Exam 5: Creating Long term Loyalty Relationships

An organized collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable for such marketing purposes as lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships is called

Conformance quality and performance quality is essentially the same thing in a marketing sense.

________ is based on the premise that marketers can no longer use "interruption marketing" via mass media campaigns.

One key to customer retention is ________. It would be wise for a company to measure this factor frequently.

If marketers raise customer expectations too high, the buyer is likely to be disappointed. However, if the company sets expectations too low, it

The ability of a company to meet each customer's requirements to prepare on a mass basis individually designed products, services, programs, and communications, is referred to as

Frequency marketing is an acknowledgment of the fact that 20 percent of a company's customers might account for ________ percent of its business.

Total quality management (TQM) is a production department approach to continuously improving the quality of all the production processes.

Customer lifetime value (CLV) describes the net present value of the stream of future profits expected over the customer's lifetime purchases.

Which of the following is a characteristic of one-to-one marketing rather than mass marketing?

Professional buyers and purchasing agents operate under various constraints and occasionally make choices that give more weight to their personal benefit than to the company's benefit.

In general, companies can use their databases in five ways. Which way involves remembering customer preferences and sending appropriate gifts, coupons, and reading material?

The aim of customer relationship management (CRM) is to produce high customer

A survey performed by Canadian Business magazine found that the biggest gap between best and worst customer satisfaction levels occurred in the

Explain how a company frequency program might work for a grocery store chain.

Some customers inevitably become inactive or drop out. The challenge for marketers is to reactivate them through ________ strategies.

________ is the total of the discounted lifetime values of all of a firm's customers.

Describe four situations or cases when building a customer database would not be worthwhile for a company.

Relational equity is the customer's perceptions of benefits relative to costs.

Which of the following is the first step in customer value analysis?