Exam 14: Building Customer Relationships

Small businesses must strive to understand post-purchase dissonance among their customers and to manage it effectively.

Molly has had repeated positive experiences with her local coffee shop.They suggest new flavours, call her by her first name, and donate to a local charity that Molly supports.Molly's experiences, as a result, contribute to the business's CRM _______.

Match the term with its definition. a.Attitude b.Culture c.Customer experience management d.Customer lifetime value e.Customer relationship management f.Motivations g.Needs h.Opinion leader i.Perception j.Perceptual categorisation k.Reference group l.Social classes -The process of grouping things that are perceived as being similar.

Match the term with its definition. a.80/20 Principle b.Customer database c.Customer segmentation strategy d.Evaluative criteria e.Evoked set f.Perception g.Perceptual categorisation h.Post-purchase dissonance i.Touch point j.Transactional relationship -A collection of information about a customer, including demographic data, attitudes, preferences and other behavioural characteristics, as defined by CRM goals.

An evoked set is a group of brands that a consumer is both aware of, and willing to consider, as a solution to a purchase problem.

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

In what stage of the consumer decision-making process is Josh when he becomes concerned whether his friends will enjoy the video game he downloaded?

Initial CRM support efforts should be made using the website because the web developers have the most customer contact.

Lack of in-house expertise is a major justification for using outside CRM services.

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

An approach that recognises that, with every interaction, customers learn something about a company that will affect their desire to do business there in the future is known as:

Match the term with its definition. a.80/20 Principle b.Customer database c.Customer segmentation strategy d.Evaluative criteria e.Evoked set f.Perception g.Perceptual categorisation h.Post-purchase dissonance i.Touch point j.Transactional relationship -An interaction between a business and its customers.

A transactional relationship is an association between a business and a customer that begins or ends with a purchase or a business exchange.

Julie's preference for a certain style of braai is the result of which sociological influence?

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

As an owner of a floral design business, Tim's highest priority for the florist's CRM programme should be:

Match the term with its definition. a.80/20 Principle b.Customer database c.Customer segmentation strategy d.Evaluative criteria e.Evoked set f.Perception g.Perceptual categorisation h.Post-purchase dissonance i.Touch point j.Transactional relationship -A group of brands that a consumer is both aware of, and willing to consider, as a solution to a purchase need.

Match the term with its definition. a.Attitude b.Culture c.Customer experience management d.Customer lifetime value e.Customer relationship management f.Motivations g.Needs h.Opinion leader i.Perception j.Perceptual categorisation k.Reference group l.Social classes -A small group that an individual allows to influence his or her behaviour.

Match the term with its definition. a.Attitude b.Culture c.Customer experience management d.Customer lifetime value e.Customer relationship management f.Motivations g.Needs h.Opinion leader i.Perception j.Perceptual categorisation k.Reference group l.Social classes -The total profit expected from all future sales to a customer.

June has always believed that the resale furniture store doesn't have quality furniture as it has been used by others.This _____ may cause her to avoid the store and shop at a store specialising in new furniture across town.