Exam 5: Creating Customer Value, Satisfaction, and Loyalty

Although actual costs vary from business to business depending on the complexity of the sales process,the most expensive customer acquisition method based on cost per solicitation is ________.

A key driver of shareholder value is the aggregate value of the customer base.Identify the five strategies employed by winning companies to improve the value of their customer base.

What is the definition for customer-perceived value (CPV)

All of the following would be among the Peppers and Rogers's four-step framework for one-to-one marketing that can be adapted to CRM marketing EXCEPT ________.

Harrah's has used effective ________ to almost double its share of customers' gaming budgets by targeting offers to specific customer segments.

People with the motivation,ability,and opportunity to make a purchase are known as ________.

The ________ consists of the whole cluster of benefits the company promises to deliver; it is more than the core positioning of the offering.

According to GE's former chairman,John F.Welch Jr.,"________ is our best assurance of customer allegiance,our strongest defense against foreign competition,and the only path to sustained growth and earnings."

One of the main problems that can prevent a firm from effectively using CRM is that some of the assumptions behind CRM may not always hold true.Give an example of one of these assumptions that might not always hold true.

According to customer profitability analysis (CPA),platinum customers spend the most money with the organization,thereby making them valuable.

According to Stanford's business guru Jeffery Pfeffer,"the best companies build cultures in which frontline people ________."

For a consumer to be delighted with a product or service he or she must perceive that performance exceeds expectations.

The process of building,maintaining,and using customer databases and other databases for the purpose of contacting,transacting,and building customer relationships is called ________.

What do modern managers believe is their company's only true "profit center"

All of the following are considered to be customer costs EXCEPT ________.

Total customer satisfaction is measured based on the relationship of ________.

All companies should practice one-to-one marketing.

Building a database would not be worthwhile for a company in all of the following cases EXCEPT ________.

Susan Lefferts' company advertises widely.Ms.Lefferts uses business reply cards attached to her company's magazine ads to build her company's database.In which of the following ways would Ms.Lefferts most likely use the database

A good illustration of a personal touch in the hotel business would be if the hotel employees (e.g.,registration,maid service,et cetera)call a guest by his or her name.