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1. | In the prospect penetration case study, what can you use the target potential index for?
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2. | What factor was not used to select prospects in the Key Equipment case?
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3. | In the SalesLogix case, which of the following was not listed as being a problem to begin with?
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4. | Which of the following was not one of the results of the SalesLogix case?
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5. | In the BMW study, which one of the following was not done?
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6. | List four product categories that cluster coding probably works for and four that it probably doesn’t work for. |
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7. | Which of the following is probably not true of most companies?
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8. | Why did the Weekly Standard custom approach work?
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9. | In the timeshare case, if no-hook tours perform better, why does anyone sell hook tours?
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10. | What are three things that msdbm did for BMW that helped to solve the problem? |
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Answers
1. | (c) Deciding which prospects you should aim at acquiring |
2. | (b) Products purchased |
3. | (b) The company lacked high-technology products. |
4. | (c) Telemarketing was outsourced to a better bureau. |
5. | (e) None of the above; all these things were done. |
6. | Works: newspapers, mall location, luxury car sales, financial services Doesn’t work: business-to-business, nonprofit, packaged goods, nonluxury cars |
7. | (c) The company has computed the LTV of customers or prospects. |
8. | (b) Customers like to have their views agreed with. |
9. | (e) Answers b, c, and d. |
10. | It: a. Performed regression and correlation analysis based on customer-supplied and Experian data on current BMW owners to identify unique independent variables. b. Developed score ranges for variables based on frequency distribution, standard deviation, and historic experience. c. Scored samples of prospects and compared results. d. Developed lifetime value tables and assigned a value to each customer and participant. e. Delivered personalized content and information to each responder, whether that responder was a previous customer or a prospect. f. Used variables to score prospects; these variables included purchase time frame, make of current vehicle, age, income-to-price ratio, year of current car, source of prospect lead, and debt-to-income ratio. |
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