Exam 5: Creating Long-Term Loyalty Relationships

Amy is in the "aware" stage of the marketing funnel when she says ________.

Using the information in his company's ________ lets a telemarketer respond to customer inquiries more effectively because he or she can see a total picture of the customer relationship.

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

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. The hotel's actions are an example of ________.

What are the five problems that can prevent a company from using CRM effectively?

The management of Keiko has learned that the company risks losing a long-time customer, LZT, to a competitor. How can Keiko make it more difficult for LZT to switch to another customer?

The value proposition is stated in the price of a product and readily recognized by the average consumer.

Phil Langston has just ordered a number of expensive executive gifts that he will be sending as an appreciation token to a select few customers from his client database. In which of the following ways is Mr. Langston most likely using his database?

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

Customer relationship management enables companies to provide excellent real-time customer service through the effective use of ________.

Explain permission marketing.

A customer touch point is the time when the customer makes a purchase.

Southwest Airlines offers a Rapid Rewards program that allows customers to count flights they have taken toward free future flights. This is an example of a(n)________.

Satisfied customers constitute the company's ________.

________ can track customer satisfaction directly, measure repurchase intention and also gauge a consumer's willingness to recommend the company and brand to others.

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

Sapphire Toys actually sells more than toys. It also sells branded clothing, music CDs, and books for children. This expansion of dealership sales offerings is an attempt to increase the value of the customer base by ________.

Conformance quality and performance quality are identical in the marketing sense.

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

Create a value proposition for cell phone manufacturer LZT.