program.

In handling objections during the sales call, Nevaeh (the salesperson)tries to avoid confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will sympathize with the customer and then provide the correct information. This approach is which method?

Geocoding is adding geographic codes to customer records.

For long-term success in permission marketing programs, customers should feel empowered, which means they are able to choose their incentive when they join the permission program.

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

To optimize permission marketing programs, firms feature:

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