QUESTION 26

1. In targeting new customer acquisition, direct response marketers use what tool?

   	A.	RFM
   	B.	Data mining
   	C.	Mass advertising
   	D.	Best customer profiles or personas

QUESTION 27

1. The Loyalty Effect refers to the fact that . . . ?

   	A.	All companies need to create a loyalty program
   	B.	Not all customers are created equal
   	C.	Retaining existing customers is more cost effective than attracting new customers
   	D.	New customers are less expensive to acquire than retaining existing customers

QUESTION 28

1. Which of the following data sources is the most accurate and reliable?

   	A.	First party data
   	B.	Combination of second and third party data
   	C.	Second party data
   	D.	Third party data

QUESTION 29

1. Pareto analysis, RFM and LTV are examples of what type of segmentation?

   	A.	Customer value
   	B.	Loyalty status
   	C.	Geodemographic
   	D.	Psychographic