Question 1

Discuss the concept of data-driven communication.

Accepted Answer

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

Question 2

Typical goals for frequency or loyalty programs include all of the following, except:

Accepted Answer

A)  build brand parity 
B)  induce cross-selling to existing customers 
C)  differentiate a parity brand 
D)  preempt the entry of a new brand

Question 3

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 the most feasible solution.

Accepted Answer

A) True 
 B)False

Question 4

A database marketing program provides the tools to personalize messages and keep records of the types of communications that work and those that do not work.

Accepted Answer

A) True 
 B)False

Question 5

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 so forth.

Accepted Answer

A) True 
 B)False

Question 6

A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.

Accepted Answer

A) True 
 B)False

Question 7

Identify and evaluate the methods of generating sales leads.

Accepted Answer

The answer of Identify and evaluate the methods of generating...

Question 8

To avoid a confrontation with a customer and to avoid telling the customer he or she is wrong, a salesperson can use the head-on approach to handling objections.

Accepted Answer

A) True 
 B)False

Question 9

In terms of generating sales leads, networking and using directories produces superior leads to using a firm's internal database.

Accepted Answer

A) True 
 B)False

Question 10

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospects objections and feels confident that the prospect is ready to buy. The best close for her would be the:

Accepted Answer

A)  continuous "yes" close 
B)  direct close 
C)  summarization close 
D)  assumptive close

Question 11

In the selling process, ________ follows the sales presentation.

Accepted Answer

A)  handling objections 
B)  knowledge acquisition 
C)  sales closing 
D)  follow-up

Question 12

Haley often purchases clothes from the VF Corporation online. On her birthday, the VF Corporation sends her an e-mail birthday card with a free voucher for $20 for her next online purchase. This is an example of:

Accepted Answer

A)  data mining 
B)  customer cluster analysis 
C)  data coding 
D)  trawling

Question 13

For long-term success in permission marketing programs, customers should feel empowered, which means they have the power to choose the incentive they want to join the permission program.

Accepted Answer

A) True 
 B)False

Question 14

With the "feel, felt, found" 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 15

While it is important for a database to record every transaction with a customer, recording of interactions that do not relate to a purchase are not necessary.

Accepted Answer

A) True 
 B)False

Question 16

Two common forms of database coding are:

Accepted Answer

A)  data mining and cluster customer analysis 
B)  lifetime value analysis and customer cluster analysis 
C)  lifetime value analysis and data mining 
D)  geocoding and data mining

Question 17

Adding geographic codes to customer records to plot them on a map is called:

Accepted Answer

A)  geoidentification 
B)  geocoding 
C)  finding neighborhood lifestyle clusters 
D)  commercial database service analysis

Question 18

If a salesperson is paid commission on sales, then he/she tends to neglect the follow-up step in the selling process.

Accepted Answer

A) True 
 B)False

Question 19

The greater the value of the reward in a frequency program, the more effort individuals will expend in the program to obtain the reward.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  identify the current price that the prospect is paying 
B)  know and understand the prospect's customers 
C)  identify the prospect's needs 
D)  understand the prospect's business

Exam 11: Database and Direct Response Marketing and Personal Selling

Discuss the concept of data-driven communication.

Typical goals for frequency or loyalty programs include all of the following, except:

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 the most feasible solution.

A database marketing program provides the tools to personalize messages and keep records of the types of communications that work and those that do not work.

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 so forth.

A key principle in developing a loyalty or frequency program is to design the program to enhance the value of what the product offers to customers.

Identify and evaluate the methods of generating sales leads.

To avoid a confrontation with a customer and to avoid telling the customer he or she is wrong, a salesperson can use the head-on approach to handling objections.

In terms of generating sales leads, networking and using directories produces superior leads to using a firm's internal database.

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospects objections and feels confident that the prospect is ready to buy. The best close for her would be the:

In the selling process, ________ follows the sales presentation.

Haley often purchases clothes from the VF Corporation online. On her birthday, the VF Corporation sends her an e-mail birthday card with a free voucher for $20 for her next online purchase. This is an example of:

For long-term success in permission marketing programs, customers should feel empowered, which means they have the power to choose the incentive they want to join the permission program.

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

While it is important for a database to record every transaction with a customer, recording of interactions that do not relate to a purchase are not necessary.

Two common forms of database coding are:

Adding geographic codes to customer records to plot them on a map is called:

If a salesperson is paid commission on sales, then he/she tends to neglect the follow-up step in the selling process.

The greater the value of the reward in a frequency program, the more effort individuals will expend in the program to obtain the reward.

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