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1. | Which of the following has been a failure in database marketing since 1985?
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2. | In the case given in this chapter, it was suggested that the increased retention was due to
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3. | What is considered to be a good average response rate for email communications?
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4. | What is the most important factor in database marketing success?
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5. | In risk/revenue analysis, the marketer concentrates most on
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6. | What’s wrong with treating all customers alike?
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7. | Where is a microsite for customer response ideally located?
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8. | Which is not true of the MCI Friends and Family program?
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9. | What is a database marketing control group?
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10. | Discount certificates are
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Answers
1. | (c) Treating all customers alike |
2. | (a) Customer communications |
3. | (e) 0.4 percent |
4. | (d) Marketing strategy |
5. | (a) Those customers in priority A and priority B |
6. | (b) The resources available to devote to the best customers will be too small. |
7. | (d) On the computer holding the database |
8. | (c) It made innovative use of the Web. |
9. | (d) Those who do not get any of the test communications |
10. | (e) Not a good way to recruit new customers who last |
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