Question 1

List the four basic elements used to create relationship marketing.

Accepted Answer

a.Gather information about customers.
b.

Question 2

Columbia is a sporting goods store and Jeep is an automobile.What is the Columbia edition of the Jeep Liberty an example of?

Accepted Answer

A)  co-branding 
B)  co-marketing 
C)  lateral partnership 
D)  internal partnership 
A)  co-branding 
B)  co-marketing 
C)  lateral partnership 
D)  internal partnership

Question 3

A horizontal strategic alliance is one between firms at different levels of the supply chain.

Accepted Answer

A) True 
 B)False

Question 4

What type of marketing program enables satisfied customers to get the word out about products to other consumers?

Accepted Answer

A)  grassroots 
B)  viral 
C)  frequency 
D)  customer-based 
A)  grassroots 
B)  viral 
C)  frequency 
D)  customer-based

Question 5

The use of databases allows marketers to identify targeted groups of customers among thousands, or even millions, of less qualified prospects.

Accepted Answer

A) True 
 B)False

Question 6

Duncan Hines brownies made with Hershey's syrup and Diet Coke made with Splenda are both examples of co-branding.

Accepted Answer

A) True 
 B)False

Question 7

What are the four types of business-to- business partnerships?

Accepted Answer

a.Buyer partnership-a firm purchases pro

Question 8

What is the ultimate expression of relationship marketing in the business-to-business sector?

Accepted Answer

A)  a cartel 
B)  a strategic alliance 
C)  a monopolistic competition 
D)  an oligopoly 
A)  a cartel 
B)  a strategic alliance 
C)  a monopolistic competition 
D)  an oligopoly

Question 9

What is an organizational culture steeped in customer focus more likely to be?

Accepted Answer

A)  old-fashioned and traditional 
B)  subjected to high turnover because of disgruntled employees 
C)  targeting the profitability of new customers rather than trying to maintain present ones 
D)  relationship oriented rather than transaction based 
A)  old-fashioned and traditional 
B)  subjected to high turnover because of disgruntled employees 
C)  targeting the profitability of new customers rather than trying to maintain present ones 
D)  relationship oriented rather than transaction based

Question 10

If Boeing and General Electric get together and form an alliance to design and produce the next generation of jet engine, this would be a vertical strategic alliance.

Accepted Answer

A) True 
 B)False

Question 11

Databases allow sellers to identify their most profitable customers, but usually at the expense of increasing marketing and promotional costs.

Accepted Answer

A) True 
 B)False

Question 12

What is a potential drawback of a company focusing on price?

Accepted Answer

A)  It makes advertising and promotional expenses worthless. 
B)  It doesn't provide the firm with a competitive advantage. 
C)  It cuts into profits. 
D)  It will not motivate customers to enter into a buying relationship. 
A)  It makes advertising and promotional expenses worthless. 
B)  It doesn't provide the firm with a competitive advantage. 
C)  It cuts into profits. 
D)  It will not motivate customers to enter into a buying relationship.

Question 13

Cannondale Bicycles has an owner's group called "The Chain Club." Members receive e-mails listing cycling-related tips, as well as access to a special website.What level of relationship marketing is this an example of?

Accepted Answer

A)  first 
B)  second 
C)  third 
D)  fourth 
A)  first 
B)  second 
C)  third 
D)  fourth

Question 14

The first step in measuring customer satisfaction involves comparing actual sales to forecasted sales.

Accepted Answer

A) True 
 B)False

Question 15

Application service providers (ASPs) monitor the activities of marketers in capturing, manipulating, and analyzing masses of consumer data so that the privacy of the data providers is not compromised.

Accepted Answer

A) True 
 B)False

Question 16

What is the first priority in the decision to form a partnership?

Accepted Answer

A)  to locate companies that can add value to the relationship 
B)  to locate companies that would otherwise compete, in order to eliminate them 
C)  to locate companies that have weak management in order to pirate resources from them 
D)  to locate companies that will avoid potential monopolistic situations 
A)  to locate companies that can add value to the relationship 
B)  to locate companies that would otherwise compete, in order to eliminate them 
C)  to locate companies that have weak management in order to pirate resources from them 
D)  to locate companies that will avoid potential monopolistic situations

Question 17

The relationship marketing continuum is the natural process of finding a customer, servicing the customer, and replacing lost customers.

