Mailing list enhancement can be achieved by adding the following information to basic name and ...

Mailing list enhancement can be achieved by adding the following information to basic name and address data
 a. demographic data.
  b. geodemographic data.
  c. psychographic data.
  d. all of these can be used to enhance a mailing list.

Question 2

A key term in prescriptive analysis is
 a. randomization.
  b. differentiation.
  c. optimization.
  d. experimentation.
  e. amortization.

Question 3

Which of the following is a stage in the Consumer Processing Model (CPM)?
 a. exposure
  b. attention
  c. comprehension
  d. agreement
  e. all of the above

Question 4

Elements of a value proposition do not include:
 a. a description of the capabilities of the business.
  b. a description of customer service strategy.
  c. a description of the target customer.

Question 5

What statement best describes what prescriptive analysis is used for?
 a. To uncover explanatory and predictive models of business performance based on the relationship between data inputs and business outcomes.
  b. To understand business performance.
  c. To extract patterns from large datasets.
  d. To determine a set of high-value alternative actions for the purposes of improving business performance.
  e. To determine if a customer can be cross-sold or up-sold a product at the point of purchase.

Question 6

Which of the following is a basic element of frequency marketing program?
 a. a database c. a communication strategy
  b. a benefit structure d. all of these are basic elements

Question 7

According to the HEM, consumer behavior is seen as ____.
 a. rational
  b. highly cognitive
  c. emotional
  d. systematic
  e. reasoned

Question 8

Which of the following is not an element to be considered when preparing an Internet business model?
 a. How value will be created for customers.
  b. How customers will use the product or service.
  c. The importance of multiple revenue streams.

Question 9

A good way to isolate a firm's best customers from a marketing database is with ____ analysis.
 a. recency, frequency, and monetary (RFM)
  b. cost per inquiry
  c. cost per order
  d. demographic, psychographic, and behavioral

Question 10

Which of the following best describes what prescriptive analysis is?
 a. To recommend the best course of action among the firm's various options.
  b. To predict a future outcome with some degree of confidence.
  c. To understand the current context.
  d. None of these are correct.
  e. Both b and c are correct descriptions of descriptive analysis.