A shoe retailer uses its marketing database to run a recency, frequency, monetary analysis on its customers. In this context, frequency 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 2A frozen dessert manufacturer surveys consumers, asking them if they plan on buying desserts at one of its outlets soon. What is the manufacturer researching?
a. Brand awareness
b. Purchase intent
c. Self-reference criterion
d. Top-of-the-mind awareness
Question 3An RFM analysis is used to:
a. determine which products or services are most popular.
b. identify the most loyal customers.
c. track the replies from direct mail pieces.
d. compare the efficiencies of various direct marketing programs.
Question 4In theory, of the major options for advertising objectives, most.
a. trial usage; brand awareness
b. purchase intent; trial usage
c. trial usage; repeat purchase
d. brand awareness; brand switchingasks the least of consumers anddemands the
Question 5Xercise1, a nationwide fitness center chain, interviews its customers to determine their wants and needs regarding their local center's services, classes, equipment, facilities, business hours, etc. The marketers at Xercise1 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 6A common objective for many clients is to create, change, or reinforce attitudes. Sometimes a number of logical, well-written arguments can make a strong case and ultimately influence attitudes. What method of changing attitudes does this represent?
a. Repeat purchase approach
b. Information-dense approach
c. Brand-switching approach
d. Visual imagery approach
Question 7Marketing databases can be expanded by adding in which a person resides.
a. demographic
b. psychographic
c. telegraphic
d. geo-demographicdata, which reveals the characteristics of the neighborhood
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