Question 1

Intention to repurchase or willingness to recommend a firm is usually measured through

Accepted Answer

A)  social media. 
B)  marketing communications research. 
C)  complaint forms. 
D)  customer satisfaction surveys. 
E)  advertising recall. 
A)  social media. 
B)  marketing communications research. 
C)  complaint forms. 
D)  customer satisfaction surveys. 
E)  advertising recall.

Question 2

Building customer loyalty is

Accepted Answer

A)  tantamount to conducting a survey. 
B)  a one-time project. 
C)  an ongoing process. 
D)  a marketing communications function. 
E)  a sales function. 
A)  tantamount to conducting a survey. 
B)  a one-time project. 
C)  an ongoing process. 
D)  a marketing communications function. 
E)  a sales function.

Question 3

Companies are powerless against customer-generated content on social media networks.

Accepted Answer

A) True 
 B)False

Question 4

Using social media, customers can instantly communicate with the world about problems with a brand.

Accepted Answer

A) True 
 B)False

Question 5

A typical way to measure customer satisfaction is to

Accepted Answer

A)  track bloggers. 
B)  survey customers. 
C)  analyze sales. 
D)  analyze store traffic. 
E)  assess after-sales service and complaints. 
A)  track bloggers. 
B)  survey customers. 
C)  analyze sales. 
D)  analyze store traffic. 
E)  assess after-sales service and complaints.

Question 6

By understanding customer needs, ACE Hardware has been able to increase value to customers without

Accepted Answer

A)  increasing service. 
B)  increasing the size of its staff. 
C)  increasing advertising spending. 
D)  increasing costs. 
E)  increasing hours of service. 
A)  increasing service. 
B)  increasing the size of its staff. 
C)  increasing advertising spending. 
D)  increasing costs. 
E)  increasing hours of service.

Question 7

Companies with higher customer satisfaction scores experience volatile stock values and cash flows.

Accepted Answer

A) True 
 B)False

Question 8

Loyal customers are more profitable and cost less to serve.

Accepted Answer

A) True 
 B)False

Question 9

Different levels of customer satisfaction have tremendous impact on customer loyalty.

Accepted Answer

A) True 
 B)False

Question 10

In the final step of sustaining improvement, Air Products and Chemicals Inc.

Accepted Answer

A)  listens to customers. 
B)  drives more customer-segment-based information and actions. 
C)  classifies customers on a loyalty index. 
D)  focuses on opportunities. 
E)  communicates customer classifications to employees. 
A)  listens to customers. 
B)  drives more customer-segment-based information and actions. 
C)  classifies customers on a loyalty index. 
D)  focuses on opportunities. 
E)  communicates customer classifications to employees.

Question 11

Traditional segmentation methods do not work on the internet because they make use of

Accepted Answer

A)  customer characteristics. 
B)  marketing goals. 
C)  usage information. 
D)  sites visited. 
E)  marketing tactics. 
A)  customer characteristics. 
B)  marketing goals. 
C)  usage information. 
D)  sites visited. 
E)  marketing tactics.

Question 12

The lowest box score (percentage of customers who scored a 1) is the best indicator of business performance.

Accepted Answer

A) True 
 B)False

Question 13

Explain how a business can use the occasionalization segmentation approach to attract, satisfy, and keep customers. Provide an example.

Accepted Answer

An advertiser can very easily send diffe

Question 14

While advertising creates only a short-term gain, _________ creates twice as much long-term value for a firm.

Accepted Answer

A)  event marketing 
B)  direct marketing 
C)  public relations 
D)  social media 
E)  word of mouth 
A)  event marketing 
B)  direct marketing 
C)  public relations 
D)  social media 
E)  word of mouth

Question 15

Being more price-insensitive is a characteristic of a

Accepted Answer

A)  browser. 
B)  mission shopper. 
C)  loyal customer. 
D)  competitors' customer. 
E)  dissatisfied customer. 
A)  browser. 
B)  mission shopper. 
C)  loyal customer. 
D)  competitors' customer. 
E)  dissatisfied customer.

