A shoe retailer uses its marketing database to run an RFM analysis on its customers. The F in RFM ...

A shoe retailer uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to the number of times a customer
 a. was reached with any kind of advertising message.
  b. was reached through a direct marketing medium.
  c. bought a product from the company.
  d. bought a product from a certain product category.

Question 2

Scenario 8.1
  Use the following to answer the questions.
 
 
 
  Samsung is entering the home appliance market with its new French Door Refrigerator. In designing the production facility, it has a need for various pieces of equipment, including the perpetual assembly belt drive, quasi-assembly pods, and finishing stations. The purchasing agent for the appliance division is inquiring about who will be needed for input on the purchasing decision. Samsung has already contacted several producers of the quasi-assembly pods, and has begun negotiations with their sales representatives.
 
 
 
  Refer to Scenario 8.1. What was the first step of the buying decision process that Samsung went through when looking for the quasi-assembly pods?
 A) Searching for products and suppliers
  B) Selecting and ordering the most appropriate product
  C) Recognizing the problem or need
  D) Establishing product specifications
  E) Evaluating the product relative to specifications

Question 3

An RFM analysis is used to
 a. determine which products or services are the most popular.
  b. identify the customers who are the most loyal purchasers.
  c. track the replies from direct mail pieces.
  d. compare the efficiencies of various direct marketing programs.

Question 4

When a salesperson varies the physical distance between himself and a customer he is using
 A) kinesic communication.
  B) personal selling.
  C) tactile communication.
  D) comfort relations.
  E) proxemic communication.

Question 5

Ben Davideau is assigned by his sales manager to come up with the names and addresses of 20 firms in his territory that have some potential for using sizable quantities of his firm's products. Wanting to be as efficient as possible, Ben looks in
 A) Sales & Marketing Management.
  B) an SIC listing.
  C) the Census of Business.
  D) the Census of Manufacturers.
  E) Standard & Poor's Register.

Question 6

Xercise, a nationwide fitness center chain, interviews its customers to determine their wants and needs regarding their local center's services, classes, equipment, facility features, business hours, etc. The marketers at Xercise are in the process of developing
 a. a marketing database.
  b. an external mailing list.
  c. a geo-demographic data source.
  d. a single-source tracking study.

Question 7

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication.
 A) kinesic
  B) spacing
  C) proxemic
  D) touching
  E) tactile

Question 8

Which one of the following countries is not included in the data presented in NAICS?
 A) Mexico
  B) Canada
  C) United States
  D) Japan
  E) All but one NAFTA country

Question 9

Kinesic communication is an element in which type of promotional method?
 A) Advertising
  B) Public relations
  C) Personal selling
  D) Packaging
  E) Sales promotion