Question 1

The most cost-effective means of communicating with customers and in building a data warehouse is:

Accepted Answer

A)  the telephone 
B)  computer cookies 
C)  the mail 
D)  the Internet and e-mail 
A)  the telephone 
B)  computer cookies 
C)  the mail 
D)  the Internet and e-mail

Question 2

In a RFM analysis,the F stands for frequency.

Accepted Answer

A) True 
 B)False

Question 3

Tracking of Web site visits and browsing patterns of visitors to a company's site is accomplished using:

Accepted Answer

A)  personal data 
B)  cookies 
C)  logins and ID codes 
D)  commercial database services 
A)  personal data 
B)  cookies 
C)  logins and ID codes 
D)  commercial database services

Question 4

In RFM analysis,M refers to monetary,which is the:

Accepted Answer

A)  number of purchases within a specific time period, normally 1 year 
B)  total expenditures a customer makes with a firm and is usually expressed in terms of "per year" 
C)  date of the last purchase 
D)  average monetary value of purchases made during a specific time period, normally 1 year 
A)  number of purchases within a specific time period, normally 1 year 
B)  total expenditures a customer makes with a firm and is usually expressed in terms of "per year" 
C)  date of the last purchase 
D)  average monetary value of purchases made during a specific time period, normally 1 year

Question 5

Geocoding is adding geographic codes to customer records.

Accepted Answer

A) True 
 B)False

Question 6

By using cookies to record a customer's visit to a Web site,company's marketing team can:

Accepted Answer

A)  target customers with a direct marketing program that meets the customer's personal interests 
B)  access a person's computer to obtain demographic and psychographic information 
C)  personalize a greeting the next time the customer goes to the site and customize the content to match the person's past browsing behaviors 
D)  provides sales promotions on the fastest moving products from the Web site 
A)  target customers with a direct marketing program that meets the customer's personal interests 
B)  access a person's computer to obtain demographic and psychographic information 
C)  personalize a greeting the next time the customer goes to the site and customize the content to match the person's past browsing behaviors 
D)  provides sales promotions on the fastest moving products from the Web site

Question 7

In RFM analysis,F refers to frequency,which is the:

Accepted Answer

A)  number of purchases within a specific time period, normally 1 year 
B)  total expenditures a customer makes with a firm and is usually expressed in terms of "per year" 
C)  date of the last purchase 
D)  number of days since the last purchase with the company 
A)  number of purchases within a specific time period, normally 1 year 
B)  total expenditures a customer makes with a firm and is usually expressed in terms of "per year" 
C)  date of the last purchase 
D)  number of days since the last purchase with the company

Question 8

Response rates are often higher for permissions marketing programs because:

Accepted Answer

A)  consumers are receiving marketing material they have given permission for 
B)  consumers are high-frequency purchasers 
C)  consumers can reject any offer that is made 
D)  consumers are contacted only by mail 
A)  consumers are receiving marketing material they have given permission for 
B)  consumers are high-frequency purchasers 
C)  consumers can reject any offer that is made 
D)  consumers are contacted only by mail

Question 9

Most companies use multiple forms of direct marketing to increase response rates and sales.

Accepted Answer

A) True 
 B)False

Question 10

The primary benefit of database marketing is:

Accepted Answer

A)  the enhancement of customer loyalty 
B)  higher sales 
C)  greater profits 
D)  greater brand parity 
A)  the enhancement of customer loyalty 
B)  higher sales 
C)  greater profits 
D)  greater brand parity

Question 11

The most common database-driven marketing programs are permission marketing,frequency programs,and customer relationship management efforts.

Accepted Answer

A) True 
 B)False

Question 12

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 
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 13

Companies develop frequency programs to encourage customer loyalty and to match or preempt the competition.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The Book of the Month Club is an example of:

Accepted Answer

A)  digital direct-to-press 
B)  relationship marketing 
C)  direct marketing 
D)  permission marketing 
A)  digital direct-to-press 
B)  relationship marketing 
C)  direct marketing 
D)  permission marketing

Question 16

While database marketing can be used for selling products,the primary benefit of database marketing is the enhancement of customer loyalty.

Accepted Answer

A) True 
 B)False

Question 17

Successful database marketing requires a quality data warehouse.

Accepted Answer

A) True 
 B)False

Question 18

Of the different types of mailing lists that can be purchased,the lowest cost list would be a response list.

Accepted Answer

A) True 
 B)False

Question 19

Most database programs take advantage of cookies produced by a computer to register and store Web site visits and to personalize the site with a greeting when the person returns.

Accepted Answer

A) True 
 B)False

Question 20

The most common forms of mass media used in direct marketing are television,radio,magazines,and newspapers.

Accepted Answer

A) True 
 B)False

The most cost-effective means of communicating with customers and in building a data warehouse is:

In a RFM analysis,the F stands for frequency.

Tracking of Web site visits and browsing patterns of visitors to a company's site is accomplished using:

In RFM analysis,M refers to monetary,which is the:

Geocoding is adding geographic codes to customer records.

By using cookies to record a customer's visit to a Web site,company's marketing team can:

In RFM analysis,F refers to frequency,which is the:

Response rates are often higher for permissions marketing programs because:

Most companies use multiple forms of direct marketing to increase response rates and sales.

The primary benefit of database marketing is:

The most common database-driven marketing programs are permission marketing,frequency programs,and customer relationship management efforts.

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

Companies develop frequency programs to encourage customer loyalty and to match or preempt the competition.

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

The Book of the Month Club is an example of:

While database marketing can be used for selling products,the primary benefit of database marketing is the enhancement of customer loyalty.

Successful database marketing requires a quality data warehouse.

Of the different types of mailing lists that can be purchased,the lowest cost list would be a response list.

Most database programs take advantage of cookies produced by a computer to register and store Web site visits and to personalize the site with a greeting when the person returns.

The most common forms of mass media used in direct marketing are television,radio,magazines,and newspapers.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 11: Database and Direct Response Marketing

The most cost-effective means of communicating with customers and in building a data warehouse is:

In a RFM analysis,the F stands for frequency.

Tracking of Web site visits and browsing patterns of visitors to a company's site is accomplished using:

In RFM analysis,M refers to monetary,which is the:

Geocoding is adding geographic codes to customer records.

By using cookies to record a customer's visit to a Web site,company's marketing team can:

In RFM analysis,F refers to frequency,which is the:

Response rates are often higher for permissions marketing programs because:

Most companies use multiple forms of direct marketing to increase response rates and sales.

The primary benefit of database marketing is:

The most common database-driven marketing programs are permission marketing,frequency programs,and customer relationship management efforts.

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

Companies develop frequency programs to encourage customer loyalty and to match or preempt the competition.

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

The Book of the Month Club is an example of:

While database marketing can be used for selling products,the primary benefit of database marketing is the enhancement of customer loyalty.

Successful database marketing requires a quality data warehouse.

Of the different types of mailing lists that can be purchased,the lowest cost list would be a response list.

Most database programs take advantage of cookies produced by a computer to register and store Web site visits and to personalize the site with a greeting when the person returns.

The most common forms of mass media used in direct marketing are television,radio,magazines,and newspapers.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters