Exam 5: Creating Customer Value, Satisfaction, and Loyalty

Using an example, contrast behavioral loyalty and attitudinal loyalty to a product.

Which of the following is a policy a store can adopt to make low-profit customers more profitable?

________ is the process of carefully managing detailed information about individual customers and all customer "touch points" to maximize loyalty.

Which of the following is most likely to use database marketing?

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

A customer database is simply a listing of a customer's name, address, and phone number for credit reference.

Which of the following is a step in one-to-one marketing that can be adapted for CRM marketing?

________ is the practice of sending messages only when consumers express a willingness to become more involved with the brand.

Rade and Talion are competitors in the business of manufacturing wrist watches. While Rade promises to deliver design and quality to its customers, Talion promises to deliver durability and cost effectiveness. When both these companies deliver their respective promised qualities, they are delivering ________.

Building a customer database is not recommended when the product is a once-in-a-lifetime purchase.

Cluster analysis is a statistical technique that can be employed in data mining.

Identify ways in which companies facing customer complaints can recover customer goodwill.

A seller who is at a disadvantage has two alternatives: decrease total customer benefit or increase total customer cost.

Create a value proposition for cell phone manufacturer LZT.

Cell phone manufacturer LZT has to choose between two options for sourcing parts: Japan-based Keiko Inc. and U.S.-based Global Tech. How can Keiko reduce the total customer cost for LZT?

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

A customer touch point for Asiana Airlines would be an item such as ________.

Which of the following gains the most benefit from introducing a frequency program?

The aim of customer relationship management is to keep the costs of meeting and tracking consumers as low as possible.

________ can be defined as a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.