Question 16

Shareholder value is created by

Accepted Answer

A)  investment in employee training. 
B)  increasing staffing at the point of sale/service. 
C)  satisfied customers who spend more. 
D)  employing profit-sharing plans. 
E)  return on investment. 
A)  investment in employee training. 
B)  increasing staffing at the point of sale/service. 
C)  satisfied customers who spend more. 
D)  employing profit-sharing plans. 
E)  return on investment.

Question 17

One of the ways that Air Products and Chemicals Inc. focuses on opportunities through its customer loyalty process is to

Accepted Answer

A)  identify areas of weakness among its sales force. 
B)  segment customers based on a loyalty index. 
C)  prioritize sales strategies with business objectives. 
D)  identify and foster organizational buy-in on critical customer requirements. 
E)  place an emphasis on external communications. 
A)  identify areas of weakness among its sales force. 
B)  segment customers based on a loyalty index. 
C)  prioritize sales strategies with business objectives. 
D)  identify and foster organizational buy-in on critical customer requirements. 
E)  place an emphasis on external communications.

Question 18

The final step of sustaining improvement is the most important step in developing customer loyalty.

Accepted Answer

A) True 
 B)False

Question 19

In a typical customer satisfaction survey, the best indicator of business performance is

Accepted Answer

A)  the percentage of customers who are willing to recommend the firm. 
B)  the percentage of customers who plan to repurchase from the firm. 
C)  the number of customers who scored a 5 (very satisfied). 
D)  the number of customers who scored a 1 (very dissatisfied). 
E)  the average satisfaction score. 
A)  the percentage of customers who are willing to recommend the firm. 
B)  the percentage of customers who plan to repurchase from the firm. 
C)  the number of customers who scored a 5 (very satisfied). 
D)  the number of customers who scored a 1 (very dissatisfied). 
E)  the average satisfaction score.

Question 20

Customers classified as at risk represent

Accepted Answer

A)  loyal customers who have been swayed by competitors. 
B)  low-margin customers, therefore unattractive customers. 
C)  high-cost, price-sensitive customers. 
D)  an opportunity to bring immediate payback. 
E)  customers at the last stage of the product life cycle. 
A)  loyal customers who have been swayed by competitors. 
B)  low-margin customers, therefore unattractive customers. 
C)  high-cost, price-sensitive customers. 
D)  an opportunity to bring immediate payback. 
E)  customers at the last stage of the product life cycle.

Exam 39: Customer Attraction, Satisfaction, and Retention Strategies

Intention to repurchase or willingness to recommend a firm is usually measured through

Building customer loyalty is

Companies are powerless against customer-generated content on social media networks.

Using social media, customers can instantly communicate with the world about problems with a brand.

A typical way to measure customer satisfaction is to

By understanding customer needs, ACE Hardware has been able to increase value to customers without

Companies with higher customer satisfaction scores experience volatile stock values and cash flows.

Loyal customers are more profitable and cost less to serve.

Different levels of customer satisfaction have tremendous impact on customer loyalty.

In the final step of sustaining improvement, Air Products and Chemicals Inc.

Traditional segmentation methods do not work on the internet because they make use of

The lowest box score (percentage of customers who scored a 1) is the best indicator of business performance.

Explain how a business can use the occasionalization segmentation approach to attract, satisfy, and keep customers. Provide an example.

While advertising creates only a short-term gain, _________ creates twice as much long-term value for a firm.

Being more price-insensitive is a characteristic of a

Shareholder value is created by

One of the ways that Air Products and Chemicals Inc. focuses on opportunities through its customer loyalty process is to

The final step of sustaining improvement is the most important step in developing customer loyalty.

In a typical customer satisfaction survey, the best indicator of business performance is

Customers classified as at risk represent

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Environmental Influences and Control of Microbial Growth

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