Exam 14: Building Customer Relationships

A transactional relationship is an association between a business and a customer that relates to a one-time purchase or business exchange.

The basic ideas forming the foundation of customer loyalty for small firms include the notion that

Customer satisfaction is all about providing extraordinary services to the buyer.

Three classes of needs-social, psychological, and spiritual-cannot be connected to behavior through motivations.

Linda is considering several colleges at which to finish her engineering teaching degree. She is in the _____ stage of the consumer decision making process.

A farm supply dealership promotes its products by holding demonstrations of these products on the farms of outstanding local farmers. The dealership is utilizing which sociological influence?

In a very small business, the customer profiles maintained in the entrepreneur's _____ often constitute the firm's CRM "database."

Post-purchase dissonance has been shown to be unrelated to customer satisfaction because it occurs after customers have satisfied their needs.

June has always believed that the grocery store nearby doesn't have fresh produce. This _____ may cause her to avoid the local store and shop at a store across town.

Long-term transactional relationships with customers are fostered by

The central message of every CRM program is "Court customers for a one-time sale."

Which of the following is not a psychological influence?

In general, opinion leaders are considered to be knowledgeable, visible, and exposed to mass media.

Regardless of the nature of the business, providing exceptional customer service can give small firms a competitive edge.

Of the consumer options for dealing with product or service dissatisfaction, which is the only one that is desirable to the business?

You Make the Call-Situation 2 Paul Layer is the owner of Aspen Funeral Alternatives in Albuquerque, New Mexico. Aspen is located in a converted restaurant with fluorescent lights, and its chapel has chairs, not pews. "It looks more like your insurance company or local business office, rather than a funeral home," Layer says. Aspen has adopted a strategy of discounted prices for funeral products and services. Its Web site (http://www.aspenfuneral.com) promotes low-cost alternatives with no fancy facilities, no limousines, and no hearses. A general price list, covering Aspen's professional services, use of its facilities, and caskets, is posted on the site. Sources: Lorrie Grant, "Funeral Stores Sell Inevitable in Style," USAToday, May 30, 2001, p. 3B; and http://www.aspenfuneral.com, June 8, 2004.

A marketer must determine which motivations the consumer will perceive as acceptable in a given situation.

An investigation of culture with a narrow definitional boundary (e.g., by age, geographic location, etc.) is called perceptual categorization.

List and define the sociological influences on customers.

Juan's belief that all diet sodas taste awful is an example of