Question 1

Describe response lists and compiled lists in direct mail programs.

Accepted Answer

A response list consists of customers wh

Question 2

In using the need-satisfaction sales presentation approach, the needs of the customer should be determined in an initial sales call and then the solution to those needs should be presented in a follow-up sales call.

Accepted Answer

A) True 
 B)False

Question 3

Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

Accepted Answer

A) True 
 B)False

Question 4

Haley often purchases clothes from the VF Corporation online. On her birthday, the company sends her an email birthday card with a voucher for $20 off on her next online purchase. This is an example of:

Accepted Answer

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

Question 5

Selling products to customers without the use of other channel members is:

Accepted Answer

A) database marketing. 
B) direct marketing or direct-response marketing. 
C) indirect marketing. 
D) by-pass marketing. 
A) database marketing. 
B) direct marketing or direct-response marketing. 
C) indirect marketing. 
D) by-pass marketing.

Question 6

Catalogs offer the advantages of being long lasting, low-pressure, and viewed at a person's leisure.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

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

Question 8

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

Accepted Answer

A) True 
 B)False

Question 9

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. 
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 10

The primary reason for building a database, coding the information, and mining data is to use the output to build programs that will boost sales revenues.

Accepted Answer

A) True 
 B)False

Question 11

Retail stores can use data mining to determine when to mark merchandise down and how much to mark it down.

Accepted Answer

A) True 
 B)False

Question 12

A database marketing program provides the tools to personalize messages and track the effectiveness of personalized marketing communications.

Accepted Answer

A) True 
 B)False

Question 13

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

Question 14

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

Accepted Answer

A) True 
 B)False

Question 15

Identify and evaluate the methods of generating sales leads.

Accepted Answer

Referrals are the best method, especiall

Question 16

When customers in a permission marketing program receive rewards during the program in addition to at the beginning, it creates a feeling of empowerment.

Accepted Answer

A) True 
 B)False

Question 17

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

Accepted Answer

A) True 
 B)False

Question 18

Typically, customer relationship management (CRM)programs should be designed to:

Accepted Answer

A) provide two-way communications. 
B) increase sales and profits. 
C) create customer value. 
D) enhance customer loyalty. 
A) provide two-way communications. 
B) increase sales and profits. 
C) create customer value. 
D) enhance customer loyalty.

Question 19

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 20

A marketing database follows accounting rules.

Accepted Answer

A) True 
 B)False

Describe response lists and compiled lists in direct mail programs.

In using the need-satisfaction sales presentation approach, the needs of the customer should be determined in an initial sales call and then the solution to those needs should be presented in a follow-up sales call.

Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

Haley often purchases clothes from the VF Corporation online. On her birthday, the company sends her an email birthday card with a voucher for $20 off on her next online purchase. This is an example of:

Selling products to customers without the use of other channel members is:

Catalogs offer the advantages of being long lasting, low-pressure, and viewed at a person's leisure.

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

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

With the indirect approach to handling objections, the salesperson:

The primary reason for building a database, coding the information, and mining data is to use the output to build programs that will boost sales revenues.

Retail stores can use data mining to determine when to mark merchandise down and how much to mark it down.

A database marketing program provides the tools to personalize messages and track the effectiveness of personalized marketing communications.

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

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

Identify and evaluate the methods of generating sales leads.

When customers in a permission marketing program receive rewards during the program in addition to at the beginning, it creates a feeling of empowerment.

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

Typically, customer relationship management (CRM)programs should be designed to:

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

A marketing database follows accounting rules.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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 and Personal Selling

Describe response lists and compiled lists in direct mail programs.

In using the need-satisfaction sales presentation approach, the needs of the customer should be determined in an initial sales call and then the solution to those needs should be presented in a follow-up sales call.

Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

Haley often purchases clothes from the VF Corporation online. On her birthday, the company sends her an email birthday card with a voucher for $20 off on her next online purchase. This is an example of:

Selling products to customers without the use of other channel members is:

Catalogs offer the advantages of being long lasting, low-pressure, and viewed at a person's leisure.

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

A frequency program provides incentives that are designed to encourage customers to make repeat purchases.

With the indirect approach to handling objections, the salesperson:

The primary reason for building a database, coding the information, and mining data is to use the output to build programs that will boost sales revenues.

Retail stores can use data mining to determine when to mark merchandise down and how much to mark it down.

A database marketing program provides the tools to personalize messages and track the effectiveness of personalized marketing communications.

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

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

Identify and evaluate the methods of generating sales leads.

When customers in a permission marketing program receive rewards during the program in addition to at the beginning, it creates a feeling of empowerment.

Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

Typically, customer relationship management (CRM)programs should be designed to:

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

A marketing database follows accounting rules.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters