Exam 18: Relationship Building

_____ allows marketers to get a snapshot of what their customers look like at any given time by identifying common characteristics and ranking their relative importance in different segments.

The most common form of direct-mail format is a _____.

Yoko,a manufacturer of cell phones,has lately noticed that its new Y-Series line of phones is not selling as much as it had estimated.To tackle the problem,the company decides to have its new line of phones showcased at prominent locations in retail stores.However to do this,the company will have to pay its retailers a special fee.Which of the following does Yoko need to pay?

Advertising that asks the reader,viewer,or listener to provide feedback to the sender is called:

What are the two forms of selling used with a direct-sales strategy?

All direct marketers must make two basic strategy decisions.The first is the extent to which they will use direct sales.The second is:

Which of the following terms is defined as "a measurable system of marketing that uses one of more advertising media to effect a measurable response and/or transaction at any location,with this activity stored in a database?"

What is the biggest strength of personal selling?

The objective of personal selling in an IMC program is to:

Which of the following statements about sales promotion is true?

Combination offers are the most costly of all sales promotions.

_____ is the process of gathering,consolidating,updating,and enhancing the information about customers that resides in an organization's database.

A drawback of direct marketing is that it:

A _____ is paid by a manufacturer for the privilege of obtaining shelf space for a new product.

Another name for behavioristics data is lifestyle data.

Consumer sales promotions are an example of a push strategy.

Which of the following is true of personal direct selling?

_____ is defined as face-to-face selling away from a fixed retail location.

_____ is defined as an "interactive process of addressable communication that uses one or more advertising media to effect,at any location,a measurable sale,lead,retail purchase or charitable donation,with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers,prospects or donors."

Differentiate between a push and a pull strategy.