Question 1

Data mining is:

Accepted Answer

A) collecting addresses and zip codes of customers. 
B) reviewing past purchases of a product by customers. 
C) building profiles of customer segments and preparing models that predict their future purchase behavior. 
D) selecting cities for data analysis.

Question 2

Describe a frequency program.

Accepted Answer

The answer of Describe a frequency program....

Question 3

The stimulus-response sales approach:

Accepted Answer

A) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs. 
B) requires the two organizations to develop a common mission. 
C) requires employees from the selling organization to analyze the buyer's business. 
D) uses specific statements to elicit specific responses from customers.

Question 4

Sydney is getting ready to close her sales call.She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction,without asking directly for the order.This is an example of which type of close?

Accepted Answer

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

Question 5

With location-data tracking,the term "hashed" refers to the process of:

Accepted Answer

A) making the data anonymous so that specific individuals cannot be identified. 
B) locating individuals within a specific distance of a specified location. 
C) purging names from a list of individuals who live within a specified area that do not meet a target profile. 
D) identifying individuals within a specified location that meet a firm's target audience for a mobile campaign.

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

An effective database contains:

Accepted Answer

A) every transaction a customer has with a firm and interactions that resulted in purchases. 
B) all transactions and all interactions a customer has with a firm. 
C) transactions and interactions of customers that have a high lifetime value. 
D) only the transactions of customers.

Question 8

The most important part of the sales call,and the most difficult for most salespeople,is handling objections.

Accepted Answer

A) True 
 B)False

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) making the data anonymous so that specific individuals cannot be identified. 
B) analyzing data provided by mobile phone GPS technology and combining it with consumer profile information. 
C) purging names from a list of individuals who live within a specified area that do not meet a target profile. 
D) identifying individuals within a specified location that meet a firm's target audience for a mobile campaign.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

The need-satisfaction sales approach:

Accepted Answer

A) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs. 
B) requires the two organizations to develop a common mission. 
C) requires employees from the selling organization to analyze the buyer's business. 
D) uses specific statements to elicit specific responses from customers.

Question 14

Telemarketers,retail sales clerks,and new field salespeople often use the need-satisfaction approach during the initial sales presentation.

Accepted Answer

A) True 
 B)False

Question 15

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

Question 16

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

Accepted Answer

A) develop marketing programs customized for each customer. 
B) place customers into segments for the purpose of data-driven marketing programs. 
C) customize marketing programs to fit each market segment's profile. 
D) establish one-on-one communications with each customer.

Question 17

Customers cite each of the following benefits to being a member of frequency or loyalty programs except:

Accepted Answer

A) better deals and offers. 
B) entertaining content. 
C) discounts and savings. 
D) recognition and appreciation.

Question 18

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?

Accepted Answer

A) Compensation 
B) "Feel,felt,found" 
C) Head-on 
D) Indirect

Question 19

Catalogs are an essential selling tool for many business-to-business marketing programs.

Accepted Answer

A) True 
 B)False

Question 20

The data warehouse holds all customer data.

Accepted Answer

A) True 
 B)False

Exam 11: Database and Direct Response Marketing and Personal Selling

Data mining is:

Describe a frequency program.

The stimulus-response sales approach:

Sydney is getting ready to close her sales call.She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction,without asking directly for the order.This is an example of which type of close?

With location-data tracking,the term "hashed" refers to the process of:

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.

An effective database contains:

The most important part of the sales call,and the most difficult for most salespeople,is handling objections.

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.

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

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

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

The need-satisfaction sales approach:

Telemarketers,retail sales clerks,and new field salespeople often use the need-satisfaction approach during the initial sales presentation.

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?

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

Customers cite each of the following benefits to being a member of frequency or loyalty programs except:

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?

Catalogs are an essential selling tool for many business-to-business marketing programs.

The data warehouse holds all customer data.