Exam 11: Database and Direct Response Marketing and Personal Selling

Identify the various forms of direct response marketing.

Information about current customers, former customers, and prospects is contained within a firm's operational database.

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

Outbound direct response telemarketing is most successful when:

If the salesperson has answered all of the objections and feels confident that a prospect is ready to buy, then using the summarization close works the best.

With a frequency program, consumers are more likely to put forth greater effort to obtain luxury goods as opposed to necessity items.

In a sales presentation, which approach uses specific statements, or stimuli, to elicit specific responses from customers?

In determining lifetime value for individual customers, customer acquisition costs are determined by dividing:

The stimulus-response sales approach:

Mailing addresses of individuals in a database should be updated at least once every two years and more often if they are used for frequent contacts.

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

During the knowledge acquisition stage of the selling process, a salesperson should gather all of the following information except:

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

The second step in the selling process, after generating leads, is:

In a sales presentation, which approach requires salespeople to analyze the buyer's business?

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.

In calculating lifetime value, the cost of acquiring a customer is typically determined by dividing the total marketing and advertising costs by the firm's total number of customers.

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

A database-driven marketing program starts with assigning IDs and passwords to individual internet customers that:

A sporting goods store could use customer clustering to group customers based on the type of sporting goods they purchased, such as fishing supplies, hunting supplies, and camping equipment.