DECA Sports and Entertainment Marketing Practice Exam

What are leads in the context of marketing?

1. Information on past customer purchases

2. Information and data on prospective customers

3. Promotions targeted at new clients

4. Data analytics on current market trends

The correct answer is: Information and data on prospective customers

In marketing, leads refer specifically to information and data on prospective customers who have shown interest in a company's products or services. Leads are crucial because they represent potential sales opportunities that the marketing and sales teams can pursue. By identifying and collecting data on these prospective customers, businesses can tailor their marketing efforts to convert leads into paying customers. This process often involves understanding the needs and behaviors of these leads to effectively engage them. The other options do not capture the essence of what leads are in the marketing context. Information on past customer purchases pertains to existing customers rather than potential ones. Promotions aimed at new clients could be part of a strategy to convert leads but do not define what leads themselves are. Lastly, data analytics on current market trends relates to broader market insights, which is distinct from the specific focus on individual potential customers represented by leads.