Question 1

When we have a situation where we do not have much experience with a brand, we seek people

Accepted Answer

A)  who are brand ambassadors. 
B)  who are smart. 
C)  who we are related to. 
D)  who we trust. 
A)  who are brand ambassadors. 
B)  who are smart. 
C)  who we are related to. 
D)  who we trust. D

Question 2

Bic Inc.has a new ad to attract new customers.This ad is categorized as a(n)

Accepted Answer

A)  retention cost. 
B)  discount rate. 
C)  average contribution. 
D)  acquisition cost. 
A)  retention cost. 
B)  discount rate. 
C)  average contribution. 
D)  acquisition cost. D

Question 3

Recently, companies are charging their loyal customers more, figuring that the loyals like the brand so much that they're price insensitive.

Accepted Answer

A) True 
 B)False  True

Question 4

If marketers want to be listened to by the top executives, they need to translate marketing metrics into finance metrics.

Accepted Answer

A) True 
 B)False

Question 5

A customer's perception of quality and satisfaction can't be measured with precision.

Accepted Answer

A) True 
 B)False

Question 6

Satisfied customers contribute to the bottom line.

Accepted Answer

A) True 
 B)False

Question 7

Mary visits her local shopping mall to purchase some much needed additions to her wardrobe.In selecting the items she wants to purchase, Mary is concerned primarily with factors such as color, size, style, and price.Clothing items can best be described as __________ goods.

Accepted Answer

A)  qualitative 
B)  search 
C)  experience 
D)  credence 
A)  qualitative 
B)  search 
C)  experience 
D)  credence

Question 8

Maria is going on vacation, and she used a travel agent to purchase her tickets and hotel room.This is an example of an experiential purchase.

Accepted Answer

A) True 
 B)False

Question 9

If the core part of the purchase is

Accepted Answer

A)  good it decreases satisfaction. 
B)  good it increases satisfaction. 
C)  bad it does not affect satisfaction. 
D)  bad it increases dissatisfaction. 
A)  good it decreases satisfaction. 
B)  good it increases satisfaction. 
C)  bad it does not affect satisfaction. 
D)  bad it increases dissatisfaction.

Question 10

Sara wants to buy a new bike.She evaluates the bike on color, size, price, number of gears, and other features.The bike is an example of a credence good.

Accepted Answer

A) True 
 B)False

Question 11

In marketing, the abbreviation CRM represents customer relationship modeling.

Accepted Answer

A) True 
 B)False

Question 12

The comparative evaluation process is thought to operate in which of the following types of purchases?

Accepted Answer

A)  low-involvement 
B)  higher-involvement 
C)  both low- and higher-involvement 
D)  neither low- nor higher-involvement 
A)  low-involvement 
B)  higher-involvement 
C)  both low- and higher-involvement 
D)  neither low- nor higher-involvement

Question 13

Evan visits a travel website to book a trip to Europe.While he is fairly certain he has selected good flights and exciting destinations, he cannot fully evaluate his trip until he actually arrives.The components of Evan's trip can best be described as __________ goods.

Accepted Answer

A)  qualitative 
B)  search 
C)  experience 
D)  credence 
A)  qualitative 
B)  search 
C)  experience 
D)  credence

Question 14

Marketers talk of three kinds of expectations.What are they?

Accepted Answer

The three types of expectations are idea

Question 15

The VP of Customer Experience at an international hotel chain is constantly looking for ways to improve customer service, whether it be at check-in, room service, concierge services, check-out, etc.This is important because customers generally evaluate companies and brands based on

Accepted Answer

A)  time components. 
B)  search effort. 
C)  points of interaction. 
D)  value-added supplemental components. 
A)  time components. 
B)  search effort. 
C)  points of interaction. 
D)  value-added supplemental components.

Question 16

Verizon is running two TV ads to attract new customers.Ad A is run once a week, and it costs $20 per showing.Ad B is run once a month and costs $100 per showing.The total annual acquisition cost is $2,240.

Accepted Answer

A) True 
 B)False

Question 17

Discount Clothing Store is concerned that it is not satisfying its customers.The firm should consider mapping the shopping experience in order to fully understand its employees' perspective of how to best serve customers.

Accepted Answer

A) True 
 B)False

Question 18

The most desirable customers have low recency, high frequency, and high monetary values.

Accepted Answer

A) True 
 B)False

Question 19

CRM databases contain demographics, lifestyle data, and Internet info, but they should not contain contact information because of privacy laws.

Accepted Answer

A) True 
 B)False

Question 20

For __________ purchases, the comparative evaluation process is typically quite deliberative and conscious.

