Question 1

Repeat customers purchase more frequently and spend more money than do new customers.

Accepted Answer

A) True 
 B)False

Question 2

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

Accepted Answer

A) True 
 B)False

Question 3

If a salesperson is paid commission on sales, then he or she tends to neglect the follow-up step in the selling process.

Accepted Answer

A) True 
 B)False

Question 4

The fourth step in the selling process, after knowledge acquisition, is:

Accepted Answer

A)   handling objections.
B)   sales presentation.
C)   follow-up.
D)   qualifying prospects.E) A) and D)
F) A) and C)

Question 5

Direct response marketing is selling products to customers without the use of other channel members.

Accepted Answer

A) True 
 B)False

Question 6

The data warehouse holds all customer data.

Accepted Answer

A) True 
 B)False

Question 7

The stimulus-response sales approach:

Accepted Answer

A)   strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.
B)   requires the two organizations to develop a common mission.
C)   requires employees from the selling organization to analyze the buyer's business.
D)   uses specific statements to elicit specific responses from customers.E) A) and B)
F) B) and D)

Question 8

The newest form of data analytics is location-data tracking, which is the process of:

Accepted Answer

A)   making the data anonymous so that specific individuals cannot be identified.
B)   analyzing data provided by mobile phone GPS technology and combining it with consumer profile information.
C)   purging names from a list of individuals who live within a specified area that do not meet a target profile.
D)   identifying individuals within a specified location that meet a firm's target audience for a mobile campaign.E) B) and C)
F) None of the above

Question 9

When a customer's objections are partially true, a salesperson can use the indirect approach to handle the objection.

Accepted Answer

A) True 
 B)False  False

Question 10

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.E) B) and C)
F) B) and D)

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  True

Question 12

The mission-sharing sales approach:

Accepted Answer

A)   strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.
B)   requires the two organizations to develop a common mission.
C)   requires employees from the selling organization to analyze the buyer's business.
D)   uses specific statements to elicit specific responses from customers.E) C) and D)
F) B) and C)

Question 13

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.E) C) and D)
F) A) and C)

Question 14

Data mining is:

Accepted Answer

A)   collecting addresses and zip codes of customers.
B)   reviewing past purchases of a product by customers.
C)   building profiles of customer segments and preparing models that predict their future purchase behavior.
D)   selecting cities for data analysis.E) A) and B)
F) A) and C)

Question 15

The problem-solution sales approach requires salespeople from the selling organization to analyze the buyer's business to determine the problems the prospect is facing and then offer the most feasible solution.

Accepted Answer

A) True 
 B)False

Question 16

Customer contact personnel should not allow the lifetime value of individual customers affect the way they deal with customers because every customer should be treated equally.

Accepted Answer

A) True 
 B)False

Question 17

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 them.
D)   send the lead marketing materials and encourage them to make inquiries if they are interested.E) B) and C)
F) A) and C) C

Question 18

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

Accepted Answer

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

Question 19

If the salesperson has answered all of the objections and feels confident that a prospect is ready to buy, then using the summarization close works the best.

Accepted Answer

A) True 
 B)False

Question 20

Successful loyalty programs include the two principles of:

Accepted Answer

A)   added value and reciprocity.
B)   low costs and data mining.
C)   data analysis and targeted messages.
D)   utilizing digital marketing techniques and social media.E) A) and C)
F) B) and C)

Exam 11: Database and Direct Response Marketing and Personal Selling

Repeat customers purchase more frequently and spend more money than do new customers.

Correct AnswerverifiedShow Answer

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

Correct AnswerverifiedShow Answer

If a salesperson is paid commission on sales, then he or she tends to neglect the follow-up step in the selling process.

Correct AnswerverifiedShow Answer

The fourth step in the selling process, after knowledge acquisition, is:

Correct AnswerverifiedShow Answer

Direct response marketing is selling products to customers without the use of other channel members.

Correct AnswerverifiedShow Answer

The data warehouse holds all customer data.

Correct AnswerverifiedShow Answer

The stimulus-response sales approach:

Correct AnswerverifiedShow Answer

The newest form of data analytics is location-data tracking, which is the process of:

Correct AnswerverifiedShow Answer

When a customer's objections are partially true, a salesperson can use the indirect approach to handle the objection.

Correct AnswerverifiedFalse

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedTrue

The mission-sharing sales approach:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Data mining is:

Correct AnswerverifiedShow Answer

The problem-solution sales approach requires salespeople from the selling organization to analyze the buyer's business to determine the problems the prospect is facing and then offer the most feasible solution.

Correct AnswerverifiedShow Answer

Customer contact personnel should not allow the lifetime value of individual customers affect the way they deal with customers because every customer should be treated equally.

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedC

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

Correct AnswerverifiedShow Answer

If the salesperson has answered all of the objections and feels confident that a prospect is ready to buy, then using the summarization close works the best.

Correct AnswerverifiedShow Answer

Successful loyalty programs include the two principles of:

Correct AnswerverifiedShow Answer

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False

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True

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C

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