Exam 17: TB Boone 3Ce final

Strategic alliances are long-term business-to-business partnerships formed to create a competitive advantage.

Affinity marketing encourages stronger relationships with customers who share common interests.

When partners in a strategic alliance form a new business unit to implement their plans, what have they created?

In seller partnerships, companies want to sell as much product as quickly as possible without dealing with long-term business relationships.

Interactive television devices are having difficulty tracking viewer habits because the shows are not watched at the time of original broadcast.

Enhancing customer satisfaction is a three-step process of understanding customer needs, obtaining customer feedback, and implementing a system to ensure that satisfaction remains positive.

Discuss several ways in which database marketing can help a company.

Which of the following marketing exchanges remains largely transaction based?

What does an internal marketing program attempt to create?"

Which of the following is an important competitive advantage that results from effective supply-chain management?

What is customer relationship management?

The results of database marketing create the basis for new advertising and other promotions targeted to carefully identified groups of customers.

The job of application service providers is to assist marketers in turning the data into meaningful information.

Frequency marketing programs are promotional efforts sponsored by organizations that solicit involvement by individuals who share common interests and activities.

Transaction-based marketing recognizes and builds on the concept that providing added value to customer transactions through superior customer service improves customer retention and referrals.

What type of interaction is usually created by a second-level relationship marketing program?

Quick-response merchandising is a just-in-time strategy that reduces the time merchandise is held in inventory.

Responding to customer complaints is a proactive approach to customer feedback.

Point-of-sale register scanners, customer opinion surveys, and sweepstakes entry forms are information sources that organizations can use to create and add to their database.

Explain the differences between frequency marketing and affinity marketing programs.Give an example of each.