Question 1

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 "A" 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.

Question 2

The internet and email provide excellent, cost-effective channels of communication to build long-term relationships with customers.

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

In international marketing programs, local laws may limit the methods by which information can be collected as well as the types of information a company seeks and/or shares with other companies.

Accepted Answer

A) True 
 B)False

Question 6

Mailing direct offers to individuals who have purchased in the past, but not recently, will usually yield better results than a cold-call mailing list from a broker.

Accepted Answer

A) True 
 B)False

Question 7

The program designed to build long-term loyalty and bonds with customers through the use of a database is:

Accepted Answer

A) permission marketing. 
B) direct marketing. 
C) customer relationship management. 
D) frequency marketing.

Question 8

Retaining current customers is more expensive than gaining new customers.

Accepted Answer

A) True 
 B)False

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 which type of close?

Accepted Answer

A) Continuous "yes" 
B) Trial method 
C) Summarization 
D) Assumptive

Question 10

Identify and describe the three primary types of data coding processes.

Accepted Answer

The answer of Identify and describe the three primary types...

Question 11

In terms of generating leads for sales, trawling and data analysis of a firm's database can generate high potential leads.

Accepted Answer

A) True 
 B)False

Question 12

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

Accepted Answer

A) the products are too costly. 
B) the marketing pieces are not relevant any more. 
C) they can no longer win prizes or receive free gifts. 
D) the person has moved and did not leave a forwarding address or email.

Question 13

In purchasing a mailing list, a response list consists of customers who have purchased the product before and have responded to direct mail offers for the product being advertised.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) identify the current price that the prospect is paying. 
B) know and understand the prospect's customers. 
C) identify the prospect's needs. 
D) understand the prospect's business.

Question 15

An operational database contains:

Accepted Answer

A) transactions and interactions individuals have with a firm. 
B) information about current customers and customers of the competition. 
C) customer transactions and follows accounting principles. 
D) information about current customers, former customers, and prospects.

Question 16

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

Accepted Answer

A) True 
 B)False

Question 17

If the salesperson is not sure if the prospect is ready to close, the trial method of closing can be used to close the sale.

Accepted Answer

A) True 
 B)False

Question 18

Through lifetime value analysis, a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

Accepted Answer

A) True 
 B)False

Question 19

List the tasks associated with databased marketing.

Accepted Answer

The answer of List the tasks associated with databased marketing....

Question 20

Telemarketers, retail sales clerks, and new field salespeople often use the need-satisfaction approach during the initial sales presentation.

Accepted Answer

A) True 
 B)False

Exam 11: Database and Direct Response Marketing and Personal Selling

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 "A" leads would be:

The internet and email provide excellent, cost-effective channels of communication to build long-term relationships with customers.

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?

In international marketing programs, local laws may limit the methods by which information can be collected as well as the types of information a company seeks and/or shares with other companies.

Mailing direct offers to individuals who have purchased in the past, but not recently, will usually yield better results than a cold-call mailing list from a broker.

The program designed to build long-term loyalty and bonds with customers through the use of a database is:

Retaining current customers is more expensive than gaining new customers.

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 which type of close?

Identify and describe the three primary types of data coding processes.

In terms of generating leads for sales, trawling and data analysis of a firm's database can generate high potential leads.

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

In purchasing a mailing list, a response list consists of customers who have purchased the product before and have responded to direct mail offers for the product being advertised.

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

An operational database contains:

The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

If the salesperson is not sure if the prospect is ready to close, the trial method of closing can be used to close the sale.

Through lifetime value analysis, a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing.

List the tasks associated with databased marketing.

Telemarketers, retail sales clerks, and new field salespeople often use the need-satisfaction approach during the initial sales presentation.