Question 1

Traditional segmentation methods do not work on the internet.

Accepted Answer

A) True 
 B)False

Question 2

When classifying customers on a loyalty index, "at risk" customers should not be thought of as

Accepted Answer

A)  a priority. 
B)  having little value. 
C)  price-sensitive. 
D)  price-insensitive. 
E)  disloyal. 
A)  a priority. 
B)  having little value. 
C)  price-sensitive. 
D)  price-insensitive. 
E)  disloyal.

Question 3

Loyal customers are the least likely to forgive a business for a negative experience because, once lost, brand loyalty is gone forever.

Accepted Answer

A) True 
 B)False

Question 4

On a customer satisfaction survey, customers who give you a score of 5 (very satisfied) are ____ times more likely to repurchase from you compared to customers who give you a score of 4 (satisfied)

Accepted Answer

A)  2 
B)  3 
C)  4 
D)  5 
E)  6 
A)  2 
B)  3 
C)  4 
D)  5 
E)  6

Question 5

On a customer satisfaction survey, different levels of satisfaction have a tremendous impact on

Accepted Answer

A)  brand awareness. 
B)  product trial. 
C)  customer loyalty. 
D)  brand associations. 
E)  understanding customer needs. 
A)  brand awareness. 
B)  product trial. 
C)  customer loyalty. 
D)  brand associations. 
E)  understanding customer needs.

Question 6

Quickies, loitering, surfing, and single mission describe

Accepted Answer

A)  types of marketing tactics. 
B)  types of customer segments. 
C)  types of customer loyalty classifications. 
D)  types of survey categories. 
E)  types of internet usage occasions. 
A)  types of marketing tactics. 
B)  types of customer segments. 
C)  types of customer loyalty classifications. 
D)  types of survey categories. 
E)  types of internet usage occasions.

Question 7

Describe the segmentation approach required for customers on the web.

Accepted Answer

A usage-based method called occasionaliz

Question 8

The most important step in developing customer loyalty is

Accepted Answer

A)  listening to customers. 
B)  classifying customers on a loyalty index. 
C)  communicating customer classifications to employees. 
D)  focusing on opportunities. 
E)  taking action and sustaining improvement. 
A)  listening to customers. 
B)  classifying customers on a loyalty index. 
C)  communicating customer classifications to employees. 
D)  focusing on opportunities. 
E)  taking action and sustaining improvement.

Question 9

Even if a customized banner ad is sent to a specific user (such as a 54-year-old CEO visiting a business site), if the content and placement of the ad is not appropriate to the type of usage session, the ad will be ineffective.

Accepted Answer

A) True 
 B)False

Question 10

Employees are satisfied when the organization is successful in

Accepted Answer

A)  satisfying its customers. 
B)  increasing profitability. 
C)  achieving revenue growth. 
D)  creating value for them. 
E)  providing training. 
A)  satisfying its customers. 
B)  increasing profitability. 
C)  achieving revenue growth. 
D)  creating value for them. 
E)  providing training.

Question 11

In terms of revenue growth and profitability, a business is more successful if it has

Accepted Answer

A)  an extensive product portfolio. 
B)  sales representatives in the field. 
C)  loyal customers. 
D)  price-sensitive customers. 
E)  satisfied customers. 
A)  an extensive product portfolio. 
B)  sales representatives in the field. 
C)  loyal customers. 
D)  price-sensitive customers. 
E)  satisfied customers.

Question 12

Building customer retention is very important because loyal customers are

Accepted Answer

A)  not as willing to forgive after a negative experience. 
B)  more willing to listen to inducements from competitors. 
C)  less willing to try new offerings by the business. 
D)  generally more price-sensitive. 
E)  more profitable. 
A)  not as willing to forgive after a negative experience. 
B)  more willing to listen to inducements from competitors. 
C)  less willing to try new offerings by the business. 
D)  generally more price-sensitive. 
E)  more profitable.

Question 13

Based on the customer satisfaction data collected, customers should be

Accepted Answer

A)  added to a mailing list. 
B)  informed of the business' other product offerings. 
C)  classified into loyalty categories. 
D)  contacted by a sales representative. 
E)  contacted by a technical service representative. 
A)  added to a mailing list. 
B)  informed of the business' other product offerings. 
C)  classified into loyalty categories. 
D)  contacted by a sales representative. 
E)  contacted by a technical service representative.

