Question 1

Which of the following does not cause a customer to recognize a problem and desire a change?

Accepted Answer

A)  A job promotion 
B)  The birth of a new child in a family 
C)  Using up the last tube of toothpaste 
D)  Having second thoughts about the purchase of an iPhone 
A)  A job promotion 
B)  The birth of a new child in a family 
C)  Using up the last tube of toothpaste 
D)  Having second thoughts about the purchase of an iPhone

Question 2

Marketers create needs that offer unique motivations to consumers.

Accepted Answer

A) True 
 B)False

Question 3

Kwan's desire for the spicy food of his homeland is the result of which sociological influence?

Accepted Answer

A)  culture 
B)  opinion leaders 
C)  reference groups 
D)  social class 
A)  culture 
B)  opinion leaders 
C)  reference groups 
D)  social class

Question 4

Which of the following is not a focus of modern CRM?

Accepted Answer

A)  Customers rather than products 
B)  Changes in processes, systems, and culture 
C)  All channels and media involved in the marketing effort 
D)  Reductions in transactional relationships 
A)  Customers rather than products 
B)  Changes in processes, systems, and culture 
C)  All channels and media involved in the marketing effort 
D)  Reductions in transactional relationships

Question 5

In which category of a customer profile would a customer's shirt size most likely be stored?

Accepted Answer

A)  Customer contacts 
B)  Descriptive information 
C)  Responses to marketing stimuli 
D)  Transactions 
A)  Customer contacts 
B)  Descriptive information 
C)  Responses to marketing stimuli 
D)  Transactions

Question 6

A customer's having a positive experience with a business can make all the difference in the world - it actually becomes part of the firm's _____.

Accepted Answer

A)  organizational culture 
B)  acquisition cost 
C)  value equation 
D)  controlling mechanism 
A)  organizational culture 
B)  acquisition cost 
C)  value equation 
D)  controlling mechanism

Question 7

A firm's packaging of its product to closely resemble similar competing products is an attempt to take advantage of

Accepted Answer

A)  cognitive dissonance. 
B)  need conflicts. 
C)  perceptual categorization. 
D)  problem evaluation. 
A)  cognitive dissonance. 
B)  need conflicts. 
C)  perceptual categorization. 
D)  problem evaluation.

Question 8

Attitudes are forces that organize and give direction to the tension caused by unsatisfied needs.

Accepted Answer

A) True 
 B)False

Question 9

Customer profiles primarily reflect demographic variables such as age, gender, and marital status, but they can also include behavioral, psychological, and sociological information.

Accepted Answer

A) True 
 B)False

Question 10

List the five major economic benefits of maintaining relationships with current customers.

Accepted Answer

1. Acquisition costs for new customers a

Question 11

Individual processes that ultimately give meaning to stimuli that confront consumers are known as

Accepted Answer

A)  perceptions. 
B)  motivations. 
C)  attitudes. 
D)  opinions. 
A)  perceptions. 
B)  motivations. 
C)  attitudes. 
D)  opinions.

Question 12

Sales endeavors generate the second largest amount of customer contact.

Accepted Answer

A) True 
 B)False

Question 13

Consumer needs can be completely satisfied by proper customer relationship management.

Accepted Answer

A) True 
 B)False

Question 14

Maurice has come to the conclusion that he needs increase his earning power. He is in the _____ stage of the consumer decision making process.

Accepted Answer

A)  information search and evaluation 
B)  problem recognition 
C)  post-purchase evaluation 
D)  purchase decision 
A)  information search and evaluation 
B)  problem recognition 
C)  post-purchase evaluation 
D)  purchase decision

Question 15

Which of the following is not a sociological influence?

Accepted Answer

A)  Culture 
B)  Social Class 
C)  Reference Group 
D)  Needs 
A)  Culture 
B)  Social Class 
C)  Reference Group 
D)  Needs

Question 16

Mac McConnell, owner of the Artful Framer Gallery in Plantation, Florida. reworked his business based on the results of a survey showed that price was a top priority and quality was last. He added a low end line and made inexpensive framing his specialty.

Accepted Answer

A) True 
 B)False

Question 17

Every group to which an individual belongs is a reference group for that consumer.

Accepted Answer

A) True 
 B)False

Question 18

Attitudes have an indirect impact on consumer behavior.

Accepted Answer

A) True 
 B)False

Question 19

Economic benefits associated with maintaining relationships with current customers include:

Accepted Answer

A)  Acquisition costs for new customers are huge. 
B)  New customers spend more money than long-time customers. 
C)  Order processing costs are lower for new customers. 
D)  All of these. 
A)  Acquisition costs for new customers are huge. 
B)  New customers spend more money than long-time customers. 
C)  Order processing costs are lower for new customers. 
D)  All of these.

Question 20

Your mother prompting you to "act your age" is the result of which sociological influence?

Accepted Answer

A)  culture 
B)  opinion leaders 
C)  reference groups 
D)  social class 
A)  culture 
B)  opinion leaders 
C)  reference groups 
D)  social class

Exam 14: Building Customer Relationships

Which of the following does not cause a customer to recognize a problem and desire a change?

Marketers create needs that offer unique motivations to consumers.

Kwan's desire for the spicy food of his homeland is the result of which sociological influence?

Which of the following is not a focus of modern CRM?

In which category of a customer profile would a customer's shirt size most likely be stored?

A customer's having a positive experience with a business can make all the difference in the world - it actually becomes part of the firm's _____.

A firm's packaging of its product to closely resemble similar competing products is an attempt to take advantage of

Attitudes are forces that organize and give direction to the tension caused by unsatisfied needs.

Customer profiles primarily reflect demographic variables such as age, gender, and marital status, but they can also include behavioral, psychological, and sociological information.

List the five major economic benefits of maintaining relationships with current customers.

Individual processes that ultimately give meaning to stimuli that confront consumers are known as

Sales endeavors generate the second largest amount of customer contact.

Consumer needs can be completely satisfied by proper customer relationship management.

Maurice has come to the conclusion that he needs increase his earning power. He is in the _____ stage of the consumer decision making process.

Which of the following is not a sociological influence?

Mac McConnell, owner of the Artful Framer Gallery in Plantation, Florida. reworked his business based on the results of a survey showed that price was a top priority and quality was last. He added a low end line and made inexpensive framing his specialty.

Every group to which an individual belongs is a reference group for that consumer.

Attitudes have an indirect impact on consumer behavior.

Economic benefits associated with maintaining relationships with current customers include:

Your mother prompting you to "act your age" is the result of which sociological influence?

The Entrepreneurial Life

Entrepreneurial Integrity and Ethics

Getting Started

Franchises and Buyouts

The Family Business

The Business Plan: Visualizing the Dream

The Marketing Plan

The Human Resources Plan: Managers, Owners, Allies, and Directors

The Location Plan

Understanding a Firms Financial Statements

Forecasting Financial Requirements

A Firms Sources of Financing

Planning for the Harvest

Product and Supply Chain Management

Pricing and Credit Decisions

Promotional Planning

Global Opportunities for Small Business

Professional Management in the Entrepreneurial Firm

Managing Human Resources

Managing Operations

Managing the Firms Assets

Managing Risk in the Small Business

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