Accepted Answer

A) True 
 B)False

Question 18

Differentiate between horizontal and vertical strategic alliances.

Accepted Answer

a.Horizontal strategic alliances are for

Question 19

In relationship marketing, the focus is on enticing a buyer to make an immediate purchase based on factors such as low price, convenience, or packaging.

Accepted Answer

A) True 
 B)False

Question 20

How does a cooperative relationship formed between businesses compare to a joint venture?

Accepted Answer

A)  It typically involves forming a new business unit. 
B)  It may involve partners taking ownership positions. 
C)  It is usually less formal than a joint venture. 
D)  It would not be typified by a joint, new-product development team. 
A)  It typically involves forming a new business unit. 
B)  It may involve partners taking ownership positions. 
C)  It is usually less formal than a joint venture. 
D)  It would not be typified by a joint, new-product development team.

List the four basic elements used to create relationship marketing.

Columbia is a sporting goods store and Jeep is an automobile.What is the Columbia edition of the Jeep Liberty an example of?

A horizontal strategic alliance is one between firms at different levels of the supply chain.

What type of marketing program enables satisfied customers to get the word out about products to other consumers?

The use of databases allows marketers to identify targeted groups of customers among thousands, or even millions, of less qualified prospects.

Duncan Hines brownies made with Hershey's syrup and Diet Coke made with Splenda are both examples of co-branding.

What are the four types of business-to- business partnerships?

What is the ultimate expression of relationship marketing in the business-to-business sector?

What is an organizational culture steeped in customer focus more likely to be?

If Boeing and General Electric get together and form an alliance to design and produce the next generation of jet engine, this would be a vertical strategic alliance.

Databases allow sellers to identify their most profitable customers, but usually at the expense of increasing marketing and promotional costs.

What is a potential drawback of a company focusing on price?

Cannondale Bicycles has an owner's group called "The Chain Club." Members receive e-mails listing cycling-related tips, as well as access to a special website.What level of relationship marketing is this an example of?

The first step in measuring customer satisfaction involves comparing actual sales to forecasted sales.

Application service providers (ASPs) monitor the activities of marketers in capturing, manipulating, and analyzing masses of consumer data so that the privacy of the data providers is not compromised.

What is the first priority in the decision to form a partnership?

The relationship marketing continuum is the natural process of finding a customer, servicing the customer, and replacing lost customers.

Differentiate between horizontal and vertical strategic alliances.

In relationship marketing, the focus is on enticing a buyer to make an immediate purchase based on factors such as low price, convenience, or packaging.

How does a cooperative relationship formed between businesses compare to a joint venture?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Filters

Exam 17: TB Boone 3Ce final

List the four basic elements used to create relationship marketing.

Columbia is a sporting goods store and Jeep is an automobile.What is the Columbia edition of the Jeep Liberty an example of?

A horizontal strategic alliance is one between firms at different levels of the supply chain.

What type of marketing program enables satisfied customers to get the word out about products to other consumers?

The use of databases allows marketers to identify targeted groups of customers among thousands, or even millions, of less qualified prospects.

Duncan Hines brownies made with Hershey's syrup and Diet Coke made with Splenda are both examples of co-branding.

What are the four types of business-to- business partnerships?

What is the ultimate expression of relationship marketing in the business-to-business sector?

What is an organizational culture steeped in customer focus more likely to be?

If Boeing and General Electric get together and form an alliance to design and produce the next generation of jet engine, this would be a vertical strategic alliance.

Databases allow sellers to identify their most profitable customers, but usually at the expense of increasing marketing and promotional costs.

What is a potential drawback of a company focusing on price?

Cannondale Bicycles has an owner's group called "The Chain Club." Members receive e-mails listing cycling-related tips, as well as access to a special website.What level of relationship marketing is this an example of?

The first step in measuring customer satisfaction involves comparing actual sales to forecasted sales.

Application service providers (ASPs) monitor the activities of marketers in capturing, manipulating, and analyzing masses of consumer data so that the privacy of the data providers is not compromised.

What is the first priority in the decision to form a partnership?

The relationship marketing continuum is the natural process of finding a customer, servicing the customer, and replacing lost customers.

Differentiate between horizontal and vertical strategic alliances.

In relationship marketing, the focus is on enticing a buyer to make an immediate purchase based on factors such as low price, convenience, or packaging.

How does a cooperative relationship formed between businesses compare to a joint venture?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Filters