Question 14

List three characteristics of loyal customers that make them vitally important to a business.

Accepted Answer

1. Loyal customers are more pr

Question 15

Describe three different types of usage occasions on the web.

Accepted Answer

1. Quickies are less than a minute. An e

Question 16

A typical customer satisfaction survey measures a customer's intention to repurchase from the firm.

Accepted Answer

A) True 
 B)False

Question 17

One of the ways that Air Products and Chemicals Inc. listens to its customers is through

Accepted Answer

A)  call reports. 
B)  advertising recall studies. 
C)  the stock market gap. 
D)  social media. 
E)  blogs. 
A)  call reports. 
B)  advertising recall studies. 
C)  the stock market gap. 
D)  social media. 
E)  blogs.

Question 18

By enabling customers to rate its products on its own website, Dell is

Accepted Answer

A)  creating customer value. 
B)  reviewing customer segments. 
C)  using social media to its advantage. 
D)  researching brand perceptions. 
E)  thwarting competitive threats. 
A)  creating customer value. 
B)  reviewing customer segments. 
C)  using social media to its advantage. 
D)  researching brand perceptions. 
E)  thwarting competitive threats.

Question 19

In a customer satisfaction survey, customers who give a score of 5 (very satisfied) are two times more likely to repurchase as customers who give a score of 4 (satisfied).

Accepted Answer

A) True 
 B)False

Question 20

Satisfied customers spend more, and this creates shareholder value.

Accepted Answer

A) True 
 B)False

Exam 39: Customer Attraction, Satisfaction, and Retention Strategies

Traditional segmentation methods do not work on the internet.

When classifying customers on a loyalty index, "at risk" customers should not be thought of as

Loyal customers are the least likely to forgive a business for a negative experience because, once lost, brand loyalty is gone forever.

On a customer satisfaction survey, customers who give you a score of 5 (very satisfied) are ____ times more likely to repurchase from you compared to customers who give you a score of 4 (satisfied)

On a customer satisfaction survey, different levels of satisfaction have a tremendous impact on

Quickies, loitering, surfing, and single mission describe

Describe the segmentation approach required for customers on the web.

The most important step in developing customer loyalty is

Even if a customized banner ad is sent to a specific user (such as a 54-year-old CEO visiting a business site), if the content and placement of the ad is not appropriate to the type of usage session, the ad will be ineffective.

Employees are satisfied when the organization is successful in

In terms of revenue growth and profitability, a business is more successful if it has

Building customer retention is very important because loyal customers are

Based on the customer satisfaction data collected, customers should be

List three characteristics of loyal customers that make them vitally important to a business.

Describe three different types of usage occasions on the web.

A typical customer satisfaction survey measures a customer's intention to repurchase from the firm.

One of the ways that Air Products and Chemicals Inc. listens to its customers is through

By enabling customers to rate its products on its own website, Dell is

In a customer satisfaction survey, customers who give a score of 5 (very satisfied) are two times more likely to repurchase as customers who give a score of 4 (satisfied).

Satisfied customers spend more, and this creates shareholder value.

Microbial Life: Origin and Discovery

Observing the Microbial Cell

Cell Structure and Function

Bacterial Culture, Growth, and Development

Environmental Influences and Control of Microbial Growth

Viruses

Genomes and Chromosomes

Transcription, Translation, and Bioinformatics

Gene Transfer, Mutations, and Genome Evolution

Molecular Regulation

Viral Molecular Biology

Bio-techniques and Synthetic Biology

Energetics and Catabolism

Electron Flow in Organotrophy, Lithotrophy, and Phototrophy

Biosynthesis

Food and Industrial Microbiology

Origins and Evolution

Bacterial Diversity

Archaeal Diversity

Eukaryotic Diversity

Microbial Ecology

Microbes in Global Elemental Cycles

Human Microbiota and Innate Immunity

The Adaptive Immune Response

Microbial Pathogenesis

Microbial Diseases

Antimicrobial Therapy

Clinical Microbiology and Epidemiology

What Do Winning Organizations Do Well

Understanding Customer Needs

Choosing Which Customers to Serve

Developing a Strong Marketing Plan

Product and Brand Strategies

Pricing Strategies

Channel Strategies

Marketing Communications Strategies

Delivering Customer Value

Building a Customer-Focused Business

Building the Marketing Organization of the Future

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