Question 1

Which of the following is NOT an example of common CRM applications?

Accepted Answer

A)  Data collection 
B)  Data analysis 
C)  Market reinvestment 
D)  Sales force automation 
E)  Call center automation 
A)  Data collection 
B)  Data analysis 
C)  Market reinvestment 
D)  Sales force automation 
E)  Call center automation

Question 2

Part of British Airways' strategy is that customers can earn BA points and air miles on other airlines.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT one of the key strategies used to reduce customer defections?

Accepted Answer

A)  Eliminate nuisance customers. 
B)  Address key churn drivers. 
C)  Implement effective complaint handling and service recovery procedures. 
D)  Increase switching costs. 
E)  Analyze customer defections and monitor declining accounts. 
A)  Eliminate nuisance customers. 
B)  Address key churn drivers. 
C)  Implement effective complaint handling and service recovery procedures. 
D)  Increase switching costs. 
E)  Analyze customer defections and monitor declining accounts.

Question 4

As service companies grow larger and make increasing use of technologies such as interactive Web sites and self-service equipment, maintaining meaningful relationships with customers becomes less significant of a marketing challenge.

Accepted Answer

A) True 
 B)False

Question 5

What are the two questions that need to be asked when analyzing the nature of a current relationship?

Accepted Answer

1) Does the supplier enter int

Question 6

The wheel of loyalty is composed of which of the following three main components?

Accepted Answer

A)  Create loyalty bonds; deliver quality service; segment the market 
B)  Create loyalty bonds; build higher level bonds; deliver quality service 
C)  Build a foundation for loyalty; create bundling; build higher level bonds 
D)  Build a foundation for loyalty; create loyalty bonds; reduce churn drivers 
E)  Create loyalty bonds; understand customer value; understand service value 
A)  Create loyalty bonds; deliver quality service; segment the market 
B)  Create loyalty bonds; build higher level bonds; deliver quality service 
C)  Build a foundation for loyalty; create bundling; build higher level bonds 
D)  Build a foundation for loyalty; create loyalty bonds; reduce churn drivers 
E)  Create loyalty bonds; understand customer value; understand service value

Question 7

Define loyalty in a service context.

Accepted Answer

Loyalty is a customer's willin

Question 8

Network marketing occurs mainly in a business-to-business context, where firms commit resources to develop positions in a network of relationships.

Accepted Answer

A) True 
 B)False

Question 9

What three psychological effects do Dowling and Uncles argue that marketers need to examine?

Accepted Answer

A)  Make versus buy decision; where buyers shop; how much buyers spend 
B)  Brand loyalty versus deal loyalty; where buyers shop; how much buyers spend 
C)  Brand loyalty versus deal loyalty; how buyers value rewards; timing 
D)  Make versus buy decision; how buyers value rewards; timing 
E)  Make versus buy decision; how buyers value rewards; how much buyers spend 
A)  Make versus buy decision; where buyers shop; how much buyers spend 
B)  Brand loyalty versus deal loyalty; where buyers shop; how much buyers spend 
C)  Brand loyalty versus deal loyalty; how buyers value rewards; timing 
D)  Make versus buy decision; how buyers value rewards; timing 
E)  Make versus buy decision; how buyers value rewards; how much buyers spend

Question 10

The advantage to the service organization of having membership relationships is that it knows who its future customers are and, usually, what they think of the services offered.

Accepted Answer

A) True 
 B)False

Question 11

Define total relationship marketing.

Accepted Answer

Marketing based on relationships, networ

Question 12

Which of the following is NOT one of the advantages to incremental profits of a loyal customer?

Accepted Answer

A)  Profit from increased purchases. 
B)  Profit from decreased advertising. 
C)  Profit from reduced operating costs. 
D)  Profit from referrals to other customers. 
E)  Profit from price premiums. 
A)  Profit from increased purchases. 
B)  Profit from decreased advertising. 
C)  Profit from reduced operating costs. 
D)  Profit from referrals to other customers. 
E)  Profit from price premiums.

Question 13

Good relationships start with a good fit between customer needs and company capabilities.

Accepted Answer

A) True 
 B)False

Question 14

DHL's less powerful accounts generate significantly lower profitability than their major accounts.

