Most important element in direct marketing strategy

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Reference no: EM132170800

1. Creative execution is the most important element in direct marketing strategy.

a. True

b. False

2. The concept of customer lifetime value takes into account:

a. The amount the customer spends on the company's goods or services over 3-5 years, the costs of marketing to that customer, and the cost of the goods, services, and maintenance.

b. The net revenues obtained from the customer over the time a particular marketing campaign is run, minus the cost-per-customer of the campaign.

c. The amount a customer spends minus the amount the average customer spends, divided by the cost of marketing per customer, over a period set by the company based on its strategic goals.

d. Net customer revenues minus the cost of advertising to the customer, plus a projection of estimated future spending.

3. In most institutions, the customer database content will include order processing and inventory information.

a. True

b. False

4. Which of the following statements about the data warehouse is true?

a. The data warehouse is usually a unified system linking multiple databases seamlessly.

b. The data warehouse refers to the physical servers that store the increasingly large amounts of data required for responsive direct marketing.

c. The data warehouse usually consists of internally collected data linked to externally purchased or linked databases.

d. A data warehouse typically consists of four databases.

Reference no: EM132170800

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