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The most common use of data mining is profiling the firm's customers developing a valid list of potential customers for database marketing programs profiling industry customers so the firm's current customers can be compared to customers in the industry predicting customer behavior Question 42 2 pts The concept of "share of the customer" is the market share a firm has with a particular market segment top of mind awareness level a customer has of a particular firm percentage of a customer's total business that a particular firm has share of lifetime value of a customer that a particular firm has The lifetime value of a customer is the measure of the value of a customer over his or her life time with a particular firm percentage of a customer's business or purchases from a particular firm value of a customer over the typical life span of a firm's customers ratio of a customer's purchases to their disposable income Question 44 2 pts The promotion of a product from the producer directly to the consumer or business user without any type of intermediary is called database marketing direct response marketing data warehousing data mining Typical direct response marketing venues include all of the following except Internet mass media personal selling catalogs Question 46 2 pts The key to a direct response marketing program is the quality of product being offered brand equity of the product being sold quality of information within a firm's database quality and type of appeal used in the direct mail piece Of the following methods of direct marketing, is (are) a primary driver of online sales. direct response TV catalogs FSI outbound telemarketing Question 48 2 pts In terms of direct response marketing methodologies, the highest number of firms, 77 percent, utilize direct response TV direct mail telemarketing catalogs According to research conducted by Direct Marketing, 62 percent of direcF response marketing budgets are focused on customer retention Internet and e-mail direct marketing analyzing customer data prospecting for new customers