Answer Happy

1) To optimize permission marketing, firms must grant customers empowerment, which means customers have: A) power over when marketing material is sent to them. B) control over what marketing material is sent to them. C) control over when they can opt-out of the permission marketing program. D) power throughout the entire relationship, not just at the beginning. Answer: 2) To maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way, not just at the beginning. Doing so creates the feeling of: A) empowerment. B) reciprocity C) loyalty D) satisfaction. Answer: 3) Frequent flier miles in airline travel are a form of: A) direct marketing. B) permission marketing. C) frequency program. D) ride-along program. Answer: 4) Typical goals for frequency or loyalty programs include each of the following except: A) build brand parity. B) induce cross-selling to existing customers. C) differentiate a parity brand. D) preempt the entry of a new brand. Answer: 5) Customers cite cach of the following benefits to being a member of frequency or loyalty programs except: A) better deals and offers. B) entertaining content. C) discounts and savings. D) recognition and appreciation. Answer: 6) Successful loyalty programs include the two principles of: A) added value and reciprocity. B) low costs and data mining. C) data analysis and targeted messages. D) utilizing digital marketing techniques and social media.