Exam 11: Database and Direct Response Marketing and Personal Selling

In handling objections during the sales call, Jasmine (the salesperson)will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used?

Database and personal selling methods are not adaptable to international settings.

In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.

In a customer relationship management (CRM)program, the share of a customer refers to a customer's potential value.

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

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:

The most common database-driven marketing programs are permission marketing, frequency programs, and digital marketing.

Companies develop frequency programs to encourage customer loyalty and to generate sales.

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

In a sales presentation, which approach is often used by telemarketers, retail sales clerks, and new field salespeople?

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

The newest form of data analytics is location-data tracking, which is the process of:

Describe trawling.

When promotional materials are only sent to customers who have given their approval, the program is called:

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.

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

A data warehouse contains customer information such as customer email addresses, purchase and communication histories, and personal preference profiles.

Destiny is getting ready to close her sales call. She assumes the customer will say "yes" so she just asks how many cases they would like shipped. This is an example of which type of close?

Frequent flier miles in airline travel are a form of:

With the "feel, felt, found" approach to handling objections, the salesperson: