Exam 11: Database and Direct Response Marketing and Personal Selling

Direct response marketing is selling products to customers without the use of other channel members.

Customer contact personnel should not allow the lifetime value of individual customers affect the way they deal with customers because every customer should be treated equally.

Common forms of database coding are:

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

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.

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

Successful database marketing requires a quality data warehouse.

When a customer makes a purchase over the internet, the only communication that is important is sending them a thank you and acknowledgment of the order.

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

The primary reason for building a database, coding the information, and mining the data is to use the output to:

Using geocoding, a company's marketing department can add which of the following to each customer's record?

Most marketing experts believe the most accurate method to calculate lifetime value is to calculate the lifetime value of a single customer rather than a market segment.

The third step in the selling process, after qualifying prospects, is:

When customers make contact with a company, the customer's profile, history, and other information contained in the database should be available to the company contact person at the time that he or she deals with the customer.

What is a data warehouse and what type of data should it contain?

With a permission marketing program, customer permission is normally obtained:

An important key to success in permission marketing programs is to make sure participants have actually agreed to participate and not been tricked into participating or signed up without their knowledge.

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

The easiest part of building a data warehouse is:

If a company is using its own data list generated by its database for a direct mail campaign, it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.