Question 1

Most companies measure customer satisfaction and individual customer profitability.

Accepted Answer

A) True 
 B)False

Question 2

Consumers tend to be value maximizes-they estimate which offer will deliver the most perceived value and act on it.

Accepted Answer

A) True 
 B)False

Question 3

Conformance quality and performance quality is essentially the same thing in a marketing sense.

Accepted Answer

A) True 
 B)False

Question 4

Susan Lefferts' company advertises widely.Ms.Lefferts uses business reply cards attached to her company's magazine ads to build her company's database.In which of the following ways would Ms.Lefferts most likely use the database?

Accepted Answer

A) To deepen customer loyalty 
B) To reactivate customer purchases 
C) To avoid serious customer mistakes 
D) To determine if up-selling is appropriate 
E) To identify prospects 
A) To deepen customer loyalty 
B) To reactivate customer purchases 
C) To avoid serious customer mistakes 
D) To determine if up-selling is appropriate 
E) To identify prospects

Question 5

All of the following would be among the Peppers and Rogers's four-step framework for one-to-one marketing that can be adapted to CRM marketing EXCEPT ________.

Accepted Answer

A) customizing products,services,and messages to each customer 
B) interacting with individual customers to learn their needs 
C) always offering the lowest price 
D) differentiating customers in terms of their needs and value to the company 
E) identifying your prospects and customers 
A) customizing products,services,and messages to each customer 
B) interacting with individual customers to learn their needs 
C) always offering the lowest price 
D) differentiating customers in terms of their needs and value to the company 
E) identifying your prospects and customers

Question 6

________ is 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."

Accepted Answer

A) Customer satisfaction 
B) Customer value 
C) Loyalty 
D) Customer profitability 
E) Quality 
A) Customer satisfaction 
B) Customer value 
C) Loyalty 
D) Customer profitability 
E) Quality

Question 7

What do modern managers believe is their company's only true "profit center"?

Accepted Answer

Managers believe the

Question 8

CRM technology can help motivate employees by ________.

Accepted Answer

A) analyzing customer revenue and cost data to identify current and future high-value customers 
B) better targeting the company's direct marketing efforts 
C) tracking customer-service satisfaction levels 
D) aligning employee incentives and metrics 
E) developing new pricing models 
A) analyzing customer revenue and cost data to identify current and future high-value customers 
B) better targeting the company's direct marketing efforts 
C) tracking customer-service satisfaction levels 
D) aligning employee incentives and metrics 
E) developing new pricing models

Question 9

Customer profitability analysis (CPA)is best conducted with the tools of an accounting technique called ________.

Accepted Answer

A) input-output analysis 
B) factor analysis 
C) revenue-based costing (RB
C)  
D) activity-based costing (AB
C)  
E) future date costing (FD
C)  
A) input-output analysis 
B) factor analysis 
C) revenue-based costing (RB
C)  
D) activity-based costing (AB
C)  
E) future date costing (FD
C)

Question 10

Through ________,marketing statisticians can extract useful information about individuals,trends,and segments from the mass of data.

Accepted Answer

A) data accumulation 
B) target market information supplied by the government 
C) datamining 
D) data management 
E) data marketing 
A) data accumulation 
B) target market information supplied by the government 
C) datamining 
D) data management 
E) data marketing

Question 11

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

Accepted Answer

A) anticipated and real performance 
B) perceived performance and expectation 
C) advertised outcomes and real outcomes 
D) past experience and present experience 
E) customer attitude and salesperson's attitude 
A) anticipated and real performance 
B) perceived performance and expectation 
C) advertised outcomes and real outcomes 
D) past experience and present experience 
E) customer attitude and salesperson's attitude

Question 12

Marketers from which of the following are most likely to use database marketing?

Accepted Answer

A) An airline 
B) A candy bar manufacturer 
C) A grand piano maker 
D) A toothpaste manufacturer 
E) None of the above would use database marketing. 
A) An airline 
B) A candy bar manufacturer 
C) A grand piano maker 
D) A toothpaste manufacturer 
E) None of the above would use database marketing.

Question 13

Customer-perceived value is based on two components.What are those components?

Accepted Answer

The two components o

Question 14

Assume that a marketing manager of a small company is in the process of implementing the use of a database to assist his or her company in its marketing efforts.Considering the information found in the text,list five ways that the marketing manager might be able to use the database for marketing efforts.

Accepted Answer

Five ways to use a database for marketin

Question 15

Field Grocery is considering using _________ to pose as customers and report on strong and weak points in customer service at Field Grocery stores.

Accepted Answer

A) intelligence agents 
B) covert operatives 
C) mystery shoppers 
D) market mavens 
E) opinion leaders 
A) intelligence agents 
B) covert operatives 
C) mystery shoppers 
D) market mavens 
E) opinion leaders

Question 16

A customer's decision to be loyal or to defect is the sum of many small encounters with the company.In order for all these small encounters to add up to customer loyalty,many companies,such as Joie de Vivre Hospitality,strive to create ________.

Accepted Answer

A) a reward program 
B) a comprehensive customer database 
C) a branded customer experience 
D) strong word-of-mouth promotions 
E) a top-notch advertising campaign 
A) a reward program 
B) a comprehensive customer database 
C) a branded customer experience 
D) strong word-of-mouth promotions 
E) a top-notch advertising campaign

Question 17

What is the definition for customer-perceived value (CPV)?

Accepted Answer

Customer-perceived value (CPV)

Question 18

It's often easier to reattract ex-customers (because the company knows their names and histories)than to find new ones.

Accepted Answer

A) True 
 B)False

Question 19

Using European automobile giant Volvo as your illustration,create a value proposition for the company.

Accepted Answer

Students may have several answers;howeve

Question 20

Give an illustration of how a company can use a customer database to reactivate customer purchases.

Accepted Answer

Companies can install automatic mailing

Exam 5: Creating Customer Value, satisfaction, and Loyalty

Most companies measure customer satisfaction and individual customer profitability.

Consumers tend to be value maximizes-they estimate which offer will deliver the most perceived value and act on it.

Conformance quality and performance quality is essentially the same thing in a marketing sense.

Susan Lefferts' company advertises widely.Ms.Lefferts uses business reply cards attached to her company's magazine ads to build her company's database.In which of the following ways would Ms.Lefferts most likely use the database?

All of the following would be among the Peppers and Rogers's four-step framework for one-to-one marketing that can be adapted to CRM marketing EXCEPT ________.

________ is 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."

What do modern managers believe is their company's only true "profit center"?

CRM technology can help motivate employees by ________.

Customer profitability analysis (CPA)is best conducted with the tools of an accounting technique called ________.

Through ________,marketing statisticians can extract useful information about individuals,trends,and segments from the mass of data.

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

Marketers from which of the following are most likely to use database marketing?

Customer-perceived value is based on two components.What are those components?

Field Grocery is considering using _________ to pose as customers and report on strong and weak points in customer service at Field Grocery stores.

A customer's decision to be loyal or to defect is the sum of many small encounters with the company.In order for all these small encounters to add up to customer loyalty,many companies,such as Joie de Vivre Hospitality,strive to create ________.

What is the definition for customer-perceived value (CPV)?

It's often easier to reattract ex-customers (because the company knows their names and histories)than to find new ones.

Using European automobile giant Volvo as your illustration,create a value proposition for the company.

Give an illustration of how a company can use a customer database to reactivate customer purchases.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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