Question 1

Discuss the concept of data-driven communication.

Accepted Answer

The answer of Discuss the concept of data-driven communication....

Question 2

Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) networking. 
B) referrals. 
C) database-generated leads. 
D) directories.

Question 5

Describe geocoding,customer clusters,and location-data tracking.

Accepted Answer

The answer of Describe geocoding,customer clusters,and location-data tracking....

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Repeat customers purchase more frequently and spend more money than do new customers.

Accepted Answer

A) True 
 B)False

Question 9

According to the Direct Marketing Association,about 60 percent of direct marketing expenditures are spent on retaining current customers.

Accepted Answer

A) True 
 B)False

Question 10

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.

Question 11

Using identification IDs and passwords on a website for customers allow for each of the following customer benefits except:

Accepted Answer

A) the customer can be greeted personally,by name. 
B) provides data for a customer cluster analysis. 
C) the content of the web pages can be customized to fit the customer's past browsing behavior. 
D) when an order is placed,the customer doesn't have to type in his/her address and credit card information.

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

In handling objections during a sales call,Brandon (the salesperson)normally answers the objection directly,an approach called which method?

Accepted Answer

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

Question 14

When providing rewards for a frequency program,a variable ratio reward schedule is superior to regularly scheduled rewards.

Accepted Answer

A) True 
 B)False

Question 15

The problem-solution sales approach requires salespeople from the selling organization to analyze the buyer's business to determine the problems the prospect is facing and then offer the most feasible solution.

Accepted Answer

A) True 
 B)False

Question 16

With the indirect approach to handling objections,the salesperson:

Accepted Answer

A) will allow the customer to talk about his or her fears and worries,then relate how another customer had similar fears and how the product being sold met those fears or worries. 
B) answers the objection directly. 
C) will reply "yes,but..." and then explain how the product's benefits will answer the customer's objection. 
D) avoids confrontation by sympathizing with the customer,then provides the correct information.

Question 17

The process of building profiles of customers from a firm's database is:

Accepted Answer

A) data warehousing. 
B) direct marketing. 
C) location data tracking. 
D) data mining.

Question 18

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

Accepted Answer

A) handling objections. 
B) sales presentation. 
C) knowledge acquisition. 
D) qualifying prospects.

Question 19

In international marketing programs,local laws may limit the methods by which information can be collected as well as the types of information a company seeks and/or shares with other companies.

Accepted Answer

A) True 
 B)False

Question 20

Geocoding is adding geographic codes to customer records.

Accepted Answer

A) True 
 B)False

Exam 11: Database and Direct Response Marketing and Personal Selling

Discuss the concept of data-driven communication.

Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.

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

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

Describe geocoding,customer clusters,and location-data tracking.

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

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

Repeat customers purchase more frequently and spend more money than do new customers.

According to the Direct Marketing Association,about 60 percent of direct marketing expenditures are spent on retaining current customers.

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

Using identification IDs and passwords on a website for customers allow for each of the following customer benefits except:

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 handling objections during a sales call,Brandon (the salesperson) normally answers the objection directly,an approach called which method?

When providing rewards for a frequency program,a variable ratio reward schedule is superior to regularly scheduled rewards.

The problem-solution sales approach requires salespeople from the selling organization to analyze the buyer's business to determine the problems the prospect is facing and then offer the most feasible solution.

With the indirect approach to handling objections,the salesperson:

The process of building profiles of customers from a firm's database is:

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

In international marketing programs,local laws may limit the methods by which information can be collected as well as the types of information a company seeks and/or shares with other companies.

Geocoding is adding geographic codes to customer records.