Accepted Answer

A) True 
 B)False

Question 15

Discuss the framework of the five key processes involved in a CRM strategy.

Accepted Answer

The first key process is strategy develo

Question 16

Which of the following is an example of a service that involves continuous delivery without a formal relationship?

Accepted Answer

A)  Police protection 
B)  Movie theater 
C)  Restaurant 
D)  Banking 
E)  Insurance 
A)  Police protection 
B)  Movie theater 
C)  Restaurant 
D)  Banking 
E)  Insurance

Question 17

The lead customer tier tends to generate moderate revenue, but only a small amount of business.

Accepted Answer

A) True 
 B)False

Question 18

Describe the wheel of loyalty.

Accepted Answer

According to the wheel of loyalty, custo

Question 19

Explain what a "structural bond" means.

Accepted Answer

Structural bonds are mostly se

Question 20

Which of the following is NOT an aspect of ING Direct's no-frills strategy?

Accepted Answer

A)  High interest rates 
B)  Offers only a handful of basic products 
C)  Lures low-maintenance customers 
D)  Firing customers who don't fit the profile 
E)  Increased contact with the bank 
A)  High interest rates 
B)  Offers only a handful of basic products 
C)  Lures low-maintenance customers 
D)  Firing customers who don't fit the profile 
E)  Increased contact with the bank

Which of the following is NOT an example of common CRM applications?

Part of British Airways' strategy is that customers can earn BA points and air miles on other airlines.

Which of the following is NOT one of the key strategies used to reduce customer defections?

As service companies grow larger and make increasing use of technologies such as interactive Web sites and self-service equipment, maintaining meaningful relationships with customers becomes less significant of a marketing challenge.

What are the two questions that need to be asked when analyzing the nature of a current relationship?

The wheel of loyalty is composed of which of the following three main components?

Define loyalty in a service context.

Network marketing occurs mainly in a business-to-business context, where firms commit resources to develop positions in a network of relationships.

What three psychological effects do Dowling and Uncles argue that marketers need to examine?

The advantage to the service organization of having membership relationships is that it knows who its future customers are and, usually, what they think of the services offered.

Define total relationship marketing.

Which of the following is NOT one of the advantages to incremental profits of a loyal customer?

Good relationships start with a good fit between customer needs and company capabilities.

DHL's less powerful accounts generate significantly lower profitability than their major accounts.

Discuss the framework of the five key processes involved in a CRM strategy.

Which of the following is an example of a service that involves continuous delivery without a formal relationship?

The lead customer tier tends to generate moderate revenue, but only a small amount of business.

Describe the wheel of loyalty.

Explain what a "structural bond" means.

Which of the following is NOT an aspect of ING Direct's no-frills strategy?

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Exam 12: Managing Relationships and Building Loyalty

Which of the following is NOT an example of common CRM applications?

Part of British Airways' strategy is that customers can earn BA points and air miles on other airlines.

Which of the following is NOT one of the key strategies used to reduce customer defections?

As service companies grow larger and make increasing use of technologies such as interactive Web sites and self-service equipment, maintaining meaningful relationships with customers becomes less significant of a marketing challenge.

What are the two questions that need to be asked when analyzing the nature of a current relationship?

The wheel of loyalty is composed of which of the following three main components?

Define loyalty in a service context.

Network marketing occurs mainly in a business-to-business context, where firms commit resources to develop positions in a network of relationships.

What three psychological effects do Dowling and Uncles argue that marketers need to examine?

The advantage to the service organization of having membership relationships is that it knows who its future customers are and, usually, what they think of the services offered.

Define total relationship marketing.

Which of the following is NOT one of the advantages to incremental profits of a loyal customer?

Good relationships start with a good fit between customer needs and company capabilities.

DHL's less powerful accounts generate significantly lower profitability than their major accounts.

Discuss the framework of the five key processes involved in a CRM strategy.

Which of the following is an example of a service that involves continuous delivery without a formal relationship?

The lead customer tier tends to generate moderate revenue, but only a small amount of business.

Describe the wheel of loyalty.

Explain what a "structural bond" means.

Which of the following is NOT an aspect of ING Direct's no-frills strategy?

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters