Exam 17: TB Boone 3Ce final

Which of the following is NOT a characteristic of the third level of relationship marketing?

Match each item to the statement or sentence listed below. a.transaction-based marketing b.relationship marketing c.internal marketing d.frequency marketing e.affinity marketing f.database marketing g.application service providers (ASPs) h.customer relationship management i.partnership j.co-branding k.co-marketing l.electronic data interchange (EDI) m.supply chain n.lifetime value of a customer -focuses on short-term, one-time exchanges. 2.Revenues and intangible benefits that a customer brings to a seller, minus the amount the company spent to acquire, market to, and service the customer, are called the _____. 3.describes the current marketing philosophy of most organizations. 4.The _____ is the sequence of suppliers that contribute to the creation and delivery of a product. 5.Managerial actions that help all members of an organization accept their roles in implementing a marketing strategy are called _____. 6.A(n) _____ is a computer-to-computer exchange of various business documents. 7.Airline frequent-flyer programs are examples of _____ programs. 8.A cooperative arrangement in which two businesses jointly market each other's products is called _____. 9.programs are marketing efforts sponsored by organizations that solicit responses from individuals who share common interests and activities. 10.A cooperative arrangement in which two or more businesses team up to closely link their names on a single product is called _____. 11.involves the use of software to analyze marketing information by identifying patterns and targeting messages toward specific groups of customers. 12.A(n) _____ is an affiliation of two or more companies that assist each other in the achievement of common goals. 13.manage the software that marketers need to turn raw data collected about consumers into meaningful reports. 14.involves a combination of strategies and tools that drives relationship programs.

Which of the following best describes long-term customers?

What type of marketing involves the development, growth, and maintenance of cost-effective, high-value interactions with individual customers, suppliers, and other partners over time?

Internal marketing involves selling products to employees of the firm at a discount.

What do customer relationship management programs require to be successful?

Internal partnerships are the foundation of an organization and its ability to meet its commitments to external entities.

Successful customer relationship management systems are process driven.The firm's goals and objectives become secondary to the operation of the system.

Sellers can use databases to improve customer retention and referral rates.

Which of the following is a characteristic of relationship marketing?

What benefit does a retailer gain from the use of electronic data interchange (EDI) as a quick-response merchandising tool?

What do databases have the capacity to do when used properly?

Which of the following is a proactive method a firm might use to assess customer satisfaction?

In business-to-business markets, legal contracts form the basis of relationship marketing.

An added bonus of electronic data interchange (EDI) is that, in addition to automating the buying process, it has also opened new channels for gathering marketing information.

Collaborative planning, forecasting, and replenishment (CPFaR) has a proven track record as a system that can reduce lead times, produce accurate forecasts, increase reaction times to marketplace trends and, in some cases, cut inventories in half.

Which of the following is an example of a typical third-level relationship marketing program?

Strategic alliances typically include only the largest firms in any industry because of the amount of capital required to invest in shared facilities.

One common characteristic of grassroots marketing is the nontraditional approach.

Large retailers pay special attention to suppliers from whom they buy millions of dollars in merchandise each year.To solidify their commitment to these suppliers, a retailer's buying office is often located near the supplier's home office.