Exam 5: Creating Customer Value, satisfaction, and Loyalty

Royal Caribbean uses its ________ to offer spur-of-the-moment cruise packages to fill all the berths on its ships.It focuses on retired people and single people because they are more able to make quick commitments.

Carol is currently considering buying a Motorola cell phone offered by her service provider in conjunction with a two-year service contract.Carol is best characterized as a(n)________ for Motorola.

________ can track customer satisfaction directly and also gauge consumers' willingness to recommend the company and brand to others.

Savvy companies are capturing information every time a customer comes into contact with any of its departments.As a marketing manager all of the following would be available customer touch points for your consideration EXCEPT ________.

Database marketing is most frequently used by business marketers and service providers (hotels,banks,airlines,and insurance,credit card,and telephone companies)that normally and easily collect a lot of customer data.

Most companies have learned that the ________ are often the most profitable because of service expectations and their willingness to pay almost full price.

Winning companies improve the value of their customer base by excelling at each of the following strategies EXCEPT ________.

In applying a customer's perceived value to a decision,a seller who is at a disadvantage with respect to customer-perceived value has two alternatives: to increase total customer benefit or ________.

One of the main problems that can prevent a firm from effectively using CRM is that some of the assumptions behind CRM may not always hold true.Give an example of one of these assumptions that might not always hold true.

Another term for high customer ________ is customer churn.

All companies should practice one-to-one marketing.

Give an example of a "branded customer experience."

________ involves the use of sophisticated statistical and mathematical techniques such as cluster analysis,automatic interaction detection,predictive modeling,and neural networking.

Total quality is the key to value creation and customer satisfaction.A marketing manager has several roles to play in a quality-centered company,including ________.

All of the following are CRM imperatives EXCEPT ________.

A customer touch point in the airline industry would include an item such as ________.

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

A highly satisfied customer generally stays loyal longer,pays less attention to competing brands,and is less sensitive to price.

How do customers determine their level of satisfaction with a product?

The modern customer-oriented organization chart places top management at the top of the pyramid as long as they can think like consumers.