Question 1

Companies can use knowledge obtained from databases to track customer buying patterns and customize offerings and sales promotions.

Accepted Answer

A) True 
 B)False

Question 2

What do lifetime-value-of-a-customer and payback calculations recognize?

Accepted Answer

A)  that customers will always be there, regardless of the industry or product 
B)  that customer complaints have little relevance to how people actually behave 
C)  that long-term customers are usually more valuable than new ones 
D)  that customer satisfaction is not the determinant of how loyal the customer will be 
A)  that customers will always be there, regardless of the industry or product 
B)  that customer complaints have little relevance to how people actually behave 
C)  that long-term customers are usually more valuable than new ones 
D)  that customer satisfaction is not the determinant of how loyal the customer will be

Question 3

What marketing effort is sponsored by an organization that solicits responses from individuals who share common interests and activities?

Accepted Answer

A)  frequency marketing 
B)  affinity marketing 
C)  internal marketing 
D)  database marketing 
A)  frequency marketing 
B)  affinity marketing 
C)  internal marketing 
D)  database marketing

Question 4

The use of customer relationship management (CRM) is limited to large organizations with vast financial resources.

Accepted Answer

A) True 
 B)False

Question 5

Customer satisfaction surveys represent proactive methods of assessing customer satisfaction.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is one of the advantages of national account selling?

Accepted Answer

A)  the buyer's ability to demonstrate its depth of commitment to the seller 
B)  a strengthened buyer-seller relationship through collaboration 
C)  demonstrated loyalty to a specific buyer through its favoured status 
D)  increased costs, but increased profits as well 
A)  the buyer's ability to demonstrate its depth of commitment to the seller 
B)  a strengthened buyer-seller relationship through collaboration 
C)  demonstrated loyalty to a specific buyer through its favoured status 
D)  increased costs, but increased profits as well

Question 7

What is involved in the joint venture option for structuring a strategic alliance?

Accepted Answer

A)  rarely the formation of a new business unit 
B)  less formality than a cooperative relationship 
C)  a combined, new-product development team 
D)  the partners taking ownership positions 
A)  rarely the formation of a new business unit 
B)  less formality than a cooperative relationship 
C)  a combined, new-product development team 
D)  the partners taking ownership positions

Companies can use knowledge obtained from databases to track customer buying patterns and customize offerings and sales promotions.

What do lifetime-value-of-a-customer and payback calculations recognize?

What marketing effort is sponsored by an organization that solicits responses from individuals who share common interests and activities?

The use of customer relationship management (CRM) is limited to large organizations with vast financial resources.

Customer satisfaction surveys represent proactive methods of assessing customer satisfaction.

Which of the following is one of the advantages of national account selling?

What is involved in the joint venture option for structuring a strategic alliance?

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

Companies can use knowledge obtained from databases to track customer buying patterns and customize offerings and sales promotions.

What do lifetime-value-of-a-customer and payback calculations recognize?

What marketing effort is sponsored by an organization that solicits responses from individuals who share common interests and activities?

The use of customer relationship management (CRM) is limited to large organizations with vast financial resources.

Customer satisfaction surveys represent proactive methods of assessing customer satisfaction.

Which of the following is one of the advantages of national account selling?

What is involved in the joint venture option for structuring a strategic alliance?

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