Accepted Answer

A)  high-involvement 
B)  quick 
C)  low-involvement 
D)  B2B 
A)  high-involvement 
B)  quick 
C)  low-involvement 
D)  B2B

When we have a situation where we do not have much experience with a brand, we seek people

Bic Inc.has a new ad to attract new customers.This ad is categorized as a(n)

Recently, companies are charging their loyal customers more, figuring that the loyals like the brand so much that they're price insensitive.

If marketers want to be listened to by the top executives, they need to translate marketing metrics into finance metrics.

A customer's perception of quality and satisfaction can't be measured with precision.

Satisfied customers contribute to the bottom line.

Mary visits her local shopping mall to purchase some much needed additions to her wardrobe.In selecting the items she wants to purchase, Mary is concerned primarily with factors such as color, size, style, and price.Clothing items can best be described as __________ goods.

Maria is going on vacation, and she used a travel agent to purchase her tickets and hotel room.This is an example of an experiential purchase.

If the core part of the purchase is

Sara wants to buy a new bike.She evaluates the bike on color, size, price, number of gears, and other features.The bike is an example of a credence good.

In marketing, the abbreviation CRM represents customer relationship modeling.

The comparative evaluation process is thought to operate in which of the following types of purchases?

Evan visits a travel website to book a trip to Europe.While he is fairly certain he has selected good flights and exciting destinations, he cannot fully evaluate his trip until he actually arrives.The components of Evan's trip can best be described as __________ goods.

Marketers talk of three kinds of expectations.What are they?

The VP of Customer Experience at an international hotel chain is constantly looking for ways to improve customer service, whether it be at check-in, room service, concierge services, check-out, etc.This is important because customers generally evaluate companies and brands based on

Verizon is running two TV ads to attract new customers.Ad A is run once a week, and it costs $20 per showing.Ad B is run once a month and costs $100 per showing.The total annual acquisition cost is $2,240.

Discount Clothing Store is concerned that it is not satisfying its customers.The firm should consider mapping the shopping experience in order to fully understand its employees' perspective of how to best serve customers.

The most desirable customers have low recency, high frequency, and high monetary values.

CRM databases contain demographics, lifestyle data, and Internet info, but they should not contain contact information because of privacy laws.

For __________ purchases, the comparative evaluation process is typically quite deliberative and conscious.

Why Is Marketing Management Important

Customer Behavior

Segmentation

Targeting

Positioning

Products Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communications

Integrated Marketing Communications and Media Choices

Social Media

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters

Exam 14: Customer Satisfaction and Customer Relationships

When we have a situation where we do not have much experience with a brand, we seek people

Bic Inc.has a new ad to attract new customers.This ad is categorized as a(n)

Recently, companies are charging their loyal customers more, figuring that the loyals like the brand so much that they're price insensitive.

If marketers want to be listened to by the top executives, they need to translate marketing metrics into finance metrics.

A customer's perception of quality and satisfaction can't be measured with precision.

Satisfied customers contribute to the bottom line.

Mary visits her local shopping mall to purchase some much needed additions to her wardrobe.In selecting the items she wants to purchase, Mary is concerned primarily with factors such as color, size, style, and price.Clothing items can best be described as __________ goods.

Maria is going on vacation, and she used a travel agent to purchase her tickets and hotel room.This is an example of an experiential purchase.

If the core part of the purchase is

Sara wants to buy a new bike.She evaluates the bike on color, size, price, number of gears, and other features.The bike is an example of a credence good.

In marketing, the abbreviation CRM represents customer relationship modeling.

The comparative evaluation process is thought to operate in which of the following types of purchases?

Evan visits a travel website to book a trip to Europe.While he is fairly certain he has selected good flights and exciting destinations, he cannot fully evaluate his trip until he actually arrives.The components of Evan's trip can best be described as __________ goods.

Marketers talk of three kinds of expectations.What are they?

The VP of Customer Experience at an international hotel chain is constantly looking for ways to improve customer service, whether it be at check-in, room service, concierge services, check-out, etc.This is important because customers generally evaluate companies and brands based on

Verizon is running two TV ads to attract new customers.Ad A is run once a week, and it costs $20 per showing.Ad B is run once a month and costs $100 per showing.The total annual acquisition cost is $2,240.

Discount Clothing Store is concerned that it is not satisfying its customers.The firm should consider mapping the shopping experience in order to fully understand its employees' perspective of how to best serve customers.

The most desirable customers have low recency, high frequency, and high monetary values.

CRM databases contain demographics, lifestyle data, and Internet info, but they should not contain contact information because of privacy laws.

For __________ purchases, the comparative evaluation process is typically quite deliberative and conscious.

Why Is Marketing Management Important

Customer Behavior

Segmentation

Targeting

Positioning

Products Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communications

Integrated Marketing Communications and Media Choices

Social Media

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters