Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 (stimuli) to elicit specific responses from customers

Question 3

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 4

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

Accepted Answer

A) True 
 B)False

Question 5

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. This approach is called the:

Accepted Answer

A)  compensation method 
B)  "feel, felt, found" method 
C)  head-on method 
D)  indirect method

Question 6

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 7

A data warehouse contains information including customer e-mail addresses, purchase and communication histories, and personal preference profiles.

Accepted Answer

A) True 
 B)False

Question 8

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 9

Moderate users of a good or service are most likely to be enticed by a frequency program.

Accepted Answer

A) True 
 B)False

Question 10

A lifetime value analysis creates a figure that represents the:

Accepted Answer

A)  sales revenue generated by a customer throughout his or her lifetime with a brand or company 
B)  present value of the profit revenue generated by a customer in a particular product category 
C)  present value of the profit revenue of a customer throughout the lifetime of a relationship with a brand or company 
D)  profit revenue of a customer throughout his or her lifetime

Question 11

When a customer makes a purchase over the Internet, the only communication that is important is sending them a thank you and acknowledgment of the order.

Accepted Answer

A) True 
 B)False

Question 12

The third step in the selling process, after qualifying prospects, is:

Accepted Answer

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

Question 13

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

Accepted Answer

A)  networking 
B)  directories 
C)  database-generated leads 
D)  cold calls

Question 14

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A leads the best and D leads the worst. Using this method of categorization, the appropriate strategy for "B" leads would be:

Accepted Answer

A)  do nothing currently, but monitor the lead for possible future changes 
B)  contact the lead using telemarketers 
C)  receive a sales call from one of the firm's salespeople 
D)  send the lead marketing materials and encourage them to make inquiries if they are interested

Question 15

Digital direct-to-press is used only in business-to-business marketing due to its costs.

Accepted Answer

A) True 
 B)False

Question 16

What are the two types of data mining?

Accepted Answer

The answer of What are the two types of data...

Question 17

Through data mining a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

Accepted Answer

A) True 
 B)False

Question 18

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 (stimuli) to elicit specific responses from customers

Question 19

Using geocoding, a company's marketing department can add which to each customer's record?

Accepted Answer

A)  demographic information and lifestyle data as well as the geographical codes 
B)  total purchases made at each retail outlet in the area 
C)  demographic and political information 
D)  a composite analysis of his or her neighbors

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 11: Database and Direct Response Marketing and Personal Selling

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

The need-satisfaction sales approach:

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

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

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. This approach is called the:

With the indirect approach to handling objections, the salesperson:

A data warehouse contains information including customer e-mail addresses, purchase and communication histories, and personal preference profiles.

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

Moderate users of a good or service are most likely to be enticed by a frequency program.

A lifetime value analysis creates a figure that represents the:

When a customer makes a purchase over the Internet, the only communication that is important is sending them a thank you and acknowledgment of the order.

The third step in the selling process, after qualifying prospects, is:

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

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A leads the best and D leads the worst. Using this method of categorization, the appropriate strategy for "B" leads would be:

Digital direct-to-press is used only in business-to-business marketing due to its costs.

What are the two types of data mining?

Through data mining a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

The stimulus-response sales approach:

Using geocoding, a company's marketing department can add which to each customer's record?

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