Question 1

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 2

Information about a prospect should always be collected in advance to making a sales call.

Accepted Answer

A) True 
 B)False

Question 3

What are the two types of data mining?

Accepted Answer

The answer of What are the two types of data...

Question 4

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

Accepted Answer

A)  Trawling 
B)  Direct sales 
C)  Permission marketing 
D)  A frequency program

Question 5

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 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 ________ close.

Accepted Answer

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

Question 7

Permission is normally obtained from individuals in exchange for an incentive in permission marketing programs.

Accepted Answer

A) True 
 B)False

Question 8

Through search engine optimization, brand managers can place direct response ads before consumers who are searching the internet to either purchase a product or to obtain additional information.

Accepted Answer

A) True 
 B)False

Question 9

In calculating lifetime value, the cost of acquiring a customer is typically determined by dividing the total marketing and advertising costs by the firm's total number of customers.

Accepted Answer

A) True 
 B)False

Question 10

The most common form of direct marketing is email.

Accepted Answer

A) True 
 B)False

Question 11

Outbound direct response telemarketing is most successful when:

Accepted Answer

A)  it is tied into a database and either customers or prospects are called. 
B)  calls are made from a compiled list. 
C)  individuals who have visited the company's website are called. 
D)  it is used for cross-selling.

Question 12

Identify and define the four types of sales presentation.

Accepted Answer

The answer of Identify and define the four types of...

Question 13

Personalized communications with customers through database information builds relationships and leads to both repeat purchases and customer loyalty.

Accepted Answer

A) True 
 B)False

Question 14

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.

Question 15

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 16

In the selling process, which step follows the sales presentation?

Accepted Answer

A)  Handling objections 
B)  Knowledge acquisition 
C)  Sales closing 
D)  Follow-up

Question 17

Many consumers believe online shopping has replaced catalogs, but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

Accepted Answer

A) True 
 B)False

Question 18

The two primary metrics in customer relationship management (CRM) programs are:

Accepted Answer

A)  data-driven communications and data-driven marketing programs. 
B)  lifetime value and customer cluster analysis. 
C)  data mining and data coding. 
D)  lifetime value of customers and share of customer.

Question 19

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.

Question 20

Morgan is the marketing manager for a small auto parts retailer. She wants to purchase a list that has the highest probability of producing sales. The best list for her to purchase would be a(n) ________ list.

Accepted Answer

A)  response 
B)  internal customer 
C)  hot 
D)  compiled

Exam 11: Database and Direct Response Marketing and Personal Selling

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

Information about a prospect should always be collected in advance to making a sales call.

What are the two types of data mining?

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

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

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 ________ close.

Permission is normally obtained from individuals in exchange for an incentive in permission marketing programs.

Through search engine optimization, brand managers can place direct response ads before consumers who are searching the internet to either purchase a product or to obtain additional information.

In calculating lifetime value, the cost of acquiring a customer is typically determined by dividing the total marketing and advertising costs by the firm's total number of customers.

The most common form of direct marketing is email.

Outbound direct response telemarketing is most successful when:

Identify and define the four types of sales presentation.

Personalized communications with customers through database information builds relationships and leads to both repeat purchases and customer loyalty.

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

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

In the selling process, which step follows the sales presentation?

Many consumers believe online shopping has replaced catalogs, but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.

The two primary metrics in customer relationship management (CRM) programs are:

The primary benefit of database marketing is:

Morgan is the marketing manager for a small auto parts retailer. She wants to purchase a list that has the highest probability of producing sales. The best list for her to purchase would be a(n) ________ list.