Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Gabriella is getting ready to close her sales call. She asks for the order outright. This would be a(n) ________ close.

Accepted Answer

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

Question 3

The least popular form of direct marketing is:

Accepted Answer

A)  email. 
B)  direct mail. 
C)  inbound telemarketing. 
D)  outbound telemarketing.

Question 4

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 5

If Amelia spends $300 per year at Gap and spends an average of $1500 per year on clothes, then the "share of customer" value for the Gap:

Accepted Answer

A)  is 20 percent. 
B)  is 50 percent. 
C)  is $300. 
D)  cannot be determined with the information provided.

Question 6

Using geocoding, a company's marketing department can add which of the following 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 7

Discuss the concept of data-driven communication.

Accepted Answer

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

Question 8

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 9

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

Accepted Answer

A)  met a specific demographic profile. 
B)  responded to previous direct mail offers made by the company purchasing the list. 
C)  made purchases or responded to direct mail offers in the past. 
D)  responded to a direct mail offer within the last 30 days.

Question 10

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 11

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 12

The basic idea behind customer relationship management is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.

Accepted Answer

A) True 
 B)False

Question 13

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, etc.

Accepted Answer

A) True 
 B)False

Question 14

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 15

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 16

In a sales presentation, the ________ approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call.

Accepted Answer

A)  mission-sharing 
B)  need-satisfaction 
C)  problem-solution 
D)  stimulus-response

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

A marketing database follows accounting rules.

Accepted Answer

A) True 
 B)False

Question 19

In developing a customer relationship management (CRM) program, the "share" of customer term refers to the:

Accepted Answer

A)  potential value that could be added to a given customer's lifetime value. 
B)  lifelong earnings of a customer. 
C)  share of a customer's income that is spent on a particular product. 
D)  percentage of time spent on acquiring the customer's loyalty.

Question 20

Customer clustering is attractive to marketers because it:

Accepted Answer

A)  creates clusters from names purchased from a direct marketing vendor. 
B)  allows marketers to identify external data lists that match the firm's target customers. 
C)  creates clusters of a firm's actual customers along an important purchase criteria. 
D)  creates clusters based on the profile of a firm's best customers.

Exam 11: Database and Direct Response Marketing and Personal Selling

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

Gabriella is getting ready to close her sales call. She asks for the order outright. This would be a(n) ________ close.

The least popular form of direct marketing is:

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.

If Amelia spends $300 per year at Gap and spends an average of $1500 per year on clothes, then the "share of customer" value for the Gap:

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

Discuss the concept of data-driven communication.

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

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

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

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

The basic idea behind customer relationship management is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.

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, etc.

The need-satisfaction sales approach:

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

In a sales presentation, the ________ approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call.

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

A marketing database follows accounting rules.

In developing a customer relationship management (CRM) program, the "share" of customer term refers to the:

Customer clustering is attractive to marketers because it: