Exam 5: Creating Long-Term Loyalty Relationships

TBS Bikes has recently introduced a series of bikes called Surami. The core positioning of TBS Bikes is "speed." Surami is a five-gear bike, and apart from speed, the company promises to include other features such as safety, good performance, and pollution control features. This describes the ________ of the bike.

________ focuses on the analysis of individual data on prospects and customers to develop marketing strategies to acquire and retain customers and drive customer behavior.

Loyal customers are the best ambassadors for a brand.

Which of the following is NOT a touch point for a hotel?

________ marketing is based on the premise that marketers can no longer use "interruption marketing" via mass media campaigns.

Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates had been placed on the pillows and a flower arrangement on the table. These are examples of customer ________.

Customer satisfaction is the only way by which a firm can increase its profitability.

The aim of customer relationship management is to produce high customer ________.

Explain total customer satisfaction.

Give an example of two products that have different performance quality but are of equal conformance quality.

Justin conducts a survey on behalf of his firm, Komatsu. In the survey, he asks prospects to rate Caterpillar and Komatsu branded tractors on their performance on attributes that are important to the customer. In which step in the customer value analysis is Justin engaged?

The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of a market offering is called the ________.

Customer profitability analysis is best conducted with the tools of an accounting technique called activity-based costing.

The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering.

The overall rate of ad blocking on Web browsers is 22 percent.

Which of the following is the first step in customer value analysis?

Total customer satisfaction is measured based on the relationship of ________.

________ lines up customers along columns and products along rows to show the profitability of selling a product to a customer.

What are the steps in a customer value analysis?

Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as ________ programs.