Question 1

When promotional materials are only sent to customers who have given their approval, the program is called:

Accepted Answer

A)   direct mail
B)   Internet marketing
C)   permission marketing
D)   a frequency program C

Question 2

The marketing database contains the transactions individuals have with a firm and follows accounting rules.

Accepted Answer

A) True 
 B)False  False

Question 3

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

Accepted Answer

A) True 
 B)False  False

Question 4

In purchasing a direct mailing list, a "hot" 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 5

During the knowledge acquisition stage of the selling process, a salesperson should gather all the following information, except:

Accepted Answer

A)   evaluate the risk factors
B)   identify the product users
C)   evaluate the switching costs
D)   identify the decision makers and influencers

Question 6

Kathy is getting ready to close her sales call. She is not sure the prospect is quite ready so she goes over the benefits of the product and how it meets the customer's needs prior to asking for the order. This is an example of the:

Accepted Answer

A)   continuous "yes" close
B)   trial method close
C)   summarization close
D)   assumptive close

Question 7

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 8

To maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way, not just at the beginning. Doing so creates the feeling of:

Accepted Answer

A)   empowerment
B)   reciprocity
C)   loyalty
D)   satisfaction

Question 9

Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of the

Accepted Answer

A)   continuous "yes" close
B)   trial method close
C)   summarization close
D)   assumptive close

Question 10

Data mining normally involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

Accepted Answer

A) True 
 B)False

Question 11

The Internet has not been a successful medium for direct response advertising.

Accepted Answer

A) True 
 B)False

Question 12

The data warehouse holds all of the customer data.

Accepted Answer

A) True 
 B)False

Question 13

The primary reason for building a database, coding the information, and mining the data is to use the output to:

Accepted Answer

A)   develop marketing programs customized for each customer
B)   place customers into segments for the purpose of data-driven marketing programs
C)   customize marketing programs to fit each market segment's profile
D)   establish one-on-one communications with each customer

Question 14

To optimize permission marketing programs, firms must feature:

Accepted Answer

A)   prizes and price discounts
B)   regular newsletters
C)   entertaining content and account information
D)   empowerment and reciprocity

Question 15

According to Direct Marketing, the number one reason consumers remain in a permission marketing program is:

Accepted Answer

A)   they receive account status updates
B)   contests and sweepstakes being offered
C)   price bargains offered
D)   the content is interesting

Question 16

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 17

Customer contact personnel with a company should not allow the lifetime values of individual customers to affect the way they deal with a customer since every customer should be treated equally.

Accepted Answer

A) True 
 B)False

Question 18

Successful cataloging today requires:

Accepted Answer

A)   a companion website to facilitate purchasing
B)   an enhanced database for better targeting of catalogs
C)   data mining to determine best profiles of high catalog purchasers
D)   digital direct-to-press technology

Question 19

According to the Direct Marketing Association, about 60 percent of direct marketing expenditures are spent on retaining current customers.

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 11: Database and Direct Response Marketing and Personal Selling

When promotional materials are only sent to customers who have given their approval, the program is called:

The marketing database contains the transactions individuals have with a firm and follows accounting rules.

The sales presentation approach that resembles a joint-venture is the problem-solution approach.

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

During the knowledge acquisition stage of the selling process, a salesperson should gather all the following information, except:

Kathy is getting ready to close her sales call. She is not sure the prospect is quite ready so she goes over the benefits of the product and how it meets the customer's needs prior to asking for the order. This is an example of the:

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

To maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way, not just at the beginning. Doing so creates the feeling of:

Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of the

Data mining normally involves building profiles of consumer groups and preparing models that predict future purchase behaviors.

The Internet has not been a successful medium for direct response advertising.

The data warehouse holds all of the customer data.

The primary reason for building a database, coding the information, and mining the data is to use the output to:

To optimize permission marketing programs, firms must feature:

According to Direct Marketing, the number one reason consumers remain in a permission marketing program is:

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

Customer contact personnel with a company should not allow the lifetime values of individual customers to affect the way they deal with a customer since every customer should be treated equally.

Successful cataloging today requires:

According to the Direct Marketing Association, about 60 percent of direct marketing expenditures are spent on retaining current customers.

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